Palace Illustrated Narrative by aaliarubybaloch

B A P E

Aalia Baloch N1001587 Word Count: 3088

ILLUSTRATED NARRATIVE

I confirm that this work has gained a favourable ethics opinion and that I have faithfully observed the terms of the opinion in the conduct of this project. Signed (student): Aalia Baloch

INTRODUCTION TO THE NARRATIVE

This narrative focuses on the way in which the brand A Bathing Ape uses visuals to connect with the consumer. The narrative will introduce the brand and then analyse Bape’s marketing techniques through historical and contemporary context. The way in which Bape’s visuals encourage cultural conversations on sustainability, diversity, inclusivity, and any other relevant themes that connect with Bape’s target audience will be evaluated throughout. Their visuals will be compared to a competitor brand in a similar market to Bape and focus on the way they use visuals as a marketing tool in order to keep the consumer engaged.

Contents Introduction .................................... 2 Contents ........................................... 3 The history of bape ..................... 4 Bape X Coach ................................... 6 bape X supreme ............................... 8 bape X pepsi .................................... 10 celebrity endorsement .............. 12 covid-19 ............................................ 14 consumer profile ......................... 16 Semiotic analysis ......................... 18 sustainability ............................. 20 diversity .......................................... 22 Nigo's departure ........................... 24 discussion ......................................... 26 conclusion ........................................ 27 annotated bibliography ............. 28 references ....................................... 30 bibliography .................................... 32 3

The History of bape

Tomoaki Nagao 1993 - 2013

ape is a Japanese streetwear brand founded in 1993 by fashion designer Tomoaki Nagao, infamously known as Nigo. Nigo is best known for creating Bape but also claims to be a DJ, record producer and entrepreneur. His passions for American pop culture and Japanese streetwear inspired him to launch his brand, derived from the well-established film released in 1968, ‘Planet of the Apes’. Bape represents Nigo’s adoration for this film as the brand name stands for ‘A Bathing Ape in lukewarm water’. The meaning behind this represents someone who perhaps overindulges in life reinforcing the idea of overconsumption. Nigo began his journey by creating an undercover store anonymously in Japan under the name ‘Nowhere’ which became extremely successful and appealing to those interested in Japanese streetwear and pop culture. Nigo eventually launched Bape with Sk8thing which quickly became popular and by 1988 Bape had made its way to 40 different locations throughout Japan. Bape is most famous for its collaborations with high-end brands such as Supreme and Stussy, allowing the establishment of a wider target audience beyond Japan and all across Europe.

Bape X B

ape have continued to maintain their popularity through the countless collaborations and campaigns that they have undertaken. The recurring camo print and influence of pop culture has been incorporated throughout Bape’s collaborations with celebrities and notorious brands such as rival competitor brand supreme, Kanye West and Adidas.

n the summer of 2021 Bape and Coach collaborated to release their ‘ready-to-wear’ collection. Through this collab Bape intended to fuse their Japanese streetwear style with Coach’s ‘craftsmanship – fueled legacy’. This Bape and Coach’s second collaboration as it proved to be extremely popular the first time selling out within seconds. The collection incorporates Bape’s infamous ape head symbol with Coach’s monogram, featuring lots of leather goods, accessories, and footwear. This collection also features American rapper, Cordae, Megan Thee Stallion and Koki. Bape have ingeniously widened their target audience through celebrity endorsement, including imagery of these celebrities modelling the new collection in Shibuya and the heart of Brooklyn. This essentially reflects the authenticity of the collection, continuing to keep brands like Bape at the peak of cultural conversations.

Bape X S

upreme is a streetwear brand founded in 1994 by James Jebbia which spontaneously became popular in Japan. Supreme is Bape’s competitor brand, however in 2002 they launched a collaboration which was seen as a powerful and surprising decision within the fashion industry. It is not most common that brands collaborate with their rival brands but with a short stock of products this was very prevalent as they both share a similar target audience.

he partnership saw the release of fifteen t-shirts each with the iconic camouflage print pattern from Bape, combined with Supreme’s infamous box logo. The two streetwear brands released the t-shirts all in unique colours and these items were mainly supplied amongst shops in Tokyo, so came in short supply which explains their popularity.

There has been rumours of a 2022 collab for Supreme’s SS22 collection which would make fashion history due to the competitor brands shaping streetwear to what it is today.

Bape X

ape and Pepsi collaborated in 2001 and this collaboration was an interesting power move, completely unlike any collaboration a fashion brand has done before. The partnership saw the release of Pepsi cans with Bape’s camouflage pattern printed onto them. The cans came in various different colours such as green, pink, and blue and were seen in vending machines. Bape’s collaboration with Pepsi was extremely wise as it enabled them to indulge outside of the fashion industry and therefore reach a wider target audience.

epsi are a multi-millionaire brand allowing Bape to connect with consumers who aren’t essentially interested in fashion alone but through this collab it gave Bape lots of value and credibility. In 2012 Bape’s label AAPE announced a collab with Pepsi for the second time featuring a wider range of products such as umbrella’s, t-shirts, and bottles. This reinforced the popularity and success of their previous collab and created a unique image for Bape.

Celebrity Endorsement

study about Bape (Wong 2017) suggests that 50% of people claim that Bape’s popularity and recognition comes mainly from celebrity endorsement. Being a streetwear brand Bape often deem their target audience to be engrossed in the world of hip hop. Therefore, Bape have tactically used the process of affiliation to advertise their products and reach their target audience. Chris Brown, Travis Scott, Rihanna, and Drake are among the names of A-list celebrities who have been seen wearing Bape clothing. Through supplying these celebrities with their clothing, Bape have been able to engage more consumers and reach a wider target audience.

rior to Bape’s rise in the industry, it featured multiple times in hip-hop videos in the 2000’s, in music videos with artists such as Snoop Dogg and Pharrell Williams, many people believe this was where Bape began. Prior to Bape’s rise in the industry, it featured multiple times in hip-hop videos in the 2000’s, in music videos with artists such as Snoop Dogg and Pharrell Williams, many people believe this was where

Covid-19

During the pandemic, it seems that Bape encouraged consumers to fight through covid-19 and stay positive. They released a face mask which said, ‘Apes together strong, win the fight’. This product was unlike their others as it was a simple white disposable mask with no camouflage pattern. The fact that this mask is disposable indicates the lack of sustainability within the brand, however this was a clear message and the masks proved to be very popular as they quickly sold out. Covid-19 significantly affected many businesses, and for brands like Bape sales only began to go up as consumers began travelling out and about again. Cases began to fall again and Bape have now opened up their biggest store yet in the heart of London, so it appears the streetwear brand are only going up from this point onwards.

Consumer profile High income – High-end brand Upper Middle Class Asian & American Potential pop culture interest Interested in Japanese streetwear Predominantly men but some women D

espite Bape’s main target audience being young adults, they have also launched new labels in the recent years such as Bape kids and Mr. Bathing Ape. This is a clever marketing tool as it has enabled Bape to become more of a lifestyle brand and they have inevitably widened their target audience through the release of new collections.

Semiotic analysis Bape X coach I

n summer of 2021, Bape released their collection with Coach, with the high quality photographs taken by photographer Sandy Kim. Kim has worked with the likes of Gucci, Supreme and many other luxury brands. This photoshoot shows a real sense of diversity and inclusivity, with the photos being taken in two big cities Tokyo and New York. Tokyo represents the origins of Bape as it was founded by Nigo in the heart of Japan, and New York where Coach originates from. In the photographs presented, American rappers Cordae and Megan Thee Stallion can be seen modelling the new collection in a New York. The classic industrial background heavily reinforces the idea of streetwear with a large skyline present and aligned with the centre of the image. The fairly glum weather relates to the colour of the clothes being modelled, presenting neutral, cool blue tones, supporting the brand’s youthful, streetwear aesthetic. The models are positioned in a way that represents mysteriousness and the wild side that Bape strives to embody. Although this collection still maintains Bape’s famous Ape head emblem, since I.T. have taken over Bape have lost the colourful and playful design which effectively appealed to their young target audience. However, this collection has combined Bape’s streetwear style with Coach’s professionalism.

Bape X Paris Saint-Germain P

aris Saint-Germain is a French football club who surprisingly collaborated with Bape in 2018. The photographs were taken by Bape and Hype beast France, and this was an extremely low stocked collection which immediately sold out. The images presented reinforce that it is a football collaboration as some of the photos are taken in a stadium which may heavily appeal to football fans. The spatial relationships of the models reflect mysteriousness, emphasised by the unfocused background and lack of facial recognition. The plain background in the second image draws attention to the five models, and this photograph holds the idea of the professionalism of footballer photoshoots, whilst maintaining Bape’s colourful, infamous camouflage pattern. This collection retains Bape’s celebration of diversity and inclusivity, showcasing models with various different ethnicities.

Sustainability B

ape is one of the many streetwear brands who have very little, if any, information on what they are doing to try to make their brands sustainable and face the social issues we have globally. Fast fashion brands such as H&M and Primark now have sustainable ranges with clothing made from recycled clothes, but Bape is among streetwear brands like Supreme who have not endeavored to do the same. It can, however, be argued that as Bape are a high-end brand and their clothing comes in short supply, their items are always sold unlike the masses of clothing that is wasted and left in factories within the fast fashion industry. Due to the collections coming in small supplies, consumers who like Bape often tend to resell items that they have bought, encouraging the idea of secondhand shopping.

esale of streetwear items is extremely popular, with clothing resale for thousands due to high demand. Another argument for Bape’s contribution to sustainability comes down to the quality of their clothing. Bape have extremely high quality clothing, and this is something that they are universally known for. They claim to take many precautions and a great deal of time producing their clothing, therefore there is less waste produced due to Bape’s products being constantly re-worn by new buyers as opposed to disposed of.

D iDiversity versity D

iversity is extremely prevalent throughout Bape’s visuals will help to engage a wider audience and give their brand a good image through inclusivity. In 2019, Bape released their very own collaboration with Swatch, a popular Swiss watch company, to help commemorate diversity across the world. To celebrate they released six different watched correlating to six main cities. They released a global watch, London, New York, Tokyo, Paris, and Bern which was extremely popular and successful in celebrating our different cultures and living standards.

ape are extremely diverse and inclusive through their new label Bape kids, in addition to a selection of womenswear and menswear which has been a profitable marketing tool in gaining a larger audience. Throughout Bape’s advertisements it is clear that diversity is an important recurring theme for them through the range of models from different backgrounds with different skin colours and ethnicity.

Nigo'S DEparture I

n 2013, Nigo decided to announce his official departure from Bape, a move which completely shocked the streetwear industry. Nigo claimed that for the last 20 years (1993-2013) his brand has been extremely successful, selling out every single collection. However, in February of 2011 90% of Bape was sold to I.T. a brand based in Hong Kong, but Nigo had every success that they would be able to bring back the brand’s initial popularity. Nigo decided that his time in the streetwear industry was over as he wanted to continue his future of becoming a freelance designer. In an interview Nigo claimed, “It has been 20 years since I founded the brand, and in another 20 years from now I will be 60.” Bape’s sales significantly dropped and as the business went downhill, the brand faced a big financial struggle which led to Nigo’s departure. Shortly after the business was sold Nigo continued as the creative director, but that contract ended fairly soon after and I.T. now has full ownership over the brand. Consumers who purchased from the brand felt as though Bape’s release of the 20th anniversary collection marked ‘the end’ of an era, as Bape was set under new ownership things would drastically change for the brand.

Discussion

Conclusion

he literature review was conducted using Google Scholar articles, ‘The Visual Marketing Revolution’ (Diamond 2013) and ‘The Benefits and Risks of Strategic Brand Collaboration’ (Asberg & Uggla 2010). Diamond stresses the idea of ‘the essence of storytelling’ which explains a psychographic marketing technique which keeps the consumer engaged by creating a story about a product to make them believe it’s like no other. For example, often Nike’s adverts have the trainers look as though they are levitating leading the consumer to believe the trainers would enhance their performance despite their abilities at present. Studies show another crucial factor is a brand’s social media presence. Bape have a large following across social media and are now expanding their social media presence with Instagram accounts for Japan, the US and the Uk. Asberg & Uggla’s research on brand collaboration shows that collaboration is financially beneficial due to the expansion of a brands target audience resulting in an increased cash flow. This argument supports Bape’s marketing techniques however they also claim that incompatible brands may lead to unsuccessful collaborations (Boad 1999). The ‘boredom effect’ creates a loss of interest in the brand, as the brand may lose it’s status and it seems as though the brand are trying to gain a larger target audience to stay relevant in the way that Bape does so.

ape successfully uses a mixture of demographic, geographic and psychographic segmentation strategies which attract a wide target audience since the release of their new labels. Their visuals are extremely playful and colourful with recurring patterns which maintain their appealing brand image. There have been no historical or contemporary approaches to make the brand sustainable, however their competitor brands have not pushed for change either. Bape’s low stock prevent any landfill waste as products are constantly being resold. Nevertheless, their countless collaborations are what have kept them relevant and at the top of the streetwear industry. Since the pandemic has hit the streetwear industry, it’s difficult to predict the future for Bape amongst their luxury competitor brands.

Annotated Bibliography Fischer, D. (2013). NIGO ANNOUNCES HIS DEFINITIVE DEPARTURE FROM BAPE. Available: https://www.highsnobiety.com/p/nigoannounces-his-definitive-departure-from-bape/. Last accessed 31st January 2022. This article talks about Nigo’s decision to leave Bape after 20 successful years with the streetwear brand. It has the dates of departure which were used in my work, and it discusses the future for Bape as a new company takes over. Foley, G. (2019). EVERYTHING YOU EVER WANTED TO KNOW ABOUT BAPE (AND SOME THINGS YOU DIDN’T). Available: https://www. highsnobiety.com/p/bape-a-bathing-ape/. Last accessed 31st January 2022. This article discusses the entire timeline of Bape, looking into where it began to where it is now. It analyses the brand in a historical and contemporary context, focuses on the streetwear market and products which the brand is notorious for. Helmie, J. (2019). Semiotic Analysis of Five Famous Streetwear Trademarks. Available: https://www.researchgate.net/ publication/332101645_Semiotic_Analysis_of_Five_Famous_ Streetwear_Trademarks. Last accessed 31st January 2022. This article uses semiotics to analyse five high-end brands within the same market. It focuses on brand identity and image to reflect the various brand personalities. Parisi, D. (2018). As fashion moves toward sustainability, streetwear’s major players are notably silent on environmental impacts. Available: https://www.glossy.co/sincerity-sustainability/as-fashion-movestoward-sustainability-streetwears-major-players-are-notably-silenton-environmental-impacts/. Last accessed 31st January 2022. This article examines the arguments for sustainability within the streetwear industry. The writer comments on stances that streetwear brands have on sustainability through comparison. Top Floor Gallery Admin. (2021). EVERY SINGLE BAPE COLLABORATION | FULL LIST OF BAPE COLLABS. Available: https:// topfloorgallery.com/blogs/news/every-single-bape-collaboration-fulllist-of-bape-collabs. Last accessed 31st January 2022. This article studies every brand collaboration Bape has undertaken since it was established in 1993. The writer discusses the dates and content of each collaboration which was helpful in terms of the history of Bape. Wong, S. (2017). Bape. Available: https://sarxhwong.wixsite.com/bape. Last accessed 31st January 2022. This website focuses on the entire history of Bape in addition to consumer behaviour and celebrity endorsement. The writer also compares Bape to competitor brands and focus on the brand DNA.

Whang, E., (2021) See Cordae, Megan Thee Stallion Front New BAPE x Coach Campaign. [ONLINE]. Available at: https://www.rollingstone.com/productrecommendations/lifestyle/bape-x-coach-collection-1201242/ [Accessed 1 February 2022]. This image from a shoot with photographer Sandy Kim for the Bape x Coach collab. Kim captured pictures of rappers Megan Thee Stallion, Cordae and Koki, in the heart of New York and Tokyo. In this image Cordae is the main focus with the industrial background, representing Bape’s streetwear style and persona.

Claridge, I., (2003) BAPE X PEPSI VENDING MACHINE. [ONLINE]. Available at: https://www. iainclaridge.co.uk/blog/21047 [Accessed 1 February 2022]. The image displayed is from the Bape x Pepsi collab. The image is of a vending machine which was created for the collab with the infamous camo print patterned over the entirety of the aluminium can.

Swatch, H., (2020) SWATCH x BAPE TOKYO BLACK MULTI CAMO. [ONLINE]. Available at: https://www.swatch.com/en-gb/swatch-x-bapetokyo-black-multi-camo-so27z708/SO27Z708. html [Accessed 1 February 2022]. This image features a swatch from the Bape x Swatch collab. It was released to celebrate diversity and the collection features six different watches for large cities across the world.

Toxanbayev, S., (2019) 20 MUSIC VIDEOS THAT HELPED MAKE BAPE HIP-HOP’S HOTTEST BRAND. [ONLINE]. Available at: https://www.highsnobiety.com/p/bape-hiphop-music-videos/ [Accessed 1 February 2022]. This image is of popstars Kanye West and Pharrell Williams with Bape founder Nigo. The background represents Bape’s signature style, and the variation in eye contact holds the brand’s mysterious and wild image. The use of celebrity endorsement heavily engages Bape’s target audience. Servantes, I., (2020) Bape urges hypebeasts to beat COVID-19 with a subtle, noncamo mask. [ONLINE]. Available at: https://www.inputmag.com/style/bape-face-maskabc-neon-camo [Accessed 1 February 2022]. This image shows a mask created by Bape with an impowering message telling consumers to beat Covid-19. The plain design reinforces Bape’s message as it is unlike their usual designs.

Bape & Hypebeast france, (2018) Paris Saint-Germain Announce New BAPE Collaboration Capsule. [ONLINE]. Available at: https://www.soccerbible.com/lifestyle/clothing/2018/11/parissaint-germain-bape-preview-new-collaboration/ [Accessed 1 February 2022]. This image is taken from the Bape x Paris Saint-Germain collab, displaying three figures, with focus on the clothing. The image shows a blurred football stadium in the background representing the football team, and the formation of the models depicts Bape’s playful brand image.

References Chong, C & Kelly, A. (2021). BAPE® x Coach is back again and everything you need to know about it. Available: https://www.lofficielmalaysia.com/fashion/malaysia-bape-x-coach-collaboration-julyonline-shop-2021. Last accessed 31st January 2022. Cowen, T. (2021). BAPE and Coach Unveil New Collection With Campaign Featuring Megan Thee Stallion. Available: https://www.complex.com/style/bape-coach-unveil-new-collection-with-campaignfeaturing-megan-thee-stallion/photo-8. Last accessed 31st January 2022. Davey, J. (2018). Paris Saint-Germain Announce New BAPE Collaboration Capsule. Available: https://versus.uk.com/2018/11/paris-saint-germain-announce-new-bape-collaboration-capsule/. Last accessed 31st January 2022. Dhillion, K. (2020). WE ANSWERED GOOGLE›S MOST POPULAR QUESTIONS ABOUT SUPREME. Available: https://www.highsnobiety.com/p/supreme-clothing-all-you-need-to-know/. Last accessed 31st January 2022. Fischer, D. (2013). NIGO ANNOUNCES HIS DEFINITIVE DEPARTURE FROM BAPE. Available: https://www.highsnobiety.com/p/nigo-announces-his-definitive-departure-from-bape/. Last accessed 31st January 2022. Foley, G. (2019). EVERYTHING YOU EVER WANTED TO KNOW ABOUT BAPE (AND SOME THINGS YOU DIDN›T). Available: https://www.highsnobiety.com/p/bape-a-bathing-ape/. Last accessed 31st January 2022. Helmie, J. (2019). Semiotic Analysis of Five Famous Streetwear Trademarks. Available: https:// www.researchgate.net/publication/332101645_Semiotic_Analysis_of_Five_Famous_Streetwear_ Trademarks. Last accessed 31st January 2022. Jones, P. (2020). Bape X Coach. Available: https://www.wonderlandmagazine.com/2020/02/21/bapecoach-collaboration/. Last accessed 31st January 2022. Knight, R. (2018). Paris Saint-Germain & BAPE Preview New Collaboration. Available: https://www. soccerbible.com/lifestyle/clothing/2018/11/paris-saint-germain-bape-preview-new-collaboration/. Last accessed 31st January 2022. Parisi, D. (2018). As fashion moves toward sustainability, streetwear’s major players are notably silent on environmental impacts. Available: https://www.glossy.co/sincerity-sustainability/as-fashionmoves-toward-sustainability-streetwears-major-players-are-notably-silent-on-environmentalimpacts/. Last accessed 31st January 2022. Rotman, A. (2020). Our Favorite BAPE Collaborations. Available: https://www.grailed.com/ drycleanonly/best-bape-collaborations. Last accessed 31st January 2022. Servantes, I. (2020). Bape urges hypebeasts to beat COVID-19 with a subtle, non-camo mask. Available: https://www.inputmag.com/style/bape-face-mask-abc-neon-camo. Last accessed 31st January 2022. Silbert, J. (2021). IF IT HAPPENS, BAPE X SUPREME WILL MAKE HISTORY. Available: https:// www.highsnobiety.com/p/supreme-bape-collaboration-collection-ss22/. Last accessed 31st January 2022. Tan, B. (2021). BAPE X Coach’s New Collection Features Megan Thee Stallion, Cordae and Koki. Available: https://www.harpersbazaar.com.sg/gallery/bape-coach-new-collection-megan-theestallion/. Last accessed 31st January 2022. Top Floor Gallery Admin. (2021). EVERY SINGLE BAPE COLLABORATION | FULL LIST OF BAPE COLLABS. Available: https://topfloorgallery.com/blogs/news/every-single-bape-collaboration-full-listof-bape-collabs. Last accessed 31st January 2022. Toxanbayev, S. (2019). 20 MUSIC VIDEOS THAT HELPED MAKE BAPE HIP-HOP’S HOTTEST BRAND. Available: https://www.highsnobiety.com/p/bape-hip-hop-music-videos/. Last accessed 31st January 2022. Wong, S. (2017). Bape. Available: https://sarxhwong.wixsite.com/bape. Last accessed 31st January 2022.

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