What is Perceived Uniqueness

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Past research reveals that scarcity or a limited supply of products heightens consumer preferences for a brand. Individuals express a “need for uniqueness” when they are searching for something that is difficult to acquire. Kapferer (1998) lists quality and uniqueness as two of the few key attributes of a luxury brand that need to be integrated with exclusivity. This goes to show that consumers want products of a particular brand that are not readily available so they could be perceived as one of a kind. Furthermore, it enhances their self and social image by adhering to their personal taste ( Vigneron and Johnson, 2004 ). Learn more in: Reconciling Social Media with Luxury Fashion Brands: An Exploratory Study