Why do brands create artificial scarcity for luxury products?

Brands make luxury products seem rare so people want them more.

Imagine you’re at a party and there’s only one special candy, the kind that makes your tummy go whoosh when you eat it. Everyone wants that candy because there's not much of it. That’s what brands do with luxury items like designer handbags or fancy shoes, they make them seem like there aren’t many around, so people think they’re extra special.

• People want what they can't get easily: If you know only a few kids have that cool toy, you might be more excited to own one too.
• It makes things feel more valuable: When something is rare, it feels like it's worth more, kind of like how the last cookie in the jar always tastes better.

So brands use this trick to make their products seem even more amazing and hard to find. That way, people are happy to pay more for them!