Scarcity as a Desirable Attribute of Luxury Fashion Brands in Millennial Marketing

Scarcity as a Desirable Attribute of Luxury Fashion Brands in Millennial Marketing

Purpose – Marketing literature considers scarcity a mechanism that increases the desirability of the offer and an inherent attribute of luxury products. This market needs to capture the millennial segment. The objective of this paper is to develop a proper scarcity strategy to be used when connectin...

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Bibliographic Details
Main Authors: Javier F. de la Ballina, Isabel de la Ballina
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2019-01-01
Series:Tržište
Subjects:
marketing
scarcity
luxury
millennials
experimental design
Online Access:https://hrcak.srce.hr/file/337253

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