Scarcity Marketing in Luxury Streetwear

This paper explores how luxury streetwear brands use scarcity to create demand and exclusivity. It draws on consumer psychology theories (commodity theory, psychological reactance, fear of missing out and need for uniqueness) and compares Supreme’s regular, low-quantity drops with Corteiz’s surprise releases and password-protected sales. A survey of 50 people found that 74% were more interested in a luxury product because it was limited, and 90% said scarcity makes a luxury brand seem more exclusive. The paper also looks at the risks of overusing scarcity, such as customer frustration, and acknowledges its limitations, including a small sample and a survey about luxury brands in general rather than streetwear specifically.