The reason I can unquestionably state that resale is an indicator of brand heat is because I utilize my microset of data to compare it to the information available on footwear websites covering the industry. The resale here isn’t the hyped Sacai, Travis Scott, or Yeezy resale; it’s a more realistic vision of what’s taking place at sneaker retail. This data also magnifies why StockX can start moving more quickly towards an IPO, but they should do so cautiously. While the most celebrated shoes on StockX are undoubtedly Yeezy slides selling at 150% above retail, or Jordan 1s selling at 300% over retail. When you look closely at the app, it’s not that hyped shoe that does the damage. A hyped shoe will sell quickly, but as pairs become diminished after a month, sales slow considerably.
In other words a Air Jordan 4 University Blue can sell 6000 shoes in a one month span. By the end of the year that shoe may be at 7000 total sales. If you take a look at a shoe that isn’t a hyped limited model, but is a general release, the Air Force 1 all white, on StockX in 12 months that shoe has sold 43,095 pair. The Nike Blazer white/black has sold 18,362 pair. Both the Blazer and Air Force 1 sell at above retail. This establishes the dominance of Nike, and it also shows that StockX’s consumer base has expanded considerably. This should be a good thing, but this is where caution is a factor for the third party channel.
Consider adidas’ Stan Smith only has 879 total sales on StockX and the brand’s next best performer the NMD in all black is only at 2585 sales and is selling at a -25.4% markdown. You can find this information yourself, but it’s important to read this and understand that although the consumer base on StockX has expanded and this makes it a viable business for IPO, it also places StockX in the same position as all resale and wholesale accounts dealing with Nike. StockX must expand its offerings and they are doing so.
Below are my top ten sneakers sold in 1T21. Not surprisingly the Air Force 1 and Blazer take the top two positions, but had I combined Air Jordan 1 High, Low, and Mid, the Jordan 1 would have placed at 3rd and the Air Max 97 and Air Max 1 would have made it into the top sold shoes. This small microset underscores the work Nike is doing in the under 100 category. The Air Jordan 1 Low, Air Force 1 and Blazer are all 100 and under sneakers in men’s sizing. The Vapormax is the most expensive shoe at SRP. Nike dominates at all levels. How will Nike Refurbished shape resale? That will be something to watch as the brand begins to expand. Here is a prediction/idea: What if Nike Refurbished decides to move beyond just returns? What is Nike Refurbished builds a staff to take on older shoes for store credit? Shoes that can be cleaned and resold? While I’ve always said Nike has an Apple model and Refurbished follows suit, Apple will recycle your much older phone, Nike is definitely on the path towards doing this. Interesting times.
Sneaker Resale Report & Analysis 1st Third 2021 January to April 19th – Part 1
Sneaker Resale Report & Analysis 1st Third 2021 January to April 19th – Part 2
Sneaker Resale Report & Analysis 1st Third 2021 January to April 19th 2021 – Part 3
Sneaker Resale Report & Analysis 1st Third 2021 | Top 10 Sneakers Sold – Part 4
Sneaker Resale Report & Analysis 1st Third 2021 | Website Traffic Analysis – Part 5