ss 15 capsule
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Stussy or Stüssy is a clothing brand and private company started in the early 1980s by Shawn Stussy. The company is one of many that benefited from the surfwear trend originating in Orange County, California, but it has largely been adopted by the streetwear and hip-hop scenes. The logo which has defined the brand started in the early 1980s after Shawn Stussy began scrawling his surname on his handcrafted surfboards with a broad tipped marker. He began using the logo on T-shirts, shorts and caps that he sold out of his car around Laguna Beach, California. The signature was derived from that of his uncle, Jan Stussy. In 1984, Stussy and his friend, Frank Sinatra Jr. (not related to the singer), partnered to sell the apparel. The company expanded to Europe by 1988 and later opened a boutique store in SoHo, New York. The brand continued to open successful locations throughout the 1990s. It was reported that revenues reached $17 million in 1991 and $20 million in 1992. By 1992, the brand was sold throughout the United States at specialty boutiques and department stores alongside other high-priced «California lifestyle» clothing. Outside of the country, the brand was found in specialty shops alongside clothing from high-end international designers. In 1996, Stussy resigned as president of the company and Sinatra bought his share of the company holdings. The design department has since been headed up by Creative Director, Nick Bower. According to the company’s website, the brand is available in company branded stores and other retailers in Europe, Asia, the United States, Canada and Australia.
The simple Logo on the “stock city” tees above is very reminiscent of the original line that Stussy put out 20 years ago. The collegiate style block lettered hats below promise to be a back to school hit, this fall, as well. The brand has definitely been generating a lot of buzz centered around their fall line and the throwback styling. Even Kanye has mentioned the label on his blog. Part of the hype this fall could also be attributable to the fact that Shawn Stussy is also starting a new brand, called S/ double. Juxtapoz Magazine has some great teaser photos here, from their recent interview with Shawn Stussy. Whatever the reason, Stussy is putting its best foot forward at the local level as well. It is rumored that Stussy will be taking over the retail location of the famous Union NYC store, that recently closed on Spring Street. It is said that the forthcoming Stussy store plans to continue to carry the OriginalFake brand.
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Californian brand Stussy with the Collaboration with WoodWood streetwear brnd launching womenswear SS14 capsule collection that would be distributed through Wood Wood showroom and concept stores all over the world. Wood Wood has a strong distriburion network through different concepts store all around Europe and States. They also started reaching Russian market 2 years ago with a huge success. The brand expansion is quite high, so that could help to promote the collaboration between 2 biggest streetwear brands. While Styssy’s strategy is rpoducing and reaching underground streetwear segment, Wood Wood tho is reaching a new luxury streetwear segment.Before Stussy was famouse for their collaborations but they were producing acessories lines or just a small merchandising categories. This collaboration gives an opportunity to the brand show their brand expansion and growing on the market.
.Wood Wood is a lifestyle brand founded and based in Copenhagen, Denmark with stores in Berlin, Vienna, Aarhus and Copenhagen as well as an on-line store. With a unique approach to fashion and the outspoken claim Not To Be Trusted, Wood Wood has an ability to continuously evolve and surprise. Wood Wood has managed to combine elements of underground and high- end into their very own aesthetic, which has positioned them as a driving force on the market. In 2002 Wood Wood opened the first store selling printed T-shirts along with art, sneakers and books in a basement in Copenhagen, Denmark. Since then Wood Wood has been involved in numerous collaboration projects often incorporating an international network of friends and likeminded creators. Built upon the idea to create apparel that the design trio would want to wear them selves, Wood Wood’s biannual collections have involved into more tailored and mature expressions. This being said, Wood Wood is renown for their playful graphic profile that often revolves around contrasts and symbols in a naïve-spirited universe. Wood Wood has been on the official show schedule in Copenhagen or Berlin every season since presenting their first show back in 2007.
market outlook Streetwear has recently broken out from urban subculture to become a mainstream segment across the market in North America, Europe and (ZPH 0U [OL SHZ[ TVU[OZ ^L»]L ZLLU YL[HPSLYZ L_WHUK [OLPY ZWVY[Z HUK JHZ\HS ^LHY SPULZ IV[O VM ^OPJO KYH^ PUÅ\LUJL MYVT [OL \YIHU HUK Z[YLL[ scenes. In the last few years, high end brands such as Alexander Wang and 3.1 Phillip Lim have increasingly referenced streetwear, giving rise to the prevalence and success of the sports luxe trend. This has spurred a whole host of collaborations that have added kudos and traction to the market, including designers pairing up with sports brands (Hussein Chalayan for Puma, Jeremy Scott for Adidas). Social media has given increased ]PZPIPSP[` [V WVW\SHY JLSLIYP[PLZ ^OVZL Z[`SL PZ PUÅ\LUJLK I` [OL \YIHU HUK Z[YLL[ ZJLUL 9POHUUH»Z Z[`SL SLHUZ OLH]PS` VU Z Z\IJ\S[\YLZ HUK [OPZ OHZ NVUL VU [V ZLL OLY JVSSHIVYH[PVU ^P[O <2 YL[HPSLY 9P]LY 0ZSHUK ZLSS WOLUVTLUHSS` ^LSS (UK VM JV\YZL 2HU`L >LZ[»Z MVYH`Z PU[V [OL MHZOPVU ^VYSK ZLU[ Z[YVUN TLZZHNLZ [V [OL \YIHU THYRL[ HUK Y\MÅLK MLH[OLYZ H[ [YHKP[PVUHSPZ[ MHZOPVU TLKPH W\ISPJH[PVUZ ;OL Z[YLL[^LHY [YLUK PZ VUL VM MHZOPVU»Z ÄYZ[ THQVY THYRL[ L_WHUZPVUZ [OH[ JVTLZ HZ H KPYLJ[ PUÅ\LUJL VM .LU @ ^OVZL ZWLUKPUN WV^LY HUK JVUZ\TW[PVU SL]LSZ ^PSS JVU[PU\L [V Z[LLY [OL industry in the coming years. The prevalence of social media and the decline in print is, in part, responsible for the levelling of the fashion industry’s WSH`PUN ÄLSK" VWPUPVUZ HYL ZOHYLK PU ZLJVUKZ HUK WLLY NYV\WZ Z[LLY LHJO V[OLY»Z [HZ[LZ VU H NSVIHS ZJHSL 5V[ VUS` HYL YL[HPSLYZ KPYLJ[S` KYH^PUN VU this, but as fashion’s leaders shift from editors to bloggers and street style stars, the luxury market
best players of the segment
Competitors Carhartt Obey A.P.C Band of outsiders ACNE
target The consumers, whom we call “luxury newcomers,” are responsible for fueling much of the growth in luxury shopping, accounting for 61 percent of the total consumers spending in this category, according to spending data. Moreover, this new breed of luxury consumer comes with enormous spending power. Purchases by luxury newcomers accounted for 33 percent of luxury retail spending coming out of the recession, representing a big opportunity for luxury retailers to grow their brand. The luxury newcomers also do not look like the luxury shoppers of the past: they are increasingly younger and – perhaps Z\YWYPZPUNS` ¶ THSL 0U MHJ[ [OL UL^JVTLYZ JVUZPZ[ SHYNLS` VM .LULYH[PVU @ H `V\UNLY NYV\W VM JVUZ\TLYZ ^P[O H SHYNL WLYJLU[HNL VM KPZWVZHISL PUJVTL ;OL .LU @ JVUZ\TLYZ HYL KLTVUZ[YH[PUN [OH[ [OL` ]HS\L OPNO X\HSP[` WYVK\J[Z H[ H `V\UNLY HNL [OHU [OL [YHKP[PVUHS S\_\Y` JVUZ\TLY ;OL` HYL HSZV TVYL ZWVU[HULV\Z HUK MYLX\LU[S` L_WLYPTLU[ HUK L_WSVYL new brands. These spending habits stand in direct contrast with those of the traditional luxury consumer, who are characterized by more consistent spending behavior and brand loyalty. (S[OV\NO .LU @ YLWYLZLU[Z [OL ZTHSSLZ[ ZOHYL VM S\_\Y` JVUZ\TLYZ [OL NYV\W OHZ PUJYLHZPUNS` ZOV^U H ^PSSPUNULZZ [V ZWLUK [OLPY OHYK LHYULK KVSSHYZ VU IPN [PJRL[ S\_\Y` P[LTZ
positioning Style ACNE Wood Wood Stussy Band of Outsiders Supreme Kitsune Maison Obey Carhartt
Price
objectives ;OL 6IQLJ[P]LZ VM [OL JVSSHIVYH[PVU HYL TVZ[S` HIV\[ NYV^PUN H Z[\ZZ` brand extention, covering a target that before wasnt the core target of Stussy brand. By launching a collaboration between those 2 very well known brands gives a possibbility to expand the brand image among women street ^LHY ZLNTLU[ ^OPJO PZ X\P[L ZTHSS I\[ NYV^PUN H[ [OL ZHTL [PTL
core strategy 1.Collaboration :[`SL 0KLU[PĂ&#x201E;JH[PVU
Building a womenswear collection in a collaboration with WoodWood gives a huge possibility fr stussy to cover the gap in their brand offer.
2. Innovative Design+Style
By using new technologies in fabrics and textile printing we could reposition the brand on a new level. HIgh fashion streetwear.
3. Communication is the main part of the strategy.
The main point of the strategy is the communication process, HZ MHY HZ [OPZ IYHUKZ HYL X\P[L WVW\SHY HUK HTVUN [OL ZHTL players on the market,they are a little bit loosing positions, this collaboration ll help to gain popularity and expand the brand on the market.
competitors advantages One of the biggest advantages of the competitors llies in communication, wide KPZ[YPI\[PVU UL[^VYR [V[HS VU SPUL UL[^VYR VTUPWYLZLUJL In order to be all the time on the hearing we have to create new social platform for a new line customers. Meaning that we have to support the line with a blog and ÂŤeverywhereÂť on line presence. Another advantage is a perfect product placement, concept stores and brand own stores all over the world. Another advantage of the competitors is a perfectly balanced endorsment, a lot of celebreties wearing their clothes, so we have to keep it in mind, because it helps to support the product with strong communication tool.
pricing strategy
distribution strategy
Distribution through direct owned stores, concept Z[VYLZ HUK VU SPUL Z[VYLZ
Communication strategy The brands personality,in the eyes of the consumer,is usually ^LSS PKLU[PÄHISL [OYV\NO [V[HS HUK PU[LNYH[LK JVTT\UPJH[PVU processes that allow it to be sustainable and consistent. Brands communication is crucial in the way that a brand exists only when it is well communicated. Kapferer says that a brand PZ HU LU[P[` VM ZWLLJO"P[ L_PZ[Z VUS` [OYV\NO JVTT\UPJH[PVU P[ PZ ULJLZZHY` [OH[ P[ HJX\PYLZ ZVTL SHUN\HNL [LYTZ PU VYKLY [V IL PKLU[PÄHISL HUK YLJVNUPaHISL ;OL Z[YH[LNPJ KLÄUP[PVU VM [OL T\S[P dimensional elements of brand differentiation for the universe of fashion brands holds its premises in the way these same elements are communicated and integrated to the consumer.
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On-line placement
bloggers celebrity endorsement
Off-line placement