Author(s)

Xinyuan Zhang

Corresponding Author

Xinyuan Zhang

ABSTRACT

Adidas Yeezy is a fashion collaborated brand founded by Kanye West and Adidas. It uses the power of hunger marketing to create an exclusive brand image and stimulate consumers’ desire to buy. The purpose of this study was to explore the reasons why Yeezy can succeed with its digital marketing strategies. This paper further addressed consumer purchase intention and marketing mix modelling and explains how the 4Ps (product, price, place, promotion) affect consumer purchase intention, respectively. SWOT analysis was used to clearly state the brand’s strengths, weaknesses, opportunities, and threats. This research concludes Yeezy’ s advantages in product quality and promotion and disadvantages in price; identifies its future possibilities in the global e-commerce marketplace. In addition, the paper gave opinions about the limitations of hunger marketing. The choice of celebrities to help promote the brand needs to be careful since this marketing strategy highly depends on the brand’s reputation. Over implementation of the strategy may raise customers’ expectations of the merchandise beyond their actual quality and lead to failure of brand loyalty.

KEYWORDS

Consumer purchase intention, e-commerce, Hunger marketing, Resale