The Marcelo Burlon x Napoli shirt is going to resell
The shirt has already been sold for €483 on StockX
Sports
April 30th, 2021
April 30th, 2021
The "Kombat Pro 2021 Marcelo Burlon" was a success both on and off the pitch. Worn by the SSC Napoli players in the 1-1 home match against Inter, the shirt made in collaboration with the South American designer sold out in a few hours, as well as the rest of the items that completed the collection. As explained by the sales manager of Kappa Caruso "the market response was obvious and in 8-10 hours all the items were sold out considering also the very limited edition of the garments". The two game jerseys were the strength of the collection, but only 1000 were produced. While on the one hand Kappa reiterated that the strategy behind this collaboration is related to branding and positioning and not linked to an economic aspect , there are those who have been ready to activate the resell mechanism.
The sum of "collectible jerseys" and "limited edition" gives, in 99% of cases, the result of resale strategies, a phenomenon that according to forecasts by GlobalData will generate 64 billion euros on a global scale in 2024 (with a growth annual average of 39%) compared to the 28 achieved in 2019. From the point of view of producers, the phenomenon can only be defined as "deplorable" but at the same time "it is a trend that has turned into a form of legal gain" recalled Caruso, who added: "It's deplorable because it is speculation, but when you buy a product you do what you want with it".
On StockX, the leading platform in this sector, 4 Kobat Pro 2021 Marcelo Burlo Napoli have already been sold in the black version and two of these have been paid € 483 and € 450, with an average value that is currently around € 314 compared to of € 150 of the original selling price.
Limited distribution was one of the tools that Kappa and Napoli used to try to limit the resell: "A dozen boutiques in Italy have had the jerseys, in Campania only two (Michele Franzese in Via Morelli and Umberto Giugliano in Nola, stores of European relevance, Ed), then the portals of Kappa, SSC Napoli and Burlon. Those who were good, I think took 5-10, spending the morning trying to buy them all. There were very few items available, at most the 30-40% will go into reselling" commented Caruso again.
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The football shirt market on StockX is not as significant as that of sneakers, but it carves out its share of importance. In the immense catalog of the platform we find the versions made for Juventus, Real Madrid, Arsenal and Manchester United by adidas and Human Race, the adidas x 424 jersey for the Gunners, this season's Manchester City home kit, the third dazzle-camo jersey of Red Devils and all these products fall within the average prices also proposed by the producers. The only cases of out-of-scale prices concern the Juventus shirt made with Palace (also sold for € 630) and a Neymar PSG jersey. Marcelo Burlon's jerseys made with Kappa and Napoli must also be included in this category, in both yellow and black colorways.
