From Rarity to Desire

In one project, we are looking at the fascinating world of limited editions (LEs) and their influence on consumer behaviour and brand loyalty. We analyse how the exclusivity of limited editions and the dynamics of sell-outs influence shoppers' experience and repurchase intentions.

By analysing experimental studies, we offer insights into how brands can mitigate the negative effects of fast sell-outs by adapting their distribution strategies. Our research expands the understanding of how supply and demand jointly shape brand perceptions and offers practical recommendations for the management of LEs.