Rieker
Running shoes crazy
29.02.2016 3604

Running shoes crazy

The Tsvetnoy department store, the KM20 concept boutique and the Brandshop store prepared the best and loudest for the men's holiday, which announced a one-day sale of Yeezy Boost 350 Black sneakers created by rapper Kanye West for Adidas. This event caused a stir, comparable to that which prevailed during the sales of the H&M x Balmain collection.

Two days before the start, photos of the queue of several dozen young people at Tsvetnoy began to appear on social networks. They came to get on the list according to which February 19 in 10: 00 buyers were to be launched into the building in groups of three to five people. Other stores offered online registration, which allows you to get a lottery participant number and arrive on a specified day with a passport. Then, numbers were taken out of the lottery drum, whose owners had the right to enter the store for five minutes and make a purchase.

The harsh system not only did not stop those who wished to become the owners of the treasured pair of black sneakers for 19 400 rubles, but further increased interest. Queues began to line up from night and only increased during the day. Among the buyers are not only loyal fans of the famous rapper. According to polls, about 90% of those in the queues plan to resell Yeezy Boost for a double price.

The hysteria surrounding the sneakers amid sluggish trade during the crisis is another signal to retailers about the need to review the assortment policy, the needs of the youth audience, and the format of the trade. Recently, we wrote that in the changed reality, ephemeral trading, which also includes the pop-up store format, will show the greatest potential in terms of customer reach. This format allows brands to flexibly and creatively meet the needs of consumers who now need good reasons to buy and who want to get a special sensual and social experience. And the case of Yeezy Boost 350 Black - confirms what has been said on all points.

The best and loudest for the men's holiday were the Tsvetnoy department store, the KM20 concept boutique and the Brandshop store, which announced the one-day sale of Yeezy Boost 350 Black sneakers, ...
2.77
5
1
2
Please rate the article

Materials on the topic

“There was a light at the end of the tunnel…” Participants in the shoe market on the situation in the industry.

2020 became a crisis year for the real sector of the economy and the footwear industry. Shoes Report talked with the wholesale companies, with Mikhail Kryuchkov, the head of the Paloma distribution company, which represents a number of Spanish footwear on the Russian market ...
22.12.2020 6709

Dead Season. What will turn Covid-19 quarantine for shoe retail

Shoe retail resumes operations in Moscow and the regions, calculates losses, evaluates prospects. Two and a half months of downtime turned out to be a serious test for ...
01.06.2020 16732

10 main trends in retail for the next 3 years

Ten main trends emerging in the past year, which will determine the development of world retail in the near future
11.03.2020 20660

Marking shoes started. MTCT appointed as operator of pilot labeling project

On June 1, 2018 in Russia launched a pilot project for marking shoes, so far on a voluntary basis. The system operator has been appointed a subsidiary of the Center for the Development of Advanced Technologies “Operator CRPT”, created to implement the Unified National ...
23.07.2018 10698

Chipping shoes: to be or not to be

The proposal of the Ministry of Industry and Trade of Russia on the marking (chipping) of shoes caused a heated discussion among experts and participants in the shoe ...
10.08.2017 30981
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning