The recently released Yeezy 350’s by Kanye west have not only sell out across the world less than hour after release the retailed price of £150 has soared on to the resell market for upwards of $900
These astonishing statistics raise questions about how products like this reach such amplitude in terms of value and demand. As these are not the first time a product like this has baffled anyone and won’t be the last. Examples of this pertain to the likes of Jordan’s which have reached up to $50,000!
As mentioned in the title, ‘Hype’ or as the more professional term; advertising. Kanye west and other successful creators have played the advertising game correctly to reach the end results. What this games entails includes already having a profile of work which is said to have been successful. Having a name which is accredited to quality made goods is vital. Kanye easily ticks this box, evident by the numerous of fans and awards won for his work. Next step is to announce what will come out.
Now comes the most important part; creating the HYPE, subtle teases, teases which are a drop of what is to come. Kanye west executes this with his relation to the Kardashian family. Understanding that these are at the top of paparazzi worth value, in addition to this pictures added to their Instagram pages means that there is added detailed look, furthermore with 1 million plus ‘likes’, ‘hype’ is certainly created.
Other factors to consider is the fact of finite demand and the exclusivity to own the shoes. Some stockers of the shoes even went to lengths to have raffles to choose who gets a chance to purchase, that’s right, raffle not to see who gets them for free but who gets chosen to buy. This totally furthers the level of what these shoes are, not only are they already popular shoes by a talented rapper, but exclusive must have shoes which makes a massive statement with their value in the shoe scene.
Overall Kanye west has manufactured something which is something to look up to if you even want to get close to the level of precedent. In addition to all of the advertising of the shoe, Kanye correlated the launch of the shoe close to the highly controversial headlining performance at Glastonbury. The end package of the Yeezy 350’s and its deliverance it is hardly surprising that the shoe has reached huge amounts on the resale.