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Professor Adam Alter is interviewed about how streetwear brands are using scarcity and social media to drive demand

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Excerpt from BBC -- "The beauty of fashion is that it’s conspicuous; everyone knows what you’re wearing, so if you’re wearing a scarce, fashionable product, you get the benefit of knowing privately that you own something scarce, but also the benefit of being able to show other people that you own a scarce product."

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