A Bathing Ape by Tom Watson

A BATHING APE.

INDEX 4. Executive summary 6. History of A Bathing Ape 8. Brand Identity 10. Brand Consumers 14. Brand positioning 16. Communication mix 24. References

Executive Summary This report provides an analysis and evaluation of the history, current information and statistics on A Bathing Ape: one of the most respected streetwear clothing brands off all time. Methods of analysis include trend analysis as well as marketing mix, the brand’s identity and positioning. All research has created the report, stating that in recent years A Bathing Ape hasn’t been as successful as it had hoped to be and that it desperately let go of 90% of its business to Hong-Kong based retailer I.T Ltd. This boosted the business’ finances by £2.8million. The need for this investment was due to the competition that A Bathing Ape is facing as the streetwear industry goes from being niche to a mainstream sector of Fashion and Manufacturing. The report also goes into depth about A Bathing Apes’ evolution, from being a small hipster brand in Harajuku, Japan, in 1993, to being one of the most respected and influential streetwear brands in the world. This report discusses Bape’s extreme choices for collaborations and the recent collaboration announcement with Travis Scott, one of America’s biggest rappers of this year.

History Of A Bathing Ape A Bathing Ape, all so known as Bape, originated in Harajuku, Tokyo, in 1993. The name and face behind this brand is NIGO, one of Japans most exciting, new creative talents; varying himself between fashion and music. NIGO has really contributed to Japanese street culture and helped it become a worldwide phenomenon through his fashion and music. “Bape’s logo and themes come from the original Planet of the Apes movies” (*, N. (2008). BAPE history. Retrieved November 9, 2016, from http://www.bapeinfo.com/bape-histor y/). As stated, NIGO came up with the name after the 1968 film Planet of the Apes and according to NIGO, the name BAPE is a reference to “A Bathing Ape in Lukewarm Water”. This relates to Japanese culture and history as they take daily baths in water with temperatures above 40 degrees Celsius. Also to bathe in lukewarm water can be used as an ironic reference to the young generation as being spoiled, pampered and too complacent. However, when NIGO was interviewed by CNN International in 2006, he stated that the message was for the early 1990s when he created Bape and that kids these days have a firmer grip on reality and are a lot more positive: “It wasn’t really meant as a social message. It was just something that I felt was right at the time, actually I think the younger generation today, kids around 18, have a firmer grip on reality and what’s going on in society.” (CNN International, 2006). Again, in the same interview, NIGO admitted that at the start of Bape he had a vision of creating a “hipster, low key” brand, but wanted to produce very limited stock. When A Bathing Ape became successful in Japan

and across the world he wasn’t happy with the sheer demand for it - the high demand was caused through his marketing strategy which focussed on the fact that there was only limited stock therefore creating more desire. Ever Since the demand for A Bathing Ape increased massively, they have opened 31 stores across the world in cities such as New York, London and Hong Kong. However, the majority of the stores are in Bape’s birth place, Japan. It wasn’t until 2003 that A Bathing Ape saw its second encounter with the hiphop/rap scene. This was when NIGO met Pharrell Williams. Pharrell was one of the first musical artists to really embrace the Japanese culture that Bape was trying to communicate. Pharrell was able to create platforms for Bape to grow and expand business to places like the U.S. and UK. “In 2005, Pharrell Williams partnered with Japanese fashion icon NIGO (founder of A Bathing Ape) to launch two lines of luxury clothing, Billionaire Boys Club (BBC) and IceCream.” (Rizzoli, Pharrell Williams, 2012, P57). Both Billionaire Boys Club and IceCream are now owned by Pharrell but is co-owned by NIGO. Pharrell and NIGO both had a vision to create these two brands in the way NIGO created Bape and wanted them to fall into the category of ‘luxury sportswear’. “The two collections were originally conceived as high-end sportswear. Initially all produced in Japan - Adopting the guerrilla marketing tactics that proved so successful for BAPE.” (Rizzoli, Pharrell Williams, 2012, P57).

A Bathing Ape’s Brand Identity A Bathing Ape’s originated in Japan, because of this it has always been about communicating an urban Japanese culture, from its birth in 1993 too this present day. Taking influence purely from Japan and its culture and history. However, you can argue that he is communicating a very playful and fun message to his consumers. This is due to their sheer imagination when it comes to collaborating with different businesses and

brands. For example, Bape’s collaboration with Pepsi. They had the iconic Bape camo’ printed all over the Pepsi cans and Pepsi vending machines. This makes the brand look very fun and creative. It also adds an extra market into their business, where people have become so obsessed that they have started collecting all of Bape’s collaboration pieces.

BRAND CONSUMERS A Bathing Ape has become one of the world’s most influential streetwear brands, along with brand competitors like Supreme. Because of the category they have branded and made themselves into (streetwear) they try to appeal their clothes to the youth, however due to the luxury pricing, for example their £405 Shark hoodies, Bape are mainly appealing to the middle aged teenagers; right up until people in their late 20s who have an income of money. Therefore, their target audience is in the bracket of 15 – 30 year olds interested in the streetwear or Japanese culture. However, you could argue that a lot of consumers are now buying it because of the luxury feel it gives and also through celebrity endorsement. It is now being overlooked as a streetwear brand by a minority and is now being seen as a luxury brand. Due to their expensive products. To appeal the brand and the ‘Bape’ lifestyle to everyone NIGO created Aape, Mr Bathing Ape and Bape kids. This is a very clever marketing strategy, as the brand is now able to reach out to a much larger audience. The quality of products is equal throughout,

however the prices all vary. For example, A Bathing Ape will be the most expensive as this is the main body of the brand, however Bape Kids will be the cheapest, because less material goes into children’s clothes: meaning less time and money is spent on producing their clothes. Bape has still incorporated these into the brand to add that extra option of choice. “It could be argued that BAPE’s process in cultural education in recent times has virtually been non-existent as commercial collaborations with the likes of franchises such as Transformers, Super Mario and DC Comics have been more in the vein of making money. However, the early predictive powers of NIGO working with various names, who eventually went on to blow up within their respective industries must also be admired” (Li, A., & Staff. (2014, August 29). Supreme vs. BAPE: Who’s the king of collaboration? Retrieved November 9, 2016, from https:// hypebeast.com/2014/8/supre me-vs-b ap e-w hos-t heking-of-collaboration).

BRAND POSITIONING Bape’s USP, as said earlier is there collaboration choices. This has really set the bar for other brands and their collaboration choices. In the past they have worked with companies like Pepsi, Disney, Starwars and even Amazon. The products released have bape written all over them with their iconic bape camo print of the ‘baby millo’ face. All of which is adopting the Japanese culture and then communicating it through other brands. This is done so the brand can reach out to more people and build on their consumer audience, as doing these collaborations will help followers from their brand/company to acknowledge Bape. Hoping the majority will take a liking to it and begin following this Japanese cultured brand. This marketing method really sets the bar and helps them stand out over all of its competitors.

news came out that NIGO had sold 90% of the Bape brand to Hong Kong’s I.T. After almost 20 successful years in the business, NIGO said at the time that the business side of BAPE had not been taken care of properly and therefore resulted in some financial difficulties and eventually in the sale.” (Fischer, D. (2013, May 25). NIGO leaves Bape. Retrieved November 7, 2016, from Fashion, http://www.highsnobiety. com/2013/05/25/nigo-announces-hisdefinitive-departure-from-bape/). I.T managed to buy 90% of bape for the price of $2.8million.

the founder of Japanese “NIGO, streetwear brand A Bathing

Over the last few years Bape have been struggling to deal with the business side of the company, however have suffered without saying anything or asking for help. This has caused sales to drop uncontrollably. This resulted in NIGO having to sell huge shares in his multimillion pound company. “In a personal note today, NIGO, the founder of Japanese streetwear brand A Bathing Ape aka BAPE, announces his departure from the brand. In February 2011

Ape aka BAPE, announces his departure from the brand.

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COMMUNICATION MIX Just recently bape have announced their new collaboration with the rappers Travis Scott, Kid Cudi and Big Sean. This comes as no shock as they have been known to collaborate with musicians in the past. The musicians are illustrated on to T-shirts, with the bape baby Milo illustration theme. All three rappers have just released albums or singles. So with all the hype around the artists bape have soon acted on the opportunity to work with the rappers in an attempt to once again wider their audience and make their brand appeal to followers of them. “We see Cudder, Scott and Sean Don each pictured with Milo. Additional logo detail can in turn be seen underneath the centre graphics, as you’ll need to hit up A Bathing Ape’s booth at ComplexCon tomorrow and Sunday for a chance to purchase the collaborative T-shirts.” (Sawyer, J. (2016b, November 4). BAPE collaborates with kid Cudi, Travis Scott and big Sean. Retrieved November 9, 2016, from Clothing, http://www.highsnobiety.com/2016/11/04/ bape-kid-cudi-travis-scott-big-sean-t-shirts/)

www.highsnobiety.com/2015/11/20/puma-bapemario-balotelli/#slide-8). This collaboration, really seen a new potential in the Fashion Industry: mixing luxury streetwear and sportswear together as one. The face of the lookbook was footballs bad boy, Italian striker: Mario Balotelli. As he is seen as one of Puma’s biggest football sponsorship deals. A Bathing Ape has never really used traditional advertising methods such as TV, print, radio or billboards. This is down to their huge role in the social media world. Due to them not really advertising has given them time and money to focus a lot more on their social media which is becoming more and more essential for business. With the likes of Instagram, twitter, Tumblr and Facebook bape has managed to develop a culture through social media for consumers and followers to follow and embrace. In a sense, their advertising is done through social media.

One of Bape’s most talked about drops was Bape x Puma’s FW15 collaboration. “Integrating BAPE’s Ape Head camouflage print with sportswear-oriented silhouettes from PUMA, the release introduces a range of co-branded apparel, footwear and accessories, including new takes on the R698 and Disc Blaze, FC Bape football jerseys, and even a selection of outerwear.” (Danforth, C. (2015, November 21). PUMA x BAPE FW15 collection. Retrieved November 9, 2016, from Clothing, http://

COMMUNICATION MIX Bape announced the opening off bapeonline. com. Which is a new website which can be accessed or viewed from anyone in the World, however it will be getting tested for European countries first and depending on the success of the webstore release it will then be released to the rest of The world “according to BAPE’s recent Facebook post, the online experience will first be going live for select European countries — Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Luxembourg, Netherlands, Norway, Portugal, Spain, Sweden and Switzerland”. (Sawyer, J. (2016, September 16). BAPE launching a new global online shopping experience this month. Retrieved November 9, 2016, from Fashion, http://www.highsnobiety. com/2016/09/16/bape-online-store-update/) Celebrity endorsement has played a huge part in Bapes rise to the top and is still playing a huge roll in their success today. It is usually embraced in the Hip-Hop/rap culture which is why Bapes been categorised into streetwear. With the likes off, Kanye West, Chris Brown and even the likes of artists like Biggie Smalls. Because of its prices and product quality it is seen as a luxury streetwear brand, so because of this; musicians embraced the fact it costs a lot. For the majority of celebrities, they are made to buy bape, you’d have to be very lucky to be given free bape. This tactic really helps boost the brands identity and makes it look a lot more exclusive. In the streetwear industry a lot of brands like to keep exclusive by doing pop up shops in different countries, for the like of Kanye West Saint Pablo Merchandise and Vlone. Bape does this, only when showing their collaborations. For example, the Bape and Coca Cola collaboration they opened a pop up stall in the theme of a 1970’s Disco American Diner. “The inspiration is 1980s America, specifically the diners of that era – it’s a design choice that makes sense given BAPE’s longstanding interest in Americana and Coca-Cola’s classic graphic design.” (Dike, J., Chin, M., Li, N., Yeung, H., & Park, C. (2016, October 21). Take a look inside the BAPE x coca-cola pop-up shop. Retrieved November 9, 2016, from http://hypebeast.

References *, N. (2008). BAPE history. Retrieved November 9, 2016, from http://www.bapeinfo.com/bape-history/ Danforth, C. (2015, November 21). PUMA x BAPE FW15 collection. Retrieved November 9, 2016, from Clothing, http://www.highsnobiety.com/2015/11/20/puma-bape-mario-balotelli/#slide-8 Dike, J., Chin, M., Li, N., Yeung, H., & Park, C. (2016, October 21). Take a look inside the BAPE x coca-cola pop-up shop. Retrieved November 9, 2016, from http://hypebeast.com/2016/10/bape-cocacola-pop-up-shop Fischer, D. (2013, May 25). NIGO leaves Bape. Retrieved November 7, 2016, from Fashion, http:// www.highsnobiety.com/2013/05/25/nigo-announces-his-definitive-departure-from-bape/ Li, A., & Staff. (2014, August 29). Supreme vs. BAPE: Whoâ&#x20AC;&#x2122;s the king of collaboration? Retrieved November 9, 2016, from https://hypebeast.com/2014/8/supreme-vs-bape-whos-the-king-of-collaboration Login.lcproxy.shu.ac.uk. Retrieved November 3, 2016, from http://www.wgsn.com.lcproxy.shu.ac.uk/ content/search/#/bape Rizzoli, Pharrell Williams, 2012, P57 Sawyer, J. (2016a, September 16). BAPE launching a new global online shopping experience this month. Retrieved November 9, 2016, from Fashion, http://www.highsnobiety.com/2016/09/16/bapeonline-store-update/ Sawyer, J. (2016b, November 4). BAPE collaborates with kid Cudi, Travis Scott and big Sean. Retrieved November 9, 2016, from Clothing, http://www.highsnobiety.com/2016/11/04/bape-kid-cuditravis-scott-big-sean-t-shirts/