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

1 Faculty News February 5, 2018 ![BBC Capital logo](/sites/default/files/styles/246w/public/assets/images/con_042627.jpg?itok=FVqJkPfR)>

Excerpt from [BBC](http://www.bbc.com/capital/story/20180205-the-hype-machine-streetwear-and-the-business-of-scarcity) -- "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."

[Read more](http://www.bbc.com/capital/story/20180205-the-hype-machine-streetwear-and-the-business-of-scarcity)