Scarcity and Brand Development

Limited run business models are an effective way to generate cache on low volume. Low volume means scarcity, and scarcity can help generate value. Especially for small businesses that want to be highly coveted rather than sold-in-mass.

But, why hinge your brand on 'scarcity' as a selling point? There's no barrier to entry in the scarcity game-- boutique shoe designers are everywhere, and even the biggest brands partner with celebrities for limited run styles.

Continual customer engagement, along with scarcity, makes more sense. To do this, having a high output of new styles is a must. This leads to media attention, customer retention, and inherently creates scarcity because new styles are being demanded as quickly as previous styles are being sold.

Brandon Cohn