Scarcity Marketing - Why Are Influencer Brands Making People Crazy?

Is it worth it? Is this money well spent?

From premium prices with Stanley Cups, to skin care and make-up lines, or Mikayla Nogueira's latest P.O.V Beauty, anything with a captivating enough sales pitch will drive an audience to what could be argued to be a cult-like following.

When did consumers start buying products purely based on the name of the brand rather than its' quality? Are they simply choosing not to or going along with the crowd who is also buying the product?

The latest in internet shopping experiences gone wrong focuses on Parke Clothing.

A sweatshirt and sweatpants brand with simple colors, a name, and nothing of notable difference to other sweatshirt companies on the market. (Another sweatshirt company of notability is Comfrt, with a similar price point and style).

So, what happened? Why are people talking about them?

Consumers were lined up at a pop-up shop for hours during their Valentine's Day Drop, among other urgent sales. They all wanted to get a certain color of hoodie to either match with a set they have or buy it for the first time.

However, the online shopping experience was entirely different.

Consumers and eager buyers of the line were already in the check-out bag when the product sold out.

Typically, none of this is worth ruining a day, relationships, or situation over.

Yet these consumers, which were recorded to be young college aged women, were on a high of yearning to get these $120 - $140 sweatshirt/sweatpants combos in light pinks, reds, and white color hues.

Some of them are still die-hard fans and buying these sweatshirts even without a drop or sale.

Was the website crashing due to so many people buying the same product at once? Did the company even have enough stock to begin with? Or was this a selling tactic by the owner, to claim scarcity to garner more media attention?

It mind-boggled even onlookers watching the situation unfold, and former followers of the brand reflecting on their purchases.

All this to say, scarcity marketing is another tactic that works, even if it ages like milk or the brand owner claims to not utilize it on purpose.

(Personally, I'd rather have a brand owner ethically admit that they use scarcity marketing, since there are aproriate ways to boost your brand, rather than deny it).

It happens, whether the brand owner wants it to or not. When there is enough of a demand from influencer marketing, then sure enough, consumers will flock to the product so they can say that they've got it and be the first in line to get it.

It's that "first come, first served" feeling, but on capitalism steroids.

Have you heard of any of the brands mentioned in this article? Do you own a Parke hoodie? Are you familiar with the latest skin prep line P.O.V Beauty? When you see an add for these influencer products, how likely are you prompted to buy them? Do you have an influencer product that you later regretted buying?