From Louboutin’s complaint against YSL:
The location of the bright color on the outsole of a women’s pump is said to prove an alluring ‘flash of red’ when a woman walks down the street, or on the red carpet of a special event. (para 18)
To maintain demand, Plaintiffs often will not fill an entire order that a vendor would like to receive, preferring instead to keep product in short supply and suffering ‘sold out’ status from time to time. Consumers thus watch carefully for all deliveries and often are on waiting lists for new product. Para 35.