One marketing strategy that help e-commerce retailers attract more clients is the ‘power of
exclusivity’. When consumers hear that a product is limited edition or an event
is on ‘exclusive invite only’, they are more interested in the item. As such,
this labelling technique creates a sense of urgency for shoppers to act and it
brings more attention to the product/service on offer or the brand.
One firm that has become the flagship standard for the power
and influence of exclusive branding is Supreme.
Parents are constantly lining up at stores around the country to buy
limited-edition Supreme apparel for their children. These are often priced at
exorbitantly high rates. The success of this company has sparked deep interest
and an entire ecosystem of content marketing that is focussed on
branding.
The Amazon FBA expert Beau Crabill advanced “Brand power is
already highly impactful on consumer purchasing decisions. But the exclusivity
element not only stimulates that influence but drives the entire secondary market
structure for those products”. This observation is founded by the fact that
secondary markets for Supreme are crazy
wherein people are willing to pay exorbitant prices for these items. This proves that smaller brands can rapidly
become very successful by creating exclusivity and adopting new marketing
strategies.
Supreme adopts the exclusive branding strategy
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