FASM 400 | Professor Mary Alonso | Final Project | Vittoria Zavatti | Oriana Padron | Josh Levin | Cristina LondoĂąo
table of contents.
1 Background History 3 Competitors 5 Persona 7 Final Product 13 Process 19 Marketing Strategies 27 Sources
Supreme is an American skateboarding shop and clothing brand established in New York City in April 1994. The brand caters to the skateboarding, hip hop, and rock cultures, as well as to the youth culture in general. The brand produces clothes and accessories and also manufactures skateboards. Its shoes, clothing, and accessories are sold extensively in the secondary market.
The distinctive red box logo with "Supreme" in white Futura Heavy Oblique is largely based on Barbara Kruger's propaganda art.
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ackground Histor y. Founded 1994; 25 years ago
Headquarters New York City, New York, United States Number of locations 11 New York City (2) Los Angeles Paris London Tokyo (3) Osaka Nagoya Fukuoka Products Clothing, shoes, accessories, skateboards
$ 100 Million Annual Revenue
Founder & CEO James Jebbia
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Competito Supreme’s competitors include Off-White, Comme des Garçons, and Stussy. The perceptual map shows their position in terms of Exclusivity and Price in comparison to Supreme. Off-White is placed as the most expensive, Comme des Garçons is the least exclusive, Stussy is the most affordable, and Supreme is the most exclusive.
The way Price was calculated was by comparing what a plain white logo shirt cost. Off-White: $255 Comme des Garçons: $100 Supreme: $54 Stussy: $36
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rs.
The way Exclusivity was determined was by comparing the average volume of products each brand released in their drops.
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Person Yia Guango Tokyo, Japan 23 Masters in Global Studies Tokyo University Favorite snack is takoyaki Japanese, Mandarin, English Younger sister to an older brother 600 dollars Weekly Buys a table at Genius Tokyo on the weekend Want everything Early adopters Spontaneous Heightened sense of visual stimulation
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a.
SUPREME Japan Box
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Final Product. X The process of this collaboration began with the idea of using Tyvek as a sustainable alternative to fabric. USPS provides Tyvek envelopes to customers, we began to develop our design concept around this material. We investigated product categories which we felt supported Supreme’s aesthetic. Accessories, especially hats and bags, are an integral part of their ongoing collaborations. The Tote: The tote bag is a staple garment that highlights the durability of the USPS’ Tyvek envelope. The goal with this piece was to create a trend forward take on a tote bag. This resulted in the addition of fringe to the silhouette of the tote. The Hat: Early adopters of Supreme touted five panel Supreme hats during their skating sessions. The item became iconic. Our design worked off of a classic five panel cap, introducing Tyvek to the mix.
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LIMITED EDITION HAT $60 TOTE BAG $140
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Process. 1. Collecting envelopes, thread, and patches 2. Sourcing Patterns 3. Adjusting Patterns 4. Cutting 5. Sewing 6. Refining 7. Finishing (The best part) 8. Photoshoot 9. Photo editing 10. Fabricating Presentation
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The obstacles that we faced surrounding the two products we created heavily revolved around the material properties. The sleek surface of the envelopes made patterning, and construction a challenge. In addition, finishing the bag required precise design alterations.
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The end result was a combination of creative solutions and teamwork as each member had skills in different areas. We still managed to have fun. 16
The most rewarding part of the product development process was seeing the end result of our hard work. This overlapped into our photoshoot. We outsourced our photographer Yaniurka Pedroza. We chose our model Tina Chang, with our target customer in mind.
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We chose a red background to emphasize the Supreme logo. We utilized a traditional fashion photography style. This is shown in our final product shots where the product is highly emphasized.
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arketing S t r a t e g i e s .
As Supreme relies heavily on social media for promotion, we will advertise the drop through Instagram and Facebook. This way it will cost less and have a wide reach. The posts will consist of a studio photograph of a model with the products with a red background. The photogragh will be layered and centered on top of an urban scenery.
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As the social media platforms differ in layout, each profile will be designed to show the best angles of the product. This way it will appeal to more customers.
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Website
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Store front
In store
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promotion
The in store promotion will be characterized by the overpowering red that defines supreme. Thanks to the red, the white tyvek products will stand out. Details pf the USPS envelopes will be used to further represent the collaboration.
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Sources. https://livejapan.com/en/article-a0000784/ https://pxhere.com/en/photo/1333424 https://www.off---white.com/en/US/men/t/seasons/ss2019?f%5Bcategories%5D%5B%5D=836&utf8=%E2%9C%93 https://www.supremenewyork.com/shop https://www.barneys.com/designer/comme-des-gar%C3%A7ons-play/ women/N-14s5iuoZ1mipr5a?gclid=Cj0KCQiA5Y3kBRDwARIsAEwloL5_ JaxFSMFANOUR6QvVjc0DcX7ahcUs2ysrn9TcbrXo-BMiQBdXIBMaAs8REALw_wcB&gclsrc=aw.ds&utm_campaign=BNY-SEM-US-GGL-DB-Comme_des_ Garcons-All-RMKT&utm_content=Comme_des_Garcons-Designer-Neutral-Play&utm_keyword=comme+de+garcon+play+shirt&utm_medium=cpc&utm_source=google https://www.stussy.com/us/mens/tees
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