 Over the past couple of weeks a number of top releases from 2009 have all of a sudden “restocked” with little warning. Such releases include the “Fresh Water” Griffey Max, Quickstrike “Atlantic Blue” Penny II, “Auburn” Trainer SC, and most recently the “Eggplant” Foamposites.
While this second shipment may provide many of those who missed out the first time around a second chance to grab a great sneaker, generate easy revenue for both the footwear manufacturer and retailer, companies cannot afford look past the long term side effects of such programs. |
There is little debate that exclusivity is an important driving force in the market. Having something that no one else has is what drives our community to our favorite sneaker spots to line up and hand over our hard earned money for a fresh pair of sneakers. The thought of missing out on a classic that returns only once every 5 years or in some cases for the first time in over a decade is enough justification to buy a second pair, or even purchase above the retail price on the secondary market in the event they have sold out in one’s local market.
The fear of not owning a timeless sneaker lends itself to the market calls for desperate measures to get the fix, but does this new trend of reproductions and restocks give pause to this fear? And if this fear of missing out is diminished, what effect will it have on the impulse buys?
Recent releases that were of highest demand were the Space Jam Jordan 11 and the Copper Foamposite. Should those who waited in the cold on Christmas Eve worry that their special purchase may be reissued in July? Or those who struggled outside in the show should be concerned that the Coppers drop in time for Back To School?
Rereleases of marquee product like what has recently occurred does provide the benefit of creating additional supply for those who were unable to grab the shoes the first time around or give the opportunity for those who were fans of the shoes to get a new fresh pair which has received some praise.
On the business side of things, these reissues are pretty much printing money, but to continue the parallel of economics, don’t overlook the long term effect of inflation and decreases consumer confidence in your product or brand.
