Jordan Brand Marketing(An Adult Conversation)

Stay true to the essence of Jordan or tap the newer/younger market by pushing the limits with bolder colors and designs?

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deltadogman1

deltadogman1

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This not a post to bash but discuss what's going on and your opinion of the direction the company is going in... The following thoughts were prompted by a recent trip to the shoe store.

As I looked at the Jordan Brand section of my local shoe store I had a moment of enlightenment about what JB is doing. I think Jordan brand is going to keep putting out older models in newer colorways, rather than investing any real effort into developing new models. In a sense it's genius because people who buy shoes for casual wear are very particular and hate drastic changes in design. I think the moderate success of the XX8, will allow them to separate themselves a little further on their reliance on retros. I can see OG colorways slowing down alot after maybe mid next year and them starting to do new colorways of older models then sprinkling in what we really want to keep the buzz up. I think the 3's, 4's and a few more models are about to start getting the Jordan Phat 1 treatment. And I totally understand this because it's hard to please the shoe market. Nike had a very dry spell before they got the KOBE and Lebron thing right and they're riding that horse to death. They gave us the Kobe, put a strap on it and called it the KD and then the took a newer version of the Huarache and made it the KV5, Lebron, and Hyperfuse because they realized that you have to standfast with designs that work in the market. So with all that being said as an older shoe buyer I like and agree with what JB/Nike is doing but I think there color selection, needs to tone down a bit, to reflect MJ's class. I would love to see some Blues, Maroon's, Gray's, and more subtle colors. 

What are your opinion of some of the newer release decisions/models/colorways?
 
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Honestly, the retro+ colorways are either a real hit or miss.

You have successful executions, like: Laney V's, Cool Grey IV's, "Pacific" VII's, etc...

But then you have bad executions, like: "Joker" III's, Stealth X's, Orion VII's, etc...

Overall, I like how JB is trying to cater to a new market of consumers, but I wish that they would stay more true to the original colorways.
 
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Foamposite XI said:
You will be surprised of the popularity of the bright colors. Go into a Finish Line, look at the men's section. You'll see


Even stuff like this e selling well at the FNL I work at.

You may not agree with it, but it sells. Only reason why the Crimsons didn't sell this morning is because the Corks came out today and the Phoenix Foams come out next week.
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Actually I think the Crimsons release date choice was terrible in respect to the other Jordan releases as of late. The Joker's would have had the same results if they weren't released all star weekend as well as the fact that the XX8's made them the safer choice of the same colorway. And I wasn't really speaking to what will sell as much as how does the strategy touch you as an traditionalist.
 
As a business major, if it sold well and got the people buzzing, I'm going to agree with it, traditional or not. And yeah, only thing I don't agree with are some of their RD choices... MIlitary IV same day as Yeezy IIs... WC IVs a week before the Galaxy Foams... There might be some others, but I can't think of it off the top of my head right now.
 
Foamposite XI said:
You will be surprised of the popularity of the bright colors. Go into a Finish Line, look at the men's section. You'll see





Even stuff like this are selling well at the FNL I work at.

You may not agree with it, but it sells. Only reason why the Crimsons didn't sell this morning is because the Corks came out today and the Phoenix Foams come out next week.
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Dude, that's from the men's section? Times have changed, Pink shoes for men
 
I can't agree more that times have changed and the consumers want more bold colorways. I just picked up some cool grey IXs on restock over all star weekend, and when I went to pick up my ticket from HOH I was one of 2 people there for the IXs everyone one else was there for the pink foam restock. I'm in my mid twenties and could not see myself wearing a solid pink shoe, but there were people there older than me waiting in line 2hrs just to get a ticket for the foams. Although I am a fan of the bold colorways of free runs, like the orange ones in the pics above, or the red 2013 air maxes I can't see myself wearing something that 10yrs ago when I started buying sneakers would have never been anywhere near a men's section in Footlocker. As far as the retro+ releases go for Jordans, I have been sticking to OG colorways as of late, but I am planning on buying the red IVs if the red is darker than the toro spizikes or motorboat IXs. I can say some of my favorite Js are retro+ releases like the cool grey III,IV & XI, lightning IVs, the first altitude XIIs or even the linen Xs, and definitely the stealth and toro Vs, but lately the retro+ series has been falling short.
 
I agree with nineteen92, the new colorways are hit or miss. Personally I like some bolder color ways than a black cat or pure money shoe. Jordan's have always had non traditional colorways though, so I can't complain too much (metallic 1s, grape v, Bordeaux VII, charcoal VII, playoff VIII, aqua VIII, Seattle x, Sacramento x, Knicks x, chutney xiii, blue xiv and chutney xiv low. Out of the box color ways are nothing new so for me its not a big deal. Now with that being said, if they start doing what they did to the I with other models I will have an issue (ripstop, polkadot, weird materials, changing the design).
 
I work in marketing, currently and I have to say. Jordan brand is doing a great job. Just from a pure marketing standpoint for new potential consumers is great. Not only do they cater to their existing fans, but they go beyond and try to pull in more people. Great stuff.
 
I think they go about it the right way, you have to take risks in marketing. Some "miss" but more than enough "hit" to allow them that risk. Plus always have to be trying for the next big colorway.
 
OP's post is way off

KD's are huaraches?
Kobe's with a strap, KD's?

JB has been doing retro plus colorways for over a decade.

People didn't like mochas, oreos and chutneys when they came out, now people want them to be retroed. It will be the same way with jokers and crimsons.

JB also does quite well with those team Jordans that NT frowns upon.

And JB has always gone through phases with the colors they use, that's how we got infrared and the grapes. Volt is always a popular color with running kicks.
 
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Magic1978 said:
OP's post is way off

KD's are huaraches?
Kobe's with a strap, KD's?

JB has been doing retro plus colorways for over a decade.

People didn't like mochas, oreos and chutneys when they came out, now people want them to be retroed. It will be the same way with jokers and crimsons.

JB also does quite well with those team Jordans that NT frowns upon.

And JB has always gone through phases with the colors they use, that's how we got infrared and the grapes. Volt is always a popular color with running kicks.
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When I made the whole KD-Kobe thing I was just stating that the shoes are very similar in design, which they are. And honestly before the whole Jordan Brand hype that came after the first last Concord release, people weren't checking for Mocha's, Chutney's and alot of other stuff that now is all of a sudden so hot! And true Jordan Brand has always experimented with colors but the older colors were subtle and classy, hence the Mocha's, Olympic 6's, and Grapes. 
 
when it comes down to it, the shoes dont last very long. wearing a pair of jb shoes 1 time per week may only last a year. the demand is only growing so this strategy is smart and efficient. if the recent trend of non number aj styles selling poorly continues than things will carry on this wee for a while. personally i hate it. id rather buy 6-10 good shoes a year rather than double the quantity of junk.
 
I think its possible to push the limit while still keeping it classy but thats not what they are doing. I think they can be doing alot better than what they are putting out currently. You cant compare retro+ from 10 years ago, back then even dope colorways would hit clearance racks hard and lets be real... a retro jordan these days will never see the clearance racks. Closest you come is b-grades at the outlets, and i guarantee they could sell those out for retail as well.
 
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JetLyfe420 said:
I think its possible to push the limit while still keeping it classy but thats not what they are doing. I think they can be doing alot better than what they are putting out currently. You cant compare retro+ from 10 years ago, back then even dope colorways would hit clearance racks hard and lets be real... a retro jordan these days will never see the clearance racks. Closest you come is b-grades at the outlets, and i guarantee they could sell those out for retail as well.
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There were Retro vi's and ix's at the outlets

Also I wonder if Jordan brand started the different colorways to compete with all the fakes, I seen fake retros in all types of colorways if you can buy real Jordan's in similar colorways why buy fakes?
 
peakkicks said:
There were Retro vi's and ix's at the outlets

Also I wonder if Jordan brand started the different colorways to compete with all the fakes, I seen fake retros in all types of colorways if you can buy real Jordan's in similar colorways why buy fakes?
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I know i stated models have hit the outlets. All the IV's hit the outlets as well but they were b-grades not because they werent selling... As far as the bright colorways go its just because thats what popular right now with the kids. People buy fakes because they cant afford the real thing, and if your going to buy fakes why would u buy them in a color that is clearly counterfiet?? 
 
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peakkicks said:
There were Retro vi's and ix's at the outlets

Also I wonder if Jordan brand started the different colorways to compete with all the fakes, I seen fake retros in all types of colorways if you can buy real Jordan's in similar colorways why buy fakes?
Click to expand...

You can only do but so many Chicago colorways. After a while people stop buying them, because there's more to your wardrobe.
 
JetLyfe420 said:
I know i stated models have hit the outlets. All the IV's hit the outlets as well but they were b-grades not because they werent selling... As far as the bright colorways go its just because thats what popular right now with the kids. People buy fakes because they cant afford the real thing, and if your going to buy fakes why would u buy them in a color that is clearly counterfiet?? 
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JetLyfe420 said:
I know i stated models have hit the outlets. All the IV's hit the outlets as well but they were b-grades not because they werent selling... As far as the bright colorways go its just because thats what popular right now with the kids. People buy fakes because they cant afford the real thing, and if your going to buy fakes why would u buy them in a color that is clearly counterfiet?? 
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The younger crowd are the ones I see most with fakes Jordan had to do something to gst them to buy real Jordan's instead of fakes
 
The marketing of JB is genius. They have figured out a formula that Reebok and others are just now copying, retro your best sellers from years past!  On top of that they are adding more colors to traditional models.  So they have now captured the younger generation with the flashier colors and have managed not to alienate the older generation from back in the days.  

However, I do believe that some of the colorways are over used.  The volt color is being used in everything now.  The pinks and purples are a bit much now too.  When I look at the galaxy series and the Lebron southbeaches I just laugh.  However, there are some that I do like.  The 2012 Air Jordan YOTD colorway was hot in my opinion and I bought those (at discount of course).  
laugh.gif
  But even with those the color wasn't too far out there.  It was essentially a dark and light blue shoe.  I remember when the Grape V's dropped the first time and I was like man those are hot but I thought they were girl colors.  That's about as far as will venture out with traditional models.  I have the 2013 Grapes in my closet now and I still like them.  

With the newer XX8 I have all colorways that released.  The green pair is the by far the furthest I've ventured out in an Air Jordan flagship shoe.  I never saw myself wearing an all green shoe.  But I liked them and the comfort is top notch.  I will probably get the all red pair when they release too.  But I don't think I will ever buy a south beach or pink colorway Air Jordan.  I'll leave that to the younger generation.  
roll.gif
 
Magic1978 said:
OP's post is way off

KD's are huaraches?
Kobe's with a strap, KD's?

JB has been doing retro plus colorways for over a decade.

People didn't like mochas, oreos and chutneys when they came out, now people want them to be retroed. It will be the same way with jokers and crimsons.

JB also does quite well with those team Jordans that NT frowns upon.

And JB has always gone through phases with the colors they use, that's how we got infrared and the grapes. Volt is always a popular color with running kicks.
Click to expand...
THIS.
 
Sneakerfan1 said:
THIS.
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You retro those same shoes in mass numbers and the same people will be on to the next supposedly limited or exclusive shoe. Though i do think the Jokers will be sought after later on but that Crimson shoe just looks to much like a Women's/GS colorway.
 
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I don't feel that these strange colorways are a bad thing. I think it seperates one generation to the next. I wish they catered to the older generation a bit more but honestly, unless you have the means as u reach your 30's some people have families that come before release dates. Whereas the generation buying in the masses loves the old school shoe in an updated colorway. I'm 28 and when certain new colorways drop that arent what i saw growing up, I think twice then make my decision. I also cop anything i can if it resembles an OG colorway or something that I find appealing. Ive always been facinated with the newer technology that JB puts into their shoes. It seems like they are always trying something new or first then nike follows suit if it is a success. Do i own volt running shoes, yes. Do i own Volt Jordans... No, I am upset that the first CW of the XX8 was Black/Voltish... Really wish it would've been Blk/Red.. I am holding off that a Bulls inspired CW is in the works,
 
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