An interview with Dr Sue Eccles: consumer behaviour expert

I sat down with Dr Sue Eccles - an expert in consumer behaviour - to find out more about what drives people to buy Supreme, what effect reselling has on brands and whether or not reselling is a good example of young entrepreneurship.

Sue believes that a major contributing factor to the desirability of brands like Supreme is the whole process of making the journey into London and camping overnight. This notion, when added to the exclusivity of these brands, makes them vastly more desirable. Here is a segment from my interview with Sue discussing this topic (I would've made it slightly longer but Blogger only let's you upload 30 second videos...).

We then discussed the impact that reselling has on brands and Sue believes that exclusivity is something that these sorts of brands want to achieve, but because of this, reselling has emerged in full force and could carry some real issues. 

Lastly, I wanted to get Sue's expert opinion on the relationship between reselling and young entrepreneurship. I asked if young people skipping school to make some supposedly legitimate money is a good or bad thing and how seriously it can be taken when thought of as entrepreneurial. Sue said: "It's not entrepreneurial, it's opportunistic" and wasn't entirely convinced that it helps in learning about business but did state that it is a good example of being resourceful and the quick and easy cash means it's not hard to see why it's so attractive. For the full segment on this topic, you'll have to listen to the final doc!