"Four consecutive victories! Florence, Rome, Atlanta, AC Milan continue to lead Serie A!"
"Juventus dropped the ball! Fell from the top of the league to eighth place! Sets worst start record in fifteen years!"
"The Old Lady is terminally ill, the disease finally erupts!"
"Juventus salary system on the verge of collapse, more players may leave in the winter window!"
"Serie A in chaos, anyone can win the championship this year!"
Serie A is bustling!
Of course, Italy in September is inherently lively.
On September 19th, Milan Fashion Week opened.
At the Armani show, Lu Yang closed the show, outshining several top male models and walked with unparalleled confidence.
As the global spokesperson for the entire Armani line, Lu Yang participated in Armani’s new product launch after the runway show.
He was dressed in a casual suit, with striking gray suede high-top casual shoes on his feet.
These shoes looked somewhat athletic, but seemed to fit well with casual attire.
Even in formal occasions, you wouldn’t find them inappropriate.
A media reporter asked, "Lu Yang, are the shoes you’re wearing also new from Armani this year?"
Lu Yang nodded with a smile and said, "You could say that. In fact, these shoes are the first co-branded product launched by LY7 and Armani, the Luzzy750!"
"They have the comfort of sneakers, the feel of casual shoes, and a fashion sense that leads the era!"
"More information will be detailed in the later stages of the release process."
The journalists took photos in droves.
At the end of the launch event, Sofia was invited on stage to interact with Lu Yang, which was a pleasant surprise for the media present.
And on Sofia’s feet were also the yet-to-be-released LY7 new sneakers, the Luzzy750!
As soon as these shoes were leaked, they gained tremendous attention.
Because their design was just too original.
Moreover, not the kind of originality people can’t accept, but one that everyone finds quite nice and cool.
As people learned more, they found out that this pair of shoes was quite expensive.
Basically, it reached the price of the market’s top basketball shoes.
Of course, no one would think these are basketball shoes.
However, compared to Lu Yang’s identity as a football star, these shoes look even less like football shoes.
Rumor has it that these shoes are limited to only 9,000 pairs worldwide.
The entire European fashion circle exploded instantly.
Opinions on these shoes were mixed.
Some think the shoes aren’t good-looking.
Some believe the brand lacks value.
Some think Lu Yang lacks appeal outside of football.
Some think Armani’s collaboration is just for show.
Various opinions.
But when pre-sale qualifications for these shoes opened, in just one day, more than 30,000 people hoped to qualify!
Since it’s a limited edition, it naturally involves purchase qualification.
To combat scalpers, LY7 introduced this pre-sale qualification concept.
Primarily, it reviews the identity of the buyers, then uses a lottery method to select a certain number of buyers.
Generally, only a few hundred slots are released at a time.
To gain qualification, you must spend money to reserve a spot.
Of course, if the qualification doesn’t go through, or if you ultimately don’t secure a pair, the deposit is fully refunded.
However, the deposit isn’t cheap, reaching one-fifth of the shoe’s price, which already can buy some mid-range sneakers.
But even so, the number of reservations still reached 30,000!
Two days later, reservations exceeded 100,000!
All of Europe was in an uproar!
To know, this wasn’t being bought in China, it was in Europe!
With Lu Yang’s status and actions, achieving this in China wouldn’t be overly surprising.
But in Europe... it’s quite terrifying.
"This is a scam!"
Ah Ke’s sales director revealed LY7’s "scam" on social media!
Since the deposit can be refunded, this thing is clearly something that can be inflated!
Among those 100,000 people, how many were LY7 inflating themselves?
30,000 or 50,000?
This data can’t be taken seriously.
Luzzy750 isn’t as popular as imagined.
This is just hype!
In response, Lu Yang could only say the other side was knowledgeable.
But they were obviously conservative.
Because LY7 inflated the numbers themselves to 95,000!
Only over 5,000 were real consumers who paid the deposit.
Moreover, these people might not even all be willing to pay for the shoes, many just wanted to secure a slot.
But it doesn’t matter.
LY7 will only release a certain number in the first batch, and there are still buyers at this scale.
The so-called qualification screening mainly removes potential scalpers to ensure more real consumers receive the products.
The logic is simple, the genuine consumers at this stage are definitely Lu Yang’s hardcore fans.
They certainly won’t sell the sneakers.
The less they sell, the higher the scalpers’ asking price.
The resale price of the sneakers will increase rapidly.
If the first batch fell into the hands of scalpers, there would be too many sneakers on the resale market, and the price wouldn’t rise. In fact, scalpers are running a business and can even sell at a loss; they have to consider making back their costs.
Once the shoes are sold at a loss, the prestige doesn’t rise.
But hardcore fans, don’t mention selling at a loss; they wouldn’t sell their collection unless it’s at an exorbitant price. Because these items carry their youth and passion, they are priceless!
Once the first wave is initiated, allowing some scalpers to warm up the market will rapidly enhance influence.
In short, scalpers are the most needed presence for shoe brands at a certain stage, but not at the start, they should wait until the brand has established a solid foundation.