There Was a Massive Change in Yeezy Sales Last Quarter
It turns out that there is only one factor that can slow down sales of Kanye West’s Yeezy shoes. It’s not ’Ye describing slavery as a “choice,” or going full MAGA rally in a meeting with Trump at the Oval Office. No, it’s something simpler: Tweaking the supply causes the most change. Originally, Adidas sold Yeezys in small numbers by design. Experts considered scarcity the key to the whole operation. But last quarter, the Three Stripes opened the floodgates, releasing the shoe in much higher quantities. The immediate results were surprising: For the first time, Yeezys didn’t immediately sell out. You could just...buy a pair. The longer-term results were possibly more surprising: Expanding the stock led to a 500 percent increase in Yeezy sales, according to NPD’s Matt Powell. The only thing that had stopped people from buying Yeezys, apparently, was the shoes’ lack of availability.
From one angle, the explosive sales growth is easy to explain. Now that there are more shoes, more people can buy them. Plus, anyone who half paid attention in a statistics class can tell you these numbers don’t tell the whole story. A 500 percent increase certainly sounds like a lot, but without hard numbers, we don’t really know how many Yeezys Kanye and Adidas actually moved.buy Yeezy 700 Static Outlet with best price
Caveats aside, though, that sales went in a positive direction at all is probably considered a victory at Adidas HQ. Kanye West did his very Kanye Best to turn potential customers and longtime fans alike off his products. The man crusaded for a much-despised president, buddied up with toxic members of the conservative movement, and spent a guest verse defending deceased abuser XXXTentacion and suggesting women may lie about sexual assault. In spite of all that, Yeezy sales still multiplied six times over in the final quarter of 2018.
As Powell points out on Twitter, it’s impossible to know if Yeezy can keep up this momentum. He alludes to Jordan Brand, which was similarly built on scarcity, and has floundered whenever its shoes became oversaturated in the market. Adidas, though, might be taking a different page directly out of Jumpman’s playbook.
In 2016, two years after inking their original deal, Adidas and Kanye agreed on a much more expansive long-term contract. Coincidentally, the headline on that story is Adidas Just Made Kanye West Their Michael Jordan. And now we’re seeing this strategy play out in real time. Much like Nike did with Jordan, Adidas is turning Yeezy into its own, self-sustaining sub-brand, selling the label’s general-release shoes in larger figures while sprinkling in smaller, special-edition drops.
Have a question that your not sure what category it fits into or isn't really a specific question about a specific part? Ask it here...
1 post • Page 1 of 1