The Art of Scarcity
(2020) In SBM Master Papers BUSN21 20202Department of Business Administration
- 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.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9031943
- author
- Brüchert, Alexandra LU ; Dirksz, Lorenzo and Kaniki, Nsunge
- supervisor
- organization
- alternative title
- From fashion to luxury collectors’ items
- course
- BUSN21 20202
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Scarcity, Luxury Branding, Fashion Branding, Contemporary Art, Limited Editions
- publication/series
- SBM Master Papers
- language
- English
- id
- 9031943
- date added to LUP
- 2020-11-13 11:32:17
- date last changed
- 2020-11-13 11:32:17
@misc{9031943, 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.}}, author = {{Brüchert, Alexandra and Dirksz, Lorenzo and Kaniki, Nsunge}}, language = {{eng}}, note = {{Student Paper}}, series = {{SBM Master Papers}}, title = {{The Art of Scarcity}}, year = {{2020}}, }