This is as concise as a description can be about creating value by limiting supply.
“So owning a scarce resource taps into a basic desire to hoard things of value. It gets you respect. But it does something else, too. Nike’s strategy of limiting supply creates a gap — sometime a significant one — between what a shoe costs (at retail) and what it’s worth.
That differential allows people to buy something on the cheap but feel like they’re wearing a luxury item.”