How ADIDAS Shapes My Behaviors

When I open my computer, the first thing is go to ADIDAS online store to check the availability of Yeezy Boost 350. I have already done it more than one month. No matter where I am, no matter what class I am taking, I must visit ADIDAS online store in order to buy Yeezy Boost. Unfortunately, even I repeat to click the website, I have no opportunity to have one. I know ADIDAS did a successful marketing plan to shape consumer behavior.

In fact, the official price of a pair of Yeezy is $200. Because it is randomly limited edition, the price rise to more than $1,000. I thought it is not necessary to have one at the first time I knew this shoes. After one week later, I saw a lot of information about how Yeezy popular in the world and in order to have a pair of Yeezy, people become crazy. People do not sleep in order to make sure they never miss the opportunity to have a Yeezy. There was a long waiting line in every ADIDAS retail store. And the information about Yeezy appeared in every social media. So, I paid more attention on Yeezy and become crazy to have one in order to show the shoes to my friends. Recently, I found I am not really like the shoes, and the most important influence for me to have Yeezy became earn confidence. If I have a pair of Yeezy, my friends must be envious of me. Yeezy becomes a tool to active my sense of accomplishment.

As a marketing major students, I realized ADIDAS shaped consumer behaviors about buying shoes. I think the limited edition is the most significant decision and it was a perfect strategy to attract consumer's attention. It is no doubt that less is more. ADIDAS believes the design and function of Yeezy Boost must become the best products. They gave up sell as much as they can produce, and choose limited editing in a random time everyday. Because of that, more and more consumers becomes its regular customers and visit its website when they have free time. Then, ADIDAS easily to shape consumer behavior that is visit and follow ADIDAS. Besides that, I did not have any interests about wear running shoes. When Yeezy Boost 350 became the most popular shoes, I spent more time on running shoes. I knew it is too hard to have a pair of Yeezy, I tried to find another one instead of it. ADIDAS realized that they successfully shape consumer behavior. It is a trend to have a pair of running shoes. About half month ago, ADIDAS began to sell a new type of running shoes, named NMD sneakers. NMD sneakers has three models with more 12 colors and styles for consumer to choose. But it same as Yeezy Boost 350, NMD sneakers are randomly sell time with limited edition. 

After Yeezy Boost 350 and NMD sneakers publishing, ADIDAS spent almost one month to occupy the market of running shoes. I am not surprised about this result, because ADIDAS successfully shaped consumer behavior about purchasing shoes. And it is a good example for us to analyze consumer behavior in doing marketing strategic plans.