The Art of Scarcity

Abstract: The purpose of this paper is to explore the phenomenon of scarcity in branding within the fashion industry. Secondly, the aim is to show how fashion brands can utilize scarcity as a branding tool to transform products into luxury collector’s fashion items. The research shows that there are several connections between the presented cases.By combining the time and quantity scarcity appeal as well as the application of a single channel distribution system, fashion brands can elevate their products to collectors’ items status. Branding, pricing and community & media, connect the three elements.