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Managing Luxury Fashion Brands in Global Markets - Supreme
- 1. SUPREME – Case Study Luxury Brand Management John Bourke, Cécile Chevalier, Sean Deane, Alexandra Sirkoska, Ana Speranska, Ella Rinn
- 2. THINGS YOU MAY KNOW ABOUT SUPREME James Jebbia, founder First store on Lafayette Street, NY Underground culture Provocative advertising The supreme ruler of culture 5 to 15 new items weekly
- 3. 3 SIX ASPECTS OF SUPREME P e r s o n a l i t y Trendsetter, uncommon, rebellious, rider C u l t u r e American, simplicity, easy- going S e l f - I m a g e Cool, showing off, irreverent, ability to buy P hy s i q u e Red background with white letters, coloured brand, provocative advertising Re l a t i o n s h i p Provocation, comfort, rebellious Re f l e c t i o n Youthful, unique, provocative style, young urban
- 4. VICTIM OF ITS OWN SUCCESS
- 5. 15. Mai 20145 1. Reference market 2. Positioning 3. Ideas EXECUTIVE SUMMARY
- 7. What: modern streetstyle Who: consumers How: apparel
- 8. So is it Luxury or Masstige … Niche even ? - Price above mid-range - Self- Expressionist - Desire • LUXURY Exclusiveness Being Unique Part of a Dream Brand Heritage • MASSTIGE Affordable to the masses Quality Reasonable level of Prestige Lifestyle NICHE
- 9. 9 - Founded 2010 - Distinct Logo - Production of hard goods and boards - Exclusive - Clothing Sold Second Hand PALACE - American Brand - Shoes and Sportswear - Recognisable logo - Easily available VANS COMPETITORS …. Pffft yeah right! LOUIS VUITTON
- 10. « If you don’t know Supreme then you probably shouldn’t » UNIQUENESS SELF EXPRESSION CONSPICUOUS AND OUTRAGE COOL RARE HIGH QUALITY CONNOISSEURS
- 11. POSITIONING
- 12. PERCEIVED QUALITY • High Quality Streetwear • Raw Materials Carefully Chosen • Cross pollinate with timelessly macho brands (North Face) PRICE • Higher Price than Streetwear brands • Importance of Second Hands PEDIGREE • Heritage : Popular Streetwear • Underground Brand • Limited Availability POSITIONING
- 13. IDEAS
- 14. Dude look there’s a Supreme Shop :o
- 15. • Organic Line Extension • Co-branding Kermit recommends going Green!
- 16. Supreme Talk – “ Exclusively Supreme products or else…”
Editor's Notes
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- To provide style authenticity and quality, key component of the reference market is that Supreme’s consumers have a high desire for uniqueness. The reference mkt incorporates characteristics from a variety of classes: nouveau rich (Kanye west and frank ocean prone to luxury fashion and status-seeking) + new comers (status seeking target - logos are important, it is important to show than heritage) HENRYS – globally and economically sensitive, a lot of teenagers following the athleisure brand
- Supreme is a Niche brand as their products are high-quality and luxurious but affordable to the mass, but not available to the masses. In fact, Supreme differs from middle-range brands by their prestige and differs from luxury brands by their price. However, even though the products are accessible to middle-class consumers, Supreme adopted a strategy which makes their products exclusive, with a production well below their level of demand. This low production rate allows Supreme to differ from its main competitors as customers are always waiting for new products to come out: customer have therefore rare products which is more satisfying for them.