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Summer School 4: Marketing and the Ultimate Hose Nozzle

Planet Money

NOTE

Luxury Scarcity Marketing

Luxury brands like Hermes create scarcity around their products, like the Birkin bag, not because of the time and craftsmanship required to make them, but as a deliberate marketing strategy. By making the bags extremely exclusive and difficult to obtain, Hermes enhances their desirability and perception of luxury. This approach is not unique to Hermes, as many luxury brands use high prices and limited availability to maintain an aura of exclusivity around their products.

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