The sneaker and streetwear landscape is shifting.
The report gave a detailed look at sales and transactions last year on StockX, an online resale platform that uses a stock market-like approach to sell sneakers, streetwear, handbags, watches and collectibles. The Jordan Brand enjoyed the highest market share in sneakers on StockX followed by Adidas and Nike. Kanye West rapped that “Yeezy jumped over the Jumpman” to end 2015, but the momentum has swung back in favor of Jordan Brand, thanks in part to collaborations with West’s friends and affiliates Abloh and Travis Scott. Jordan also recently reported its first billion-dollar quarter.
The Air Jordan 1 sneaker, which both Abloh and Scott collaborated extensively on, had the highest market share, 23 percent, with average resale price of $260, according to StockX. The Yeezy Boost 350 sneakers had market share of 18 percent and a $280 average resale price. This may be a result of the increase in the number of Yeezy Boost 350 launches in the year. As supply increases in the primary market, demand diminishes demand in the secondary market.
What could have also aided Jordan in reclaiming its top spot are the women’s sneakers it launched with Aleali May, Olivia Kim and Melody Ehsani. StockX said women’s exclusive sneakers outpaced the overall market by 80 percent, which speaks to the interest in women’s exclusive sneakers and the increased offering from Jordan. The brand recently launched its first women’s apparel collection and two sneakers to accompany the range.
On the streetwear side of things, Palace saw the highest average price premium, meaning percentage over or under retail, at 80 percent, followed by Scott’s Cactus Jack clothing. The average resale price for Palace products tallied $132 while Cactus Jack stood at $128. Supreme had the fourth-highest average resale price behind Off-White, Bape and Kith, and the third-highest average price premium at 69 percent.
Travis Scott merchandise accounted for 10 of the top 100 items released in 2019, according to the report.
In handbags and watches, respectively, Louis Vuitton x Supreme saw the top average resale price at $2,921 and Patek Philippe had an average resale price of $34,818. The Louis Vuitton Monogram Prism Keepall by Abloh resold for over $5,000, or 40 percent above retail.
Kaws, Abloh and Supreme topped total sales of artist/brand collectibles, and trading cards of Dallas Mavericks player and Jordan Brand athlete Luka Dončić topped the list of most combined bids and asks, topping Michael Jordan, Ken Griffey Jr., Pete Alonso and LeBron James. The average resale on Dončić’s 2018 Panini Prizm Rookie Card increased 200 percent in 2019.
The report also gave a glimpse into the interests of Gen Z, which StockX said prefers its service over other secondary web sites, and consider themselves “sneakerheads” (33 percent of Gen Z men and 26 percent of Gen Z women). What is most interesting is their interest, or potentially lack thereof, for luxury brands. Balenciaga had the fifth-highest sneaker market share and was the only luxury brand named among the top sneaker companies. Balenciaga sneakers had an average resale price of $699 but had a negative average price premium, showing that the brand is not the most profitable buy for bullish resellers. Off-White also had a negative average price premium, while Fear of God had the second lowest average price premium at 20 percent, just above Bape at 14 percent.