Why do people wait in line outside stores? The seemingly obvious answer is that they wait to be able to buy what is inside those stores. But for many youthful consumers, that’s only part of the answer. The rest has to do with the very experience of lining up, the excitement of wondering whether they will gain access, and the enjoyment of being part of a dedicated group that defines itself by its consumption preferences.
This motive for queuing is evident outside popular stores such as Supreme. Shoppers can register online for a spot in line, but they also appreciate the option to hang out with others, in lines that often reach around the block. In the temporary communities that develop during the wait, shoppers compare the Supreme wear they have already purchased and plot what they will buy next. But they also share insights about music, art, or other interests, linked by their common sense of identity with the brand.
These communities appear to be something of a reaction to e-commerce trends. That is, when people can buy virtually everything they want without ever leaving their homes, they need a new place to interact with others and develop a sense of community identity. Once kids hung out in malls, but malls are no longer the cool place to be. Rather, the lines outside popular stores provide a hip form of community, especially because the brand identities—and in turn, the self-identities of the fans—are so strong and evident.
These identities stem powerfully from the exclusivity of the brands. If two people are wearing the same limited edition jacket for example, they both know that the other is likely to share other preferences and tastes. The exclusivity makes this identification easy and clear. It also creates a means to demonstrate proficiency and skill. Even if they could procure some items through third-party vendors, these shoppers like to show that they can succeed in the hunt for the biggest trend or most popular products.
Discussion Questions:
- How can a retailer become a fashion leader like Supreme?
- What social factors are influencing the people described in this abstract?
Source: Ruth LaFerla, The New York Times, August 3, 2017