Although sneaker brands do not initially make money from the resell market, this dynamic contributes continuously to their brand image . In marketing terms, this is called the carry-over effect. The initial promotional activities indirectly cause a positive effect on future sales figures.
A piece of cake?
Nike’s approach plays on the age-old principle of ‘exclusivity’. Make something too exclusive, whatsapp number list and there is too little inventory to make money on. The solution: massclusivity . With a little imagination, you will come up with the definition. The massclusivity approach is more in line with the sneaker biz.
Photo of sneakers that have
Stockx – sneaker resell website
source: Stockx.com.
Now you might be wondering ‘can I do this trick for my brand too?’ That depends. It largely depends on the nature of the product you want to sell. Of course, a limited edition alone is not enough. Scarcity alone does not create hype. You can of course help create hype by, for example, working with opinion leaders from your target group, in a special edition of your product. Then apply buzz marketing techniques such as a striking, creative (online) video, social media use or a presence at the right event – you name it . Please note: even if you apply everything by the book, the biggest factor in creating hype is a good dose of luck. If you have ever been involved in the successful creation of a hype, I would love to hear from you!
The shoe fits, let him wear
Am I a willing victim of the sneaker industry? Is my overflowing shoe closet, the occasional ‘eye roll’ from naqueles anos, outra empresa americana my girlfriend and the constant search for new gems all worth it to me? Absolutely! Because yes, for this connoisseur, it’s not clothes, but sneakers that make a man.
This article was written with the help of hardcore collectors and (co)admins of the group GruppoBigFeet45 caseno email list Beau (@air_beau23 ), Frank and Dylan ( @dylanz64 )
*There was a brief period where releases were both physical and online again. However, this was during the short pause ( no pun intended ) regarding the measures surrounding the pandemic.