Scarcity, Burning H&M Clothes for Power, and Folk Concepts

Scarcity is the new Business Crack

Real Housewives and great breweries are all in on the scarcity game. The trick is to out-hype your supply. Create lines. Sell out. No IPA for anyone that hasn’t been in line for at least an hour.
It’s wearing thin with me, but more importantly, it’s wearing thin with the sneaker crowd.

…customers are annoyed by the constant flood of products that they know will be extremely difficult for them to get their hands on. “It’s not fun buying shoes anymore” says Ruffles.
…‘buying sneakers currently is like dragging your balls over a street of broken glass and then dipping them in vinegar’, he then went on to say, ‘sometimes I just want one pair to actually wear, sort of feels weird saying that, such is the game today.’”

Paul Ruffles, a strategist with a great last name, mentions:

New models used to be gradually fed into the market and allowed to percolate and digest with stores and consumers — why do you think retro models are so beloved? because people were allowed to build emotional attachments to them, now it’s purely transactional — they are rammed into the marketplace with millions of dollars and assets behind them.

And that’s the rub. It’s great for the short term. But over time it becomes a terrible addiction.

Fast Fashion is so Hot Right Now. Fast Fashion. 
A Swedish power plant is burning discarded H&M clothes for fuel:

“For us it’s a burnable material,” said Jens Neren, head of fuel supplies at Malarenergi AB, which owns and operates the plant in Vasteras, about 100 kilometers (62 miles) from Stockholm. “Our goal is to use only renewable and recycled fuels.”
According to Bloomberg, the plant has burned about 15 tons of discarded clothing from H&M so far in 2017.
H&M makes fast fashion. Its useful life is also fast. Because it’s inexpensive. And cheap. I’d like to see their business pivot to making clothes specifically to fuel power plants.

Handwavvy as Folk

Folk concepts are often imprecise and vague (healing energy, true love). If the phrase “folk concept” is also imprecise and vague, if its referents shift over time and context, if it presents a hand-wave-y spectrum rather than a hard category, then it shares the nature of the things it describes.
In advertising, these are usually things found in decks about social media strategy. But you can’t prove it, old man. You just don’t get it.