ok....so what customer does Karmaloop market too...and why is that customer bad for a particular brand?
do you think brands have a servery at the checkout section of the webstore....refusing certain customers because a few fanatics want to keep it exclusive?
No, but they will market to a specific crowd. Do you see any streetwear brands targeting singles in their mid-30s to 40s? None that I know of, because that's not the crowd they want associated with their brand. Does Rolex pay for ads in a parenting magazine? No, because they'd much rather spend that money putting it in Forbes or some other snooty magazine. It's all about the market you're making the product for, and while everybody's welcome to buy, the brands aren't targeting them.
So, it's not so much exclusivity, as it is maintaining brand image. Most of how a brand is perceived is by who's wearing it.
Apparently one that Mincst doesn't want.
The kind that likes Obey, Crooks And Castles, DGK, and so on. While these customers are good for a brand that wants this type of customer, for other brands, these are bad.
Why did Abercrombie&Fitch pay off Jersey Shore's The Situation to stop wearing their stuff? They didn't want him associated with the brand, they wanted beach bums associated with it(or maybe that's Hollister. Anyways, you get the point).
Your customer is kind of like a diplomat, in a sense. There's a good chance they'll be the first person somebody will see wearing your clothing. They're going to then associate this person with that brand. Do you want your brand to be associated with these guys:
or this guy:
This all depends on what you're selling. If you're selling "#JERSEYLYFE" shirts, the first choice is probably a better fit. If you're selling fingerless gloves, the bottom is probably better for you. If you're selling alternative baby raising solutions, you'll probably want to avoid both parties.
The human brain relies so heavy on perception it's amazing. Don't ignore this,