There's the obvious explanation for wait lists—a bag/purse/piece of clothing got the 威廉希尔备用网址fashion crowds so riled up that it sold out,zoom,from virtual and physical shelves everywhere.But,dig a little deeper,and you might see that it's just a clever marketing ploy pulled off perfectly.
"Brands will purposefully underproduce a product and push it via social media,gifting,and PR efforts to create FOMO...it's completely psychological,but you always want something you can't have," an anonymous PR directortoldWho What Wear.Then the resulting wait list is helpful for making sure brands produce the right amount of product when they restock.Rather than doing a big run the first time that might leave them with excess product,they'll keep it small.Then,aware that 75 percent of the wait list will make a purchase once they get that happy "this item has been restocked!" notification,they can smartly decide how much more to make.
So,if you've ever read about a buzzy item and thought you needed itnow,before it was gone for good,the brand is doing its job perfectly."The goal is really to get people crazed about the product so they feel that once it hits the web or the store,if they don't pull the trigger and purchase immediately,they'll have to wait." This is when impulse buys happen,and the tactic works especially well with lower-priced pieces.
You know what'sdefinitelygoing to sell out quickly?H&M's collab with Kenzo,coming in November.
Now,watch and wonder at 20 years of celebrity eyebrows.