- 1,555
- 3,186
That would be ideal. But that's not Nike's marketing strategy. They might up production. But it won't be close to satisfying the market demand for them.
"It’s a strategy used by luxury giants. In a note to clients last June, Luca Solca, an analyst at investment firm Bernstein, broke down some of the techniques these companies use to “sell exclusivity by the million.” There were some noteworthy overlaps between luxury retailers and Nike. Luxury sellers will deliberately limit sales of a collection to avoid trivializing it, and multiply styles of a product to keep it from appearing ubiquitous while sales are able to grow.
Nike started discussing a revival of the Dunk in 2017, according to Phil McCartney, the company’s vice president of global footwear. It’s one of a handful in Nike’s roster, like the Air Force 1 and Cortez, that has remained culturally relevant over decades and developed dedicated fans.
McCartney admits Nike doesn’t always get its distribution right. He declined to provide specific examples, but a few years ago, the company acknowledged putting too many Jordans on the market. It had to work to reset the “balance between scarcity and scale” at the brand."
