In this article:
- The third iteration of rapper Kanye West’s highly anticipated Yeezy Gap line is now available for pre-order
- Gap keeps its customers on high alert with an email reminder that features the jacket
- Given that the first one sold within a day, that’s a surefire way to create demand yet again
As one of the many people subscribed to Gap’s email list, on August 6, I received notice to preorder the Yeezy Red Round jacket (now!). It is definitely worth pre-ordering even with the $200 price tag because items like this sell out in no time, or more precisely, within hours of dropping – and have an insane secondary market.
The previous iterations of the jackets also featured no closure and recycled fabric construction. The first one was blue and released for pre-order on June 8, West’s 44th birthday, to be ready to ship this fall. The second was black and available for pre-order in July, but that was not available in the US at all but only in the EU, U.K., and Japan.
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But when you’d receive your too-cool-for-a-zipper jacket is not altogether clear. Newsweek reports that it is supposed to become available this fall, which is not all that far off. On the other hand, Hyperbeast reports a much later arrival with “shipping set for sometime Spring 2022.”
As I reported just over a year ago in Gap Goes West, a Good Direction for the Brand, the collaboration between Gap and Kanye West is bound for success. That prediction proved correct with the blink-and-you-miss-it drops of his designs for the retailer. Other brands, with maybe less available resources, can still take a page out of this book when it comes to creating demand for otherwise regular products.