The Surprising Truth About Fashion Waiting Lists

Jessica Schiffer

The Hermès Birkin. The Mansur Gavriel bucket bag. Those perfect Everlane pants. What do these items have in common, other than great design? Seemingly endless waiting lists, a phenomenon that fashion has grown accustomed to.

Usually the explanation is that supply can’t keep up with overwhelming demand, emphasising just how popular the items in question are and, subsequently, justifying the wait. That’s certainly the case sometimes, but industry insiders have long known that there’s another side to the story, too: the enforced waiting list as marketing ploy.

To get the scoop on the often hush-hush subject, we spoke to a woman (requesting anonymity) with ample expertise in fashion PR, having worked for a host of brands and agencies large and small.

See what she had to say below.

Shop the latest items to garner huge waiting lists:

Everlane The Modern Babo ($202)

Modern Citizen Rio Leather Crossbody Bag ($166)

Outdoor Voices Slashback Crop ($85)

Reformation Vienna Skirt ($192)

Do you think waiting lists are worth it? Sound off in the comments!

Opening Image: Getty Images

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