Supreme are a streetwear brand that lead their own unique style and are purposely designed to fit urban teen culture creating a bond between the consumer and the brand. They are viewed as a cool, modern, unique and urban brand for the ‘cool kids’ and the limited quality production keeps the consumer wanting more. Their three aims are to appear both cool, cultural and exclusive. Exclusivity being one of their main aims, with the New York Times saying “no offence, but if you don’t know what supreme, maybe it’s because you’re not supposed to” (Williams, 2012).
2. Brand Position Supreme position their brand as a brand that encompasses hip hop culture, skate culture and urban city life.
3. Execution As discussed on the marketing mix chapter supreme use guerrilla marketing as their main source. Along with this they use fashion shows as a way of promotion, their Louis Vuitton fashion show was able to reach out to the luxury high end market and consumers of Louis Vuitton that perhaps would not usually buy from supreme. Supreme also promote new collections in skateboard magazines such as Grind and Sense to reach out to their original skateboarder consumer.
Brand equity and visual identity
1. Brand Identity