Hype, a word with several meanings. Each one meaning something different to a different person. Hype is a very strong force that affects each and every one of us. How it affects us changes how we react to different sneaker releases. To truly understand the sneaker industry we must understand what this force is.
Hype can change the way customers interact with brands and how brands interact with customers. Every customer considers aesthetics, availability, and price before they buy a sneaker but hype is that illusive force behind a shoe that can either make a shoe very popular or very unpopular.
One of the definitions of hype is "The social currency lent to a product through marketing". Social currency is included because it is a quality that is decided by what's popular at the time. Whether it's a signature sneaker of an entertainer or a limited trend, hype is defined by it's social placement.
Hype may be unquantifiable but it is not undefinable. We can definitely understand how it has effects on us and our habits. There is no shame in buying something because of hype but it becomes a problem when you deny awareness of it.
I'd like to know your opinion though can you put a value on hype?
Thanks for reading,
Sean
Instagram: sean_mm788
