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Standing out in the crowd: the rise of exclusivity-based strategies to compete in the contemporary marketplace for music and fashion

Standing out in the crowd: the rise of exclusivity-based strategies to compete in the contemporary marketplace for music and fashion
Standing out in the crowd: the rise of exclusivity-based strategies to compete in the contemporary marketplace for music and fashion
Geographers have studied the complex relationships between cultural production, consumption, and space for some time, but the marketplace for cultural products is being reconfigured by digital technologies and broader societal trends. For producers of fashion and music the contemporary marketplace is a double-edged sword featuring lower entry barriers and fierce competition from an unprecedented number of producers and ubiquitous substitutes. Global firms and local entrepreneurs struggle to stand out in the crowd and command monopoly rents for their unique goods and services. This paper examines how independent cultural producers use ‘exclusivity’ to generate attention and distinction. Drawing on qualitative research with independent musicians and fashion designers in Toronto, Stockholm, Berlin, and New York it presents three mechanisms through which exclusivity can be created. These include exploiting consumer demand for uniqueness, enrolling consumers into the production and promotion process, and manipulating physical and virtual space.
Keywords: independent production, music, fashion, competition, consumption, exclusivity, production of physical and virtual space
0308-518X
1144-1161
Hracs, B.J.
ab1df99d-bb99-4770-9ea1-b9d654a284dc
Jakob, D.
fc726b5d-cebe-4ff9-9220-eb1edded69b3
Hauge, A.
ba886851-b4e4-4c70-aeb9-23899c4b4af7
Hracs, B.J.
ab1df99d-bb99-4770-9ea1-b9d654a284dc
Jakob, D.
fc726b5d-cebe-4ff9-9220-eb1edded69b3
Hauge, A.
ba886851-b4e4-4c70-aeb9-23899c4b4af7

Hracs, B.J., Jakob, D. and Hauge, A. (2013) Standing out in the crowd: the rise of exclusivity-based strategies to compete in the contemporary marketplace for music and fashion. Environment and Planning A, 45 (5), 1144-1161. (doi:10.1068/a45229).

Record type: Article

Abstract

Geographers have studied the complex relationships between cultural production, consumption, and space for some time, but the marketplace for cultural products is being reconfigured by digital technologies and broader societal trends. For producers of fashion and music the contemporary marketplace is a double-edged sword featuring lower entry barriers and fierce competition from an unprecedented number of producers and ubiquitous substitutes. Global firms and local entrepreneurs struggle to stand out in the crowd and command monopoly rents for their unique goods and services. This paper examines how independent cultural producers use ‘exclusivity’ to generate attention and distinction. Drawing on qualitative research with independent musicians and fashion designers in Toronto, Stockholm, Berlin, and New York it presents three mechanisms through which exclusivity can be created. These include exploiting consumer demand for uniqueness, enrolling consumers into the production and promotion process, and manipulating physical and virtual space.
Keywords: independent production, music, fashion, competition, consumption, exclusivity, production of physical and virtual space

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More information

Published date: 2013
Organisations: Geography & Environment

Identifiers

Local EPrints ID: 370765
URI: https://eprints.soton.ac.uk/id/eprint/370765
ISSN: 0308-518X
PURE UUID: 0a1147fb-dc21-4316-831a-d2a9ecaf17c8
ORCID for B.J. Hracs: ORCID iD orcid.org/0000-0003-1001-6877

Catalogue record

Date deposited: 07 Nov 2014 11:36
Last modified: 31 Jul 2019 00:32

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