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A recent fiscal report for Nike sees the sportswear company’s value going up. Way up. While rampant releases, major athlete sponsorship and increased advertising all contribute to the Swoosh’s stock soaring, there’s a more obvious strategy that also has their numbers rising: upping the price. A 5% bump in average selling price is a key factor in the company’s high times, but it’s not just about pushing the price-point. In a new piece by Businessweek, it’s suggested that the wide range and variance of prices for their products makes customers less rooted to what they consider an appropriate price, making kick consumers more willing to spend. Limited releases like the $245 Nike Air Yeezy 2 and $400 Jordan Shine raise the roof on how much a shoe could cost, while material based price variances for the LeBron line and Air Max favorites keep the consumer both guessing and spending. Check out the article at Bloomberg Businessweek.
