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If you do your research correctly, mystery boxes can significantly boost your brand's visibility and profit. They can also help increase your online presence and customer base. It is important to keep in mind that mystery boxes can be costly and could be a waste of cash if they're not employed in a strategic manner. Fashion retailers from the luxury sector are taking a shine to the "mystery box" trend. For instance, the London-based HEAT has gained the attention of Gen Z with its curated fashion boxes of a variety of seasonal ready-to-wear and accessories. The latest offering, the SUPERBRANDS box, is a limited-edition collection of timeless investment pieces which will cost customers PS990. The company has partnered with more than 80 brands to create this line, including Off-White Palm Angels and Heron Preston. The concept is not new, but it is growing in popularity. Fukubukuro, also known as lucky bags, have been sold by Japanese retailers for more than a century. 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