The influence is real
We’ve all seen certain pairs of shoes circulate online, from Nike to Adidas, some of them seemed unreal because their prices were excessively high. I’m specifically talking about models like the Jordan 4s in 2021 or Yeezys at their peak. These were the kinds of shoes anyone would have dreamed of owning when they were extremely popular. One thing prevented the average person from owning these items: the resale price. Although at retail, for example, the Jordan 4s at Nike could sell between $180 and $220, on resale these same pairs could range from $600 to $1,500. Absolutely ridiculous prices that clearly reflected the attention they garnered. In this article, I will delve deeper into the subject, examining if this concept still exists today, looking at what still has this effect, and exploring how brands ensure that it happens.
How is this phenomenon possible?
Starting from the very beginning, this has existed for thousands of years; brands are simply following the concept of supply and demand. If, for example, Nike creates a piece of clothing so beautiful that everyone wants to buy it, people will indeed buy it. And since there isn’t an unlimited quantity, the item will sell out, and people will have the opportunity to resell their item on a secondary market for a profit. The same thing happens constantly with brands like Nike or Adidas. Even though it happens frequently, it’s not because all the models are incredibly beautiful, but rather due to extreme market manipulation. A very simple way to do this would be to re-release an old model that did reasonably well in the past but release it in a very limited quantity. This way, it is ensured that the item will sell out, giving people the impression that the item is highly coveted, making them want it even more, because in the average population’s mindset, people love to have what others cannot get, or especially what others want but cannot afford. Obviously, big companies have understood the market very well, and this is one of the reasons why they are now at the top.
Which items still have this effect in 2024?
This technique is still very much alive in 2024, but it has completely changed. Now, you can buy Jordan 1s, 3s, and 4s at retail without any issue, and the same goes for Yeezys, which can now be found at incredible discounts of over 40%. So, who are the revolutionaries this year, and who has replaced them? First, we could certainly think of collaborations with popular Nike models like the SB Dunk Lows. Currently, Supreme is on a very good streak, managing to sell out a wide variety of different items in each of their drops. Denim Tears and Hellstar are also in a very strong position at the moment.
Does stock manipulation still exist nowadays?
Absolutely, stock manipulation of this kind still exists, and it’s stronger than ever, considering that nearly all brands now understand this concept. On the other hand, it is now done differently, and it’s much easier to notice. Nowadays, to see if a clothing company is heavily manipulating its stock, you just need to check if the company’s website only features its latest collection or a wide variety of extra stock. If it only shows its latest collection and it’s almost all sold out, this brand is heavily manipulating its stock because they don’t want to have surplus when they launch their next collection. Typically, these companies will either not offer any discounts or offer huge discounts—there’s no middle ground. However, it’s important to remember that there are always exceptions to the rule. For example, the company Chrome Hearts manipulates its products to maintain exclusivity rather than to create an image, because there’s genuinely a hype behind this brand, and they could easily sell out large collections.
In conclusion, it’s better to thoroughly research a clothing brand before buying its products just because they’re sold out, knowing now that stock manipulation is extremely real and can be very misleading.
