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The Art of Scarcity

Brüchert, Alexandra LU ; Dirksz, Lorenzo and Kaniki, Nsunge (2020) In SBM Master Papers BUSN21 20202
Department 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:
author
Brüchert, Alexandra LU ; Dirksz, Lorenzo and Kaniki, Nsunge
supervisor
organization
alternative title
From fashion to luxury collectors’ items
course
BUSN21 20202
year
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}},
}