There was little marketing needed to launch Kanye West’s second collaboration with Gap. After the successful nylon jacket debuted for pre-order in June – a round-shaped, zipperless puffer in bright blue that became an immediate sell-out - the YZY brand has quietly boosted Gap’s share price.
The latest garment, a hoodie retailing at 90 dollars, sold out hours after the sweat launched on Thursday, and later resurfaced on pre-owned websites eBay and Depop for nearly 900 dollars.
Such is the appeal of Kanye West’s designs, which Gap expects to bring in earnings of 1 billion dollars over the next 8 years.
With production in limited editions, the re-sale market continues to boom with product collaborations, often at highly inflated prices for hard-to-get goods. Sneakers from Adidas, Nike and Yeezy from former collections can fetch thousands of dollars. The Nike Air Yeezy 2 has the second-highest resale value on the consignment site The RealReal, nearly 2,800 percent higher than the original tag, according to Quartz media.
San Francisco-based Gap has lagged in the digital age behind direct-to-consumer brands who created communities and garnered a voice amongst younger shoppers. The Kanye West tie-up brings a younger focus to Gap, boosting its popularity and kudos amongst this fashion and streetwear generation.