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Apple takes on Kanye West in retailing battle on Friday

This Friday will see two iconic consumer products go head-to-head on the high street for the first time. Yeezy 500 Discount online with hgih quality

The launch of the largest and most expensive iPhone to date is happening on the same day as the biggest “sneaker drop” yet from Kanye West’s Yeezy line of Adidas trainers.

They are two of the only products guaranteed to get consumers queueing up for hours in the hope of being among the first to buy the latest gear, at a time when many retailers are struggling to bring customers through their doors.

Friday’s simultaneous debut of the iPhone XS Max and the Yeezy Boost 350 V2 poses a dilemma for Silicon Valley’s many “sneakerheads”. Tech and fashion, once seen as poles apart, are colliding as each industry tries to learn from the other about how to build hype and connect with consumers.

“If you walk down the street next weekend it will be hard to know if the line is for an iPhone or the next sneaker drop,” said Adam Bain, former chief operating officer at Twitter and a devoted sneaker collector for many years. “Part of the allure is that they are hard to find and hard to acquire . . . It’s the exact same mentality.”

Limited-edition sneaker “drops” have proven particularly compelling to millennials, according to Giovanni Compiani, assistant professor at the Haas School of Business, University of California, Berkeley.

“You are buying into the experience. You want a product that is providing certain utility or functionality but also makes you feel part of something larger than the single product itself,” he said. “The strategy is to create a sense of urgency, that this is a limited edition item that is not going to be available in the future.”