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Hypebeast or not, many consumers wait for a limited-release collaboration, or “drop,” days in advance. Often, the purchases they make at these exclusive pop-ups flood a secondary resale market online. Standing in line takes time, so sometimes a little side hustle is necessary to gain access to exclusive products. While the young generation certainly drives consumer market trends, they are equally responsible for how retailers control their online and in-store inventory thanks to their resourcefulness. People line up for a Kanye West pop-up shop in New York. (Brendan McDermid / Reuters) And thanks to bots. In the summer of 2017, media outlets covered a unique phenomenon occurring among enterprising high schoolers in the suburbs. These students lived nowhere near a major city for the launch of a coveted shoe or bag, but with the help of bots, proxy servers, and programming know-how, they had a major competitive advantage over any human attempting to check out online. Many retail website servers have crashed due to the influx of high traffic at peak launch times, and corporations have issued statements that they, too, are developing technology to distinguish bots from humans during checkout. One by-product of this aggressive, digital tactic is a surge of specialized apps for purchasing retail wares. Today, there are a plethora of subscription-based services that offer to procure the freshest release of a given shoe or design (refer to the hashtag #cookszn ).
For the original version including any supplementary images or video, visit https://www.theatlantic.com/technology/archive/2018/06/shops-arent-for-shopping-anymore/563054/