The Air Jordan 3 black cement is making a return next year in its OG features- the “Nike air ” logo on the back. Ever since the white cement 3 “88” came back with the “Nike air” logo, JB has been teasing us with rumors of a potential return of the black cement 3. Well our wishes are finally going to come true, and with good fortunes. The shoes are going to cost $200 which is a bit of a surprise to many. Here are my own speculative reasons why I think the brand is making such a strategic move.
- The poor sales performance of the True blue 3 and other retros
The true blue 3’s came back this year and were originally priced at $220. As great as the shoe looks, it did horrible sales wise and is collecting dust on retailers’ shelves. They have been marked down to as low as $159 via several retailers and Nike outlets. The consumer is getting smarter and is aware of the fact that most GR Jordan Retros are mass produced, hence there is no need for him/her to buy impulsively. Most people know that these will eventually hit the outlets and social media sneaker groups have made it easy to locate outlets with the cheapest prices.
2. Adidas and its myriad of lifestyle sneakers
The new breed of sneaker enthusiasts is no longer enamored by Jordan retros. The Adidas NMD as much as people want to disagree has disrupted the market. Just talk to Resellers and get a breakdown of their inventory, the majority of them will tell you that NMD’s sell the most and the highest. I’ve sold more NMD’s in the past year and half than I’ve sold Jordans. I’ve been stuck with GR retros that I can’t even sell for 40% below their original retail price. Adidas has significantly shifted the interest of many. People still like Jordan Retros but lifestyle sneakers have taken the sneaker world by a storm and basketball shoes are no longer the “in thing”.
3. Looking at the Inflation
The black cement 3 was priced at $100 in 2001, then $150 in 2008 ( part of the CDP pack), and $150 in 2011. According to the inflation calculator , the 2018 BC3 should be priced at $175 so the $200 is still a bit much but we’ll settle for that price. Jordan Brand definitely needed to stimulate the consumer and the $20 reduction was a great incentive. I still think the Black cement 3 would sell out at $220 but bringing it down to $200 is an even smarter move by JB- it’s basically saying to the consumer: we’ve heard you and care so much about you that we are willing to reduce the price on a classic. This is a brilliant move and it couldn’t have happened at a better time.
I think 2018 would be a great year for Jordan Brand if it continues to:
– implement the “edit and amplify ”
-revise prices especially on classic sneakers.
Air Jordan 3 Black Cement ” Nike Air”
Style# 854262-001, $200, February 2018
img via zsneakerheadz