Are the duplicated sneakers selling feelings or money?

How much can feelings be worth? This is just a business. There is no specific division of Jordan Nike Adire Reebok, so as not to point out the general situation, in order to generalize.

First of all, why is there a duplication?

This may involve a slightly different view that sneakers are not as technological as we expected, which is the most intuitive idea I had twelve years ago when I was in charge of making the supplement of Sports Shoes Technology 100 Years. Despite fancy marketing advertisements and design concepts, sneakers are merchandise made up of leather, fibre, rubber and TPU. Almost 100% of these materials are widely applied in various fields. The 1985 AJ1 Air Sole cushion is almost the same as the air Sole cushion we buy now (in fact, the 1985 AJ1 air cushion is a little longer than today’s). Footwear is a kind of commodity which is easy to produce, low cost and easy to replace with frequent user usage.

Like the jeans, short-sleeved Tee and jackets we wear on weekdays, looking back for a hundred years, they all have the same style. The difference between Levi’s jeans that people wore a hundred years ago and Levi’s that we now buy is almost negligible. Even the screen printing process used to make T-shirt prints a hundred years ago is no different from today’s.

So, it’s also classic. Why not duplicate 4S on the iPhone? Why don’t Microsoft copy Win98 again? Because after the iteration, the original core changed completely. But there are no shoes or clothes.

In this way, duplicate footwear is essentially just a product for brand profit. They are almost identical in attributes to the latest styles we see now. Like the Coca-Cola recipe, it’s been like that for more than a hundred years. But there is another big difference that is often overlooked – cost.

With the close collaboration of global supply chains, the cost of raw materials will become cheaper and cheaper. For example, the knitted cotton coat we wore a hundred years ago required the textile worker to manually shake the needle lathe to complete the production. Today there are even brands in Japan that insist on such a manufacturing process, with a daily production capacity of about eight clothes. Today, the large-scale digital knitting assembly line is also a day of production, according to the unit of 10,000 pieces.

Similarly, for brands, re-engraving sneakers has become a very cost-effective business composition. Leather, which originally required manual cutting by workers, can now be cut more precisely and cheaply by machine assembly line. The time and labor costs of developing a new product are high. This is one of the reasons why there are fewer and fewer styles of new sneakers, but more and more color matching. How many AJ23 models were sold in 2008? How many AJ33 in 2018?

This Spring Festival, there was a day of idleness and boredom, counted our Nike Sportswear shoe wall SKU, a total of 120 samples, only 12 are new designs in 2018. The remaining 90% came from the last century – Blazer in 1972 at the earliest and Ir Max Plus in 1999 at the latest. I remember that day’s sales in the store were almost the same, so now some people think that the replica shoes are selling feelings?

Leave a Reply

Your email address will not be published. Required fields are marked *