Are Gen Z and Millennials actually interested in limited edition products? These three stats paint a full picture… TL;DR: Over two in five of young consumers have purchased a special edition / limited release item from a brand A product looking cool is the top reason they’re buying limited edition A third of young consumers would pay more for a limited edition product Streetwear and sneaker brands have been doing limited edition drops as a way to generate hype for their products for years. But as Gen Z and Millennials have grown up, brands across other industries have been borrowing the tactic, dropping special edition or limited release items to get young customers’ attention. Collaborating with celebrities and other brands that are especially popular with Gen Z and Millennials for limited edition lines has become a popular marketing move. Take Supreme, which has teamed up with Kraft Mac & Cheese, ChapStick, Oreo, and Pat McGrath—in the last two years alone. Others are continuing to lean heavily into the weird...