To what extent scarcity messages impact the purchase intention of consumers: the case of limited-edition products in the ready-to-wear market.

Abstract

In recent years, consumers have become more assertive about their style and personality. They are looking to differentiate themselves from others. The market of limited editions in the ready-to-wear has not stopped growing and expanding. Limited edition products have been poorly investigated from a managerial perspective. Therefore, this thesis aims to understand whether consumers are influenced by those products and what they expect from them. This study focuses on limited editions in the ready-to-wear market. In this qualitative exploratory study, we interviewed twenty people from different backgrounds, aged between nineteen to thirty-nine years old. This research highlights the main motivation to buy limited edition, which is to differentiate themselves from others. But only if consumers have an interest in shopping. Even though, people expect limited edition products to be original and unique, they are still reluctant towards brands. They think that they do not always respect the initial promise to make “limited” edition. Then, consumers are interested to buy limited edition as an investment. Indeed, they believe those products to get more valuable and, as a consequence, are a good investment. Nonetheless, this does not seem to apply in the textile but rather in the watches, bags and luxury sector. However, it is important for consumers to have proof of authenticity in order to be sure that these products are well limited and that they can gain a lot of value later on. Finally, we have also identified two barriers related to the purchase of limited editions. The main one remains the price which is usually higher. Consumers are reluctant to spend much money on products that they are suspicious of as to their limited aspect. Even though many people find limited editions interesting in relation to the investment side, several people believe that the reselling market denigrates these products and makes the limited editions lose their prestige.