ANALYSIS TARGET CONSUMER

AGE: 25-35

INCOME: $140,000-$300,000

PRICE ZONES: $300-$1595

LOCATION: URBAN AREAS (Detroit, Denver, Dallas)

BUYING HABITS: Brand loyal, Name brand, buys 2-3 items at a time

LIFESTYLE: No children, Bachelor’s degree or higher, Democrat, community conscious, style is in uenced by celebrities and in uencers, active on social media

LEISURE ACTIVITIES: Attending concerts, going to downtown bars with friends

Supreme was founded by James Jebbia in Manhattan, New York, April 1994. The brand o ers many authentic pieces that stick to their roots for authenticity. Supreme’s mission statement says “Supreme grew to be the embodiment of the downtown culture, playing an integral part in its constant regeneration.” and “While it grew into a downtown institution, Supreme established itself as a brand known for its quality, style and authenticity”. This shows that the brand values culture, quality, style and authenticity.

O -White, however, uses a large social media in uence, to gain followers for their brand, so they can target the younger generation that hasn’t fully been integrated into the world of luxury. O -White uses the highest quality items, which is why the creative director, Virgil Abloh, travels to the fashion capitals of the world often, and keeps his main o ce in Milan.

These two brands are in high competition, yet they have di erent marketing strategies and di erent values for their brand. This is why they compete to nd the loyal street-wear consumer, because they both have di erent yet important qualities to o er within their brand.

BRAND NAME: RAW DEMAND

VISION STATEMENT:

RAW DEMAND is an upscale men’s fashion boutique that sets itself apart, not only by representing each of the pillars of fashion, but also through close attention to detail, quality, sustainability and individual aesthetic.

MISSION STATEMENT:

Taking inspiration from the real world to create “the merch for our lives”.

BRAND IMAGE:

Draw inspiration from the real world, follow anything labeled as “underground”, “independent” and “cool”, self-con dent about their own individual style, look for brands/products that represent the spirit of youth, developing one’s culture and o er a sense of community, strong appreciation towards fashion, pop-culture and technology, and seek comfort but expect stylish, unique and minimalist.

HEADQUARTERS:

LOGO: