Limited edition Vs Mass consumption

Retailers are opting to sell limited number clothes of a particular design and style rather than thousands of the same stuff. Consumers have reacted very positively to this move and there have been record crowds at openings of stores such as H&M, when it launched Stella McCartney's collection or Gap unveiled Roland Mouret's collection of dresses. The feeling that very few other people have the same outfit is a sure way to make consumers (mostly women) rush to the store and buy it. Retailers win too, as they clear out inventory fast and create lots of buzz in the market, ensuring lots of new footfalls. Almost every opening of H&M stores in the US has seen people lining up from dawn to get into the store, showing just how much customers are interested in having some limited edition pieces in their closet.