Celebrity Endorsed Shoes – FAShIONABLE ATHLETIC SHOES –

Brianna Lome, Caitlin Behling, Francisco Aguilar, & Kelli Bauer

WHY?

Query: Celebrity Endorsed Athletic Shoes

"[These sneakers] are incredibly popular, not because of athletes, but because of social media and its ability to spread the word in ways that no athlete can or ever will be able to." – Nick Engvall, Complex editor

Rihanna & Kanye endorsing their sneakers

Rihanna's Puma Creeper

"I WANTED TO TAKE PUMA TO A NEW PLACE WITH SOMETHING UNPREDICTABLE AND UNEXPECTED." – Rihanna

Rihanna's Puma Creeper received "Shoe of the Year" award prior to Paris Fashion week
Rihanna at Footwear News Achievement Awards in NY November 29, 2016

INFEGY SENTIMENT RESULTS

84% positive, 12% negative, 3.7% mixed

The very positive sentiment results prove that Rihanna's final Creeper in her Fenty line with Puma was a success, since there were very few negative & mixed results

Twitter post about Rihanna's third drop of the Creeper October 15, 2016

Increased negative sentiment in October possibly due to consumers waiting for the third drop and then still not being able to purchase the Puma Creeper

INFEGY PASSION RESULTS

Increased Passion this past week as anticipation increases for velvet Creepers to release December 8th
Drop date December 8th for velvet Puma Creeper

INFEGY EMOTION RESULTS

High anticipation score as consumers await the newest velvet Puma Creeper

INFEGY THEMES RESULTS

Expectations are set high for her next release December 8th

INFEGY INTERNATIONAL SHOPPING BEHAVIOR

Spike in consumers purchasing Creeper in Europe recently due to Paris fashion week. While the second highest percent in North America is because of the Creeper being awarded Shoe of the Year

Kanye's Adidas Yeezy 350

Majority of posts and headlines found on Infegy are about reselling the Yeezy sneakers or release dates of a new edition

Infegy Headline Example

INFEGY SENTIMENT RESULTS

74% of posts are positive & 22% are negative

On a global scale consumers are very positive about the Yeezy sneakers

INFEGY PASSION RESULTS

Passion has been relatively stable

INFEGY EMOTION RESULTS

Joy still highest percent but dropped due to low supply and high demand

INFEGY THEMES RESULTS

Expectation and the social media discussions about cost is high because there are limited drop dates, which then increases the price of the shoes due to low quantities available with high customer demand.

INTERNATIONAL SHOPPING BEHAVIOR

Highest percentage of Yeezy consumers are in North America & lowest in South America

Since Yeezy sneakers are solely available online for purchase, consumers need internet access which is reliable in North America. Also Kanye's social media influence is very prominent in North America helping him promote the sneakers

As we learned in class, Latin American countries tend to shop less online because they have little faith in the postal system and do not have secure online banking, therefore had the lowest score

PROBLEMS WITH THE YEEZYS & CREEPERS

LOW SUPPLY & HIGH DEMAND

YEEZY'S PROBLEMS

Original retail price is $200
  • Only 40,000 Yeezys made for each drop date
  • Most of the Yeezys are bought and then resold online 4x the original retail price
  • Only can buy online and cannot be sold wholesale to retailers – all Yeezys found in stores were bought online through Adidas at their retail original prices
  • Fake Yeezys or "Feezys" are very prevalent online

RECOMMENDATIONS FOR YEEZY'S

  • Negative sentiment and emotions from not being able to purchase the sneakers, so increasing supply slightly could benefit the consumer perceptions
  • Adidas should increase supply of the sneaker so the price is more affordable for consumers
  • Allow retailers to purchase the Yeezys wholesale to make the shoes available at the original retail price in-store.
  • Feezys take profit away from Adidas, so it would be of value to increase supply online at Adidas or to sell the sneakers wholesale to other retailers

CREEPER PROBLEMS

  • Original Creepers sold out within 30 minutes and left many consumers empty handed
  • Original collection of colors not offered again after second release date

CREEPER RECOMMENDATIONS

  • Puma should also increase the supply of shoes to allow an easier purchase process for more consumers.
  • They should also try to restock the more popular designs and color schemes.

TAKEAWAYS

  • Celebrity endorsed brands try to be as exclusive as possible considering they do not have excess product and tend to cost more.
  • This exclusivity is one of the only reasons why the global consumer has negative emotions towards these products.
  • Celebrities use of social media has greatly influenced what products consumers buy

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