Supreme by Gabriele Siaulyte

Gabriele Siaulyte BA Fashion Marketing & Communication, Level 5 2015 - 2016 MIED506 Representation Techniques 2 CWK4 Computer Tools 2 Nicolas Godon

Background

“At its core was the gang of rebellious young New York skaters and artists who became the store’s staff, crew and customers.” ‘Supreme’ is an American clothing brand, created by James Jebbia in New York, 1994, until this day the company is mainly based in ‘The Big Apple’, however, it can be found in even 6 locations in Japan, one in London, Paris and LA. Skateboarding, fashion, urban culture, music, art, everything is combined and expressed through their garments. Since the beginning, ‘Supreme’ is known for their collaborations with many different artists, skateboarders, designers, etc. (Supremenewyork.com, n.d.)

“We’re a brand for the people” – James Jebbia Back in the days ‘Supreme’ attracted the underground people, many of whom where graffiti artists, indie filmmakers, in general, the crowd, that nowadays would definitely fall into the ‘hipster’ category, however, during the 22 years of existence, the brand built a reputation even among more sophisticated people. Once considered to be some sort of secret clothing club, it is now a well-known company that, though it still has managed to maintain that uniqueness and distinctiveness, can now attract hundreds of young, loyal customers, who are not afraid to camp outside of the stores days before new collections are being dropped. This is also due to the fact, that ‘Supreme’ always releases new garments in small quantities, in order not to get too boring. (Williams, 2012)

“Yeah, we’re a New York brand, but we’re a world brand now, too,… what we do is a mindset” – James Jebbia With the recent opening of a store in Paris, ‘Supreme’ now has 10 shops (Hypebeast. (2016) and is planning to expand even more, as the brand’s mission is to become global and to spread the ideas across the world. Its mission is to inspire and get inspired by every city and every person that can relate to the story and values of the company. ‘Supreme’ is collecting experiences from every city and adapting them to their strategy rather than simply following the past success, it is more human than a robot, unlike other major fashion brands. (HAWGOOD, 2016)

Positioning

“We can’t explain it, other than we have some really cool shit.” – James Jebbia Over the years ‘Supreme’ has positioned itself as an extremely exclusive brand that follows the trends in the market and creates garments according to them. However, the brand is a trendsetter rather than a follower, meaning, that they check the market, check what is happening around them, research the target in every continent they are entering, in order to understand what might work and what will not. ‘Supreme’ is constantly working on the way they represent themselves in order to maintain that exclusive, family-like feeling.

“Mum, maybe you shouldn’t come in this store with me.” – James Jebbia Furthermore, their exclusivity also comes from the tradition to hire people, who have been their customers for years or who have been in the main ‘gang’ almost since the beginning. ‘Supreme’ is a big, global family that consists of the ‘cool kids’, such as well-known skaters, performers, artists, etc. People such as Kanye West, Rihanna or Tyler The Creator were spotted wearing the garments.

“It is a little club, a secret society,” – Tyler The Creator When compared to the main competitors, ‘Supreme’ has secured the place in the top right corner and can be said to be the most exclusive one, though when it comes to being fashion forward, ‘Stüssy’ is on the same level, however, because of their choice of distribution channels, they are definitely more headed towards the mass-market. It is obvious that ‘Supreme’ managed to follow and carry out their strategy and put themselves in the perfect place, when it comes to their competitors.

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Positioning

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Values

New Yorkâ&#x20AC;&#x2122;s Spirit

Style

Quality

Authenticity

Creativity

Individuality

Current Situation

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This brief explains the new collection by ‘Supreme’ that was created together with the extravagant and bold Russian designer Gosha Rubchinskiy. The collection combines the styles of both brands and showcases the best of New York and St Petersburg. Though the two have worked together before, it was only a relationship between a brand and a photographer; this is the first time when a new clothing line is being introduced to the market as a collaboration between Gosha’s new brand and the already well-established ‘Supreme’. Both brands are creating garments, inspired by skateboarders and made for them, however, ‘Gosha Rubchinskiy’ takes his inspiration from the Soviet 90s, when the jeans were more high waisted and sweaters were bigger and more colourful. The combination of both styles was needed as Rubchinskiy is on his way up and his ideas have been intriguing the fashion world season after season. And after establishing a connection between the two designers, it was only a matter of time, when they are going to launch their joint collection. The day has come.

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Communication Background

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“Supreme is a company that refuses to sell out,” - Glenn O’Brien Back in the days, when ‘Supreme’ was opened, the brand had quite a few advertising campaigns. They were new to the market and so they needed to put themselves out there, spread the news about the new store on the block. Their first ad is said to be a publication in the Big Brother magazine. The image depicted an X-ray of skateboards with ‘Supreme’ stickers on them. Following that, many times the brand appeared in the Thrasher magazine, most of the time only showing the box logo or the pro skater, celebrity they chose as their face at that time. Probably the most controversial campaign ‘Supreme’ had, was collaboration with a design studio Ecstatic, the ads were published in Fader, in 2000, though some pictures were even left out because of their explicit content. (Wolf, 2015) Nowadays, as ‘Supreme’ does not really need to advertise themselves, they tend to maintain the exclusivity and their marketing consists of editorials, guerilla marketing campaigns and posters. The brand has worked with Terry Richardson, Gosha Rubchinskiy in order to create editorials that are mainly published in Japanese magazines, such as POPEYE, Them, GRIND and SENSE. When in need to announce a new limited collection, new collaborations or the opening of a new store, the brand uses posters as their ads. Some time before the event, posters and stickers start appearing in the neighborhoods close to the stores. Besides guerilla marketing, this is their main communication tool nowadays. As for guerilla marketing, ‘Supreme’ uses stickers with their logo, putting them on road signs, buildings, metro stations. (Williams, 2012)

‘The Message’

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The collaboration of ‘Supreme’ and Gosha Rubchinskiy will consist of limited amount sweaters, jackets, shirts and the main garment – the T-shirt with a picture of Gerard Depardieu, a French actor, who took Russian citizenship and gave up his real, French one. The picture will be taken by Gosha and will maintain his style, however, ‘Supreme’s’ box logo will be clearly seen. In order to spread the news about the upcoming collection, posters with the picture of G. Depardieu will be hung around the Paris store and underground skateboarding places, this will create more controversy, gain more attention and will definitely reach the desired target. Furthermore, special stickers with the logos of the two brands will be created and given to the most influential Parisian skateboarders. Besides this, the stickers will also be put around Paris, using the guerrilla marketing strategy. The main objectives are to spread the news about the collaboration and to expand the influence of ‘Supreme’ in both, the European market and the Russian market, as well as to put both brands into the spotlight of the media. It is obvious, that the idea itself, because of the controversy, will not be liked by some people, but this is expected and encouraged, as both, ‘Supreme’ and ‘Gosha Rubchinskiy’ are not trying to appeal to the masses.

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Target

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Francois 24 years old Skater Born & raised in Paris Photographer/Filmmaker Buys from urban, streetwear brands Enjoys hanging out with his friends, looking for new skating spots, going out, meeting new people Reads urban, underground magazines

The main target of the new collection is the Parisians, who tend to buy more garments from urban brands than from the chic, high-end fashion ones, however, they are not afraid to mix the two together. They are familiar with the underground scene and are possibly a part of it. They are young and not afraid to experiment or get caught while doing it. They love controversy and standing out of the crowd. They are adventurous and eager to explore, so they love going out with their friends, hanging out in parks, squares, in the center of the city, in their free time they most likely are skating or cruising around. Their style might look a bit shabby, though they most likely are wearing clothes that are not affordable to some. They have a pretty exclusive taste and will never go for something that looks cheap or hideous. They have their own perception of the world and are not afraid to express their opinion.

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Inspiration

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What not to do

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Edito

rial

l'extravagante mission The surplus of everything, faces, colours, lines, symbols The lack of emotions, stability, clarity White, red, blue, black, transparent See the deepness of the superficial 90s

Photographer Gosha Rubchinskiy was chosen to shoot te editorial. He worked on the collection, therefore, he understands the main idea of taking inspiration from the 90s and applying it to the urban / modern garments, so, he knows what needs to be shown, what emotions need to be seen in every picture and which parts of the clothes to showcase and which ones to hide. Also, Gosha has worked with many unprofessional models, he knows how to deal with young people.

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Stylist & Makeup / Hair stylist Stylist of the editorial - Harry Lambert. Harry has worked with many young designers and top urban magazines. He was chosen, because of his experience and knowledge of the streetwear brands as well as the modern style. The main task is to convey the modernity, urban culture and the 90s influence through the garments. As the pictures will not require any specific makeup, one artist will be responsible for both. Everything has to look very natural and light, as if the models just came from the street. MUA - Maja Sรถderlund.

Model Casting

Model casting will be carried out by both designers and start by looking for guys on social media, afterwards inviting them to the casting and then choosing two, who would fit the best the description and the idea of the editorial and the collection. The models have to be avergae height, quite thin, preferably blonde or light brunette, very structured face, a bit mean looking.

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preparation As all the pictures from the editorial will have a specific photoshopped background, therefore, the location will be a professional studio in Paris. That will be booked in advance. The only request for the location is green or white screen to make the change of the background easier.

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Process & retouching The retouching will be Gosha's task. However, nothing too much will be changed, the colours will be sharpened and the background cut out, applying the G. Depardieu one.

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CA TA LO GUE

‘SUPREME’ x ‘GOSHA RUBCHINSKIY’

This catalogue is meant to showcase the most important garments from the collection to make the customer understand the structure of it and to intrigue him. It is given with every purchase in-store as well as online. Because of the small size of this catalogue, it will not bother you and will not cause any problems if one will have to carry it around for some period of time, simply fold it and put it into your pocket. Though it is only a brief overview, at the end of the catalogue one can find a special USB flash memory stick with the full collection. This catalogue is free and should not be sold under any circumstances.

Supreme x GR Depardieu Tee 100 % Cotton 98 € Made exclusively for Supreme

GRS4891008

Supreme x GR 6 Stripes Socks 3 Pairs 100 % Cotton 28 € Made exclusively for Supreme

GRS4891005

Supreme x GR Cotton Canvas Jacket 100 % Cotton 173 € Made exclusively for Supreme

GRS4891002

Supreme x GR Sweater Jacket 80 % Cotton / 20 % Polyester 146 € Made exclusively for Supreme

GRS4891001

Supreme x GR 4891 Tee 100 % Cotton 67 € Made exclusively for Supreme

GRS4891009

Supreme x GR 4891 Silk Shirt 100 % Silk 165 € Made exclusively for Supreme

GRS4891006

Mini-website In order to reach a bigger audience and intrigue the consumers even more, a mini-website will be created. On the page the target will be able to easily find the catalogue, editorial together with some other relevant to the launche event content. The page will follow the same simple, minimal style and the colour range, however, it will be a bit darker and bolder. The symmetry of the layout will be maintained, therefore creating a non-distractive way to reach the information. Instead of a text, on the front page, viewers will only see a photo grid and will only be able to reach the articles, by clcking on the pictures. As for the representation of the brand, â&#x20AC;&#x2DC;Supremeâ&#x20AC;&#x2122;sâ&#x20AC;&#x2122; logo will be on the top as a header. The site will clearly state that it is created for this special occasion and a background to what lead to the collaboration will be given.

The link to the mini-website: https://supremecollaborations.wordpress. com

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“No offense, but if you don’t know about Supreme, maybe it’s because you’re not supposed to.” - The New York Times