5. Br a nda na l y s i s 9. Br a ndPos i t i oni ng 10. Compet i t or sa ndCons umer s 11. Connec t i onT ouc h Poi nt s 13. NewConc ept 16. Ref er enc e 19. Bi bl i ogr a phy
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i S t us s er s ! Wha tc a nwet el l y oua boutour s el v es ?Whoa r ewe?Wher edowec omef r om?Wel l , wea r eac ool , t r endya ndhi pbr a ndc a l l edS T US S Y . Wea r eal a r gec ompa nywor k i ngt oget hera sat ea m ort r i bea swel i k et oc a l l our s el v esa ndwea r ea l l v er y huma nwi t hBI Gper s ona l i t i es . Wewer ec r ea t edi n Ca l i ba c ki nt heei ght i esbyt hema s t erhi ms el f , Mr S ha wnS t us s y , henc et hena me! " E v er y bodyc a l l si t s ur fwea r , orur ba ns t r eetwea r , ors ur fs t r eet . . . I don' t na mei t , a ndI don' tna mei tonpur pos e . "( S ha wn S t us s yWi k i pedi a , 1992)
S ha wnS t us s ywa si n uenc edbyt hee x t ens i v ewor l da r oundhi ms uc ha s ; s ur f er s , s k a t er s , c omi cbook s , s uper her oes , c a r t oons , wr es t l er s , hi phopa ndr egga es c enes , a swel l a sc l a s s i cpr eppys c hool boy s . Hedes c r i bedhi sl ooka s" pr epmeet spunk ymeet sbea c hboy . ” S t us s y , Bi bl i ogr a phy( 2010) . I n1979, S t us s ys t a r t edpr i nt i nghi ss c r i bbl ys i gna t ur eont os ur f boa r ds . L a t er , hepr i nt edi tonaT s hi r tr a nge a ndi tbec a met her ec ogni s a bl ebr a ndl ogot ha ti ti st oda y . Wewoul dn’ tbewha twea r ewi t houti ta st he l a ngua geofourbr a nda l mos tr el i esoni t ! Ourga r ment sa r ev er s a t i l ea ndc a nbewor nequa l l yni ghta nd da y . S omeofourt opsc oul dpa s sf ors i mpl edes i gnerpol ot opsbutt ha tc r a z ys t us s ys c r i bbl ebr i ngsi thome a ndc a t egor i z esi ta s‘ S t us s y’ Wea r epur el yami xa ndma t c hoff unda ment a l sofs t a nda r ddr es sc ombi ned wi t hunder gr ounda ndi r r epl a c ea bl ec ul t ur e .
Wehol dar ebel l i ousa nda na r c hi c“ doi ty ourownwa y” a t t i t ude . T hi sr eec t sS ha wn S t us s y’ sout l ookonbus i nes s a ndl i f ei ngener a l . Bywea r i ng S t us s y , c ons umer sa r es pr ea di ngt hi sk i c k a s s , r ebel l i ousc a r e f r eea ppr oa c ha ndournot i c ea bl edes i gnss t a ndoutf r om t he c r owd. Ours t a ffa r ear el i a bl e c ommuni t yoft ea m pl a y er sa nd r epr es entt hi sa ppr oa c h, a l ong wi t ht hedi s t i nc t i v edr es sc ode . Webel i ev et hi sc ons i s t entde penda bl ea t t i t udeofourempl oy eesi sf unda ment a l t oour br a nda swea r ea wa r et ha tone nega t i v ee x per i enc ec a nc ha nge y ourwhol eper s pec t i v e S t a r t i ngonl ywi t hMe n ’ sa c c e s s or i e sa ndc l ot hi ng, nowS t us s yt a r ge t sbot hme na ndwome n. T hema i n f e ma l emode l i sAdr i a nneHo . S hehol dst hes a menot i onsa sS t us s ya ndhe rna t ur a l s t y l ei sP unkr oc k a nde dgy .
T hequa l i t yofourc l ot hi ngi sr eec t edi nourpr i c es whi c hr a ngef r om £45t o£135. T hebr a ndha sbeene x c l us i v ef r om i t sc onc ept i onbyonl ypr oduc i ngonl y t wodoz enhi ghl ypr i c eds ur f boa r dsamont ha nds t i l l , ourpr oduc t i onl ev el i sal otl es st henourdema ndf or pr oduc t sa st hi shel psusr ema i ne x c l us i v e . Y ouc a na l wa y s ndusa swe ha v e60s t or esa l l ov ert hewor l d, a l ongwi t hbei ngac onc es s i oni n t hr eeoft hel a r ges tf a s hi on br a nds ; Ur ba nOutt t er s , AS OS a ndT ops hop/ T opma n. Weoffers t udentdi s c ount , whi c henc our a gesunder gr a dua t est os hop a l ongwi t hwor l dwi dedel i v er ya nda v er yf a i re x c ha ngea ndr et ur ns pol i c y , s howi ngourl oy a l t ya ndt r us t wor t hi nes s . Webel i ev et hec us t omer i sa l wa y sr i ghta ndi fa ni t em i si na n a t i s f a c t or yc ondi t i on, wea r ec ons t entt or ef unda ndr et ur ngoods . We r ec ogni z et hepr omi nenc eofr es pondi ngpr of es s i ona l l ya ndeffic i ent l yt ot hebuy e
S t us s ye x per i ment swi t ht e x t ur esal oti nhi sdes i gns . Oneofmyf a v or i t ee x a mpl esoft hi si sapr emi um s na k es k i na c r os sas ol i dbl a c ks wea t er , i nourmos t r ec entA/ Wc ol l ec t i on. Ourv i br a ntc ol our sa nd i ma gesembodyev er ya s pec tofS t us s y . Webel i ev et ha tc ol our sa r ea ni mmedi a t es ubl i mi na l l a ngua gei nwhi c hwebui l di nf or ma t i on. Ourc ol our pa l et t ei nc l udesal otofneona ndpa s t el sofpr edomi na nt l ygr eensr edsa ndbl ues , a l ongwi t hs t r i k i ng pa t t er ns . T hegr a phi c sonourc l ot hi ngr el a t et ot he 80sa nd90s . S omet i mesourt eesha v equot eson t hem, por t r a y i ngamor epr of ounds i det ous , but s t i l l r ema i ni ngc ool a ndc a s ua l . F ore x a mpl e , onet ee r ea ds , “ L i f ei st oos hor tt os l eeponl owt hr ea dc ount s heet s . ”
Ourv i s ua l mer c ha ndi s i ngi sf a i r l ys i mpl e; t hes t or esa r eopenpl a nnedwi t hwooden oor sa ndf ur ni t ur e . Our s howr oomsr eec tours t y l ea ndl etpeopl er ea l l yunder s t a nda ndgr a s pwha tS t us s yi sa bout .Ourc us t omer ’ sphy s i c a l c onnec t i oni si nc r edi bl yi mpor t a ntt ousa ndourc ol our sa nda r ea l l pl a c edt oget heri nour s t or ess ot heyha r moni z ea ndc ompl i mentea c hot her . F ori ns t a nc e , wema yputac hr oma t i c a l l ypur egr een t eene x tt os omer eds hor t st oma k et her ed“ pop” . Wea i mt oc r ea t ea ne x per i enc ef orourc us t omer ss ot hey wi l l k eepr et ur ni ngt oours t or es . T hema nnequi nsnev erha v et oomuc hont hem a nda r ec a r ef ul l ya nds t y l i s hl ydr es s ed.
Ac c or di ngt oc ur r enta s s oc i a t eS t us s ys t a ffi nt heNew Y or kF l a gs hi ps t or e , oure x i s t i ngc ompet i t orbr a ndsa r e Amer i c a nAppa r el a ndDi es el . Di es el ’ st a r geta udi enc e i sa r oundt hes a mea gea sS t us s ya ndt heys ha r eour f un, y oung, r ebel l i ousa ndv a l ues . Cont r a r i wi s e , Di es el ha sas t r ongempha s i sonj ea ns wher ea sourpr omi nenc ei smor eonouri c oni choodi esa ndt ees . Compa r a bl y , Amer i c a nA ppa r el i sv er ya l i k et oS t us s ya st hey t ooa r ef a mousf ort hei rc l a s s i ct ees a ndhoodi esa l ongwi t ht hei r i dent i c a l t a r getma r k eta nd“ i ndi e ” ur ba ni t es .Nev er t hel es s , Amer i c a n a ppa r el ’ sl ooki sal ots i mpl era nd ba s i cr ev ol v i nga r oundna t ur a l bea ut yi nc ompa r i s onwi t hS t us s y’ s gr a ffit i ba s eddes i gnsa ndi l l us t r a t i ons . Wea r ewor na r oundt hewor l dbya l l v a r i et i esofi ndi v i dua l s , ourt a r getma r k et bei ng1624y ea rol ds . T hi si nc l udes c el ebr i t i es , f r om r ea l i t ys t a r st obi g na mesi nt hemus i ci ndus t r ys uc ha s L i l Wa y nea ndChr i sBr own. Wea r e ahous ehol dna mea nd ha v ebec omea per s ona l i t ya s wel l a sa n endl es st r end. Wej oi ned wi t h“ Ba be ” i n2010 a nd c r ea t ed“ i l l c ol l a bor at i on” . We ha v e s i mi l a r ba c k gr oundsa nd des i gn l a ngua ges . Ra t her t ha n ha v i ng t hem a s our c ompet i t i on, we c ol l a bor a t edi ns t ea d. I twa sac el ebr a t i onof uni quenes sa ndor i gi na l i t y . T hi sc a mpa i gn
s t r engt henedouri ma gea nda t t r a c t edmor e c us t omer s .Ast hi swents owel l , wel ook eda t pos s i bi l i t i est omer gewi t hot herc ompa ni es .We f oundourbr a nd’ v a l uesa l s oma t c hedwi t h “ Ra ns om” byAddi da sa nds owec r ea t edt he ‘ Al a nCr epes hoe ’ i n2011a ndwebui l t ar a ppor twi t ht hem. Wedi dn’ tpr oduc eal otofs hoess oa l ongwi t h c r ea t i ngs a l es , t hi sc ol l a bor a t i on a l s or educ edr i s ka swewer e a bl et ot es tt hema r k etbef or e wedev el opedourownr a nge . Wea l s ot ea medupwi t hbr a nds s uc ha s“ c r eepy” , “ Pa t t a ” , “ J a m homema de ” , “ KI CKS / HI ’ sGua m” ,45Ki ng, NE XUS VI I a ndKODP .
I nt hi sgener a t i on, i ti ss oea s yt os t opy our s el ff r om s eei ngwha ty oudon’ twa ntt os ee , y ouj us tneedt opr es sabl oc kbut t on. T hi si swhywef eel i ti ses s ent i a l t oha v eamor a l a nd“ hea l t hy” r el a t i ons hi pwi t hourc ons umer s . Wel i k et ohol dadi a l ogue , f a c i l i t a t ec on v er s a t i on, s ha r ei nf o, ena bl es t or yt el l i ng, s ha r ea nds uppor t . Weus es oc i a l medi aa sa pr omot i ona l t ool a swel l a sbei nggenui nel yi nt er es t edi nwha tourc us t omer sha v et os a y ! Wepos tonl i neev er yf ewda y sa swewa ntt oma k eabi gi mpa c tonpeopl ebutwi t hout a nnoy i ngt hem a ndt a k i ngupt hei rwhol enewsf eed! T ha tbei ngs a i d, wewoul dnev er a ba ndona nyofourpa gesa ndourc us t omer sc a na l wa y sr el yonus . I ti sper f ec tbec a us e i ti sF RE E , ea s i l ya c c es s i bl ea ndpot ent i a l l y , a ny onec a ns eeus ! Weha v edev el opedar el a t i ons hi pwi t hourc ons umer swor l dwi dea ndi ti smea s ur a bl es owec a nr egul a r l yc hec khowma nyv i ewswea r e r ec ei v i ng. Wea l s oupl oa dv i deost os oc i a l medi aofDJmi x es , outti ns pi r a t i onv i deos , model s hoot sorphot osofourr a nge a swet hi nki tc r ea t esabet t erov er a l l v i s ua l a ndor a l e x per i enc e . Ourpr i nc i pl egoa l i st oens ur el ongev i t ya nd t a k eourc us t omer st hr oughaper s ona l j our neya st oomuc hda t aa ndnotenoughi nt er a c t i onget sy ounowher e .
AtS t us s y , wer ea l i s et ha tt hec l i enti ses s ent i a l l yr es pons i bl ef orev er y t hi ngwedo. T her ef or e , wepr es entt oy ou… anewa nde x c i t i ngc onc ept . Wea r e pr ov i di ngapl a t f or m, enc our a gi ngpa r t i c i pa t i on, of f er i nga c c es s , a ndr ewa r di ngi nv ol v ement , doi ng s omet hi ngnewa nde x c i t i ngt ha tS t us s yha snev er donebef or e . Noma t t ery ours e x , a georc ount r y , y ouc a nt a k epa r t ! Wea r eoffer i ngy out hec ha nc et o des i gnac ool bea ni eha tr a ngec a l l ed“ S pi l l t he bea ns ! ”T hi sr a ngewi l l notonl ybef ea t ur edi nt hi s y ea r sA/ Wl i mi t ededi t i onc ol l ec t i on, butt hewi nner wi l l ha v eapl a i nwhi t es k a t epa r kt opa i nta ndma k e t hei rown, v oi c i ngt hes k a t era ndhi ps i det oS t us s y’ s
i dent i t y . T hi swi l l bet heba c k dr opofournewc a mpa i gnv i deoa ndi sa nenor mousoppor t uni t yf ora ny onea f t erac a r eeri nt he a r t / f a s hi on/ s k a t e/ mus i ci ndus t r y . Whendes i gni ngt hebea ni eha t r a nge , i ti si mpor t a ntt os t i c kt ot he c ol ourpa l et t et ha twec ur r ent l yha v e buts t i l l bea dv ent ur ouswi t hy ourdes i gns ! Bec ons i s t enti ny ouri nc ons i s t enc y ! T hi sc ons umerl edi deai sl et t i ngYOUr ea c ht hewor l d. T hi nk …wha ti sgoi ngt oenga gea nd e x c i t eoura udi enc e?E v eni fpeopl e
KNOW t heydon’ tneedt hi sha t , wewa nti tt obes oc ool t ha tpeopl ef eel t heyHAVEt oha v ei t ! T hi sc ompet i t i oni spr edomi na nt l ya i meda tourt a r getma r k et , whi c hi s1624y ea rol ds . T her ewi l l beama l ea ndf ema l emodel l i ngt her a ngey oua r edes i gni ngf or . T hi si si mper a t i v ebec a us ey ourdes i gnsneedt obeuni s e x . Ourmodel sa r eBr ook eCa ndya ndAs hS t y mes t . Wec hos et hem bec a us ea l t hought heya r ewel l k nownbybl ogger s , t heya r enot gi a ntna meswi t hi nt hegener a l publ i cs oa r en’ t “ t oof a mous ” a nd won’ ts ur pa s sorov er s ha dowt her a nge . Wef eel t heybot h ti nef f or t l es s l ywi t ht heS t us s yi ma ge . T heybot hha v eada r i ngbut dec entpubl i cper s onaa ndbot ht hei rdr es ss ens esr el a t et oS t us s y e x c eptt heyembodyt wodi ffer ents i des . Br ook eCa ndyi saf ema l eAmer i c a nr a ppera ndr el ea s edher r s ts i ngl ei n 2012. Hera t t i t udea nddr es ss ens ei sbol d, br i ghta ndc ol our f ul . Ca ndyi s l i k eas e x ys uper woma n; i ti sa si fs heha ss t r i ddenoutofac ont empor a r y c omi cbook . Herc r a z ye x t r emeoutt sr epr es entS t us s y’ sda r i nghi phop per s ona l i t y .
S i mi l a r l y , model , As hS t y mmes t l i k esi sdi s t i nc tha i rdos , buthe s i gniest hemor ehi ps t ery et pr eppy , c l a s s i ca nddownt oea r t h s i det oS t us s y . Combi ned, t hey f or mt heper f ec tdepi c t i onoft he br a nd. Bot hoft hem t oget her ma k eabol dj ux t a pos i t i ona nd t heywi l l a i df or m anewi dent i t y ofS t us s y , whi l s tboos t i nga ndenha nc i ngoure x i s t i ngi ma gea nd v a l ues . Wewa ntt ok eept he br a nd’ sper s onabutpus hi t sc ont enti namor ef una ndda r i ngdi r ec t i on. T hi sc onc epti sa i meda tnewa nd e x i s t i ngc us t omer s . I nk eepi ng wi t hours t y l e , ournewc ompet i t i oni sedgya ndf una ndwewa nt y out opus ha l l t hebounda r i es j us tl i k ewedo!T her a ngewi l l be l a unc heds i mul t a neous l yi na n openi ngev enta tma i ns t or esa l l ov ert hewor l d. T her ef or e , t hec ol l ec t i onwec hoos ewi l l ha v ema s sa ppea l . Bef or ewei nt r oduc edt hi sc ompet i t i on, wepr opos edaques t i onont heS t us s yf a c ebookpa ge , a s k i ngc ons umer si ft hi si deai sa ppea l i nga ndt her es pons ewa sopt i mi s t i ca ndpos i t i v ewhi c hma deusr ea l l ypus hi tt o goa hea d. T hi snewc ompet i t i onwi l l bebr oa dc a s t eda l l ov erI ns t a gr a m, T wi t t er , F a c ebooka ndt umbl er . Y ouc a ns endy ourdes i gnst ousona nyoft hos es oc i a l net wor k sa ndt hewi nnerwi l l bea nnounc edMa y3r d 2014, onemont ha f t ert hec l os i ngda t e–Apr i l 3r d2014. T hi sc ompet i t i onwi l l hopef ul l yi nt er es tmor ec l i ent sa ndf a nsa ndwi l l bec ons t r uc t i v ea ndbenec i a l t ous a sabr a nd. Wewa ntt hi sc ont es tt ogov i r a l a ndev er y onet obet a l k i nga bouti t . T hi swi l l a s s i s tourc ommuni c a t i ona ndpr omot i ona ndc r ea t eabuz z . T hi snewc onc epti sawi nwi na ndbenetf orbot hy oua ndus . T heha s ht a g‘ s pi l l t hebea ns ’ i swha twi l l be us edons oc i a l net wor k sa ndi twi l l hopef ul l ybr i ngusal otofmor eS t us s er s ! Notonl ywi l l t hi sc onc eptpr omot ea wa r enes sa boutS t us s y , i twi l l gener a t er ev enuea ndwewi l l a c t i v el ydr i v et r a ffict oours t or es . T o ens ur et hi sdoes n’ tev a por a t e , i ti sv i t a l t ha twec ont i nuous l yk eept hec onv er s a t i onopena nda f t erMa r c h, pos tc ompet i t i ons pec i a l sa ndmor ev a l ua bl eoffer st ha twi l l bea v a i l a bl e . E v er y onewi l l ha v ear ea s ont os t a y i nt ouc h! Cons umer swon’ tj us tbea ns wer i ngourques t i ons , butt heywi l l bena t t er i nga boutusa ndc ons t a nt l yma k i ngquer i es ! T hi sc ompet i t i onwi l l hel pS t us s y’ sni c hea ndpos i t i oni nt hema r k et , c onc er ni ngt he br a ndsont heper c ept ua l ma p. L a s t l y , y ourr a ngewi l l needt os y mbol i z eS t us s y’ sDNAa ndoure x c l us i v i t y , uni quenes sa ndbol dnes s . We wa nts omet hi ngt ha tpeopl ewi l l t a l ka boutt heda ya f t ert hey’ v es eeni t . Wewa ntt or et a r getoura udi enc e , s oy ourdes i gnsneedt obes oe x c ept i ona l , e x c l us i v ea ndel i t et ha tpeopl ewi l l HAVEt obuyone! Y ouneedt o t hi nkBE YONDt hepr oduc ts oy ourdes i gnsc a pt i v a t ea ndc r ea t ea ne x per i enc e . Goodl uc ka ndwel ookf or wa r dt os eei ngev er y t hi ngy ouc omeupwi t h! E x pr es sy our s el f , e x pl or e , c r ea t e s omet hi ngma gi c a l a ndma y beev ent r ys omet hi ngr i di c ul ous ! DON’ TBES HYa ndl ety ourf eetl ea v et he oor ! ! ! !
S t us s yOffic i a l webs i t e , ( 2014) At : ht t p: / / www. s t us s y . c om ‘ S t us s yi soneoft heol des tes t a bl i s heds t r eetwea rbr a ndswi t h30y ea r sofher i t a gebehi ndi t . We' v ebeen s t oc k i ngS t us s ys i nc e2005a tt heUr ba nI ndus t r yS t or e . S t a r t edbyS ha wnS t us s yba c ki n1980, t hec ul t s ur f boa r ds ha perf r om L a gunaBea c h’ I ndus t r y . At : ht t p: / / www. ur ba ni ndus t r y . c o. uk / br a nds / s t us s y . a s p ‘ T hel ogowhi c hha sdenedt hebr a nds t a r t edi nt heea r l y1980sa f t erS ha wnS t us s ybega ns c r a wl i nghi s s ur na meonhi sha ndc r a f t eds ur f boa r dswi t habr oa dt i ppedma r k er . [ 2] Hebega nus i ngt hel ogoon T s hi r t s , s hor t sa ndc a pst ha thes ol doutofhi sc a ra r oundL a gunaBea c h’ Wi k i pedi a . ( 2013) At : ht t p: / / en. wi k i pedi a . or g/ wi k i / S t us s y ‘ E v er y bodyc a l l si ts ur fwea r , orur ba ns t r eetwea r , ors ur fs t r eet . . . I don' tna mei t , a ndI don' tna mei ton pur pos e . ’ S ha wnS t us s y , Wi k i pedi a . ( 2013) At : ht t p: / / en. wi k i pedi a . or g/ wi k i / S t us s y ‘ I n1980, S ha wnS t us s ywa sal oc a l c ul ts ur f boa r ds ha perwhot ookhi ss c r a wl eds i gna t ur el ogof r om hi s f oa m ma s t er pi ec esa nda ppl i edi tt ot ees hi r t st ha thes ol dwi t hhi sboa r dsa r oundL a gunaBea c h, Ca l i f or ni a . ’ F a c ebook . ( 2013) At : ht t ps : / / www. f a c ebook . c om/ s t us s y / i nf o
Pa ge4, 7, 8, 10, 12, 17, ba c ka ndf r ont Gi r l wi t hS t us s ypr i ntonf a c e[ Phot ogr a phy ] At : ht t p: / / s t us s y . t umbl r . c om Pa ge9 S t us s yS t or e[ Phot ogr a phy ] Myownphot ogr a ph. At : ht t p: / / c hl oet i l l y f c p. bl ogs pot . c o. uk Pa ge15 S k a t ePa r ki ma ge[ Gr a phi c ] At : ht t p: / / www. ur ba nr a mps . c o. uk / S k a t ePa r k Cr ea t or . ht ml Pa ge15 Dr a wi ngofphot oofAs hS t y mes t[ Phot ogr a phy ] At : ht t p: / / wehea r t i t . c om/ t a g/ a s h%20t y mes t pa ge16 Dr a wi ngofphot oofBr ook eCa ndy[ Phot ogr a phy ] At : ht t p: / / wehea r t i t . c om Pa ge14, r ef er enc ea ndbi bl i ogr a phy Model i ma ge[ phot ogr a phy ] ht t p: / / www. s t us s y . c om/ bl og
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