![]() ![]() ![]() ![]() Supreme uses various unconventional strategies to approach customers and leverages onto its exclusivity. Supreme has successfully infiltrated the mainstream, maintaining brand authenticity and creating hype at the same time. That makes it authentic, or seen to be authentic. Supreme was started in the right bit of New York as as a reaction to a slump in the skate industry. If you want to know whats cooks the recipe of Supreme’s hype branding , It all boils down to four factors : Scarcity. This definitely increased the already hype around Supreme , same time helping Louis Vuitton to target different customer segment. ![]() Supreme’s greatest brand collaboration was between Supreme and Louis Vuitton in 2017. This article lists the best of Supreme’s collaborations. Over the years, Supreme has collaborated with many parties including Nike,Rolex, Playboy, Japanese Red Cross Society, MTA etc. Thus forces you to repeat the whole procedure again till you understand that’s how their sign-up works.Ĭollaborations to increase the brand hypeĬollaborations with right partner can create brand awareness, increase brand momentum and hype for both the parties. While all their competitors try to bombard the consumers with emails highlighting offers, discounts, sales etc - Supreme uses their email list as another tool to portray the message that ‘you chase us’ in their marketing.Įven when you try to sign up for their email list - you enter your email, select your language choice , notification choice and press subscribe - the confirmation message displays your mail address is now unsubscribed. Following suite with everything else they produce, Supreme’s email sign up is not the norm. Supreme’s attention toward exclusivity also continues to amaze to those who join the email list. And when someone actually joins the list he gets ……. Apart from these, Supreme also has collaborations and surprise drops which aren’t included in ‘lookbook’.Īlso, the homepage contains a link for customers to join the mailing list. When the ‘lookbook’ goes live on Supreme’s site, one can see what Supreme is going to drop over the next few months, but you don’t get to know when those items are going to drop. Three days before their new drops, Supreme launches ‘lookbook’ on their website that provides customers with rich visual engagement with the brand. Supreme has actually been quoted in the documentary “Sold Out” as : The girl that gives you her number,but never answers when you call. It’s a clear message - “It’s the customers who chase the brand and not the other way around.” Supreme clearly wishes to display the exclusivity of their brand through their site design. With its products pricing as high as 1200% more than the retail price on the secondary resell market, Supreme has achieved the brand momentum and hype that any other street wear brand could ever dream of. Supreme could have easily generated a large revenue by increasing either its inventory or prices, instead it smartly opted for the ‘exclusivity approach’, and this has worked amazingly for Supreme. But Supreme was able to convert that foregone revenue into significant hype that led to more brand equity. Now one might think this as a bad strategy, as it leaves money on the table that could have easily gone into Supreme’s pockets. Instead of charging a premium price for their highly desirable products, they kept them relatively cheap and affordable. Here’s the strategy that differentiates Supreme from the herd. At this point, any other brand would’ve charged more premium prices and raked in the cash. This maintained a sense of authenticity , while driving up desirability and demand. It doesn't sell in large retail stores, hence keeping its availability limited. Since its inception, Supreme has always maintained a small inventory, and never released a ton of pieces. Supreme has mastered the art of limited supply. How did a streetwear brand achieved this all? Here’s a list of some tactics Supreme used to create the hype we see today: The art of limited Supply Hundreds of youngsters, fashion enthusiasts waiting for ten - twelve hours, even a day outside a store in London, New York or LA A cult fan following ready to empty their wallets just to get their hands on release of new arrivals The products reselling at over 1200% of their retail price Extensive collaborations with brands such Nike, Louis Vuitton, The North Face, Stone Island etc and a billion dollars brand valuation.…. Unfolding the unconventional strategy that led a streetwear brand to billion dollar valuation and a cult fan following ![]()
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