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A Tale of Two Streets: Supreme vs Madhappy
What brands have realized is, you can create a “halo effect” around this that drives revenue for your brand. People line up to buy the limited edition stuff, and if they don’t get it, they still buy something less exclusive because they have already decided that your brand is cool and desirable and they want to advocate.
Reggie Casagrande • The evolution of Energy Marketing from Street Culture to Main Street
The idea of being “in” is an economy in itself: streetwear drops, exclusive social clubs, and now, as we’ve seen, viral consumer social products, which we’ll be focusing on for this piece.
Jordan Odinsky • The Value of a Velvet Rope: Effects of Hype and Exclusivity on Launch Strategies
3LAU turns to both the streetwear and fine-art industries for inspiration, because both of those worlds invert the mainstream music-industry model of low-margin ubiquity in favor of high-margin scarcity.