Research

1. Research

2. Existing Websites & Social Media
From looking at these different websites from the many streetwear brands some things that I have noticed
they all have in common is that the websites are very simple. The websites are very easy to navigate. They
have the menu navigation bar on the left side of the page for most of the websites. Another thins is when
you go onto the website all the products are on the first page of the products from the latest drop. They
have the logos of the brand in the middle at the top of the website. These website don’t have banners at
the top of the page of an image or a banner to promote their brand which is usually fairly common on
websites. with the social media pages they are fairly simple. As we can see on the Instagram pages I have
included they have short bios with not too much information on them. They obviously include the website
links so that their followers can easily find their website from there social media page. The photos they all
use are very professional. With the supreme page we can see they use a lot of images of models wearing
their products unlike with fear of god where they include lot of stock images with white backgrounds
behind the images.

3. Existing Product
Here are some existing lookbooks of the streetwear copany supreme on the left side of the
page. With supreme we can see that they keep their lookbook very simple. We have a medium
close up shot of the model. We can tell it’s a medium close up shot as we are able to see what
the model is wearing and we can also see their facial expressions. The camera angle is eye
level with the model and they have the model positioned in the middle of the page as well as
this thy also have the background for the look book plain and white. On the palace look book
on the right they have a slightly different approach to the other look books. They have a simple
background however it isn't a plain white backdrop unlike with the others they tend to go
outside and to go to places whilst also keeping the background simple with not too much
going on. They also have the model in the centre of the page whilst using a medium close up
shot. The camera angle they use is slightly just under eye level I would say so it is a low angle
shot which makes the model look powerful and it could also suggest to the audience that if
they buy these clothes they will feel powerful as well.

4. Existing Print Advertisement Product
From looking at the existing adverts we can see that is conventional to keep the adverts plain and
simple with not too much information on the page. As we can see all the adverts above are fairly
simple with not too much on the page. We can see the main image of the advert doesn’t have much
going on either. We can also see the branding stands out on all the adverts and it is placed the bottom
of the page. The images that have been used in the advert are portrait medium shots. Within the
adverts they use simple colours such as white which can represent purity and goodness. The
connotations of white can also be seen as a colour of cleanness and the colour is seen as a successful
colour as the colour quite is seen as a colour of perfection and it is seen as positive. The colours are
very important within advertising the product as t helps the brand lead in sales as it makes te
consumer feel like they are buying into this luxury lavish lifestyle.

5. What Is Streetwear?
Streetwear is a distinctive style of street fashion and has been very common over the past few years. Streetwear originally
had roots of California culture as well as the skate culture but throughout the years it has many different elements of hip-
hop fashion, rap fashion and also now high end fashion. Many streetwear brands such as supreme have collaborated with
different brands such as the north face, Dr Martin and even Louis Vuitton. Streetwear can vary from t-shirts , joggers,
hoodies and trainers. One of the first official streetwear brands was founded by Shawn Stussy with his streetwear brand
called Stussy and he quoted the brand as " A multi-faced, subcultural diverse, southern California lifestyle based T-shirt
brand (mimicking) the limited feel of high-end luxury brand" he also says " those are the two most integral components of
what makes a brand streetwear: T-shirts and exclusivity." When streetwear first started is a lifestyle based clothing with
each different brand targeting to their specific culture / sub culture which is what makes it exclusive to that group that it is
aimed at but throughout time and in this current day that is not the case. There was another quote by Jerry Lorenzo who
is a fashion designer and the CEO of fear of god and he says "I guess anything can be considered streetwear that comes
outside of the traditional fashion system" this goes to show that now in 2020 streetwear has changed and each brand
see's streetwear different to the other. Personally I think streetwear has come a long way from being these independent
brands to where they are today where we have all these big brands such as Givenchy, Gucci and Louis Vuitton getting in
on it. If I were to define what streetwear is I would say it is a certain style clothes that’s primary audience would be
marketed at their sub culture whilst the secondary audience would be people that are into fashion as streetwear is one of
the most popular clothing's styles in 2020. What makes streetwear great in my opinion is the exclusivity of the clothes and
the aftermarket. When a piece of clothing drops it could retail for £160 for example if it was a hoodie they could sell out in
seconds and you will have people lining up outside the stores for hours and even the night before and this shows how
much demand there is for the product if people are waiting ths long in any weather just to get a item of clothing. If people
aren't able to get an item they can still purchase the product but at an after market price on sites such on dep op, eBay
and stockx. A jumper that retailed for £160 may now be worth £800 on the aftermarket it all depends on supply and
demand of the product. Another great thing with streetwear is that unlike with regular designer brands streetwear items
hold their value and even so you could wear the product for months even years and if you want to sell it you can still get
more money than what you paid for it unlike with regular designer brands where they lose their value as soon as you wear
them

6. History
Streetwear is thought to of started as early as 1970's but didn’t become popular until the
1990's. The first streetwear brand was stussy. Stussy was a small surfboard company owned
by Shawn Stussy and they would print logo T-shirts based in Los Angeles. The 1990's was
the biggest years for streetwear when where bape was founded in 1993 and supreme was
founded in 1994 with their first store opening on Lafayette Street in New York City. With
Supreme opening up this helped streetwear spread around New York. Supreme is also
hugely credited in popularising streetwear. Supreme would have fans in the skateboard and
hip-hop world buying their clothes each week as they have their products drop every
Thursday at 11am and in a way this became a social gathering and is very popular in the
hip-hop culture. With Supremes weekly this helped it become mainstream as many big
brands saw how successful this was as supreme were releasing clothes every single week
and they grew a loyal fan base / customers that would repeatedly purchase their products
week in and week out to the point where every item sells out. Streetwear brands like
supreme have helped sales in luxury brands as back in 2017 streetwear labels helped boost
global sales of luxury personal goods by 5%. Another reason on why I personally think
streetwear has become so popular to what it is today is because society's dress codes have
relaxed and people would rather wear more relaxed comfy clothes than wearing a suit out.

7. Streetwear Brands
There are many different streetwear brands in 2020. We have the most common
brand supreme that is based in New Yok City. Supreme has got huge respect with
many big names designer brands such as North Face and Louis Vuitton collaborating
with Supreme. Another big brand in the streetwear community is Yeezy. Yeezy is a
streetwear brand by the musician Kanye West. He focuses his designs on futuristic
however also retro style. He often challenges the conventions of the streetwear style
and comes up with completely new designs that no one has ever done before. Kanye
use to work with Nike with his brand however after coming across an issue with
Nike he now works with adidas on his Yeezy brand. Another streetwear brand is Off-
White. Off – White is a slightly bit different compared to the other streetwear brands
as they are more of a luxurious high end street wear brand where they are famous for
their quotation mark design that is on their products as well as the tag that they have
on their trainers. The brand off-white have collaborated with many big brands such as
Timberlake , jimmy Choo and also Nike. Another brand is palace who are a streetwear
brand however it is mainly the skateboarders that wear this brand unless the product
is really hyped. The brand was recognized worldwide within just 3 years and have also
collaborated with many different brands such as adidas and reebok.

8. Supreme
When it comes to streetwear one of the most known brands is the brand supreme. Supreme is an
American skateboarding shop and clothing brand based in New York founded by James Jebbia in
1994. I believe supreme has become so popular simply by not following the conventions of other
clothing brands. By this I mean they have restricted distribution and a lot of demand for their
products and they have always kept the distribution restricted and now when the brand has more
demand from their products than ever they could easily make more stock and earn more money
however they haven't they still keep their stock restricted. I also think that this is another reason
why the brand is so popular because of the weekly drop and it became more of a community of
people that are all interested in the same thing would go and almost meet up each week whilst
they are waiting to get the new products as before supreme had the registration process people
would line up to 24 hours before the drop just to buy the latest products from the drop.
Considering that supreme is a billion dollar company they only have 12 stores worldwide. When
supreme drop it is very hard to get the most desirable product which means fans will then try and
buy anything they can so that they aren't going home empty handed. If people are unable to buy
the product they want from the drop they can still purchase the item however this comes at a
much higher cost than retail.

9. Fear Of God
Fear of god is a fashion brand designed by Jerry Lorenzo. Jerry Lorenzo says he named the
brand fear of god as “I grew up with Christ as the centre of my household. ” in a interview
he says he came up with the name as he says “There is a fear of god if you don’t know him
and there is a fear of god if you do know him” Lorenzo claims that his products are solution
based garments so that you can throw on these clothes without putting too much thought
into your outfit. Jerry says that the brand “This is not a Christian brand,” and says “It’s a
brand that represents stuff I like.” Jerry likes the name because like he said it's not
promoting god but it's a reference for him and it is the foundation of everything the fashion
designer believes in. They have collaborated with brands such as Nike and many brands
have collaborated with Nike however not many brands have got to make a silhouette for
the brand however Jerry Lorenzo got to do that with his brand and Nike. When he designs
new pieces such as his clothes and the shoes he likes to try new things. Try new shapes that
other brands don’t do instead of just focusing on the graphic / design of the product. He
cares more about the structure of the clothes as he says “shape is quietest way to be the
loudest person” and I personally think that most brands don’t really focus on the structure
and the shape of the clothes and they tend to mainly focus on just the designs of the
product and I feel like this is what makes the brand so popular and so different to the
others.

10. Jordan
Jordan is a shoe brand for athletes designed by the famous basketball player Michael Jordan.
Nike first signed Michael Jordan in 1984 where they created the basketball sneaker market.
The brand now sells a variety of different products from trainers to hats, backpacks and t-
shirts. The shoes that they design are the most popular item that the brand creates and I think
this is for many reasons. One is the brand is really good with promoting the product. The
brand Jordan has gone far further than just promoting the product at basketball fans. They
have artists such as Travis Scott, Eminem, Drake and many more that wear the shoes. There is
also a series on YouTube where celebrities go shopping with complex and in this series you
have these big celebrities that go shopping for shoes and spend thousands on multiple pairs.
This is good promotion for the brand because Jordan have hundreds of different pair of shoes
so there is a chance no matter who you are there will be at least one pair that someone likes
and when celebrities are talking about the shoes this promotes the brand even more and
because there is only limited pairs this makes the brand more desirable. Another way is they
partner up with different athletes and different artists such as Eminem, Travis Scott and many
more. This is good promotion because the artist will promote their shoes and the fact that
Jordan are collaborating with such big names from different industries is a good way to reach
a different audience.

11. Design Vs Marketing
when it comes to these brands design is very important however I must say I believe that
marketing the product is even more important. You could have the best product in the world
using the best materials and having the most aesthetically 'pleasing designs but if the brand cant
market the brand then it will be very hard to get sales. I think these streetwear brands are very
good with their marketing which is one of the reasons on why they are so popular and why they
are so big to what they are today. These brands are getting big athletes, musicians and even
mainstream celebrities to wear the products which makes the product more noticeable and
makes the brand image better when these high profile and because streetwear has a younger
audience when they see famous people and people they look up to wearing the brand this will
influence the audience and they may even want that same piece of clothing and when they find
out everything is sold out they have no other option than having to go to the resale market and
paying a premium if they want the product that much. I also think another reason on why it is so
popular because these brands are very good at supply and demand they have a lot of demand
with very little supply and because people want what they can't have this helps the brand to
remain popular and to remain desirable.

12. Audience
The audience for different streetwear brands may vary from each one however the majority of
them will be very similar. From watching a varies different influencers on YouTube such as The
Unknown Vlogs he is known for going to drops and asking people how much their outfits are
worth. When he goes to these drops such as the brand Supreme we can see that the people
that he is talking to varies from 16-35 I would say. They are mainly males as well from looking at
pictures of the lines outside the drop and when looking at the products that supreme have
made we can tell that their primary audience is males however the clothes that they create are
unisex. The biggest influences in streetwear is hip-hop / rap music according to 80% of people
from the secondary research that have done. 65% of people say that they get their inspiration
from musicians and that also that musicians are some of the most credible figures in
streetwear as when these musicians often wear these exclusive clothes. From looking at my
secondary research on the website stratagyandco from their research they found out that more
than 60% of consumers were surveyed to be under 25 which goes to show how young the
audience actually are. They also show that social media is the top influence (84%) this shows
me that this will be the most affiant way for me to market my product to the target audience.
Social media influencers are also some of the most credible people within the streetwear
community (32%) which goes to show how powerful social media actually is as these regular
people on social media can have such big influence within the fashion / streetwear scene

13. Audience Spending Habits
Here are some graphs that I found for some secondary research of spending habits of
streetwear. From looking at the spending habits we can see that 56% of people spend
$100-$300 on just one single item of streetwear whether that is a t-shirt, jumper or shirt
etc. 16% spend $300-$500.from reading the article 62% of the consumers say that they
believe streetwear stay in fashion and is always in style. The graph on the right hand side
shows the resale side of streetwear. On the graphs we can see that a third of consumers
buy their items through the resale market. This shows us that the resale market plays a
big part within the community and it will only be getting bigger as streetwear becomes
more popular and people will have to keep paying a premium in order to get the
products that they want to get.

14. Market Map
EXCLUSIVE
ACCESSABLE
LUXURYPREMIUM
Market
Gap

15. Market Map Analysis
I decided to create a market map where I would look at some different brands out
there. I decided to separate them from premium and luxury brands and also on how
exclusive and how accessible each brands are. This allowed me to look at the market
that currently exists and to find where there is a gap in the market for my product so
that I aren't copying a product that already exists. The market gap is to have a luxury
brand that is exclusive so this is what I will create. Creating a market map was beneficial
for my project because it allowed me to look at my competition into detail and analyse
what the market has to offer already before I create my product.

16. Bibliography

17. Bibliography
Simpson, A. (2019). The Origins Of Streetwear: What Is It And How Do I Wear It?. Available:
https://www.rebelsmarket.co.uk/blog/posts/the-origins-of-streetwear-what-is-it-and-how-do-i-wear-it.
Last accessed 06th Feb 2020.
Casual, R . (2017). 0:10 / 7:46 Share What the Hell is STREETWEAR? | WTH. Available:
https://www.youtube.com/watch?v=iOY7mFWlHWo. Last accessed 7th Feb 2020.
Complex. (2019). Jerry Lorenzo Shows Aleali May Fear of God's Factory & Talks Nike Collab | Get It
Together. Available: https://www.youtube.com/watch?v=JHq1zEL1cAU. Last accessed 25th Feb 2020.
Deleon, J. (2016). erry Lorenzo Used Religion to Sell Bieber Concert Tees. Available:
https://www.thecut.com/2016/11/what-inspires-jerry-lorenzos-fear-of-god-label.html. Last accessed 19th
Feb 2020.
Sengsavanh, H. (2019). THE HISTORY OF STREETWEAR AND ITS GROWING IMPACT ON FASHION. Available:
https://www.micromacromag.com/fashionblog/2019/5/16/the-history-of-streetwear-and-its-growing-
impact-on-fashion. Last accessed 7th Feb 2020.
Hypebeast. (2019). MEASURING STREETWEAR. Available: https://strategyand.hypebeast.com/streetwear-
report-market-statistics-global-trends. Last accessed 14th Feb 2020.
n/a. (n/a). Five ways fashion brands can win in a growing market. Available:
https://www.strategyand.pwc.com/gx/en/insights/2019/streetwear. Last accessed 26th Feb 2020.