Generation Z represents the next fresh labor force and consumer markets, and they come with their tastes and product preferences. Sneakers are a prime example, having gained the status of cult apparel. Lately, however, the niche market has been dominated by automated trading bots which leave little chance to real collectors and shoe enthusiasts.
Collectible Sneakers’ Shopping Driven by Online Technology
Young consumers are often the ones most active online, being used to mobile devices and the internet economy. But even they feel the inconvenience of competing with digital technology, particularly when it comes to rare and collectible products, American college media reports.
Sneakers have come a long way from being a training and sports shoe, getting gradual acceptance as every-day and even high-end footwear. Companies have grown aware of the millions of “sneakerheads”, a niche market with plenty of passion for following, collecting and trading sneakers. Some do it as a hobby but others, naturally, look to profit from much sought-after models.
Tracing back the popularity of sneakers to the 1980’s and 1990’s, collectors recall the defining role of Michal Jordan and a number of hip-hop musicians in shaping the cult for custom-made shoes. Jordan’s Nike Air Ships might have shaken the NBA initially but they did more than that over the next over three decades.
The Air Jordans have had dozens of series released so far, still standing for their rebellious nature. However, they have also become a status symbol for the minority who can afford them. German competitor Adidas has had similar success with its collectible series, most recently for notable collaborations with rapper Kanye West over the exclusive Yeezy line of sneakers.
For those anxiously waiting for a new sneaker issue (or “drop”), the disappointment comes when sneaker proxies and automated bots steal the scene, completing purchase transactions faster than any human. Rare and exclusive collections are often sold without prior warning, leaving most fans empty handed. Unless they come back to the computer-bot dominated market places which resell such trophies for hundreds and even thousands of dollars.
Years back, there were people sleeping in front of stores waiting for the new model launch. Others have even fought or even killed (literally!) for a pair of sneakers. Adidas executives are reportedly aware of the issue and Nike’s SNKRS mobile app has even been spun off into a separate entity trying to optimize the market for the millions of sneakerheads out there. Yet the lottery-type system does not work as desired and most collectors remain frustrated.
Proxies and AI Technology Overcome Website Limits
In-depth market research shows that many high-end limited edition products are purchased increasingly by bots. Automated sneaker purchase is handled through sneaker proxies that overcome anti-bot defenses by using rotating IP addresses. There are also sophisticated proxies that can solve Captcha tasks (reCaptcha version2 and even v3), as well as almost any other website filters and defenses.
Considering that these public sales are legally accessed by anyone, it is hard to pin down bot traders for their activity, and calling it unfair is as far as sneakerheads usually go. But many users claim that unless you have a bot to complete the transaction instantly, there is no point in trying over and over again.
Alternatives include “cook groups” on messaging apps like Discord or Slack. Such forums manage to plan and coordinate purchase campaigns, with flags and instant warnings among members. Many communities and channels even charge a monthly fee for such service.
Sneaker company execs believe they are doing a fine job against bots yet such claims are easily challenged. Many of the underrepresented communities and fan groups are those who helped launch the sneakerhead subculture, media reports point out.
Ultimately, mainstreaming and tech-fueled market competition have effectively excluded many from the sneaker niche markets. On the other hand, the more tech-savvy users manage to get a healthy profit from its unique nature and drive forward online market trends.
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