Analysis of RUCAS Brand's Scarcity Marketing Strategy on Generation Z's FOMO Behavior

This study aims to analyze how the implementation of scarcity marketing strategies shapes an exclusive brand image and influences the consumption behavior of Generation Z in the modern fashion industry. This research uses a qualitative approach with conceptual analysis of marketing practices implemented by the RUCAS brand, particularly through product scarcity mechanisms and controlled distribution systems. The findings indicate that the application of a limited-quantity scarcity strategy combined with a single digital distribution channel successfully creates a perception of exclusivity and purchasing urgency among consumers. This condition is further reinforced by the psychological characteristics of Generation Z, which are closely associated with the phenomenon of Fear of Missing Out (FOMO), leading consumers to make impulsive and sometimes irrational purchasing decisions. In addition, the high demand in the primary market has stimulated the emergence of a dynamic secondary market through reseller activities, indirectly validating the symbolic value and prestige of the products through significantly higher resale prices. The study concludes that in the contemporary fashion industry, the value of a brand is no longer determined solely by the functional value of its products, but also by symbolic prestige, limited accessibility, and the social dynamics surrounding the brand.