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Last week I wrote about the authenticity of long lines, using Supreme and Everlane as contrasting examples. Long lines and limited scarcity are part of Supreme’s DNA, while they are out of place for a basics brand like Everlane. Either way, I noted that the line itself—like supply and demand—is contrived and easy to manipulate for the company’s benefit. This week, I write a corollary to the piece about online lines, which are normally in the form of waitlists, and what they mean for the massive number of brands navigating the digital economy.

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