How Pricing Will Kill The Knit Sneaker Trend

In an artistic exploration of design, the traditional trainer is deconstructed and reimagined with all boundaries removed. What results is the extraordinary creation of the GEL-KAYANO® TRAINER Reflective Knit Low. A stretch knit upper surrounds the foot in a custom, sock-like fit while a moulded TPU caged overlay stabilizes the structure of the low silhouette. Its traditional lace system and heritage-inspired midsole make for an inventive fusion of iconic style and advanced technology.

Source: GEL-Kayano Trainer Knit | Silver/Black | ASICS Tiger United States

I was preparing for the morning’s posts to give you guys something dope to talk about today, but I was interrupted when I saw the price for the upcoming Kayano Knit.

200.00

Insider Ties: I Quiz Son With My Wisdom…The Simplification of Kicks

Last year I wrote the article above because when I saw adidas Primeknit hitting BOOST and I had already seen Nike Flyknit on the Racer at 150. The 180.00 on the Primeknit UltraBOOST made me pause. I mean I sat and looked at that 180 on an adidas for a minute and I had to write a post on manufacturing. I mean I could have made a knit shoe last year when I was running ARCH and in the article above I give you the price for the breakdown of how much the material costs per square foot.

200 dollars for an Asics reflective knit trainer… The first release was in line with other knit releases at 150.00 even the MT mid knit from Asics was 150, but adding 3M reflective properties makes the shoe 200?

Shout out to Ed Lover, “C’mon Son!” 200? A reflective knit upper on a traditional white outsole? 200?

The Puma Ignite Evoknit and Limitless are 135 and 140 which is respectable.

The Under Armour Threadborne Slingflex at 95.00 is the biggest winner in my book based on look and performance.

Nike has alternatives to the Flyknit Racer, but their VaporMax Flyknit will  top 190.00 dollars. Which has always been the way of Nike. However the Flyknit Racer and different Flyknit models are all selling below retail in different colors. That 150 pricepoint for Nike on the lightweight trainer isn’t as enticing as it once was with the NMD hanging around.

This is a prediction so I could be wrong, but I have a feeling that “Knit” shoes are going to begin to sit. The pricing structure is becoming overbearing and in a market with so many sale shoes available, why would a customer pay the prices for these kicks right away?

In the process of giving the people what they want and improving the connection with the customer, price remains one of the main drivers of purchasing. The brands can not expect the consumer to continue to accept inflated prices based on the idea of lightweight construction and socklike fit.

There is an opening for both Reebok with the Zoku and for Under Armour if they maximize marketing and discussions on their lightweight knit/mesh trainers. The New Balance 247, Reebok Zoku and UA Slingflex are all better options at much better prices. They are stylish and functional.

200?

C’mon Son!

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Chris Burns
Chris Burns
Founder, Writer and Webmaster at ARCH & CBP

Chris B. is the founder of ARCH.


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