Psychologists formulated a principle called the rule of unavailability. It says that if something is difficult to access, it becomes more desirable. The reasons for this rule are quite prosaic. First, the loss of choice in a natural way results in psychological resistance. In other words: we rebel against the fact that we can not have something. Secondly, if something is not easily available, we believe that it has an above-average quality. This principle can be used, for example, by launching a limited series of products. Usually, such offers are more expensive than usual, but the thought that the product may cease to be available in a moment, causes customers to spend their money more willingly on it.
People who use luxury brand offers depend on the originality and uniqueness. They want to be sure that they stand out from the crowd and will not constantly pass people on the street with identical watches, handbags or telephones. That is why mass production and universal availability contradict the idea of a luxury brand. It is better to sell less products at a higher price than more for smaller amounts. The best premium companies even enable people to order products that have not yet been released to the market. The prestige of the brand is also influenced by factors such as the long waiting time for a product, the possibility of its purchase only in certain places in the world, as well as a certain (small) number of products manufactured during the year. In a word: actions that in the case of ordinary brands would be very large defects, while in case of luxury goods can become assets.