Originally posted on Housakicks
I’m no longer interested in looking at sneakers from a consumer perspective. Whether it be sneakers, electronics, household items, etc, the smart consumer must understand that these big corporations and brands actually hire psychologists to study the stimuli behind our buying habits. All this in order to find ways to generate more sales; so when Jordan Brand decides to change the release date of the Air Jordan 11 Midnight Navy from Black Friday to November 11, I must ask myself the question: Why?
Let’s face it, Jordan Brand has lost its flair, and what I’m trying to convey is that it no longer creates a rise of anticipatory emotions within the heart of the average sneaker head. And when a product loses this aspect of its identity, sales will decline. To stay relevant, a brand must rely on content creation and the ability to connect with its loyalists. I think reducing the Air Jordan 3 black cement price from $220 to $200 was a great incentive by Nike and that is exactly what the brand needs to do to keep its head above waters. You can read about that in the post below
The 2018 Air Jordan 3 Black Cement Price Was Reduced To $200 | Find Out Why?
I think changing the date of the Jordan 11 midnight navy was geared toward garnering enough attention to stay relevant. You’ll see that every sneaker blog, every social media outlet will be talking or writing about it this week. And the one thing that most people will be interested in, is speculating about what shoes will replace the Navy AJ11. Now you see where I’m going with it, it’s a strategic move by Jordan Brand to remain germane. Adidas has been spot on with contemporary campaigns that are so connected with today’s society and its current trends and struggles. Nike is still doing the right thing by remaining in their lane- performance and sport. But to remain dominant, the brand will have to also rely on campaigns and content that can resonate with today’s consumer. And Nike is very smart and that is exactly what is being done now with things such as reducing prices, changing release dates, basically creating a lot of buzz to remain in the news. I don’t know if I have quite answered the question but I’ll invite you to consider your own reasons why you think JB changed the date.
Air Jordan 11 Gym Red & Midnight Navy: Which Is Real Or Fake | A Tale Of Confusion
1. Black Friday has become an oversaturated release date for almost all brands and any brand in tune with this will move their releases down a few weeks before it. That date can then be used for surprise restocks, which in the case of JB I would suggest they consider from the onset of November – December to capture the full length of the holiday season.
2. As we’ve recently seen with Starbucks Pumpkin Spice and Dunkin Donuts return of the Pumpkin Donut and Munchkins plus beverages, most brands have moved their product cycles up in terms of availability. This was always evident in retail as well and is nothing new. However more industries have “caught up” or “caught on” to this strategy.
3. Nike’s decision in theory should help them standout from the Black Friday noise. See point no.1
JB is actually goign to release the Altitude green 13 on black friday as a replacement.