Brand Strategy Guide
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BRAND HISTORY
Brand Description Brand Timeline Branding Goals Key Phrases 4 6 8 10
BY US FOR US
Founded in 1992 by Daymond John, with the help of four friends. FUBU is a hip-hop apparel and lifestyle company. The name FUBU means “For Us By Us” the founders came up with this name by brainstorming to create a catchy 4 letter word following companies such as NIKE and Coke.
FUBU started from humble beginnings with founder Daymond John taking a second mortgage out on his house for seed money to help launch the brand. He turned half of his house into a manufacturing factory for the brand making all products from there.
The brand was a near instant success after securing $400,000 in orders after attending their first trade show. The brand secured its first major investor in Samsung in 1995. By 1998 the company had peaked bringing in over $350 million, thanks to an aggressive marketing and promotion from Hip-Hop stars and celeberites such as LL Cool J.
With that success came a crash, by 2003 FUBU had completely withdrawn from the US market. Since then Daymond John has publicly Stated the collapse of the brand came from over saturating the market with unnecessary products and brand extensions.
An
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aggressive Marketing Campaign looking for endorsements from different hip-hop stars and celeberites, helped catapult FUBU as a brand in the mid to late 90’s.
BRAND TIMELINE
1992: FUBU is founded 1995: First Investor
Founders Daymond John ,Carlton E. Brown, J. Alexander Martin, Keith C. Perrin came together with the idea to create a brand that would revolutionize popular culture.
Thanks to a classified Ad in the New York Times. FUBU was able to connect with Korean company SAMSUNG as their first major investor.
1998: Brand Peak
In 1998 FUBU peaked as a brand bringing in over $350 million in revenue. The brand would never Reach these numbers again.
1993: Las Vegas trade show 1997: GAP ad controversy
In 1993 FUBU attended the Magic men’s apparel show where they secured over $400,000 in orders. This was the first time FUBU would be on shelves.
While shooting a GAP ad LL Cool J wore FUBU and mentioned the brand slogan “For Us By US” providing the brand with a free national marketing campaign. It took 6 months before GAP realized what had happened.
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2003:US Withdrawl 2018:Puma Partnership
In 2003 the brand that started in Queens, New York, officially withdrew from the US Market, and began to focus on overseas markets.
2001: FUBU music
In 2001 FUBU released their first album as a brand, featuring collaborations of popular artist. The album reached the Billboard top 100, and peaked at #9 in the R&B charts.
After the relaunching of FUBU as FB Legacy. The brand began focusing on partnerships with other brands to generate revenue.
2010: FUBU relaunch
In 2010 FUBU officially relaunched in the US now rebranded as FB Legacy. With the intention to capitalize on feelings of nostalgia from the 90’s.
2022: FUBU Rebrand
In 2022 FUBU began a complete rebrand everything from their logo, brand identity, changing the mission from being a clothing distributor, to a community champion
2020: FUBU frames
Most recently FUBU has partnered with Eyecandy Frames to create FUBU frames a worldwide sunglasses, and optical collection brand.
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OUR MISSSION
To provide mentorship and support to the Black community. Nurturing other Black artists, creatvies, and entrepeneures on their journey to success. Representing the Black-American culture and community on a global scale.
Rebranding Objective:
FUBU has always strives to put the lime light on Black American Culture.Focusing mainly on hip hop. As the times has changed the soul of the company has evolved. Instead of focusing on just on the Hip-Hop and urban aspect of African American Culture. The new FUBU wont just focus on providing branded merchandise and apparel to customers. Instead it will become the new hub for black creatives and trendsetters the ones who arecurrently dictating the culture and trends. A marketplace showcasing different Black owned brands providing new spaces and opportunities for the next wave of Black creatives and trendsetters.
PHRASES KEY
When working to develop a new logo for the rebrand, I needed to dig deeper than just keywords, I had to develop the words and emotions into further phrases that better encapsualates the brand soul.
Evolution
This phrase captures everything we are as a brand from our history to our current redesign goals. This phrase speaks on the what were trying to accomplish with this rebrand. Nuturing young Black-American’s on their journey to success.
Community
“Community brings success”
This phrase puts two of our biggest goals to the forefront. With this rebrand we want to better provide for the Black community than previously. This plays on the old addage, “it takes a village to raise a child”.
Ambitious
“Redefining the Black American Dream”
Over the past few years the idea of the American Dream and success have become skewed, with individuals focusing on monetary goals more than life goals. FUBU we are a proudly black brand with the motto “For Us By Us”, and with that we want to influence and mold the community to showcase this, and continue to provide opportunites for the next generation of black americans searching to fulfill the American Dream.
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“From the concrete grew a rose”
PERSONAS
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13 Personas 12
GEN Z TRENDSETTER
NAME: Zach Robinson
OCCUPATION: College Student
AGE: 19
(A) Being an adopted child who grew up in a predominantly white household. Zach has been suffering from some cultural identity crisis and is looking to connect with his African American Culture.
(A) Growing up in a white household Zach was made painfully aware of streotypical ideas when it came to black people, so hes always tried to avoid fitting into any sterotype.
(B) Zach attended private and boarding schools where he often felt out of place being one of the few students of color.
(B) His biggest connection with Black culture is through sports Zach has always been one to excel at athletics.
(C) Being a member of Gen Z, zach is usually on his phone on social media apps like tik tok. He is noticing a trend of “popular” influences looking to the 90’s for cultural ideas and trends.
(C) He is too young to remember the glory years of FUBU, but connects with the brand thanks to watching music videos as a kid and seeing some of his favorite artist weraing the brand.
Positive depiction of African American Culture (A) Connection to the Black Community (B) How can I Support my community? (C)
THE HIP HOP ENTHUSIAST
NAME: Derek Washington
OCCUPATION: Barber
AGE: 38
(A) When he was younger Derek was a part of the streets, and now he tries to be a positive roll model in hiscommunity cutting hair and showing kids there are more ways to be successful.
(A) Derek loves rap music and the struggle it signifies but as he is older and now a father he wants his son to look up to good roll models in the genre instead of artist that idolize the street.
(B) Derek is extremely passionate about his church and community as these were the people who helped raise him when he was younger.
(B) After the Black Lives Matter movement Derek has become more active in his community, and tries to support all black owned businesses.
(C) The 90’s was the period when Derek was a teen young adult so he is more connected to trends and ideas from that era. He still prefers shows from the 90’s such as Martin instead of modern shows.
(C) Derek is a single father that loves to go out to block parties and other commuity events to get out and meet new people.
(A) Positive depiction of African American Culture
(B) Connection to the Black Community
(C) How can I Support my community?
FUTURE BUSINESS MOGUL
NAME: Brandon Jackson
OCCUPATION: Masters Student
AGE: 24
(A) Every since he was first introduced to Daymond John. He has been Brandon’s biggest role model as to what is possible as a black entrepreneur.
(A) Brandon is currently doing his thesis on black owned business and the way black influencer’s have power to change trends in pop culture.
(B) Brandon is the first out of his family to attend college and pursue his masters. He is doing all this in the hope of bettering his family, and helping is younger siblings.
(B) Brandon grew up in the church as his grandfather was a deacon. He is still connected with some of his church friends.
(C) As a business major he is adapt to the power nostalgia has on markets and the effect it has over consumers.
(C) He was too young to remember the impact FUBU really had, but can remember seeing the brand alot as a child.
(A) Positive depiction of African American Culture
(B) Connection to the Black Community
(C) How can I Support my community?
THE NEXT VIRGIL
NAME: Selena Carter
OCCUPATION: Fashion Designer
AGE: 22
(A) Selena is proud of her background and black heritage. She knows that their are some trials and tribulations she will face, but she is proud to take on that challenge.
(A) Selena looked up to different African American women as role models and the power they had on culture. Her biggest role model growing up was Tyra Banks.
(B) Selena is proud of her identity. During the summer of 2020 she made sure to march and protest the mistreatment of black people in this country.
(B) She is a Huge supporter of the black lives matter movement, and exclusively shops at black owned businesses and stores.
(C) As a Fashion Designer she is always looking back in time for inspiration. She wants to find ways on how to translate those old ideas into modern concepts.
(C) She loves streetwear and street fashion, and collects retro brands and retro logos to user in her designs.
Positive depiction of African American Culture (A) Connection to the Black Community (B) How can I Support my community? (C)
SOCIAL MEDIA INFLUENCER
NAME: Katie Johnson
OCCUPATION: INfluencer
AGE: 27
(A) Katie has grown up under the pwoer of social media , and is looking to support whatever big trend is currently happening. As a social activist she would be described as having no opinion of her own.
(A) Katie is not ethically black but has been influenced alot by black culture. She looks up to women such as Beyonce or Rhianna as inspiration for who she could be.
(B) Katie has been seriously dating a black man for the last 3 years. She enjoys the differnt culutral aspects between white and black americans.
(B) She knowns about african america c ulture through her boyfriend, and music. She assumes that everything rappers say is true.
(C) As she gets older she feels more pressure to keep up with trends and ideas that the younger generation is promoting.
(C) Katie Conisders herself a 90’s baby and remebers FUBU as a brand since alot of her friends would wera it in highschool.
(A) Positive depiction of African American Culture
(B) Connection to the Black Community
(C) How can I Support my community?
COLLEGE SPORTS STAR
NAME: Jaxon West
OCCUPATION: College Student
AGE: 21
(A) Jaxon has been has been a star with sports since he was a child, he looks up to other black athletes, and prominent artists and actors.
(A) Jaxon loves Basketball. He grew up in what most consider a “bad” part of Chicago. To him he never thought of it being that bad and wants to try to get rid of the stigma when it comes to his neighborhood.
(B) Even though jaxon is not black he Jaxon is throughouly connected to the Black community. He grew up in the inner city around predominately black people.
(B) He’s been heralded as the next “star”, since he was in highschool every summer he helps out at a basketball camp back in his neighborhood trying to inspire local kids. his favorite artist weraing the brand.
(C) He connected with his dad through their love of TV primarily 90’s shows and movies such as Martin, In Living Color, The Fresh Prince of Bel Air...etc
(C) He looks up to his dad, who was also regarded as a star athlete. His father had to give up his dreams in order to be a Father to
Positive depiction of African American Culture (A) Connection to the Black Community (B) How can I Support my community? (C)
TECH BRO
NAME: Paul Hess
OCCUPATION: Network Security
AGE: 26
(A) He has never thought of the social differences between race in the country. Instead he believes taht everyone should just love eachother and alot of the racial tension is just media fabricated.
(A) He disagrees with Police Brutality, but at the same time believes that if you just follow the officers orders nothing bad can happen.
(B) Hes has is an ally on racial division but at times can still be a little tone deaf.
(B) His father was in the military and he spent most of his time growing up overseas on base, and doenst grasp the differences in racial identity.
(C) He has no real interest in fashion or streetwear as he sees clothes as just something to cover yourself with.
(C) He misses living overseas where their were not as many issues as he sees in the states. He has a very global world view.
(A) Positive depiction of African American Culture
(B) Connection to the Black Community
(C) How can I Support my community?
Everyones Grandma
NAME: Carol Danby
OCCUPATION: Teacher
AGE: 67
(A) She is aware of the sterotypes against black people, and does everything in her power to avoid them.
(A) Ms. Carol is a teacher who has worked on the Westside of Chicago for 40 years. She hates how the black community has become so violent, and believes that comes from kids listening to rap music instead of going to church.
(B) She has been a member of the same church her whole life, and is very active with the church.
(B) Ms. Carol has lived on the Westside of Chicago her whole life, and could never imagine living anywhere else.
(C) She is a 60’s baby and misses the era of the 70’s and 80’s with the big afros, fight the power and revolutionary ideas of the black panthers.
(C) She keeps some of the clothes that her childern used to wear when they were younger reminding her of a time when they were still kids.
Positive depiction of African American Culture (A) Connection to the Black Community (B) How can I Support my community? (C)
GUIDE INSPIRATION
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Brand Grids Competitors 24 28
OUR PAST
Urban // Gritty // Bold
FUBU was known and gained popularity for its connection to 90’s rap and hip hop. We were known as a brand for the people. That connection led FUBU to be seen as an “urban” brand showing an outlet of life in the inner city.
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OUR FUTURE
Community // Refined // Ambitious
Going forward with this next stage of Fubu we want to change everything. We want to empower fellow Black Americans to chase their dreams and create the new Black-American Dream.
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CURRENT COMPETITORS
The current competitors are those who are in the same space as FUBU, and an active competitor to the brands current representation. Analyzing these brands, will present us the ability to compare our strengths and weak ness’s against direct competiton.
the mission
Guess
Guess is an American clothing brand and retailer. As a clothing brand they thrived in the 90’s selling exclusively at luxury retail outlets. This led to their downfall as they refused to transtion to a broader distrobution system.
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Fila
Fila is a sportswear company founded in 1923. The brand found a wave of success and popularity in the 90’s thanks to rappers and other musicians who made the brand almost synonmous with the music.
Ecko Unltd is an american urban fashion company founded in 1993 The company’s products got public’s attention since the late 1990s; they were originally associated with hip hop and skating culture and moved into the mainstream urban culture in the early 2000s.
American Giant is a San Francisco based manufacturer of sportswear and casual clothing that sells directly to customers through its website. Its goods are all produced in the United States. They are known for they hoodie and sweathshirts.
American Giant Ecko Unltd Gramicci
Gramicci is a are a lifestyle clothing brand that provides high quality shirts, shorts, pants, and other apparel. Recently Gramicci has found success internationally and is now located in Japan.
Element Supreme And-1
Element is a skateboard company that was hugely popular in the mid to late 90’s. The brand strived to combine skateboarding and nature into one community.
Supreme is an American clothing and skateboarding lifestyle brand established in New York City in April 1994.The brand is targeted at the skateboarding and hip hop cultures, and youth culture in general. The brand produces clothes and accessories and also manufactures skateboards.
And-1 Basketball was a brand that changed the way people saw basketball. Instead of highlighting the rules and strict play of the NBA. And-1 instead went to focus on basketball for the every man through street basketball. And-1 wanted to highlight the trash talking, creativity, and
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ADJACENT COMPETITORS
The current competitors are those who are in the same space as FUBU, and an active competitor to the brands current representation. Analyzing these brands, will present us the ability to compare our strengths and weak ness’s against direct competiton.
Is a fashion line that is collaborated with Adidas and Kanye West. The brand is hugely popular and has ranged from luxury boutiques and high fashion, to mass consumer consumption in outlet malls. The brand is notably known for its shoes.
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Yeezy
OVO BAPE
Octovebers Very Own. A brand created by Mega artist Drake. the brand focus’s on hip hop and urban fashion.
A Bathing Ape is a japanese fashion brand founded in 1993. The brand specializes in men’s, women’s, and children’s lifestyle and streetwear.
Gucci Kith
An Italian high-end luxury fashion brand. Gucci is one of the major high end luxury brands. They have continued success in urban and hip hop culture thanks to the endorsement modern rappers.
Established in 2011, Kith operates on two planes - a multifunctional lifestyle brand for men, women, and kids, as well as a progressive retail establishment.
Louis Vuitton Stussy
A luxury French fashion house founded in 1854. Similar to Gucci they are popular in hip-hop culture thanks to endorsements from rappers.
Golf Wang
An american streetwear and culutre brand established by rapper Tyler the Creator in 2011. They are known for their coloful aesthetic.
Stüssy is an American privately held fashion house founded in the early 1980s by Shawn Stussy. It benefited from the surfwear trend originating in Orange County, California, but was later adopted by the skateboard and hip hop scenes.
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ASPIRATIONAL COMPETITORS
These adjacent competitors that compete with Fubu but occupy a different space. Analyzing these brands give us the opportunity to find rebranding opportunites.
Off-White Armani
An Italian luxury fashion label founded 2012 by American Virgil Abloh. He described the brand as the grey area between black and white as the color off-white” . The brand in a short time has become an global success.
Armani is is an Italian luxury fashion house founded in Milan by Giorgio Armani which designs, manufactures, distributes and retails haute couture, ready-to-wear, leather goods, shoes, accessories, and home interiors It is considered Italy’s second-biggest fashion group behind Prada.
Tom Ford
Tom Ford SA (stylized as TOM FORD) is a luxury fashion house founded by designer Tom Ford in 2005. The Tom Ford retail brand concept, described as the first true luxury brand of the 21st century.
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Rolex is a British founded Swiss watch manufacture. Rolex is considerd by most as the epitome of class and sophistication.
Pentagram
Rolex Patagonia Klutch Sports
Patagonia, Inc. is an American retailer of outdoor clothing. It was founded by Yvon Chouinard in 1973 and is based in Ventura, California. They have a great understanding of brand soul and the lifestyle they portray.
Pentagram is the world’s largest independent design consultancy. The firm is owned and run by 24 partners, each of whom are leaders in their individual fields. They are known.
Klutch Sports Group is an American sports agency based in Los Angeles, California. It was founded by professional basketball player LeBron James’ best friend and sports agent, Rich Paul. It has turned into one of the biggest sports agencies in the country.
Ideo Burberry
Element is a skateboard company that was hugely popular in the mid to late 90’s. The brand strived to combine skateboarding and nature into one community.
Ralph Lauren
Ralph Lauren Corporation is a global leader in the design, marketing, and distribution of premium lifestyle products in five categories, including apparel, accessories, home, fragrances, and hospitality.
Burberry is a British luxury fashion house established in 1856 by Thomas Burberry and headquartered in London. It currently designs and distributes ready to wear, including trench coats, leather accessories, and footwear
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For Us. By Us
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