The Value of a Velvet Rope: Effects of Hype and Exclusivity on Launch Strategies
None of us are new to the idea of hype and exclusivity around drops and launches. Streetwear brands like Supreme and Yeezy are in the business of scarcity, where limited product releases supercharge the traditional supply-and-demand model, and where influencers, celebrities and fans alike create an "echo chamber of excitement."
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