The effect of limited edition product releases on consumer urgency: A study of a fashion label in Port Harcourt, Nigeria
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- NGN 5000
Background of the study
Limited edition product releases are a popular marketing strategy designed to create a sense of urgency among consumers. In Port Harcourt, a fashion label employs limited edition collections to stimulate immediate purchase behavior and enhance brand desirability. By offering exclusive products in restricted quantities, the label aims to capitalize on scarcity effects, where consumers are driven by the fear of missing out (FOMO) (Ogunleye, 2023). This strategy not only boosts short-term sales but also reinforces the brand’s image as innovative and exclusive. Limited edition releases are supported by targeted digital campaigns and influencer partnerships, which further amplify consumer urgency and social validation (Adeniyi, 2024). However, despite their popularity, there is limited empirical research on how limited edition releases impact consumer urgency and overall purchasing behavior in emerging fashion markets. This study investigates the effectiveness of limited edition product releases on triggering consumer urgency, examining factors such as perceived scarcity, social influence, and purchase intent (Chukwu, 2025).
Statement of the problem
Although limited edition product releases are designed to create consumer urgency, the extent to which they influence immediate purchase decisions in Port Harcourt remains unclear. Consumers may experience urgency, yet if the limited editions do not meet quality or style expectations, the strategy may backfire (Ogunleye, 2023). Additionally, there is a lack of empirical evidence on the relationship between scarcity cues and consumer behavior in the fashion industry (Adeniyi, 2024). This study aims to address these gaps by evaluating the impact of limited edition releases on consumer urgency and purchase behavior, providing insights into optimizing such strategies for maximum effect (Chukwu, 2025).
Objectives of the study:
To evaluate the impact of limited edition product releases on consumer urgency.
To identify key factors that drive immediate purchase decisions.
To recommend strategies for optimizing limited edition marketing.
Research questions:
How do limited edition releases affect consumer urgency in the fashion sector?
What factors contribute to heightened purchase intent during limited edition releases?
How can fashion labels optimize limited edition strategies to boost sales?
Significance of the study
This study is significant as it examines the effectiveness of limited edition product releases in creating consumer urgency. Findings will provide valuable insights for fashion labels in Port Harcourt to fine-tune their scarcity strategies and boost immediate sales. The research contributes to academic literature on scarcity marketing and offers practical recommendations for enhancing consumer engagement through limited edition releases (Ogunleye, 2023).
Scope and limitations of the study:
The study is limited to a single fashion label in Port Harcourt, Nigeria. Results may not be generalizable to other industries or regions.
Definitions of terms:
Limited Edition Product Releases: The introduction of products in restricted quantities to create scarcity.
Consumer Urgency: The impulse to purchase quickly due to perceived product scarcity.
Fashion Label: A brand that designs and markets clothing and accessories.
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