Supreme study case

Marketing study case Giovana Granchi, Wan YI Lo and Vijay Shree

SKATERS

Target

Target

▪ Teenagers to young adults (15- 35 years old) ▪ At the beginning only targeted males but now females are relevant customers ▪ This audience is interested in fashion street style ▪ Constantly connected to social media ▪ Interested in urban Hip-Hop culture ▪ Enjoy experiencing the city life and some of them are skaters ▪ Frequently buy a new line of the brand

The target board

Positioning ▪ The price positioning, small size collections and the collaboration with Louis Vuitton support the value of uniqueness.

▪ This brand encompasses values of urban culture, hip-hop and skate.

▪ This brand wants to be recognized by it’s “effortless cool” products and lifestyle.

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▪ The brand intents to be perceived as a “exclusive streetwear”.

EFDORTLESS COOL

Positioning

Brand’s history Brand’s history ● James Jebbia, the founder, moved from London to New WRITE HERE SOMETHING ABOUT York at age 19.

● He immediately started in a job creating backpacks. ● Established in New York City, April 1994

James Jebbia

● First store opened in Lafayette street (with skaters in mind) ● October 5th, 2017 Supreme opened their 11th store in New york City in Brooklyn, Williamsburg ● Revenue of supreme to this date is worth 1 Billion dollars

Lafayette Street in downtown Manhatta

THE “SUPREME RED”

Branding

Branding

▪ Name: The name means “extraordinary” or “the WRITE HERE SOMETHING greatest”.

ABOUT

▪ According to the founder’s interview to the magazine also named “Interview” there’s not a specific reason for choosing this name, It sounded cool.

Supreme logo

▪ Visual Features of the logo: Colors: The iconic red box and white letters ▪ Font: Futura Heavy Oblique ▪ Controversy: The designer Barbara Kruger claimed that the red box logo is based directly in one of her designs named “Untitled”.

Barbara Kruger design

Products

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▪Tops: Hoodies, Jackets, T shirts, ▪Bottoms: Pants ▪Shoes: Sneakers (Available only through collaborations) ▪Accessories: Bags, wallet, Chair, Tool Box, Iphone Case, Earrings, Vase, Mask, Ladder, Keychain, Chopsticks, Gloves, Bike Lights, Blanket, Tray, Life vest, Helmet, Bandana, Belt, Sunglasses, Tent, Luggage, Cups, Brick, Basketball, Magnet, Water bottle, Bandana, Ashtray, Zippo lighter, Power bank, Cups, Fan, Scarf, Sunglasses ▪ Shoes are only available in Supreme through collaborations such as collaboration with Timberland and Nike. Supreme also has a vast range of categories in terms of accessories from luggage to ashtray, to target a lifestyle of Supreme for consumers.

Product offer

FASHION

Products

PRACTICAL

Package Package ▪Packaging ofSOMETHING Supreme isn't very elaborate in WRITE HERE terms of design ABOUT ▪The Plastic and transparent packing is simple and practical ▪It’s design emphasize only recognize the logo

Supreme’s package

Pricing T- Shirts : 50 to 80 € Shirts: 100 € Jumpers and hoodies: 100 € Outerwear: 200 to 300 € Trousers and Jeans: 70 to 100 € Accessories: 20 to 200 € ▪ Accessories are made affordable for consumers who wish to own a product of Supreme but not wanting to spend much.

Supreme’s collection

EXCLUSIVE COLLECTIONS

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Pricing

HIGH DEMAND

Pricing Resell

Pricing Resell

â–Ş When demand gets higher as supply stays the same, manifesting an overblown hype that creates a secondary resale market for when Supreme WRITE HERE SOMETHING release new products.

ABOUT

Resold products- Estimate prices

SMALL BOUTIQUES

Distribution Distribution SOMETHING ▪The WRITE onlineHERE shopping is the main way to buy a ABOUT product worldwide, because there are only few shops.

▪The stores are small and express the value of exclusivity.

▪There are only 11 Supreme’s stores.

▪Official Departmental Stores: Dover street market (NY, Japan, Singapore, China), Fight Club (NY, LA), Image (NY), Jwong Boutique (NYC), Stadium Goods (NYC), Unique hype collection (NYC) and Cops vs Drop (NYC) ▪The Online Retailers (New, Used): Amazon, Ebay, Crashstreet,Craigslist, Grailed, Tradesy, etc.

▪Japanese love exclusive products, especially can afford it. They are frugal but when it comes to certain things, don’t hesitate to spend money.

“Worldwide presence” graphic

STORE ACTIONS

Promotional Actions Promotional Actions ▪WEEKLY PRODUCT DROPS: Every Thursday in the states and on Saturdays in Japan where Supreme releases fresh batch of streetwear.

▪People camp out for new Supreme collections every Thursday- multiple times a year, and the lines outside the Supreme are restless.

Queue outside the Supreme store in New York

COLLABORATIONS

Communication Communication ▪ Unconventional Email Marketing Strategy WRITE HERE SOMETHING ▪ Newsletter ABOUT (sign up to get notifications on new items) ▪ Purchase limit (one style per product).

Celebrity endorsement (Lady Gaga, Kanye West, Drake, Kate Moss) ▪ Social Media (Instagram- over 6M followers, Twitter, Facebook, Snapchat) ▪ Poster advertising Campaign run to build insane hype.

▪ The E-Commerce Lookbook content (3 days before launching the new style to provide customers with rich visual engagement with the brand).

▪Collaboration with brands and artists: Louis Vuitton, Nike, Vans, The North Face, Stone Island, Playboy, Comme des Garcons, Levi’s, Kmart.

CDG Collab

The North Face Collab

The North Face Collab

Collaborations Collaborations

SUPREME X PLAYBOY

SUPREME X NIKE

SUPREME X VANS

Collaborations Collaborations WRITE HERE SOMETHING ▪SUPREME X LEVI’S (Fall’18):custom fit stonewashed ABOUT quilted reversible jacket, denim coveralls

Supreme x Kmarket

Supreme x Levi’s products

▪SUPREME X KMART (shirts usually worth of $46 were sold off for just $4. Some people bought it in bulk and sold it at a bit higher price to raise a bigger profit)

Celebrity Endorsement Celebrity Endorsement WRITE HERE SOMETHING ABOUT

Poster advertising

PUBLICITY

Conclusion Conclusion: Strategic Marketing ▪Unique & exclusive collabs: HYPE WRITE HERE SOMETHING ▪Restricted distribution: LIMITED ACCESS ABOUT ▪Long term vision: GOALS ▪Supply< Demand: EXCLUSIVITY (Never Being a Sell Out = Always Selling Out of Products) ▪Never re-stocks anything: LIMITED EDITION ▪Celebrity endorsement: PUBLICITY ▪All the above combined to push Supreme to the top street (and, luxury) fashion.

Sources Sources ▪https://www.gq-magazine.co.uk/article/supreme-james-jebbia-interview WRITE HERE SOMETHING ▪http://www.thefashionlaw.com/home/from-the-name-to-the-box-logo-t ABOUT he-war-over-supreme ▪https://www.interviewmagazine.com/fashion/james-jebbia-is-supreme ▪https://www.supremenewyork.com/ ▪https://www.businessoffashion.com/articles/intelligence/inside-suprem e-anatomy-of-a-global-streetwear-cult-%E2%80%94-part-i ▪https://www.supremenewyork.com/news ▪https://www.supremenewyork.com/stores ▪https://www.linkedin.com/pulse/how-supremes-unique-marketing-busi ness-strategy-works-thomas-roberts/ ▪https://sumo.com/stories/supreme-marketing