Keeping Up With The Carters
Hip Hop and the Effect on Luxury Brands
@AmandaKRue
July 9, 2014
Image source: ClashMusic.com
...
"Black people are allowed to
wear big chains and say out
loud what stuff costs.”
- Kanye West, at Cannes, June 17, 2014
Im...
Image source: bangkokdjs.com
IT HAS INFORMED POPULAR
CULTURE FOR THE LAST 40 YEARS
Image source: voicesofafrica.co.za
FROM
FASHION & STYLE
Image source: styleblazer.com
TO CULTURE & BELIEFS
Image source: http://www.flickr.com/photos/kaiser_t/3843225203/
AND EVEN HOW TO DANCE
Image source: http://www.flickr.com/photos/37408217@N08/8338413976
HIP-HOP CULTURE IS
POPULAR CULTURE
Image source: http://www.flickr.com/photos/36522892@N05/4730801362/">TupacAmaruShakur
HIP-HOP HAS ADOPTED
LUXURY BRANDS FOR YEARS
Image source: http://www.therichest.com/expensive-lifestyle/entertainment/the-...
1993
“Buying new gear, nothin’ but
the best/Forget Levi’s, strictly
Polo and Guess.”
— Mobb Deep, “Peer Pressure”
Key Bran...
“NATIVE” ADVERTISING
AT ITS FINEST
Image source: https://www.flickr.com/photos/9190877@N07/3635344238/
Image source: http://www.newrockstarphilosophy.com/wp-content/uploads/2011/10/Rick-Ross.jpg
WHAT HAPPENS WHEN HIP-HOP
EMBR...
DEPENDS ON WHO IT IS…
Image source: http://www.stereogum.com/1184942/lil-wayne-hospitalized-after-in-flight-seizure/news/
...
Image source: http://www.musicboxmix.net/listen-jay-z-tom-ford-electro-trap-remix/
Source:: http://www.latimes.com/fashion/alltherage/la-ar-yahoo-searches-tom-ford-spike-is-jay-z-the-reason-20130808-story....
RICK ROSS AND MAYBACH
Image source: http://www.therichest.com/business/companies-business/the-best-rapper-owned-companies-...
Daimler-Benz resurrected the brand in 1997. In 2003 Jay-Z name-
dropped Mayback on “Lucifer,” from The Black Album.
!
What...
THE CRISTAL EFFECT
Image source: http://www.winelah.com.sg/
When asked whether Cristal’s association with
“bling lifestyle” might tarnish the brand, the
managing director replied…
So...
“That’s a good question, but what can we do?
We can’t forbid people from buying it. I’m
sure Dom Perignon or Krug would be...
Source: http://www.economist.com/node/6905921
From that point on, brand advocate, Jay-Z,
boycotted Cristal and launched an...
HIP-HOP MENTIONS
GOOGLE SEARCH HISTORY
Source: http://www.google.com/trends/explore#q=cristal%20champagne&geo=US&cmpt=q
Cristal Champagne
WHILE WE CAN’T DIRECTLY LINK
THESE PHENOMENA, THERE IS A
CLEAR CORRELATION
Image source: http://pt.forwallpaper.com/wallpa...
HIP-HOP IS ATTRACTED TO THE
BRAND FOR THE SAME REASONS
AS OTHER LUXURY CONSUMERS
Image source: http://bbafrica.tv/1/p-didd...
RARITY
EXCLUSIVITY
SPECIALNESS
Image source: http://www.popsugar.com/Pictures-Kayne-West-Jay-Z-Rocawear-Event-Held-Gansevo...
IT SAYS THAT “I’VE MADE IT”
Image source: http://www.punmiris.com/parfem/Sean-John/I-Am-King-4349.html
BUT THIS CAN SCARE THE
MARKETING DEPARTMENT
Image source: https://www.flickr.com/photos/31619693@N08/13225130785/
OFTEN, HIP-HOP CULTURE IS IN
DIRECT COMPETITION TO THE BRAND
VALUES THEY HOPE TO CONVEY
FLASHY
HIGHLY ASPIRATIONAL
BOISTEROUS
OSTENTATIOUS
“BLING”
PERFECTION
CRAFTSMANSHIP
EXCELLENCE
CLASS
PRECISION
IGNORING THIS CULTURAL CLASH
OR ACTIVELY SPEAKING OUT
AGAINST IT WILL HURT THE BRAND
Image source: http://www.yorokobu.es/...
THE DRIVING FEAR:
LOSS OF CONTROL
Image source: http://www.superbwallpapers.com/music/i-am-hip-hop-29686/
IN THIS DIGITAL WORLD,
EVERYBODY HAS A VOICE
Image source: http://4.bp.blogspot.com/-1C4sx2uLgGc/TX-wkGAulzI/AAAAAAAAAOk/a...
Rolex vs. Rollie
This can change how people talk about your brand
THE FRAGMENTED AND DISPARATE
ENVIRONMENT MAKES IT EVEN
MORE DIFFICULT TO PROTECT THE
BRAND VALUES
Image source: http://loo...
WHAT’S A BRAND TO DO?
Image source: http://wallpaperswide.com/light_background-wallpapers.html
1. STAY TRUE TO BRAND VALUES
It’s what attracted hip-hop in the first place
Image source: http://awake-smile.blogspot.com/...
“The edginess, the over-the-top
creativity, and bad-ass factor is what
made Versace so attractive to artists.”
Misa Hylton...
Hip-hop and Versace have a long love affair. As an unofficial
sponsor for the brand, Tupac built a close friendship with G...
2. EMBRACE CULTURE
Brands that succeed embrace culture,
not shy away from it
Image source: http://alfitude.com/tag/azealia...
Alexander Wang partnered with Azealia Banks in 2012 for his Fall
T campaign. This is a common theme for Wang as he has
pre...
Image source: http://www.flickr.com/photos/84856173@N00/6418073321
3. DEVELOP STRATEGIC RELATIONSHIPS
THAT SUPPORT BRAND V...
In 2013, Hublot announced a five-year collaboration with known
watch collector, Shawn “Jay-Z” Carter. As a result, Hublot ...
@Carrot
@AmandaKRue
In love and hip-hop,
Sources and Additional Information
!
http://www.brandchannel.com/home/post/2010/11/25/Brand-Jay-Z.aspx
http://www.complex....
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Keeping Up With The Carters

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Hip-hop has had a long love affair with luxury brands. Yet, the relationship is not widely reciprocated, despite hip-hop's dominance in popular culture. Some brands have accepted this trend and participate in the subculture, and others fight to keep control of their voice. Luxury brand marketers need to make a choice on where they stand on the matter and adjust their strategy accordingly.

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Keeping Up With The Carters

  1. 1. Keeping Up With The Carters Hip Hop and the Effect on Luxury Brands @AmandaKRue July 9, 2014 Image source: ClashMusic.com Image source: atlantablackstar.com
  2. 2. "Black people are allowed to wear big chains and say out loud what stuff costs.” - Kanye West, at Cannes, June 17, 2014 Image source: http://www.sfexaminer.com/sanfrancisco/ImageArchives?oid=2824091
  3. 3. Image source: bangkokdjs.com
  4. 4. IT HAS INFORMED POPULAR CULTURE FOR THE LAST 40 YEARS Image source: voicesofafrica.co.za
  5. 5. FROM FASHION & STYLE Image source: styleblazer.com
  6. 6. TO CULTURE & BELIEFS Image source: http://www.flickr.com/photos/kaiser_t/3843225203/
  7. 7. AND EVEN HOW TO DANCE Image source: http://www.flickr.com/photos/37408217@N08/8338413976
  8. 8. HIP-HOP CULTURE IS POPULAR CULTURE Image source: http://www.flickr.com/photos/36522892@N05/4730801362/">TupacAmaruShakur
  9. 9. HIP-HOP HAS ADOPTED LUXURY BRANDS FOR YEARS Image source: http://www.therichest.com/expensive-lifestyle/entertainment/the-top-5-jewelers-for-the-richest-hip-hop-stars/
  10. 10. 1993 “Buying new gear, nothin’ but the best/Forget Levi’s, strictly Polo and Guess.” — Mobb Deep, “Peer Pressure” Key Brands Ralph Lauren Tommy Hilfiger Guess “I put hoes in N.Y. onto DKNY/ Miami, D.C. prefer Versace/All Philly hoes go with Moschino/ Every cutie wit a booty bought a Coogi.” —Notorious B.I.G., “Hypnotize” 1997 Key Brands Versace Phat Farm Rocawear 2010 LuxuryCulturalAspirational, but Achievable “Red bottoms by the barrel/ Pop the Giuseppe tags like it’s American Apparel/$20,000 up in Barneys, haters’ll never harm me/Rick Owens on me, bombers for my whole army.” —Rick Ross, “Super High” Key Brands Hermes Barney’s Maybach Ultra-Lux “I see your Jil Sander, Oliver Peoples/Costume National, your Ann Demeulemeester/ See Visvim be the sneaker, Lanvin or Balmain.” —A$AP Rocky, “Fashion Killa” 2013 Key Brands Gucci Lanvin Tom Ford
  11. 11. “NATIVE” ADVERTISING AT ITS FINEST Image source: https://www.flickr.com/photos/9190877@N07/3635344238/
  12. 12. Image source: http://www.newrockstarphilosophy.com/wp-content/uploads/2011/10/Rick-Ross.jpg WHAT HAPPENS WHEN HIP-HOP EMBRACES A LUXURY BRAND?
  13. 13. DEPENDS ON WHO IT IS… Image source: http://www.stereogum.com/1184942/lil-wayne-hospitalized-after-in-flight-seizure/news/ Image source: http://www.factmag.com/2013/07/15/jay-z-rome-fortune-randomer-and-the-return-of-snoop-dogg-reviewed-in-the-fact-singles-club-july-15-2013/2/
  14. 14. Image source: http://www.musicboxmix.net/listen-jay-z-tom-ford-electro-trap-remix/
  15. 15. Source:: http://www.latimes.com/fashion/alltherage/la-ar-yahoo-searches-tom-ford-spike-is-jay-z-the-reason-20130808-story.html ONLINE SEARCHES FOR “TOM FORD” INCREASED 155%
  16. 16. RICK ROSS AND MAYBACH Image source: http://www.therichest.com/business/companies-business/the-best-rapper-owned-companies-around/3/
  17. 17. Daimler-Benz resurrected the brand in 1997. In 2003 Jay-Z name- dropped Mayback on “Lucifer,” from The Black Album. ! What followed was a hip-hop love affair with the brand, and Rick Ross naming his label Maybach Music Group in 2009. While rappers embraced the brand, the brand struggled and ended production in 2012. Image source: http://www.yeniarabaresimleri.com/maybach-resimleri.html
  18. 18. THE CRISTAL EFFECT Image source: http://www.winelah.com.sg/
  19. 19. When asked whether Cristal’s association with “bling lifestyle” might tarnish the brand, the managing director replied… Source: http://www.economist.com/node/6905921
  20. 20. “That’s a good question, but what can we do? We can’t forbid people from buying it. I’m sure Dom Perignon or Krug would be delighted to have their business.” - Frederic Rouzaud, Managing Director of Cristal Source: http://www.economist.com/node/6905921
  21. 21. Source: http://www.economist.com/node/6905921 From that point on, brand advocate, Jay-Z, boycotted Cristal and launched an endorsement deal with Armand de Brignac. Image source: http://www.fashionablypetite.com/2010/04/armand-de-brignac-champagne-taste-of.html
  22. 22. HIP-HOP MENTIONS
  23. 23. GOOGLE SEARCH HISTORY Source: http://www.google.com/trends/explore#q=cristal%20champagne&geo=US&cmpt=q Cristal Champagne
  24. 24. WHILE WE CAN’T DIRECTLY LINK THESE PHENOMENA, THERE IS A CLEAR CORRELATION Image source: http://pt.forwallpaper.com/wallpaper/leather-black-cracked-background-texture-116852.html
  25. 25. HIP-HOP IS ATTRACTED TO THE BRAND FOR THE SAME REASONS AS OTHER LUXURY CONSUMERS Image source: http://bbafrica.tv/1/p-diddy-coming-to-uganda/
  26. 26. RARITY EXCLUSIVITY SPECIALNESS Image source: http://www.popsugar.com/Pictures-Kayne-West-Jay-Z-Rocawear-Event-Held-Gansevoort-Hotel-NYC-2010-09-16-170000-11036772
  27. 27. IT SAYS THAT “I’VE MADE IT” Image source: http://www.punmiris.com/parfem/Sean-John/I-Am-King-4349.html
  28. 28. BUT THIS CAN SCARE THE MARKETING DEPARTMENT Image source: https://www.flickr.com/photos/31619693@N08/13225130785/
  29. 29. OFTEN, HIP-HOP CULTURE IS IN DIRECT COMPETITION TO THE BRAND VALUES THEY HOPE TO CONVEY
  30. 30. FLASHY HIGHLY ASPIRATIONAL BOISTEROUS OSTENTATIOUS “BLING” PERFECTION CRAFTSMANSHIP EXCELLENCE CLASS PRECISION
  31. 31. IGNORING THIS CULTURAL CLASH OR ACTIVELY SPEAKING OUT AGAINST IT WILL HURT THE BRAND Image source: http://www.yorokobu.es/wp-content/uploads/rapero.jpg
  32. 32. THE DRIVING FEAR: LOSS OF CONTROL Image source: http://www.superbwallpapers.com/music/i-am-hip-hop-29686/
  33. 33. IN THIS DIGITAL WORLD, EVERYBODY HAS A VOICE Image source: http://4.bp.blogspot.com/-1C4sx2uLgGc/TX-wkGAulzI/AAAAAAAAAOk/ap9c9OxqCBk/s1600/microphone_faji.jpg
  34. 34. Rolex vs. Rollie This can change how people talk about your brand
  35. 35. THE FRAGMENTED AND DISPARATE ENVIRONMENT MAKES IT EVEN MORE DIFFICULT TO PROTECT THE BRAND VALUES Image source: http://look-wassupman.blogspot.com/2011/06/style-icon-wiz-khalifa.html
  36. 36. WHAT’S A BRAND TO DO? Image source: http://wallpaperswide.com/light_background-wallpapers.html
  37. 37. 1. STAY TRUE TO BRAND VALUES It’s what attracted hip-hop in the first place Image source: http://awake-smile.blogspot.com/2010/11/louis-vuitton-resort-2011-anne.html#.U5odzJRdV4U
  38. 38. “The edginess, the over-the-top creativity, and bad-ass factor is what made Versace so attractive to artists.” Misa Hylton Image source http://www.bestvideorap.com/international-videos/migos-versace-hd-1080p-x264-2013/
  39. 39. Hip-hop and Versace have a long love affair. As an unofficial sponsor for the brand, Tupac built a close friendship with Gianni and Donatella Versace. As a result, he enjoyed custom clothing, exclusive show invites and even a turn as a model in Versace’s Fall/Winter 1996 show in Milan. ! Honoring brand values through the growth of hip-hop ensure Versace maintains loyalty among hip-hop fans, and non fans alike. Image source: http://www.stylecaster.com/rapper-fashion-designer-duo-tupac-gianni-versace/
  40. 40. 2. EMBRACE CULTURE Brands that succeed embrace culture, not shy away from it Image source: http://alfitude.com/tag/azealia-banks/
  41. 41. Alexander Wang partnered with Azealia Banks in 2012 for his Fall T campaign. This is a common theme for Wang as he has previously partnered with musicians. Prior campaigns feature Santigold, Spank Rock and Die Antwoord. ! Partnering with these musicians demonstrates an intrinsic and authentic association with popular culture.
  42. 42. Image source: http://www.flickr.com/photos/84856173@N00/6418073321 3. DEVELOP STRATEGIC RELATIONSHIPS THAT SUPPORT BRAND VALUES
  43. 43. In 2013, Hublot announced a five-year collaboration with known watch collector, Shawn “Jay-Z” Carter. As a result, Hublot is launching a new product line that is heavily influenced by Jay-Z himself. The collaboration will evolve to include more complicated pieces. ! This partnership, filled with integrity and class, supports brand values while continuing to reach a shared audience of young affluents. Image source: http://watchesinmovies.info/tag/hublot/
  44. 44. @Carrot @AmandaKRue In love and hip-hop,
  45. 45. Sources and Additional Information ! http://www.brandchannel.com/home/post/2010/11/25/Brand-Jay-Z.aspx http://www.complex.com/style/2013/05/a-history-of-versace-in-hip-hop/ http://www.complex.com/style/2012/08/the-most-important-fashion-labels-in-hip-hop-right-now/related http://www.complex.com/rides/2012/08/why-hip-hop-couldnt-save-maybach http://www.forbes.com/sites/arieladams/2013/10/02/jay-z-partners-with-hublot-for-shawn-carter-wrist-watch/ http://www.forbes.com/sites/lauriekahle/2013/11/29/shawn-jay-z-carter-and-hublot-release-limited-edition-watches-with-a- new-york-holidays-debut-at-barneys-new-york/ http://hyuninc.com/post/4030902219/banned-jay-z-ace-of-spades-article http://www.lauryndoll.com/hip-hop-influence-on-fashion-killing-affluent-luxury-brands/ http://www.luxurydaily.com/hennessy-refreshes-wild-rabbit-campaign-with-hip-hop-icon/ http://luxurystudies.blogspot.com/2011/02/hip-hop-and-fashion-dress-for-excess.html http://rapgenius.com/ http://www.vibe.com/article/opinion-high-fashion-hip-hop-good-culture http://websmithblog.com/post/27751542899/hip-hops-waning-influence-on-luxury-brands
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