Marketing study case Giovana Granchi, Wan YI Lo and Vijay Shree
SKATERS
Target
Target
▪ Teenagers to young adults (15- 35 years old) ▪ At the beginning only targeted males but now females are relevant customers ▪ This audience is interested in fashion street style ▪ Constantly connected to social media ▪ Interested in urban Hip-Hop culture ▪ Enjoy experiencing the city life and some of them are skaters ▪ Frequently buy a new line of the brand
The target board
Positioning ▪ The price positioning, small size collections and the collaboration with Louis Vuitton support the value of uniqueness. ▪ This brand encompasses values of urban culture, hip-hop and skate. ▪ This brand wants to be recognized by it’s “effortless cool” products and lifestyle.
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▪ The brand intents to be perceived as a “exclusive streetwear”.
EFDORTLESS COOL
Positioning
Brand’s history Brand’s history ● James Jebbia, the founder, moved from London to New WRITE HERE SOMETHING ABOUT York at age 19.
● He immediately started in a job creating backpacks. ● Established in New York City, April 1994
James Jebbia
● First store opened in Lafayette street (with skaters in mind) ● October 5th, 2017 Supreme opened their 11th store in New york City in Brooklyn, Williamsburg ● Revenue of supreme to this date is worth 1 Billion dollars
Lafayette Street in downtown Manhatta
THE “SUPREME RED”
Branding
Branding
▪ Name: The name means “extraordinary” or “the WRITE HERE SOMETHING greatest”. ABOUT
▪ According to the founder’s interview to the magazine also named “Interview” there’s not a specific reason for choosing this name, It sounded cool.
Supreme logo
▪ Visual Features of the logo: Colors: The iconic red box and white letters ▪ Font: Futura Heavy Oblique ▪ Controversy: The designer Barbara Kruger claimed that the red box logo is based directly in one of her designs named “Untitled”.
Barbara Kruger design
Products
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▪Tops: Hoodies, Jackets, T shirts, ▪Bottoms: Pants ▪Shoes: Sneakers (Available only through collaborations) ▪Accessories: Bags, wallet, Chair, Tool Box, Iphone Case, Earrings, Vase, Mask, Ladder, Keychain, Chopsticks, Gloves, Bike Lights, Blanket, Tray, Life vest, Helmet, Bandana, Belt, Sunglasses, Tent, Luggage, Cups, Brick, Basketball, Magnet, Water bottle, Bandana, Ashtray, Zippo lighter, Power bank, Cups, Fan, Scarf, Sunglasses ▪ Shoes are only available in Supreme through collaborations such as collaboration with Timberland and Nike. Supreme also has a vast range of categories in terms of accessories from luggage to ashtray, to target a lifestyle of Supreme for consumers. Product offer
FASHION
Products
PRACTICAL
Package Package ▪Packaging ofSOMETHING Supreme isn't very elaborate in WRITE HERE terms of design ABOUT ▪The Plastic and transparent packing is simple and practical ▪It’s design emphasize only recognize the logo
Supreme’s package
Pricing T- Shirts : 50 to 80 € Shirts: 100 € Jumpers and hoodies: 100 € Outerwear: 200 to 300 € Trousers and Jeans: 70 to 100 € Accessories: 20 to 200 € ▪ Accessories are made affordable for consumers who wish to own a product of Supreme but not wanting to spend much. Supreme’s collection
EXCLUSIVE COLLECTIONS
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Pricing
HIGH DEMAND
Pricing Resell
Pricing Resell
â–Ş When demand gets higher as supply stays the same, manifesting an overblown hype that creates a secondary resale market for when Supreme WRITE HERE SOMETHING release new products. ABOUT
Resold products- Estimate prices
SMALL BOUTIQUES
Distribution Distribution SOMETHING ▪The WRITE onlineHERE shopping is the main way to buy a ABOUT product worldwide, because there are only few shops. ▪The stores are small and express the value of exclusivity. ▪There are only 11 Supreme’s stores. ▪Official Departmental Stores: Dover street market (NY, Japan, Singapore, China), Fight Club (NY, LA), Image (NY), Jwong Boutique (NYC), Stadium Goods (NYC), Unique hype collection (NYC) and Cops vs Drop (NYC) ▪The Online Retailers (New, Used): Amazon, Ebay, Crashstreet,Craigslist, Grailed, Tradesy, etc. ▪Japanese love exclusive products, especially can afford it. They are frugal but when it comes to certain things, don’t hesitate to spend money.
“Worldwide presence” graphic
STORE ACTIONS
Promotional Actions Promotional Actions ▪WEEKLY PRODUCT DROPS: Every Thursday in the states and on Saturdays in Japan where Supreme releases fresh batch of streetwear. ▪People camp out for new Supreme collections every Thursday- multiple times a year, and the lines outside the Supreme are restless.
Queue outside the Supreme store in New York
COLLABORATIONS
Communication Communication ▪ Unconventional Email Marketing Strategy WRITE HERE SOMETHING ▪ Newsletter ABOUT (sign up to get notifications on new items) ▪ Purchase limit (one style per product). Celebrity endorsement (Lady Gaga, Kanye West, Drake, Kate Moss) ▪ Social Media (Instagram- over 6M followers, Twitter, Facebook, Snapchat) ▪ Poster advertising Campaign run to build insane hype. ▪ The E-Commerce Lookbook content (3 days before launching the new style to provide customers with rich visual engagement with the brand). ▪Collaboration with brands and artists: Louis Vuitton, Nike, Vans, The North Face, Stone Island, Playboy, Comme des Garcons, Levi’s, Kmart.
CDG Collab
The North Face Collab
The North Face Collab
Collaborations Collaborations
SUPREME X PLAYBOY
SUPREME X NIKE
SUPREME X VANS
Collaborations Collaborations WRITE HERE SOMETHING ▪SUPREME X LEVI’S (Fall’18):custom fit stonewashed ABOUT quilted reversible jacket, denim coveralls
Supreme x Kmarket
Supreme x Levi’s products
▪SUPREME X KMART (shirts usually worth of $46 were sold off for just $4. Some people bought it in bulk and sold it at a bit higher price to raise a bigger profit)
Celebrity Endorsement Celebrity Endorsement WRITE HERE SOMETHING ABOUT
Poster advertising
PUBLICITY
Conclusion Conclusion: Strategic Marketing ▪Unique & exclusive collabs: HYPE WRITE HERE SOMETHING ▪Restricted distribution: LIMITED ACCESS ABOUT ▪Long term vision: GOALS ▪Supply< Demand: EXCLUSIVITY (Never Being a Sell Out = Always Selling Out of Products) ▪Never re-stocks anything: LIMITED EDITION ▪Celebrity endorsement: PUBLICITY ▪All the above combined to push Supreme to the top street (and, luxury) fashion.
Sources Sources ▪https://www.gq-magazine.co.uk/article/supreme-james-jebbia-interview WRITE HERE SOMETHING ▪http://www.thefashionlaw.com/home/from-the-name-to-the-box-logo-t ABOUT he-war-over-supreme ▪https://www.interviewmagazine.com/fashion/james-jebbia-is-supreme ▪https://www.supremenewyork.com/ ▪https://www.businessoffashion.com/articles/intelligence/inside-suprem e-anatomy-of-a-global-streetwear-cult-%E2%80%94-part-i ▪https://www.supremenewyork.com/news ▪https://www.supremenewyork.com/stores ▪https://www.linkedin.com/pulse/how-supremes-unique-marketing-busi ness-strategy-works-thomas-roberts/ ▪https://sumo.com/stories/supreme-marketing