The most popular sneakers this year are from Chanel, adidas and Fei Dong.
To select a pair of 2017 hottest shoes, in addition to Off-White designer Virgil A and Nike's "The Ten" series, Chanel X Adidas Originals NMD Hu will certainly appear in the list.
This is the first time that Chanel has co-branded with another brand. Pharrell Williams is responsible for designing and designing a limited edition of 500 pairs, which was released at Colette.
Say it is a design, in fact, and LV and Supreme's joint name, is a straightforward logo superimposed: Adidas Originals NMD's shoe type (since Pharrell picked four, Karl likes this one), Chanel black and white color, left foot Pharrell , CHANEL is written on the right foot.
Shoes cost €1,000. In order to avoid being in the hands of resellers, Colette chose to register online and carefully select 500 people to purchase.
Singer Justin Timberlake was the first to buy.
According to Colette creative director Sarah Andelman, there are 120,000 online registered users and the resale price of shoes has already been raised to 32,000 US dollars. Pharrell predicts that it will be at least 40,000 US dollars.
“We had people standing outside queued three weeks before the sale. People were sleeping at the door of the store and could only be on a 'first come, first served' basis. We wanted to avoid this because people camped outside to buy shoes. The sole purpose is to resell it," Sarah said.
Pharrell wore this co-brand in the colette event
In 2016, Chanel’s revenue and profit declined in double digits, with 2016 sales falling 10% year-on-year, slightly below US$6 billion, and net profit falling nearly 35% to US$874 million. In 2015, these two figures also showed a decline.
Chanel explained in the earnings report that the main reason was the weakening of the tourism industry caused by the terrorist attacks in the French region and the low consumer shopping desire. It was also influenced by the sale of the British subsidiary Chanel Limited UK and the transfer of its beauty brand bourjois.
Some analysts believe that Chanel is in a wavering state of key strategies such as e-commerce and millennials, which cannot keep up with the trend of the times.
This joint name is considered a "breakthrough" change in Chanel's strategy. Behind a pair of shoes is a huge shoe market.
Chanel was the last brand to open a flash store on the second floor before Colette closed. All of the revenue was donated to the Chanel Foundation to support women’s affirmative activities, including the revenue of these 500 pairs of shoes.
This joint name appears to be a very successful market event, or pre-announcement, and people expect what kind of development will follow Chanel.
However, Chanel's fashion director said that this is a gift to Colette.
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