Serve,Flex, Ye does work!

Yeah I know I haven’t been writing a newsletter for so long. Apologies! From now I’ll make sure every week this mail hits your inbox.

This week I planned to write about one of the most creative person I have ever seen, it’s Ye. Kanye West. I will focus particularly on his brand Yeezy.

Kanye West was introduced to the world as the producer of Jay-z’s album, The blueprint in 2001.

To get into the fashion industry, Kanye even interned at Fendi (a luxury brand) for $500/month. For quite some years, even though he tried a lot, Ye wasn’t able to get his clothing range off the ground. Then kanye made his own entry through a partnership with Nike in 2009 creating “THE YEEZYS”. The Yeezys were released in very limited amounts ranging across $200-$300. The limited range and the fan base of Kanye grossed the Resale revenue of the Yeezys in millions. A pair of the Red October Yeezy (the one in my dreams) was resold at nearly $6000-$8000. Then Yeezy ended its partnership with Nike in 2013 to join Adidas. These are the Red October Yeezys!

Somehow many people resonated with Ye’s design and went to great lengths to buy a pair of Yeezys. The main motto of Ye in joining Adidas is to create more of Yeezy. Adidas gave Kanye the freedom to expand Yeezy to be a household brand. But, as more Yeezys came out the hype of the users reduced. Selling out in seconds, became minutes and people actually found Yeezys sitting on the showroom (which is actually a rare event).

On the contrary, West wanted the same. West wanted to be able to sell Yeezys to all the people who wanted it. In 2018, Yeezy sold around 1-1.5 million shoes. Not that Adidas can’t make more, they wanted to create this artificial “hype” and “limited” edition so that people want it more. September 2018 was the month for Yeezys as many of the shoes were restocked and a lot more people bought them. They sold out but not quickly. Twitter had a pretty negative response to it. At this time, Yeezy had already started to lose its initial fan base, the people who camped, waited and slept on roads for days to get Yeezys. So, are Yeezys just hyped up celebrity shoes?

To get the hype going, the supply of the product should always be less than demand. But Ye doesn’t want that for his venture. Adidas informed its investors in 2019 that it will consecutively reduce the number of Yeezys produced. Can the hype behind the brand be reverted? It takes years but the answer is never a No!

We should really wait and see what Ye comes up with.

Share your feedback and constructive criticisms! I would love to read it.

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