CONSUMERS WHO FED THE HYPE
The uncomfortable truth is that hype does not work because brands impose it on consumers, but because consumers sustain it.
The crowd outside the Swatch stores around the world, including those in London, Dubai and even VivoCity in Singapore, did not appear because Swatch summoned them. Thousands of individuals had independently made the same calculation that a US$400 watch was worth an overnight queue.
In the age of social media, the queue is no longer a by-product of demand. For some, it is the product. The overnight camp becomes content. The sold-out sign is seen as validation. Then for others, hype launches equate to resale value.
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