Can Kan'S Effect Extend Yeezy'S Heat?

Kanye West frequent controversy once again triggered the industry's "Kanye Effect" (Kan Kan effect) can continue the discussion of Yeezy fever.

According to the world clothing shoes and hats net,

Kanye West, the founder of the brand, told reporters recently that slavery was an option in the past 400 years, denying the bondage's resistance for hundreds of years.

The US social networking site Care2 then made a petition team for its inappropriate remarks.

The group immediately stopped selling Yeezy series and severed cooperation with Kayne West.

However, Adidas CEO Kasper R rsted responded that the group has maintained a good cooperative relationship with Yeezy, although its contribution to the overall sales volume is small, but the Yeezy series has created a high degree of topic heat for adidas due to the limited sale.

Kasper R rsted rsted has shown this attitude. "Obviously we do not support these remarks, but it will not affect adida's commitment to help Yeezy continue to expand."

As early as June 2016, the adidas Group announced the deepening of its cooperation with Kanye West. The two sides jointly launched Adidas + Kanye West's Yeezy brand store, including all the men's and women's series.

Clothing and accessories.

Adidas said the two had established important cooperation relationships, but did not disclose the details and performance data of the agreements.

Combination of tide and sports

It is undeniable that Kanye West has made great contributions in promoting the influence of Adidas brand.

Looking back at four years ago, when Adidas was at a low ebb, it had to face the constant provocation of Under Armour in addition to its inability to resist its rival Nike.

The group then signed the cargo star Kanye West from Nike in 2014 with a generous return of $10 million and a commitment to pay dividends.

Adidas has launched the first Yeezy Boost750 series on the core Boost's sole technology, carrying Primeknit breathable woven material, which has been a great success.

Kanye West has created second joint shoes, which will bring the Yeezy series to a climax with online marketing and celebrities.

The Yeezy series launched by the two sides has become the hottest sneaker of social media in the first year with the heat of 3 to 6 times higher than that of other shoes.

In June 2015, Yeezy Boost 350 Low combined with 9000 double Yeezy 750 Boost sold out in 10 minutes.

And particularly popular with Chinese consumers, when Shanghai iapm mall sells Adidas Yeezy Boost 350 V2 Zebra series, it is also used by individual consumers to use the "technology" means to break through the official APP's one-time booking of more than 80 pairs of shoes, and other consumers dissatisfied and even trigger a brawl when they pick up shoes at the store.

Until the first quarter of this year, Katy Lubin, Lyst business director of fashion search firm, pointed out that Yeezy is still the world's hottest brand of sports shoes. In the comprehensive list, Yeezy is expected to enter the top three fashion brands at the end of the year.

Although adidas group did not disclose the sales volume of Yeezy products, the series promoted the exposure and topic volume in the young consumer groups, and opened a new market for a group of product sales.

According to the report released by L2, in the 12 months of 2017, adidas has more than Adidas in both Instagram channels and mail channels.

At the same time, Adidas's market share almost doubled between 2016 and 2017. By the end of May 2017, the market share of brands in the United States was 11.3%, compared with only 6.3% in 2016. The group's target this year is 15% to 20%, which will double the market of Nike's stronghold.

Not only is Nike headache, but the industry is also thinking about why Yeezy can be so popular.

In 2014, Kanye West joined hands with his wife, Kim Kardashian, on the cover of the US authoritative fashion magazine, causing controversy.

Anna Wintour, editor in chief of VOGUE, points out that in every historical period, there will be people who plan out the culture of the times, incite the hotspots of the topic, and draw the outline of the whole world with their own existence and influence people who look at things.

The picture shows Kim Kardashian and Kanye West together on the cover of the 2014 issue of VOGUE April.

After dropping out of school, pferring to school and finally entering the music circle, Kanye West has won the heavyweight awards such as the national music awards and Grammy awards since 2004.

The famous way of "troubled youth" itself has rebel, and his free and free speech in the media fits the needs of personalized expression at present.

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In fact, the influence of Kanye West can be seen as a microcosm of the rise of street culture.

Skateboarding, hip-hop rap and other elements are expressed by the special group of black people, because they are not appreciated by the mainstream of society but become special ones.

This is the young people's understanding of "cool", independent and independent, and no fear of others.

In the fashion world, the cultural psychology of "seeking difference" explains why "Ugly Sneaker Trend", represented by Yeezy and Balenciaga "Daddy shoes" in recent years, can move from niche to mainstream.

Behind Yeezy's explosion is a part of young consumers' desire to become an anti mainstream culture.

But in turn, supporting the cultural phenomenon into purchasing power is the shrewd business method of Kanye West.

Kanye West: I am the brand.

As Christian Dior said, the value of fashion criticism is not in praise or devaluation, but in whether it appears on the front page.

Kanye West is obviously a skilled player of this rule.

With the tide card, Yeezy follows the different methods of operation with Supreme.

The latter builds brands through products, but Kanye West focuses on itself.

The first thing people remember before Yeezy was the founder's name.

According to LADYMAX statistics, on Kanye West's main active Twitter, he has fans 28 million 200 thousand, Kim Kardashian appears more in pictures social software Instagram, its fans are as high as 110 million, and the two partners have undertaken multiple roles from product publicity to star goods. Kanye West has also used the influence of social media to spread this social media influence to a wider range.

For example, before the sale of Yeezy Season 6 series, Kanye West invited Paris Hilton, Jordyn Woods, Amina Blue and other social media celebrities to wear their new shoes to imitate their wives' Kim Kim and take a group of publicity photos.

The picture shows Paris Hilton wearing Yeezy's new publicity photo that mimics Kim Kardashian.

Subsequently, the alleged alleged violation of the federal law of the United States once again caused controversy, but Lyst data showed that after the publication of the photos, the global search index immediately increased by 45%, and Yeezy's high heat in the media lasted for a whole week.

When the product is officially on sale, Kanye West has attracted the attention of the global trend lovers through the limited time reservation and limited sale, and thus spawned a high price resale market.

Josh Luber, the founder of sports shoes resale website StockX, said in an interview that it was the limited amount of explosion that increased Adidas's freshness and topic, attracting young people's attention and reversing the situation that Nike had been beaten before.

According to aiobot data, Yeezy generates a return rate of 400% to 500% through resale market, such as Yeezy 350 at a price of $200, and now the average selling price is 1437 US dollars. Adidas Yeezy 750 Boost in Light Brown was sold at a price of 350 US dollars in 2015, and the average price is now up to 2967 dollars.

Similar to Supreme, Yeezy's high profit is gradually regarded as an investment business, and the consumer group of non tidal culture is also dragged into this game of hunger marketing, which continuously raises the added value of products through the scarcity of artificially created products.

However, the turning point occurred in November last year. After the new adidas Yeezy Boost 350 V2 Grey was officially launched, consumers who participated in the lottery were successfully signed. According to public data enquiries, although the yellow color matching on the adidas official website has been sold out, the latest sale of the Grey gray section is still not sold out after five days of sale.

Due to the increase in Adidas Yeezy Boost 350 V2 Grey shipments, the paction price in the resale market has also been as low as around 2000 yuan. It is called the cheapest "coconut shoe" in history, and even consumers have ridiculed the color matching of the shoe as "Yeezy bankruptcy color matching".

In the past 4 months this year, the topic of Adidas Yeezy and Yeezy Season showed a downward trend.

According to the trend media Hypebeast, Adidas Yeezy had been covered by Adidas Originals Yung 1 during the fashion week this year, while Adidas Yeezy Boot 350 V2 only saw the new color matching even lead to stop production rumors, while Yeezy Yeezy continued the design style of each season.

Insiders pointed out that exploding money is often a short-term means to boost sales, and it forms a brand product system with the foundation of mass production.

Obviously, Yeez has not yet found a sustainable development model from hunger marketing to scale income, and still hopes that every product can become a burst payment.

Kanye West is a well deserved marketing expert, but it shows a weakness in brand operation.

Nike and Off-White designer Virgil Abloh's latest joint series is constantly being touted, proving that celebrity endorsements, digital creativity and hunger marketing are not special.

Earlier analysis pointed out that when the explosive money has been carefully manufactured, the burst mode has become a replicable success.

The next step of Yeezy

Does this limited game mean that Kanye Wes has become a real winner?

Matt Powell, an analyst at market research firm NPD, said that after the first cooperation between Adidas and Kanye West, the first joint shoe Yeezy Boost 750 was released in February 2015, with a price of $350 for each pair and a limited sale of 9000 pairs. The total sales created for Adidas in the end amounted to only $3 million 150 thousand. Even if the Yeezy Boost 350 Boost was introduced to expand production, only 20000 pairs were sold in North America.

Yeezy's shoe resale fee has not fallen into the pocket of Kanye West. The profit generated by sales is only the tip of the iceberg compared with the signing of tens of millions of dollars, and the cost of endorsement.

In addition, the adidas group released its first quarter results showing that sales rose 10% to 5 billion 590 million euros in the three months ended March 31st, compared with the 18.9% growth rate of the group in the first quarter of 2017, and now Adidas sales are slowing down.

What it means is that in March this year, YEEZY MAFIA released Twitter, pointing out that during the fashion week of this season, there were no shoes or accessories in the Showroom of Yeezy Season 7, only some buyers were dissatisfied, and speculated that perhaps Kanye West was not satisfied with the clothing series of Season 7.

The picture shows that the new fashion that Yeezy is about to sell has caused netizens to comment without design sense.

The trend Godfather Tim Gunn has said the Yeezy series "Vulgar" ("vulgar"), "I think they" re a bunch of of (I think this is a pile of stupid clothes).

Kanye West has been making frequent noises in social media recently, perhaps due to anxiety about promoting the growth mode of single category.

He released Twitter last week, saying that Yeezy valuation will exceed 1 billion dollars, and that he has surpassed basketball player Michael Jordan to become the most profitable person in the field of sports shoes, and Yeezy will become the largest clothing company in the history of mankind.

In May 1st, Kanye West and Twitter announced that Yeezy's business already contained food, shelter, media and education. In addition to that, Yeezy was a family investment company, and has invested three companies since last week.

He also said he had recruited Deborah Palmer Keiser, the former supply chain director of Gap, to reduce product pricing, and is planning to expand the team. It expects to increase by 160 by the end of the year.

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But Cowen retail analyst John Kernan denies its valuation of Yeezy. He points out that if the value reaches $1 billion, it means generating $3 billion sales annually, which is equivalent to 8% of Adidas's global sales.

In fact, the whole process of Kanye West's pioneering career shows the ambition to create a complete brand.

Vanity Fair magazine reported in a report that in 2009, he was the first fashion brand Pastelle to quit the music circle. He only went bankrupt in 7 months. In 2011, he ran the same name high-end women's clothing brand.

In 2013, he began to narrow down audiences, and launched G.O.O.D. Merch for clothing suppliers. But according to people familiar with the matter, the site cost up to 30 million dollars in the production of experimental clothing series. After 2016, the Yeezy series sold him a personal debt of up to 53 million yuan. He even shouted at Twitter, Facebook founder Zuckerberg donated 1 billion.

It is speculated that Kanye West's recent desire for expansion is affected by the Virgil Abloh's entry into Louis Vuitton. It is reported that he had failed in negotiations with Yeezy, Bernard and Arnault, chairman and chief executive of LVMH in 2016.

In recent years, the trend brand leaders have been moving towards luxury brands in order to cater for the changing Millennials. But the influx of fashionable brands has led to fierce competition. Yeezy is no longer a synonym for street fashion.

This means who can stand out in such an environment and dominate the trend of the trend. Who is the winner of this innovation? Kanye West's worries are obvious.

It is noteworthy that although the public has long been accustomed to his irresponsible remarks in public, but unlike early musicians only, Kanye West, sitting on 28 million 200 thousand fans, is now making every move or will have a significant impact on Yeezy's brand image.

Up to now, including Justin Bieber, Nicki Minaj, Ariana Grande, Kendrick Lamar and other circles celebrities, and even their wife's sister Kylie Jenner, Khloe & Kylie have also been concerned about the cancellation.

This is no doubt a big blow to Yeezy, which relies on social media marketing.

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