Fashion Hype

You have probably seen them camping outside the stores on the cold pavement. There they sit for hours discussing what garments, accessories or shoes they are going to buy. But what makes people sit for hours, and sometimes-even days outside stores?

You have probably heard the phrase hype before, and if not it’s a clever marketing strategy there a product is advertised as the thing everyone must have. With collaborations comes an interest and this is something that has been used widely by the biggest fashion brands today. The greatest hypestarter of them all is probably the New York based street style brand Supreme, which has had their launch by the police after too much commotion.

From this phenomenon the reseller market has exploded in the recent years with people like Benjamin Kapelushnik. Known as “The Sneaker Don,” who is only 17 years old and has made a big business of reselling rare sneakers. Tag Heuer and the online watch magazine Hodinkee recently released a new version of one of the most sought-after and rarest of vintage Heuer watches; the Heuer Skipper that was limited to 125 pieces. The watches were sold out within hours of its release.

So do you believe the hype?