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

Quote:

Originally Posted by kamuekcmo 

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.

Quote:

Originally Posted by vegetaray123 


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

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.

Quote:

Originally Posted by semf 

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.

Quote:

Originally Posted by trappedintime 

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.

Quote:

Originally Posted by semf 

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.

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