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.
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, ...
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