Here is why the new Kanye West Yeezy shoes are not selling





Kanye West Yeezy collection sells out at retail: surprising or not surprising?

Kanye West Yeezy collection sells out at retail: surprising or not surprising?
Kristopher Fraser| Monday, 02 November 2015

New York - It seems like the impossible has happened, or was it the completely predictable? Kanye West's Yeezy collection has completely sold out at retail value. Now, keep in mind this is the same man who received scathing reviews at NYFW, and has still gotten little praise as a designer. He arguably takes the award for most negative press a collection received this year.

The rapper's Yeezy Season 1 collection, which was debuted to the press and buyers in February, managed to do what few luxury labels ever manage to do: sell through within less than a week of becoming available. This is the same man who according to The Cut's Critic-at-Large Cathy Horyn says "hasn't graduated fashion school yet." How then did a man who was viewed so negatively by fashion editors manage to do so well in retail doors?

For starters, West does have a history of his apparel selling out. His Yeezy 950 boots, which were released last week, were virtually gone from almost every retailer within less than 24 hours. His Yeezy Boots 350s, which launched in June, were sold out at stores in both the U.S. and U.K. within approximately three hours of their release. What's Kanye West's secret to turning a profit for his apparel?

He has the buyers on his side, so that certainly helps. Tom Kalenderian, executive vice president and general merchandiser of men's at Barney's New York, told WWD that "the product is right for the moment." How one of the most respected men in fashion threw his influence behind a collection that fell outside of the traditional high-fashion aesthetic might still baffle industry insiders, but West's collection proved to be good for Barney's New York's' business.

Kanye West Yeezy Season 1 collection sells out at retail

The collection might not have the traditional high-fashion aesthetic, but it still comes with a high fashion price tag. Categories like knitwear for Yeezy Season 1 ranges from 880 to 1650 dollars, with outerwear, the most expensive category in the collection, starting at 1760 dollars.

West once said that fashion shouldn't be exclusive, so when the price points for Yeezy Season 1 were announced by highsnobiety.com, many were shocked that one piece alone cost a few hundred dollars. The high price points weren't in West's way of having his collection sell through, however.

On Wednesday, October 28, shoppers arrived at Barney's to collect their wristbands, so they could get a look at the Yeezy Season 1 collection the next day, Thursday, October 29. On Thursday morning, the lines for West's collection were around the corner at Barney's Madison Avenue flagship store.

This is a collection that there was very little marketing for, and a collection that received not so favorable reviews from several fashion critics. It seemed like the collection was riding on the usual success of Kanye West's name. Whatever West does continues to work, because everything from his shoes to clothes continues to sell out.

It might come to the shock of multiple editors in the fashion industry, but there is no denying that the rapper knows how to create something that sells.

His adoring fans must have been budgeting since February to make sure that they could get their hands on at least one Yeezy Season 1 piece come October. As of Monday morning, November 2, at 1 a.m., there appears to be no signs of the pieces on E-bay. This means that people are holding on to what they bought with every intention of wearing it, and not just trying to capitalize on reselling it.

Despite becoming the not so respected talk of the fashion blogosphere, and his often less than likable personality attributes being the source of tabloid headlines, West has still managed to prove he can work the fashion business. He might be waiting for the respect of the fashion industry, but whether or not he ever officially receives the seal of approval has yet to be determined. At least he has the approval of the luxury customer base.

West might be a polarizing figure, but he turns a positive profit for his clothing line.






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