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What Sneaker Brands May Need Now: The Element Of Surprise

What Sneaker Brands May Need Now: The Element Of Surprise

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NPD’s Matt Powell said something very interesting in one of his tweets that send me thinking, it read like this,
Today, sneaker marketers leak pictures of new shoes to bloggers months before the shoes hit retail. I had one Twitter follower tell me, “I’m angry about this shoe. I really want it, but I know I’ll see pictures of it for six months and then I won’t be able to get a pair anyway”
And I️ responded with,
what are you trying to prove? It has been going on for years , so you aren’t saying anything new.
And He responded with,
No. It is much worse now and in a time where surprise would actually help. I see surprise as a winning tactic. Don’t buy the other guy’s shoes cause you don’t know what’s coming
 Then it dawned on me and I realized that he was absolutely right. We’ve grown so accustomed to seeing pictures of sneakers so early. Two days ago, we were made aware of the return of the Air Jordan 11 concord for the month of November of 2018, and we are a year and half away from the date. So people just don’t care anymore. Blogs  and sneaker sites have taken the excitement of yearning for sneakers  away. And the consequences are catastrophic . Brands are struggling to move their products, sneakers are being introduced at an exponential speed. The consumer is confused and no longer cares about what comes before his/her eyes. So brands are coerced into creating gimmicks around their shoes just to create a thirst for them . Maybe Matt Powell solution is what every brand needs now- the element of surprise, keep the consumer guessing and consequently recapture the passion he/she once had for sneakers.
 Matt Powell had also mentioned which is scarcity. Let me actually show you the tweet,
We also must return to scarcity as a fundamental principle. Great brands were built in the sports industry by never having enough stock to meet demand. Now, those products are seen in abundance and the cachet is clearly gone.
Matt Powell

So in conclusion I believe the element of surprise will certainly help, at least as it pertains to me because I’ve lost my interest in sneakers. But the lack of depth coming from several sneaker sites ( lack of story telling, superficial information about sneakers) has been detrimental to the sneaker community.

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