Market
Analysis
About Yeezy
Chicago-native Kanye West broke new ground in 2015 when he delved into the worlds of fashion and sneakers. Having worked with Nike, Louis Vuitton and A Bathing Ape, West linked with adidas to create the Yeezy line. Staples such as the Yeezy 350, Yeezy 500 and Yeezy 700 have become cult favourites, as West continues to push the boundaries of sneaker design.
The Audience:
West’s Audience for the Yeezy brand has not only evolved from his music career and cultural icon following, but has also merged itself with “hipster hype-beast fashion”
While this sounds like such an insane, improbable, and out of reach demographic; I truly believe that these people described are not only Yeezy's audience, but Kanye’s as a whole.
The Campaign:
By appealing to a all three demographics of its target audience, Yeezy has managed to allow its fan base, and overall hype market itself. Hype created by Kanye himself on social media and public outings; also adds to this non advertised, minimalistic approach. Which is why nothing should change to damage the minimal and elusive nature of Yezzy.
The Insight:
Yeezy by its fabric of being, and Kanye West for that matter, are intertangled in this web of striving to be different and breaking norms. Which is what Kanye is subliminally telling his fans with his music and his fashion design, to be different.
Why it works:
By showcasing acts of individuality and uniqueness, Kanye has buried into the subconscious of millions that if they were to wear yeezy, they too would be different just like him, appealing to this hipster hype-beast demographic which strives to be unique.
The Idea:
Be you.
Collaborators
Nicholas Abad
Strategic Research