The marketing behind 'Yeezy' by Adidas and Kanye West
The marketing behind 'Yeezy' by Adidas and Kanye West
A very strong part of digital marketing behind Yeezy is social media. This is the main factor that made the brand grow globally. Digital marketing is the part of marketing that uses online, and internet surrounded. An example of this is social media, mobile phones, computers and so forth. Kanye west originally created the social media buzz around Yeezy as a brand by making it known that it was not as easily accessible as the normal Adidas streetwear in the stores. Therefore, this in turn meant that Yeezy as a brand had to rely on social media digital marketing to spread awareness about the brand and its products. This has labelled the brand to have an exclusive brand image. Furthermore, Kanye and adidas already have a large fanbase in place so this has meant that when they post on their Instagram for instance, when the next drop of Yeezy sneakers drop it builds the excitement and sense of exclusivity that only a certain amount of people can buy them and that is why the demand it is so high along with the people who want to purchase. Another way Kanye has indirectly used social media to promote and advertise his brand and sneakers is by getting celebrities to post about the sneakers and in the sneakers. This also has built a sought-after product as seen in today's world that people want what celebrities have, especially if it is exclusive.
Currently Adidas uses their app to sell the exclusive sneakers by having an elective draw that randomly picks a certain amount of people out of the draw to be able to purchase the sneakers. This again is building the exclusivity and the high demand for the sneakers. This technique has also led to a world of reselling. This means that the sneakers are sold for more than the buying price. This can sometimes be twice as much or three times as much as the retail price all depending on the specific colorway and how many pairs of the sneakers were produced. Reselling is also mostly online transactions. Someone will advertise on a website that they are selling the sneakers and then someone else will be able to buy them.
This was so interesting to read! And that is so true, with everything being online these days digital marketing is the best way to advertise and it makes sense that they have had this success.
ReplyDeleteThis article is so true, yeezy trainers are always in such high demand and always get sold at such a higher price compared to the original price. These items are so popular and marketed well on all social media platforms digitally.
ReplyDeleteThis blog post really highlighted the importance of digital marketing and how influential celebrities can be within marketing campaigns for their own product. Celebrities influence has changed marketing, as they have been able to use their big platform forms on social media and get their supporters to help push products, and the marketing ads made for the products. Like Kanye West who is an amazing example of a celebrity with influence, who saw that and took advantage by creating a brand with a well known shoes brand Adidas, where it was easy for them to find their target audience (Kanye's supporters and Adidas customers), and market the products which has been done through Kanye's music videos, instagrams and on his other famous friends. Really enjoyed reading this it gave me such a great insight on Yeezy and its marketing background. Cannot wait to read more!
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