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Professor Adam Alter comments on product "drops" as a marketing strategy

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Excerpt from Fashionista -- "'[A product drop] doesn't conform to traditional fashion release timing, so it's unpredictable and, therefore, the products seem scarce,' NYU Stern School of Business Associate Professor of Marketing Adam Alter tells Fashionista. 'Scarcity makes them desirable because they aren't available to just anyone — they're only available to people who happen to be tuned in to the product's release.'"

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