What makes a sneaker unique? The sneaker landscape explained in numbers
Hello, I'm Hasegawa, a YUEN support staff member.
Recently, when it comes to buying sneakers, I've been having trouble deciding what to buy. This is because I want to wear them with love, so I want to avoid looking like everyone else on the street wearing the same thing. I'm sure that anyone who loves sneakers and fashion has thought this at some point.
I like traditional styling, so I tend to collect timeless items, and the same goes for my sneakers. I actually love Adidas sneakers, and I own all of their signature models, including Stan Smith, Campus, Country, Superstar, Samba, and Tobacco.
However, thanks to the powerful influence of social media, once a product is revived, it quickly becomes the center of a trend, and models that people have long loved and worn can quickly become more common on the streets.
Speaking of Adidas, the Samba has been heavily promoted for the past few years and has become popular all over town. I used to love the Samba, but now I feel a bit embarrassed wearing them.
Furthermore, once a particular model reaches the peak of its popularity, the promotional focus tends to shift to the next model. This can leave us feeling a bit unsettled, as models that should have timeless appeal become the subject of consumption for a passing trend due to the accelerating fashion cycle.
To begin with, trends are cyclical and repeat themselves, but with the speed at which information spreads these days and trends change, many masterpieces are consumed rapidly.
That's why I think it's becoming more difficult to choose a pair of shoes that you can truly love and wear for a long time.
Taking this situation into consideration, this time I would like to consider ``sneakers that are unique to you.''
◆Unraveling the numbers about "sneakers that are popular" and "sneakers that are unique"
I looked into the production scale of major global brands, and the numbers make sense. It shows that there's a high chance you'll see the same sneakers on the streets.
[Estimated global footwear production scale]
● NIKE's annual production of footwear (all shoes) is estimated to be around 800 million pairs, with 773 models in production as of 2023. A simple calculation would equate to nearly 1 million pairs per model, but this naturally includes models with low production numbers, such as those for competitions. Therefore, it is estimated that popular fashion models are produced in the millions to tens of millions of pairs per year.
● Adidas has announced that it produces approximately 400 million pairs of footwear per year. For popular models, it is possible that they produce several million pairs per style, similar to Nike.
If these mass-produced shoes are concentrated in developed countries with high fashion consumption, the chances of popular models overlapping are extremely high.
Additionally, sneakers that have consistently sold well over the years are naturally a popular choice. Below are models that are estimated to have the highest cumulative sales (official figures have not been released for any of these).
Features and estimated sales figures
◆The most common estimate is that there have been over 1 billion pairs of Converse Chuck Taylor All Stars sold.
◆It has been reported that Adidas Stan Smiths have sold a total of 50 million to 100 million pairs.
◆Nike Air Force 1
It is estimated that they continue to sell at a rate of over 10 million pairs per year.
Looking at the numbers, it's easy to see why people would buy the same thing. I've bought and owned all the All Stars, Stan Smiths, and Air Forces. There are countless derivative models, so it may be possible to differentiate yours, but I think it's inevitable that you'll buy the same thing as a famous model.
◆Choices for "different styles," rarity of luxury brands, and special order projects
On the other hand, there is also a lively movement to pursue "rarity" so as to be unique. This is evident in collaboration projects with luxury brands, which combine popular sneaker brand models with the value of high-end brands to demonstrate status.
For example, the Dior x Air Jordan 1 (high-top) was released in extremely limited quantities of 8,500 pairs, and the Dior B33 NFT sneakers were released in extremely limited quantities of 470 pairs.
These models are certainly not seen on the streets, but as a result, they are very expensive and even more so on the secondary market.
While shoes, bags, and watches have long been seen as expressions of identity and status, sneakers are inherently a part of everyday life. Personally, I feel a sense of discomfort when it comes to limited edition items that are skyrocketing in price.
I think the custom sneakers that each brand is planning are a reflection of their desire to somehow create something unique while still using masterpieces.
As I thought about it, I realized that it all comes down to how I want to express the identity I desire.
If you were to choose sneakers as an expression of identity...
The elements I'm looking for are
● I have particular preferences
● High specs
● Historic and timeless
In other words, I want to choose sneakers as a tool that I can trust and rely on.
In that case, it is natural to lean towards models from famous brands with a proven track record and quality. Since products with a proven sales record, reputation, and history are naturally more likely to be duplicated, it seems contradictory that people want trustworthy and reliable tools and dislike having the same product.
However, if you break it down and think about it, that's not the case.
◆An expression of identity that becomes apparent when you break down the elements that yuers possess.
Click here for a blog explaining the appeal of yuers
Although yuers is still a relatively new brand, when you break it down and think about it, you realize that it meets the criteria I have for choosing sneakers and expresses an identity.
● I have particular preferences
● High specs
● Historic and timeless
The design samples the universality of the masterpiece while proposing its own uniqueness. This allows for a timeless atmosphere and a uniqueness that is "completely different from the original model." yuers aims to combine design and usability, adding highly unique designs such as FREE LOCK, quick lace system, and the most distinctive part, the Vibram sole.
Vibram soles are a sole brand founded in Italy in 1937. In 1954, a mountaineering team using Vibram soles conquered K2 (Karakoram Mountains), instantly making their name known around the world.
K2 is the second highest mountain in the world, known in mountaineering circles for requiring ultimate trust and confidence.
Yuers fully utilizes this sole brand, which has ultimate credibility and trust, and it goes without saying that its products are high-spec and have a long history as soles.
And because Yuers purchases Vibram through its own channels, it is possible to order a wide variety of shapes and detailed colors that are rarely seen in Japan. This enhances the uniqueness at the "parts level" and gives a moderate sense of rarity.
Above all, although the brand has a short history, it has a solid history as a factory that has been contracted to produce products for many famous brands.
Although the brand's history is still short, I believe that its history as a factory and the history of the parts it uses are full of elements that support its credibility and reliability.
◆Third Option Yuers
That's the appeal of Yuers. Although it is still a brand that has just started, it is a brand that you can feel the essential appeal of.
How about considering these as a third option for "sneakers that no one else has"?
Once you try them on, you'll understand their appeal.
