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JB release numbers now reflect the hype for the shoe/colorway... - Page 2

post #31 of 190
Quote:
Originally Posted by kamuekcmo View Post

yes, that is true... I think they are more concerned that they can make double and triple what JB can make.... I know if I had some type of company and I paid to have something produced, paid for a factory, materials, marketing, shipping, and whatever else... and someone took what I put all my hard work into and flipped it for double or triple what I got only a few hours after they got it from my company..... I would be pissed....

I would be pissed that I didn't make/have more pairs for sale. There was a time when Jordan releases would sit on shelves and go on sale. JB most likey decreased production based on that. Now with re-sale market what it is they are essentially leaving money on the table, that re-sellers are picking up.

post #32 of 190
Thread Starter 
Quote:
Originally Posted by mjmoney23 View Post

Thanks a bunch for the info. Is this why the Kilroy pack restocked around Christmas time?

I forgot all about those, my source didnt say anything about them, but it sounds like the same exact thing.... I will ask him tomm...

post #33 of 190
i wonder how Jordan Brand measures "hype"? focus groups? social media? surveys?
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post #34 of 190
Thread Starter 
Quote:
Originally Posted by semf View Post

i wonder how Jordan Brand measures "hype"? focus groups? social media? surveys?

Lol, that was my first question, but my source didnt have that info....... I would like to know tho...

post #35 of 190
Quote:
Originally Posted by vegetaray123 View Post


Yeah that whole thing about changing a release plan is new...But I think it's good simply due to the fact that Nike is taking a more invested interest into the sneaker community...With any luck that will lead to some better things for the future...The "NIKE" branded III's are a great example since sneaker heads have been complaining about that for the longest...
Now if they could just up their quality on retro models in particular...I'd pay a higher price...Let this tracking group track that input laugh.gif

I don't think it's about the sneaker community because a lot of people remeber the 'good ol days'. It's now that the general population is catching on and and helping them sell out on release day. They likely see NA as a way to make money as opposed to pleasing the sneaker  community. A lot of people have said 'why now after years of complaints' and it's because money talks.

post #36 of 190
Quote:
Originally Posted by semf View Post

i wonder how Jordan Brand measures "hype"? focus groups? social media? surveys?

I think social media plays a part. It's almost like an un paid focus group when they see what's trending.

post #37 of 190
Quote:
Originally Posted by trappedintime View Post

Remember, resellers throw off Nike's measurement of TRUE demand for a shoe, and those measurements are important for gauging production across models, colorways and even time. JB may not care that they sold a shoe to a reseller, or that a reseller swooped up 20 pairs, but if he sits on those 20 pairs and it takes forever for him to move those, that skews the true consumer demand for a release and thus makes it hard to estimate how much to produce of a different CW of the same shoe or a similarly desired release of another model or colorway. Metrics and understanding true demand from your customers (resellers are not true customers when looked at by a business) is highly important in creating and executing marketing strategy.
 

Remember, at the end of the day Nike is a MARKETING COMPANY. Their success hasn't been tied to the quality of their product, it has been tied to their advertising, marketing, and ability to understand their target market.

 

I think that you're assessment on how Nike gauges "Hype" is based too much on a sales & numbers POV.

 

True Marketing(which I agree with you, Nike is awesome at) involves more than just sales and numbers. There are variables that don't relate directly to that alone. Twitter, FB, IG and whatever other social media markets are out there, are serious money maker and info gatherers. Technology plays a huge part in how Nike is able to determine the TRUE demand based on not just sales but also how often and where their product is featured or even mentioned.

 

So for example, the reseller could cop those 20 pairs, and not sell them for a year. Around release dates, the kicks will still sell out of course but Nike is able to determine where and how much to send to what retailer markets. Which is why they leak photo's and other marketing material to get a buzz generated and then see the feedback rise.

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post #38 of 190
Very interesting.

Seems quite logical as well.

Perhaps getting shoes will become easier this year.
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post #39 of 190
Quote:
Originally Posted by semf View Post

i wonder how Jordan Brand measures "hype"? focus groups? social media? surveys?

There are a number of metrics and tools for online engagement and social media interaction on keywords, phrases, etc. Nike is working with enterprise-level marketing tools at their disposal and know way more than any of us about how much buzz each release (or potential release) is generating, where it's being generated, how they compare to each other, etc.
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post #40 of 190
Quote:
Originally Posted by semf View Post

i wonder how Jordan Brand measures "hype"? focus groups? social media? surveys?

 

 

Any major "Goods" company in which they rely on demand of the public has a lot of these. Although I'm sure if they do have focus groups anymore, they're extremely limited and disguised if presented to the average Joe. They most likely rely more so on Social Media and "Hype" these days.

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post #41 of 190
Quote:
Originally Posted by trappedintime View Post

You're short sighted and obviously don't understand marketing and customer loyalty very well if you think small accounts charging big bucks is beneficial to Nike in the long run. It hurts customer loyalty, even if it's not immediate. Why do you think they're flooding the market with more retros from Black Friday to the ASG than they ever have? It's part of a strategy to regain some control over their product. From a business standpoint it's very interesting to me and I'd love to be part of this team that is measuring the impact of social media on demand, as well as what impact flooding the market (yet backing it up with secondary releases months down the road) does for customer loyalty. They are going to sell just as much if not more, but keep their customers happy. Toss in some things like Nike Air or better materials on certain releases, and you're doing a LOT to lock in your customer base for the long term, rather than running them into the ground with pain in the butt releases that cost 2-3x what they should from mom and pop shops. This is a short-term opportunity for the shady little stores preying off ignorance and greed.

i never said it was beneficial to small shops to charge more in-fact as me as a customer who has no patience to wait on a line with teenages to pay retail
now i feel the opposite if owned a small shop

but i do understand why small stores do this when jordans foams and a few and i mean few other nike's are what sells out at high mark up
you know i'm sure nike makes account holders take a lot of garbage just to sell jordans and foams

like jordan brand non retro sneakers and jordan clothing

since you know alot about marketing there is really no marketing for a small mom and pop account or a local small chain store

its the same marketing that nike and your nickel and dime resller who just made a site on big cartel or godaddy.com use now in 2013

facebook and twitter

the internet has pushed sneakers to where we are today

but i agree with everything you said 100%
Edited by 160jordansdeep - 1/9/13 at 2:38pm

 

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post #42 of 190
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post #43 of 190
Quote:
Originally Posted by DJYoung08 View Post

Very interesting.

Seems quite logical as well.

Perhaps getting shoes will become easier this year.

Came here to say this.

Guess we'll have to wait and see what happens during Feb. 16th, when 3 major JB releases come out the same day.
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post #44 of 190
Quote:
Originally Posted by FutureDHughes View Post

Came here to say this.
Guess we'll have to wait and see what happens during Feb. 16th, when 3 major JB releases come out the same day.

what are the 3 shoes releasing on the 16th ?

 

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post #45 of 190
Quote:
Originally Posted by 160jordansdeep View Post

Quote:
Originally Posted by FutureDHughes View Post

Came here to say this.
Guess we'll have to wait and see what happens during Feb. 16th, when 3 major JB releases come out the same day.

what are the 3 shoes releasing on the 16th ?

Royal 1s, "Joke(r)" 3s and possibly the NA 88' WC 3s.
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post #46 of 190
Quote:
Originally Posted by kamuekcmo View Post

My source has given me some interesting info... JB has a new way of marketing or deciding how many pairs of a certain shoe will drop... This is how it works... JB starts production on a shoe, then once info drops, they have put together a team to watch and measure the hype for a shoe, depending on the hype of the shoe they will then change the release date to produce more or only ship out half of the amount that was produced and do a re release, or change something on the shoe to make it a different shoe...

Raptor 7's dropped and instead of having pairs sit on shelves and take away from other releases, they only sent half of them out, and saved the other half for a second release...

Olive 9's were supposed to be a limited GR (no kids) but after judging hype they only sent out half of the produced amount, my source says he has seen them sitting in a warehouse... (so expect more of them soon)

Thunder 4's - The thunder 4's had a great hype measurement, more than what JB expected, so they changed the release date to buy a few weeks to produce more and to insure they would sell they made them a holiday shoe....

Bred 13's are supposed to be a GR and they are only sending out half of the produced amount, so most stores wont have as many as you think..

88 Retro 3's - now I don't know what to think about this.... My source confirmed that this shoe was the first shoe that the (hype measure team) was assigned to when it came out no to long ago.... My source didn't say this (his exact words were don't trust them Nike Air 3's) but by them coming out so fast, I am willing to bet this is the same exact shoe with a logo change, which falls under change something on a shoe to make it better and sell for more profit.......

My source says that release date changes and second drop dates are going to be way more common in 2013..

now that i read this twice

it make sense

 

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post #47 of 190
I need restocks of doernbecher 9s frown.gif
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post #48 of 190
The question is, how do I work for this hype research group that JB has.nerd.gif
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post #49 of 190
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Originally Posted by Prelude2Elude View Post

The question is, how do I work for this hype research group that JB has.nerd.gif
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THIS
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post #50 of 190
Quote:
Originally Posted by Prelude2Elude View Post

The question is, how do I work for this hype research group that JB has.nerd.gif

i would guess anyone on here would want that job

 

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post #51 of 190
Thread Starter 
Just got off the line with my source and he did confirm that the 2nd release of the killroy pack was also part of this... He says he's 75% sure, Olives will just show up on all star weekend.. In stores and NDC.. He will get back with me when info is solid.. It's not huge news, but I would also like to add that a fsr of photo blue 9's just showed up on finishline.com about 2 days ago...
post #52 of 190
Thanks for the info...very interesting
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post #53 of 190
Wow interesting read
post #54 of 190
Thread Starter 
Also peep all the stores that are all of a sudden not getting the bred 13's or only got one fsr of a GR.........
post #55 of 190
Quote:
Originally Posted by kamuekcmo View Post

Also peep all the stores that are all of a sudden not getting the bred 13's or only got one fsr of a GR.........

Very true...
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post #56 of 190
Real good info. Since the Bred 11 just restock that sounds good because all Im really looking for are the Blk/Blu 1 and most of the 8s. So I now know to wait and save carefully. Nothing worst there's a restock and no money.
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post #57 of 190

Wow interesting read... My brain hurts now but it all makes perfectly good sense.

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post #58 of 190
I caught this bout a year ago

been telling cats in the black/red 11 thread to relax cause of this and ramped up production numbers

I have no connects tho just common sense

I've bought all my jordans days and weeks later after the release date and have done so ever since the concords
post #59 of 190
I agree that Nike and jordan brand have made progress over the last year or two with gaining understanding of the customer. I have to deal with a lot of this with my employer, not to the same degree as a marketing person would, but its really interesting trying to anticipate customer desires and actions. It's a ton of work that pays off with huge reward if you've got good tools, good people, and have put in the work.

This will be an interesting year to see what strategies Nike runs with and how that ends up benefitting the consumer (us). I have high hopes for better product availability at launch and improved options with more launch events throughout the year.
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post #60 of 190
Quote:
Originally Posted by toughmoney View Post

I need restocks of doernbecher 9s frown.gif

This!
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