By
with contributions from Lorelei Marfil
 on October 23, 2017

LONDON — Playing hard to get has worked for eons in the game of love, and now it’s proving the strategy du jour for brands and retailers hoping to woo a younger, impatient audience that’s chatty, community-minded — and easily bored.

Selfridges, Barneys New York, MyTheresa.com, Stylebop.com, Louis Vuitton, Givenchy and countless others have been swiping strategies from sneaker and streetwear brands, using push-pull tactics on customers, nurturing a sense of belonging and creating a halo of rarity around products to fuel desire and sales.

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