Nike is joining Adidas as the latest retailer to drive consumers to a
mobile app in order to take control of its exclusive product
launches. Nike announced earlier this week that its forthcoming
HyperAdapt 1.0, a self-lacing, rechargeable sneaker, will be available
on December 1, but there’s a catch. In order to score a pair of the $720
sneakers—which will initially only be available at the Nike Soho store
and the NIKE+ ClubHouse, both in New York City—consumers will have to
make an in-store appointment using the Nike+ app.
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Though the apps can be beneficial in streamlining the sales process and
allowing for more controlled releases, Fischer said that they also
detract from streetwear culture and may hinder buzz over new products
moving forward.
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