“The essential marketing strategy for building a hype brand is to create a special series of products with a limited supply.” This is how Paul Garrison, Founder of the Garrison Group and Visiting Professor at the Maastricht School of Management, explains, a phenomenon coined on the Internet that refers to the hype that causes euphoria.
People decide to buy for emotional reasons and then seek to support those decisions with rational arguments. This logic holds marketers accountable because it demands that what they offer be meaningful, deliverable, and defensible, which is one of the important requirements of marketing. But for a growing set of brands and product categories this is no longer the case. While people still buy popular streetwear brands like Palace and Supreme for emotional reasons, support for their decision is increasingly driven by hype rather than reason.
There are still plenty of brands in the category that can rationally endorse the hype, such as the footwear and fashion line, Yeezy Yeezy which has the emotional appeal of being cool due to its edgy style. The rational support for that emotional benefit is that it was designed by Kanye West, who has street cred or “clout” as he is called in the highly competitive and constantly evolving world of the street. West can endorse the emotional benefit of his Yeezy shoe and clothing line based on his influence, because he has a history of paving the way musically as a performer and producer Gulf Phone Number List.