Perception of demand IS demand

The perception of demand has an interesting effect on our willingness to buy.

Let me show you:

Imagine your at the local shopping mall.

A new store has just a arrived and there is a line of 150 willing customers outside.

It's a streetwear pop-up!

You haven't heard of the brand, but it's a curious situation.

In getting a little closer, you see security at the door filtering people as they come and go.

Now you're really interested!

With some time on your hands you decide to wait in line.

What for? To see what all the fuss is about, of course.

Here's the thing:

There are 10's of other stores without lines, all much easier to enter.

In fact, waiting in that line is going to cost you a lot of time.

Not to mention, their clothes are much more expensive than those of two doors down.

YET EVEN STILL

you decided to wait for this one.

Why?...

My point is this:

A community of people creates a perception of demand.

Just as the line outside a pop-up proves there's something worth waiting for,

a community to back your streetwear brand shows that your brand's worth being loyal to.

Members of a community are willing to pay a premium,

sacrifice their time,

and turn down logically better options.

That, a group of separated customers cannot.

Truly,

Elijah