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In short: they guess well

Longer answer: they look at past demand, forecasted demand (from a variety of statistical data sets), and adjust production to hopefully have ”just enough” (or slightly ”too much”) product when it eventually becomes saleable

Yes – it's a multi-year investment

Yes – it's risky

But also yes – as long as they guess right enough, it's highly profitable

And, of course, they can decide to sell something as a ”special edition” if market conditions change