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figures of the study “Apparel 50 2022” refer to the value of brands within the market of apparel.
highsnobiety counted in up to 10 models of yeezythe quantity of these in the market, as well as the demand in percentage, that each one of these has registered.
Silent luxury is a bet by brands to sell high-cost products, without any obvious logo or brand name.
We already have clues of what is coming for 2023 with adidaswith one of the most longed-for products, at least to see how it will sell, now that a post made a very important point known and that is that it will begin to sell tennis shoes yeezybut without the name or logo alluding to the brand that he developed with Kanye West and from whom he separated this year. Will she succeed in the budding wager of hers akin to silent luxury?
The sports market has become important insightsespecially those that have been built in the category of sports apparelone that has served to identify itself before a consumer that attracts more and more attention in the market.
If we see the projections inside the studio “Apparel 50 2022”, adidas was placed in fifth position as the most valuable brand within apparel, where brands such as Nikehis business opponent, leads the list with a brand value of $33 billion.
Adidas enters the silent luxury?
January 2023 will be the month that will mark the triumphal entry or the resounding failure of adidas to the quiet luxury market, now that the brand will start selling the sneakers yeezywhich he sold in his then relationship with Kanye West and which after their separation they decided to stop selling under the brand name, since the German firm retains the design rights to the footwear.
According to rumors published in Redditwhich have been transcended by the specialized press, the sale of the new 350 V2 in granite color will be the debut or farewell of the firm in a category that attracts the attention of the consumer due to the interest that these products have achieved based on experience .
The bet of selling expensive sneakers, at the same price as when they showed the Yeezy name It establishes a very interesting precedent in the fashion market, where design is key and the rights to have it are essential to achieve products that transcend the consumer’s purchasing decision.
With these cases it is inevitable to recognize the importance of making design a transcendent referent of what is valid and what is not, in an increasingly important segment of consumption.
That being said, it is important to see the actions that other brands in the apparel are being carried out, as happened at the time with Nike, a leader in this industry with a store concept known as NikeStyle, which sells clothing inspired by urban fashion concepts, thus making a point and apart from its traditional sportswear offering.
The value of fashion brands based on design and the demand that these products generate in the consumer is undeniable. The importance that they have been generating in the market depends on this and, most importantly, the interest that has been confirmed in achieving highly demanded products.