Final Project
FASM 400 Emma Santulli James Hou Stephy Tian
Contents The Brand The Concept The Strategy
The Brand
About Supreme Starting out as a small store on Layfette St, Supreme was founded in 1994 by James Jebbia. It is now a skateboarding shop and clothing brand established in New York City. The brand bought diverse culture to the East Coast and established itself as a brand known for its quality, style, and authenticity. What began as a male-focused enterprise, has evolved to the youth culture’s genderless approach to dressing and living. It caters to skateboarding, hip-hop, punk rock scene, and youth culture at large. Aesthetic has become one the most honest representations of how men choose to wear their clothes in the global mainstream today. Distinctive Red Box Logo is a nod to propaganda art. “At its core is the gang of rebellious young New York skaters and artist who are the store’s staff, crew, and customers”
“It’s more like we’re just trying to make stuff for that real pain-inthe-ass, picky New York kid.”
Target Customer Cameron, 17
Lives in New Jersey Currently in his senior year of high school Financial support from parents Spends his free time skating with friends and making trips to New York City to hang out and/or go shopping Listens to Vince Staples, A$AP Mob, Odd Future Watches Loiter Squad, Workaholics, Rick and Morty Loves to read Highsnobiety and Hypebeast
Closet consists of basics from H&M, Uniqlo, American Apparel and thrift stores Sneakerhead Few pieces from BAPE and HUF Always excited about the next drop Wants to attend college in Southern California so he can be around the skate culture more
Target Customer Marshall, 28
Lives in Berlin Works at GQ Germany as a writer Annual Income: $150,000 Triilingual: French, German, & English Grew up in LA Attended NYU and studied abroad during his time there Spends his free time reading quarterly magazines at cafes while enjoying a nice cup of espresso Has a passion for photography and likes to take photos on the side with his vintage Rolliflex camera Loves to travel around Europe on long weekends when he has the time Listens to A$AP Mob, Travi$ Scott, Arctic Monkeys Watches House of Cards, Dexter, Master of None Describes himself as a streetstyle enthusiast Cares about the quality and craftsmenship of his clothing Closet consists of Acne, Opening Ceremony, Off-White, A.P.C, Theory
The Concept
The Product Product Matchbox with an additional cigarette compartment carrying case.
Made of recycled poly-plastic bags collected from clothing production process and retail stores. The striking strip is made of excess griptape from skateboard production.
Promotion Via word-of-mouth, online coverage (High Snobiety, Hype Beast), Placement Online and in-store People Supreme fans, skaters, smokers Price $75.00
SWOT Analysis Strengths
Brand identity & awareness Maintained boutique size High quality Customer loyalty Unique brick & mortar stores High, consistent inventory turnover rate Exclusivity Celebrity approval Collaborations Develop advertising unique to the brand Increase inventory
Opportunities
Weaknesses
Hard to obtain Lack of advertising Limited inventory Exclusivity
Competition Works only for the zietgeist Target consumer growing up Risk of becoming oversaturated/mainstream Becoming too commercial
Threats
Competitors Skate
A Bathing Ape
Similar product design Same target market Provides lower prices More collaborations More maneuverability with their camo aesthetic
Street
Stussy
Opened first flagship with James Jebbia Skate & surf elements incorporated “International Stussy Tribe� Created something new & fresh by sampling the familiar
Opening Ceremony Brand variety Wide price range Collaborations Unique products Trend awareness Hot & new designers
KITH
Collaborations with underrated brands & unexpected companies Loyal customers New & expanding Brand variety
The Strategy
Marketing Supreme utilizes guerrilla marketing for its weekly drops. The brand has creates a strong marketing narrative through shooting a lookbook for each collection and drop.
Our product wiill be advertised through email blast and drop announcements via their own social media, as well as streetwear platforms such as Hypebeast and Highsnobiety. Our press release will focus on the aspect of sustainability, giving customers a first time glimpse and insight into the production process of a Supreme product.
Email Blast
Webpage
Webpage 11/16/2017
2:00pm NYC
11/16/2017
SupremeÂŽ/Sustainable Supreme is launching our first sustainable product. Made of recycled poly-plastic bags collected from retail, we are offering a matchbox with an additional cigarette compartment carrying case. The striking strip within the box is made of excess grip-tape from skateboard production. Available in-store NY, Brooklyn, LA, London, Paris, and online November 19th. Available in Japan on November 21st.
Social Media
Thank you
& a special thank you to: Paul Aicher Cameron Hoss Harry Stephens