Yeezy Comeback with Cost Price Strategy
Dennis
This entry was published by Dennis. He is the newest addition to the Grailify team and he provides you with the most important sneaker news every day.
2024-02-01
adidas has made a surprising U-turn in its Yeezy strategy, announcing it will resume sales of the once-discontinued product line this year - a move that has sparked great public interest and anticipation. After a surprising jump in sales and an unexpected operating profit in the last quarter of 2023, the company appears to be utilising its remaining Yeezy stock, which CEO Bjørn Gulden says will now be sold at least at cost price to satisfy millions of avid fans and collectors worldwide.
"The improvement is due to an improved operating business of around 100 million euros and the decision not to write off Yeezy inventories totalling 268 million euros. Our consumer, retail and trade research has shown that we will be able to sell this remaining inventory at least at cost in 2024. For this reason, we only wrote off inventory that was either damaged or had very poor sizing," says Bjørn Gulden, CEO of adidas.
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