The allure of rarity: investigating the impact of consumers’ perceived scarcity in AI-designed clothing on purchase intentions

In light of the emerging use of AI in design, we investigate consumer responses to clothing marketed as AI-designed. We examine how the perceived scarcity of AI-designed clothing influences purchase intentions, with perceived monetary value acting as a mediator, and consider the moderating effects of fashion involvement. Data was collected via an online survey (n = 311) and analysed using SPSS 28.0. Participants were presented to an image of a jacket described as being created by AI technology and then answered a series of questions about the AI-designed jacket and about themselves. Results indicated that the scarcity of AI-designed clothing by itself may not significantly boost purchase intentions. However, fashion brands can capitalise on the perception of scarcity if the product is seen as offering good value for money. This effect is especially pronounced among consumers who have low involvement in fashion.