What motivates people to queue in the cold for hours just to buy a pair of R2 999 Yeezy Boost 350s? They don’t queue to buy other sneakers, so what makes these so special?
We spoke to South African brand specialist Donna Rachelson about this phenomenon, and how a brand goes about placing itself above the rest.
Crowds queuing outside AREA3 in Braamfontien. (Image supplied)
Crowds outside AREA3 in Braamfontien. (Image supplied)
“Adidas may not necessarily be the strongest brand on the market, but the Kanye West brand has quite a strong following. Having a strong personal brand that endorses a good brand is a very good formula,” Rachelson says.
“Where the Yeezy Boosts are concerned, there’s an element of exclusivity – it’s not a free for all – and people love that kind of hype. They love the fact that they can be one of the few ‘exclusives’ who get a product; it elevates a person’s social status.
“There are quite a few elements that play into the strength of the branding of this particular product. It’s not necessarily because Adidas is an amazing brand, it’s also the way they package the deal – it’s very compelling from a marketing perspective. People who own a pair feel important, special and part of an exclusive tribe.
Where the Yeezy Boosts are concerned, there’s an element of exclusivity – it’s not a free for all – and people love that kind of hype
“If you think of people’s emotional needs, they have a need to belong to a tribe, and that’s what this campaign has been able to tap into quite strongly,” says Rachelson.
It’s not always about how great the product is, sometimes it’s more about how the product is packaged, a notion that assumes the brand has always been one that delivers.
“You can’t go out with a brand that delivers. We know that Adidas is a brand that delivers and Kanye West as a personal brand delivers good music and has become somewhat of a fashion icon. So, before one even starts with marketing a particular product, you have got to make sure you are marketing a product that delivers,” Rachelson adds.
AREA3 window display. (Image supplied)
Some of the first few people in the country to own a pair of Yeezy Boost 350s. (Image supplied)
She adds that what’s clever about the marketing of this product is the strong social media drive – making it exclusive and accessible to only a select few.
Other factors that make a massive impact include the emotional connection consumers develope with a particular brand – sometimes referred to as brand slavery. The interesting thing about pairing, or rather associating a brand with a personality brand is that the other brand begins to appeal to the ‘brand slaves’ of the personality, in this case Kanye West.
Adidas might not have been a brand a particular person ever thought they would wear, but by virtue of the fact that it associates them with a personality they admire, such as Kanye West – a brand they may feel emotionally connected to – Adidas in turn becomes a brand they will associate themselves with.
There are many other brands offering a similar type of sneaker, but it’s the Kanye West element that has put this brand and this particular product above the competition.
The Yeezy Boost 350s were sold out by 3pm on the day of their release in South Africa.
HOW TO MAKE A BRAND STAND OUT
FIRSTLY a brand needs to deliver.
SECONDLY, it’s important for a brand to build a ‘tribe’. This is a group that don’t just love the brand, but would die for it – people who are happy to represent your brand and become your unofficial brand ambassadors. This is the ultimate achievement of any brand.
Why it’s important for brands to start with WHY, and not WHAT:
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