Opinion, Dior x Nike Air Jordan 1 sneakers, loved by Kylie Jenner and re-selling for US$20,000 already, are the world's smartest investment – thanks to millennial FOMO

Selling for upwards of US$20,000 on resale sites, the landmark Christian Dior and Nike sneaker collab cynically exploits millennial and Gen Z FOMO
First published in 1903, South China Morning Post is Hong Kong’s premier English language newspaper and has the city’s most affluent and influential readership. With a reputation for authoritative, influential and independent reporting on Hong Kong and China. The newspaper is supported with its online publication and its Sunday edition, Sunday Morning Post.
When most people think about luxury, they think about few customers and small quantities. This misconception shows that luxury is actually one of the most elusive branding concepts. You will hardly find two people who will fully agree what luxury is. Few comprehensive definitions exist. And many managers of luxury brands have difficulties in keeping up with the rapid change of what luxury means for customers.

Opinion, Dior x Nike Air Jordan 1 sneakers, loved by Kylie Jenner and re- selling for US$20,000 already, are the world's smartest investment – thanks to millennial FOMO

Opinion: Dior X Nike Air Jordan Sneakers, Loved By Kylie

Opinion: Dior X Nike Air Jordan Sneakers, Loved By Kylie

Opinion, Dior x Nike Air Jordan 1 sneakers, loved by Kylie Jenner and re- selling for US$20,000 already, are the world's smartest investment – thanks to millennial FOMO