Understanding the MASTERCLASS Marketing Behind Ye | THESTATE.
Summary
TLDRこのビデオスクリプトでは、Yeezy podsリリースのビジネスへの影響と、それがファッション業界の未来にどう影響を与えるかについて解説しています。リリースはイージーのアディダス離れ後の最初の独立したリリースであり、革新的なマーケティング戦略が詳細に説明されています。この戦略は業界全体に対して有益な教訓を提供し、特に独立したブランドがビジネスで成功するためのヒントが含まれています。スクリプトは、Yeezy Supplyの立ち上げがどのように行われ、それがどのように業界に影響を与えたかに焦点を当てており、ファッションマーケティングの将来についての考察を促します。
Takeaways
- 😊 Yeezy's first independent release post-Adidas focused on the new Yeezy pods
- 🤔 The pods launch demonstrates some clever marketing tactics by Kanye West
- 📈 The launch generated significant revenue and attention for Yeezy
- 🌟 Kanye leveraged his celebrity, controversy and unpredictability as part of the marketing
- 🎥 A short Super Bowl ad announced the Yeezy Supply reopening
- 💸 After the launch, prices were dropped to $20 with refunds given
- 🎤 The approach aligns with young consumers wanting authenticity
- 📱 TikTok shows young adults spend more time there than watching TV
- ✨ Kanye's marketing works by seeming very direct and 'real'
- 🎎 But such an approach may not work the same for other brands
Q & A
イージーポッドのリリースがファッション業界に与えた影響とは何ですか?
-イージーポッドのリリースは、独立したファッションブランドが大胆かつ革新的なマーケティング戦略を採用することで、業界全体に大きな影響を与える可能性があることを示しました。特に、独立後初のリリースとしての位置付け、製品のユニークな性質、そしてマーケティング戦略の成功は、将来のファッションビジネスの動向に影響を与えるかもしれません。
イージーポッドはどのような製品ですか?
-イージーポッドは、靴とソックスのハイブリッドであり、特にイェイのファンにとって魅力的なアイテムです。
イージーサプライのプレオーダー価格はいくらでしたか?
-イージーサプライでのイージーポッドのプレオーダー価格は200米ドルでした。
イージーサプライがスーパーボウルの広告にいくら支払ったか?
-イージーサプライはスーパーボウルの30秒間の広告スポットに約700万米ドルを支払いました。
イージーサプライの開業広告はどのような内容でしたか?
-開業広告は、イェイがライブのソーシャルメディア投稿のような形式で、イージーサプライが営業を開始したことを伝えるシンプルなものでした。
イージーサプライのリリースと同時に何が公開されましたか?
-イージーサプライのリリースと同時に新しいアルバム「Vultures」が公開されました。
イージーサプライのリリースから得られた収益はいくらでしたか?
-イージーサプライのリリースから得られた収益は1900万米ドルでした。
カレッジドロップアウトの20周年を記念してイージーサプライで行われたことは?
-カレッジドロップアウトの20周年を記念して、イージーサプライではすべての商品の価格を20米ドルに下げました。
イージーポッドを元の価格で購入した顧客に対するイージーサプライの行動は?
-イージーポッドを元の価格で購入した顧客に対し、イージーサプライは180米ドルを返金しました。
イージーサプライのマーケティング戦略が他の独立ブランドに与える影響とは?
-イージーサプライのマーケティング戦略は、本物で接触可能なブランドイメージを構築することの重要性を強調し、独立ブランドが市場で成功するための新しい道を示しています。特に、直接的で人間味のあるコミュニケーションスタイルが、消費者との強い結びつきを築く鍵であることを示しています。
Outlines
🚀イージーポッズのリリースとファッション業界への影響
このパラグラフでは、イージーポッズのリリースがファッション業界にどのように大きな影響を与えるかについて議論しています。イージーによるアディダスとの独立後初のリリースであるイージーポッズは、靴と靴下のハイブリッドとして位置付けられ、特定の顧客層に訴求する可能性があります。リリース戦略には、数ヶ月にわたる製品の事前公開、200ドルのプレオーダー、スーパーボウル中の広告スポット購入など、複数の独創的なマーケティング手法が含まれていました。これらの手法は、イージーをマーケティングの天才として確立すると同時に、ファッション業界での独立ブランドの立ち位置を再定義する潜在力を持っています。リリースは1900万ドルの収益を生み出し、その後の価格の大幅な引き下げと返金オファーにより、ブランドの誠実さと顧客への配慮を示しました。この戦略は、今後のマーケティングの方向性を示唆するものであり、ファッション業界全体、特に独立したブランドが注目すべき重要なポイントを提供します。
🌟イージーのマーケティング戦略と個性的なアプローチ
第二のパラグラフは、イージー(カニエ・ウェスト)の個性と彼のマーケティング戦略がどのように彼のファンベースと共鳴しているかに焦点を当てています。イージーは、直接的でフィルターのないコミュニケーションを通じて、自身を大衆にアクセスしやすい存在として位置付けています。彼は、ストリーミング、街頭インタビュー、そして物議を醸す発言を通じて、メディアでの存在感を維持し、議論を引き起こしています。このアプローチは、彼の真正性と「生の」コンテンツへの人々の渇望に呼応し、特に若い世代の間での彼の関連性を高めています。イージーの戦略は、ブランド物語の一貫性と真実性の重要性を強調し、独立ブランドが成功するための鍵となる「接触可能で人間的である」という概念を示しています。このアプローチは、ファッション業界におけるコンテンツクリエーターブランドの台頭と、消費者がブランドに求める真実性とコミュニティの重要性を反映しています。
⏱️結論と将来の展望
最後のパラグラフは、イージーのマーケティング戦略とファッション業界への影響に関する結論と展望を提供します。イージーの戦略がファッション業界、特に独立ブランドにとって重要な教訓を含んでいることが強調されています。ブランドの一貫性と真実性、そして消費者との直接的なコミュニケーションの重要性が、今後の成功に不可欠であることが示唆されています。この短いパラグラフは、イージーのアプローチから学ぶべき点と、それが将来のファッションマーケティング戦略にどのように影響を与える可能性があるかについての簡潔ながらも強力なメッセージを提供します。
Mindmap
Keywords
💡Yeezy pods
💡独立ブランド
💡マーケティング戦略
💡スーパーボウル広告
💡価格戦略
💡コミュニティビルディング
💡ソーシャルメディア
Highlights
Yeezy's first independent release post Adidas with the Yeezy pods
Several boss meets troll moves solidified Yeezy's place in the pantheon of great marketers
Yeezy kept showcasing pods on his person for months before release, building hype
Yeezy bought a Super Bowl ad, first independent fashion brand in years to do so
The Super Bowl ad was simple and cost effective - just Ye announcing Yeezy Supply open
Yeezy Supply opening coincided with new album release, amplifying hype
Claimed $19 million revenue generated for Yeezy Supply around launch
Dropped Yeezy Supply prices to $20 after launch for College Dropout anniversary
Offered refunds to all who purchased items originally at higher prices
Strategy shows importance of consistent, authentic brand stories
Being available and human creates strong brand connections
Content creator brands employ similar authentic strategies effectively
Fashion brands should connect with consumers authentically
Startups should also aim for authenticity and availability
We can debate Ye but his strategy has impact worth analyzing
Transcripts
what's up everybody Reggie casual here
today we're talking business and how the
impact of the Yeezy pods release has far
bigger implications than one could have
thought when they just saw it unfold and
happen and how it could perhaps dictate
how the fashion business moves forward
into the future it's that huge if people
take notice let's break it
down all right so the big news coming
out of the house of yay was the yee pods
release and it was yeezy's first
independent release post Adidas now the
pods specifically took center stage and
position themselves as a shoe sock
hybrid that I personally wouldn't dabble
into but certainly we'll have an appeal
for many who are fans of the yay look
however the bigger news is how the
launch went down with several boss meets
troll moves and sucession mind you that
solidified y's place in the pantheon of
great marketers more on that later but
first how it all went down first yay
kept showcasing these pods on his person
for months before the release almost
exclusively wearing them in every outfit
right up until said release then a
pre-order showed up in Yeezy supply for
the pods for $200 USD ensuring that
reviewers Die Hard yay fans and those
interested could secure a pair before
launch yay then likely b a Super Bowl
30-second ad before all of this went
down for about7 million USD marking the
first time in a long time that an actual
independent fashion brand would buy an
ad spot on TV during said Super Bowl
widely considered to be one of the most
watch televised programs in the United
States the added bonus of which is that
Taylor Swift and Kelsey Mania was
happening which probably added far more
numbers to the watch rate of the Super
Bowl which is crazy cuz in a weird
indirect way Taylor Swift yes Taylor
Swift probably helped Yeezy Supply gain
a little bit more exposure next the
actual ad was simply yay in what seemed
like a live social media post letting
everyone know that Yeezy Supply was open
for business and that was it basically
no production cost necessary this is
really important going forward and then
the opening of Yeezy Supply also
coincided with the new album I think
that's vultures right I think that's it
then according to yay the entire moment
generated $19 million in revenue for
Yeezy Supply and post launch yay drops
the price of everything in Yeezy Supply
to $20 USD to coincide with the 20th
anniversary of College Dropout and then
the icing on the cake is when yay in an
unprecedented act offers a refund to all
those who purchased the items at the
original price rate in the case of the
pods $180 USD was refunded damn so as
someone who has monitored marketing
tactics both in fashion and in business
since my professional career started
quite some time ago this strategy was
not only a good one it was a damn near
Flawless one but I recognize it may be
hard to suspend some of our biases
towards the actual man himself but if
you'll lend me your ears for a moment
allow me to explain how the impact of
this strategy may prove beneficial to
not only the fashion industry at large
but to Independent Brands looking to
gain a foothold in the business again I
have my own issues with yay I will not
outline them here that's not what we're
talking about but I'm asking you no
matter what side of the fence you lay on
let's hopefully learn something from
this hopefully so yay seems to have
effectively cracked the code of this
decade of marketing relevance now that
fashion is such an integral part of the
mainstream cultural Zeitgeist it
resonates just as much as the more
accessible music industry but over the
years social media has validated The
Independent Media fashion scene to new
heights that we probably never thought
imaginable according to DJs research on
average young adults and teens spend
more time on Tik Tok than they do
watching TV those aged between 15 and 24
years old spend 57 minutes per day on
Tik Tok 4 minutes longer than they do
watching TV this is especially relevant
because Tik Tok is largely short form
content and TV Works off actual programs
that are anywhere between 18 to 45
minutes long on average I know we're
kind of getting stuck in the weeds here
but stick with me those of you who know
know where I'm going with this Tik Tok
is a platform generated mostly by
independent content creators and when we
fact in the enormous popularity of
streamers on other platforms most young
people who happen to be Gay's core
audience right now are fans of raw
unfiltered authentic unabashed content
frankly the kind of content that's
Unapologetic and for what it's worth
seems real yay has taken this
authenticity tactic to unprecedented New
Heights by crafting a narrative or let's
call it the brand of yay that says
what's on his mind a half trolling half
serious tenor all Frank approach that
res resonates with a crap ton of
individuals that thirst for something
that at least seems real and the fact
that yay is a larger than life figure
only makes it sweeter to his followers
and fans essentially to them yay
represents me that made it not not me
but like them them them that made it
basically if they were as big as yay
they would be exactly like him speaking
honestly without a filter and loving
every minute of trolling their naysayers
but the icing on the cake is that yay
has expid it even further unlike his
contemporaries he does not make himself
unavailable he'll stream when he's upset
go on Alex Jones for an interview openly
showcas his relationships and even give
interviews to randos on the street for
the vast majority of his critics his
Antics are perhaps more than an isore
the ramblings of a man who needs
professional help and isn't so much as a
genius as he is a dude that stumbles
into opportunity or an individual who
makes charge comments to remain relevant
but there's a problem with that thinking
because he in fact still is incredibly
relevant and for those that challenge
his quote unquote genius they should
perhaps look at what just transpired
with Yeezy Supply metaphorically we
should not forget that just because a
mad scientist is in fact mad they still
in fact are a scientist such is the case
with yay a genius in many cases can be
unstable and likely egotistical but they
are often extremely good at noticing
patterns and yay is certainly good at
that with all that mad genius we learned
something valuable that particularly
those of us who Aspire and or are in the
business should take to heart but first
let's look at a report by bof late in
2023 they stated that while Blockbuster
marketing campaigns can generate
immediate Buzz maintaining consumer
attention thereafter is a challenge
consumers expect to see brand stories
that are consistent and authentic so
basically the brand of yay has been
doing something that business of fashion
is saying should be the focus of Brands
going into 2024 for the better part of 7
years so that consistent and authentic
part he has that solid and the
Blockbuster campaign I point you to the
near year-long promotion of Yeezy pods
and to the subsequent Super Bowl ad bu
drizzle in that authenticity just a bit
more and immediately yays in the
conversation again and the added sauce
is that yay has the ability to get
people talking if the Yeezy Supply
launch didn't move the industry at the
Super Bowl he knew the price drop and
subsequent refund would certainly do the
job and if we are to believe yay the
entire campaign outperformed this year's
first viral campaign by Calvin Klein
featuring Jeremy Allen White which
generated $12.7 million in revenue and
this is all without a single Yeezy boost
to sell now obviously for many of us we
can't generate the same amount of Buzz
that a yay can that is evident but his
strategy does give a key ingredient to
success for especially independent
Brands being available is a powerful
tool building a community is certainly
cool and important but being touchable
apart human and authentic no matter
which way your opinions sway gravitates
people to not only your brand but you I
remember years ago when the fashion
Community used to tilt their noses at
so-called YouTube fashion brands and now
even some notable aist personalities
wear those same Brands not just because
some of them are well done but also
because the communities Champion the
brands off the strength of actually
following the individuals who made it
they weren't buying just because those
Brands were cool they were buying
because they felt close to the person
who made it in the first place and now
so-called content creator brands are
just as viable as independent Brands
some even eclipsing those done by proper
trained designers so as such we should
not ignore this example yay just
employed it at a larger scale but this
unfiltered connected authentic strategy
has been the Beating Heart of this
direction of fashion for a minute and it
would behoove fashion brands to somehow
employ it in their own way lest they
Fall Into Obscurity due to hubris I mean
that that's a bit hyperbolic but but I
kind of want it to have a dramatic
ending so so yeah they they should still
try it though and you too if you're
starting a fashion business or any brand
for that matter and that's it that's
what we should take from this that is
the larger implications of this release
and what we should learn from from it so
have at it but I'm sure all of you have
your own opinions on the matter so sound
off in the comments let us know how you
feel about the Yeezy Supply launch or
what you think it says about fashion
marketing in the future or let us know
another topic you'd like for us to
explore at the very least drop a like
subscribe and turn on notifications if
you like this content or if you found it
valuable but most importantly keep it
locked right here for all of your info
and International Fashion culture and
business from Tokyo it's your boy and
keep it
casual and I will see you guys in a
[Music]
minute
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