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mens prada wallets for makers of cars. Who can forget Aston Martin V 12 engined Aston, which was dubbed One 77 because only 77 cars of this design were made? Or, even more dramatic, Ferrari F458 limited edition, manufactured to celebrate the Chinese year of the dragon. Strangely enough for an iconic Italian brand, this car was decorated with golden coloured dragons and numerous Chinese characters. Only twenty such Ferraris were manufactured for showroom takeaway, and they all sold in the space of a few days.But if you think limited editions are all about exclusive goods such as luxury cars, you would be entirely wrong. Let me remind you of a memorable scene in the recent movie Iron Man 3, where Iron Man Tony Stark borrows a cheap plastic wristwatch from a schoolboy named Harley. Harley promptly reminds Stark that this is no ordinary piece, it is his sister limited edition watch, therefore a most valuable thing. And indeed, it is a Dora the Adventurer limited edition watch! Of course, a limited edition of a kids watch may mean a few hundred or thousand pieces, not just 20 or 50.Let travel even further, towards daily use consumer products such as coffee. The company I work for owns a famous brand of coffee in the US, called O This is one of America great brands, with a proud and long heritage of expertise in coffee. Recently, Eight O launched a limited edition version of chocolate mint coffee, a special blend manufactured for a limited period of time. It received excellent consumer response.From luxury cars to plastic wristwatches to roast ground coffee, limited editions are almost always a big draw. Marketers of virtually every product or service can build strongly on this phenomenon if they understand the fundamental drivers that propel people to buy limited edition products. Here is a brief exploration of some of these underlying consumer motivators.Many limited edition products are rare, and therefore, appreciate greatly in value over the years. Take, for instance, Omega James Bond limited edition wristwatches. Inspired by one of the world most famous movie franchises, and bearing stylish renditions of 007 motifs, only a few thousand of these Omega watches have ever been