On September 21st of 2018, contemporary streetwear label YEEZY made its sleek exclusive sneakers — the BOOST 350 V2 Triple White, available to a wide audience. Marketed as "the most democratic drop in [the brand's] history," this is a clever business move that will surely drive a lot of sales.
For one, the limited edition status of YEEZY footwear allows the label's products to be wildly sought after among contemporary fashion-minded individuals. This high demand/low warehouse supply automatically brings the value of the brand up. Naturally, when a mass production is announced for an exclusive sneaker model like the YEEZY BOOST 350 V2, fans will be incredibly excited and eager to participate. Prior to the drop date, sneakerheads were provided early access pre-sale through the adidas and YEEZY SUPPLY websites.
Sizable Exclusive Sneaker Releases
The YEEZY BOOST 350 V2 are Made Available to a Mass Audience
Trend Themes
1. Mass Production of Exclusive Sneakers - Opportunity for brands to increase sales and meet the demand of fashion-minded individuals with limited edition sneakers through mass production.
2. High Demand/low Supply Business Model - Opportunity for brands to create value by limiting supply and increasing demand for their products.
3. Early Access Pre-sale - Opportunity for brands to generate excitement and anticipation among consumers by offering exclusive pre-sale access before a product launch.
Industry Implications
1. Fashion - Opportunity for fashion brands to tap into the high demand for exclusive sneakers and increase their customer base.
2. Sportswear - Opportunity for sportswear brands to attract sneakerheads and fashion-minded individuals with limited edition sneaker releases.
3. E-commerce - Opportunity for e-commerce platforms to capitalize on the hype and demand for exclusive sneakers by offering early access pre-sale and online purchasing options.