"Umbrella toting shoppers from Midtown to SoHo started assembling as early as 2:00 a.m. Wednesday morning, braving the June rainshowers for a chance to purchase one of Anya Hindmarch’s $15 “I Am Not a Plastic Bag” canvas tote..." - as reported by Fashion Week Daily
For those hoping to get their hands on one of these totes you will have to wait until July 18 when 20,000 units will be made available at select Whole Foods stores in New York, New Jersey, and Connecticut. However, for those really desperate, I am sure you'd be able to score a knock-off on Canal St.
Seriously though, I think it is beyond ludicrous that anyone would stand in the rain at 2:00 a.m. for a 10:00 a.m. store opening to purchase anything other than food (in limited supply). It's surely great for business but it does not say much for what our consumer society has amounted to.
But really all it is, is a basic supply and demand equation. The company has consciously chosen to release a limited number of bags knowing that the demand would far exceed supply. This would be marketing at its best. Tell someone they can't have something and they want it more.
By releasing limited units, controlling how many units a consumer buys (two bags per person, apparently) and where they are sold, they are creating a worldwide surge that, at the end of the day, does wonders for brand recognition.
This only proves how we, as a society in general, are so easily manipulated, controlled and deceived. We think that we are living in a "free world", I think we may want to re-think that classic statement that is so freely used, no pun intended.