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Will Yeezy find it easy to operate stores?

July 13, 2022Written by RetailWire Staff

Source: Instagram/@yeezymafia

Sneakerheads and streetwear enthusiasts may soon have a new brick-and-mortar store to visit. YZYSPLY, the sneaker and apparel company of sometimes-controversial rapper, producer and fashion entrepreneur Kanye West, has filed a trademark hinting that a physical storefront for the brand could be on the way. The trademark provides the foundation to let the brand expand from “online ordering services” and “online retail ordering services” to brick-and-mortar “retail stores” and “retail store services,” according to Hypebeast. In addition to sneakers, the filing mentions the availability of clothing and accessories, such as lingerie, t-shirts and hats. Mr. West’s branded Yeezy shoes and clothing are produced via partnerships with Adidas AG and Gap Inc., and in 2021 the brand was worth between $3.2 billion and $4.7 billion, according to Bloomberg. His exclusive, collector-oriented sneaker line is known in particular for its limited-release drops. The sneakers are so sought after that purchasing most releases requires winning a raffle, according to Sneaker News. Physical sneaker retail has undergone a big shakeup over the past few years, as top brand Nike began withdrawing from some of its biggest wholesale relationships and significantly throttling back what is available through others. Nike has stated that its move away from wholesale is intended to pare down its “undifferentiated” retail partners as it simultaneously focuses on selling via its direct-to-consumer channels. The brand has long had a footprint of standalone Nike stores through which it sells its products. It also orchestrates drops and other exclusive selling events through its popular Nike SNKRS app. Nike’s change in plans earlier this year left Foot Locker, a major sneakerhead destination and Nike co-opetitor, looking for other partnerships to fill in the gap left as Nike reduced its allocation of many products, including “high heat” SKUs. Foot Locker launched an enhanced partnership with Adidas in May, which the brands hope will bring in triple the 2021 revenue by 2025. Yeezys are available for purchase via Foot Locker, though the retailer’s website notes that they are generally out-of-stock and available only within a few hours of their release.

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