Ch. 10 - Product Concepts

Jordan brand has a product line depth that varies to convenience products to specialty products creating a product mix for each target consumer. The convenience products are somewhat inexpensive compared to the specialty products that usually sell out in men sizes on the first couple days of releases and sometimes even hours after release times. These convenience products of Jordan's can be found in most retailers in unlimited amount of quantities and purchase. As for the specialty products, a consumer can only buy one pair at a time for a more expensive price and are sold with an exclusive number of production per release. The specialty products that Jordan shoes release are modifications of previous release's from years ago. This action of product modification results in the term "RETRO" Jordan's.

Shoe cards that come with the specialty products that identifies to the consumer its a special product not just a regular pair of Jordan's.