Scarcity increases perceived exclusivity
When fewer people can own something, owning it starts to say more about the person.
Research paper — Work in progress — 2026
The Role of Scarcity Marketing in the Luxury Streetwear Market
How limited supply, controlled distribution and perceived exclusivity influence demand. This research is a work in progress and is not yet completed.
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Research question
How does scarcity marketing influence perceived value and consumer demand in luxury streetwear?
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Why this matters
Streetwear brands such as Supreme and Corteiz have used scarcity, controlled distribution and limited releases to create demand well beyond the functional value of the product.
Having tried to launch a streetwear brand myself, I wanted to understand what actually sits underneath that demand — and how much of it can be designed.
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Research
- 3.1LiteratureTo be added
- 3.2Brand examplesTo be added
- 3.3Consumer psychologyTo be added
- 3.4Case studiesTo be added
- 3.5FindingsTo be added
- 3.6ReferencesTo be added
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Preliminary findings
Limited availability can increase urgency
Short release windows compress decision-making and reward people who act quickly.
Brand identity determines whether scarcity feels authentic or artificial
Scarcity works when it fits what the brand already stands for; otherwise it reads as a tactic.
These preliminary observations are part of ongoing research, not final conclusions.