As consumers grow weary of artificial scarcity, brands are rethinking exclusivity – not with longer lines, but with deeper engagement.
Supreme Drop Queue in London
Queuing is a signal of demand and a test of commitment. Those willing to wait are demonstrating how much they value the product. For brands, this has long had marketing utility. For consumers, queuing confers status, where owning the rarest item is as much about community as clothing.
“Standing in line… In an era when time is our biggest currency! From TikTok-fueled queues for hyped ice cream, fries, or other treat spots in Amsterdam (or any major city, really), to take the best spot in concert, to perhaps the most infamous line of all — Berghain (that one people have written theseson)."
If it doesn’t really make sense anymore, why do we still do it?
