This essentially means that there is a limiting variety or availability of this product on the market.
For example, you really fancy this pair of sunglasses with white frames and yellow-tinted lenses. However, there are only two brands out there that offer this style of sunglasses.
Brand “X” offers their sunglasses for 195,-.
But the other sunglasses available, by the brand “Z”, costs 365,-, which is far more expensive than those sold by brand “X”.
Since you do not have a lot of options (and because you desperately want to own this stylish pair of sunglasses with yellow-tinted lenses), you decide to spend your money on brand “X” anyway (even though they are pretty expensive).
Choose quality over quantity. A product should last years, instead of a few months or even weeks, so if you have to repurchase it after only a few uses, is buying the product really worth it?
The cheapest price is rarely the fair one - So spend some time researching your investments, even the very small ones. Consider how a product is made, where it was made, who made it, if they were fairly paid for their work and how it impacts the environment.
Support conscious brands using ethical fashion certifications, like B-Corp.
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