Why Don't You Make Money Or Lose Money? Why Do You Still Share This Sneaker?

In the total market value of $21 billion 200 million, the share of sports shoes is very limited.

However, these unique shoes are the most attracting concern in the industry.

In order to create a pair of sneakers, designers and boutiques should pay a lot of tangible and intangible costs.

In 2015, Concepts, a shoe store in Boston, launched the Nike SB "Grail" series, including Dunk Low, Dunk High and StefanJanoski Max, with a pair of shoes ranging from $135 to $185.

In order to ensure the quality of products, implement promotional plans and complete artificial packaging, Concepts spent 300 thousand dollars.

Deon Point, Concepts creative vice president, told industry media FootwearNews that "we do not consider costs and overspending, but this effort and input determine where consumers spend their money."

Designers' creativity and energy in joint cooperation are also hard to calculate.

Staple recently launched a joint venture with Nike (NIKE) Nike Dunk SB Low PandaPigeon, which is a continuation of the Pigeon series designed by Staple in 2005. Some elements of the design can also remind the collector of the scene of hot robbery at the beginning of the year.

JeffStaple, the creative director, recalled the process of creating these shoes: "a joint collaboration may be exhausting and sometimes even more exhausting than a whole series of quarterly merchandise plans.

In order to 'PandaPigeon', I went to four Nike headquarters, all kinds of trips, countless mail exchanges, and sent a lot of courier, just for a pair of shoes.

Before and after the launch of the product, the creative team has to create enough gimmicks and attention for them. This is also a tangible and intangible investment.

Gross says that sometimes the cost of marketing is more than twice the cost of building the product itself.

All this is just to make a person who buys a pair of sneakers can "sneer" with friends and netizens.

In the end, if the product is not sold, all the bitter fruits must be swallowed by the joint owners themselves.

However, a successful pair of sneakers, whether in sales or in social media, can not be achieved by other marketing means.

In China and the offline Extra Butter store in the lower east side of New York, "PandaPigeon" was sold out in a few minutes, and was instantly stolen from Nike's SNKRS application.

On the social networking site and second-hand shoes trading platform, we talked about the joint name all the time.

As a result, a lot of boutiques and designers are going to make joint efforts.

"The attention raised in social media is enough to illustrate the problem."

Matt Powell, a senior analyst at NPD group, a market research firm, said in an interview with FootwearNews that "joint sneakers are, in the final analysis, a marketing story."

"The joint names we make are valuable in themselves, but they are basically a kind of communication content," JeffStaple said. "Whether brand or designer, we are willing to be the topic of conversation."

In 2018, Concepts, Boston fashion boutique, paid tribute to the "Lobster" Nike Dunk SBLow jointly launched in 2008 and Nike, and launched two new Purple Lobster and Green Lobster.

"Joint name is a way to deepen our understanding of the outside world and convey our identity to consumers," said DeonPoint, creative vice president of Concepts. "There are some things we can accomplish by ourselves, but cooperation with suitable brands can better show us."

Point also revealed that even if the joint sneakers were sold out, Concepts eventually lost money.

But this result is well prepared in advance.

"We will not regard such activities as an advertising form, but we know that our efforts will be rewarded within a certain period of time."

Extra Butter's artistic director, Bernie Gross, also believes that making money is the second goal of joint sneakers.

"Every time we issue a joint shoe, we hope to expand our consumer group by 5-10%," he said. "We must build a brand image among non core consumers."

Moreover, with the popularity of international brands, tide shops and designers stationed in a city and region can quickly gain international fame.

However, not all joint funds can reverberate in the market.

In order to achieve the ideal communication effect, designers and developers need to have a standard in mind.

"The product must have a real connection with the brand, that is, the product itself is excellent, and your story, whether you help KOL or offline activities, must resonate with the audience."

BernieGross says.

The eyes of consumers are sharp. A joint event is true product story is good, or a short-term money collection activities, is able to be identified.

"If you tell a hollow story, you won't buy it," Gross said.

If everyone's eyes are focused on the joint name of Travis Scott and Jordan Brand, and the cooperation between VirgilAbloh and Nike, many people will think that the chances of success are much closer to the famous sports brand.

It is true that such cooperation is more likely to be rewarded in return, but the shops and designers who are keen on co operation have no such limitations.

"When you read the joint name of Concepts and Nike and Adidas, you may be surprised that we will cooperate with Birkenstock (German sandals brand) and Mephisto (French casual shoes), but we have been looking for brands that may be limited but have reputation and quality."

DaveGrange, a senior vice president of the French clothing brand Lacoste shoe business, admitted that the brand was not particularly active in joint events compared with Nike and Adidas, but the company actually recognized the value of joint cooperation.

"Joint cooperation is a very effective way to create brand heat," Grange said. "Social media exposure and discussions are data provable.

Moreover, this cooperation has a strong driving effect and can make the image of the whole brand active. "

In the past, Lacoste and street fashion brands Supreme, Footpatrol and Bait all cooperated, and 2019 will be a year of brand co operation.

Another sports brand that has benefited from the joint name is Reebok (Reebok).

After focusing on fitness and restarting classic products, Reebok's performance has gradually increased, and more markets have been opened through joint cooperation.

Unit general manager KellyHibler, for example, said that the joint cooperation of brand and designer Kerby Jean-Raymond and "Bei Sao" Victoria Beckham has achieved very good results.

"Joint collaboration allows others to interpret and build our brand in their own way," Hibler said. "This reinterpretation will be passed on to consumers, bringing them a brand-new cognitive impact.

This change is hard for the brand itself to do. "

At the same time, Hibler also said that consumers who attract customers through the joint design tend not to focus solely on the joint products themselves, but their interest in other products is also synchronous as their understanding of brands deepens.