
But what does Supreme have that
keep its fans so obsessed? The attractiveness is not limited to the quality of
clothing and diversity of collaborations, but rather extends to the ‘scarcity’ and ‘exclusivity’ of products. Supreme’s strategy is to have a limited
supply in comparison to the demand. Consequently, people want these items more.
Research shows that people are more likely to choose an item in store when it
is scarce (Parker & Lehmann). The underlying reason is the item is limited
because everyone else has bought it. The availability of an item is a shortcut
cue to its quality (Cialdini, 2007).

Thus, as the hype over Supreme
continues to grow, the weekly line-up at any of its stores on “drop day” will
become a ritual which Supreme loyalists will not miss.
References
Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages. Journal of Advertising, 40, 19-30.
Cialdini, R. B. (2007). Influence: The psychology of persuasion.
New York: Collins.
Parker, J. R., & Lehmann, D.
R. (2011). When shelf-based scarcity impacts consumer
preferences. Journal of Retailing, 87, 142-155.
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