MARKET & BRAND ANALYSIS REPORT

MODULE NAME : Fashion Branding and Marketing

MODULE CODE : DFS2123
NAME : Karen Gabriella Sindunata
CLASS : FD3A2
ADMISSION NO : F17FD0825

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TABLE OF CONTENT pages

1. Introduction ….
2. Brand Story Bape ….
3. Brand Identity Bape …
4. Marketing Mix …
4.1. Product …..
4.2. Price ………………………………………………………………………………. 5
4.3. Place ………………………………………………………………………………. 5
4.4. Promotion …………………………………………………………………………. 6
4.5. Physical Evidence…………………………………………………………………. 6
4.6. Process

1. INTRODUCTION

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 The first ever post of New Item is going to address the Japanese streetwear giant, A Bathing
Ape or also most commonly known as BAPE. Created and founded by Nigo in 1993, BAPE was
one of the earliest pioneers of Japanese streetwear brands in the 1990’s. It is well known through
celebrity endorsement, as well as its use of very limited production lines to influence demand.
However the company doesn’t only focus on t shirts and what not, but rather lifestyle clothing for
men, women, and even children. There are currently 19 open stores in Japan that range from Osaka,
Nagoya, and Kyoto. On a global scale, other Bape stores are located in Hong Kong, London, New
York, Pairis, Seoul, among many others.

2. BRAND STORY BAPE

A Bathing Ape (BAPE) is a Japanese clothing brand founded by Nigo (Tomoaki Nagao) in
Ura-Harajuku in 1993.The brand specialises in men's, women's and children's lifestyle and street
wear, running 19 stores in Japan, including Bape Stores, Bape Pirate Stores, Bape Kids Stores,
Bapexclusive Aoyama, and Bapexclusive Kyoto. The Kyoto store also includes Bape Gallery, a
space used for various events and art shows sponsored by Bape. There are also stores located in
Hong Kong, New York City, London, Paris, Taipei, Los Angeles, China, Bangkok and
Singapore.The company previously operated (Busy Work Shop), Bape Cuts hair salon, Bape Café,
BABY MILO and The cay Soldier. Nigo also founded the secondary lines AAPE (by A Bathing
Ape) and BAPY (Busy Working Lady). In 2011, the company had been sold to Hong Kong fashion
conglomerate I.T Group. Nigo left the brand in 2013.

3. BRAND IDENTITY BAPE

A Bathing Ape’s is originated in Japan, because of this it has
always been communicating an urban Japanese culture, from its birth in 1993
too this present day. Taking influence purely from Japan and its culture and
history. However you can argue that he is communicating a very playful and
fun message to his consumers. This is due to their sheer imagination when it
comes to collaborating with different business and brands. But now A Bathing
Bape purse

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Ape’s not only focusing in teenagers but also family. It encompasses men’s, women’s, and
children’s clothing.
Bathing ape T-shirt 1993

Bape kids
Camo Shark sweater (2018)

4. BRAND POSITIONING
A Bathing Ape has become one of the world’s most influential streetwear brands, along with
brand competitors like Supreme. Because of the category hey have branded and made themselves
into (streetwear) they try to appeal their clothes to youth, however due to luxury pricing , for
example their S$733,54 Shark hoodies, Bape are mainly appealing to the middle aged teenagers;
right up until people in their late 20s who have income of money. Therefore their target audience is
in the bracket of 15-30 year olds interested in the streetwear or Japanese culture. However you
could argue that a lot of consumers are now buying it because of the luxury feel it gives and also
through celebrity endorsement. It is now being overlooked as a streetwear brand by minority and is
now being seen as a luxury brand. Due to their expensive products. To appeal the brand and the
“Bape” lifestyle to everyone NIGO created, Aape, Mr. Bathing Ape and Bape kids. This is a very
clever marketing strategy, as the brand is now able to reach out to a much larger audience. The
quality of products is equal throughout, however the prices are all vary. Comparing Bape teenagers
and Bape kids, Bape kids will be the cheapest because they are low at cost, not taking a lot of time.

5. BRAND SYSTEM
Products are firstly designed to match the needs of the target market and produced in low
quantities. The latest collection are the promoted and release in store and online, but not only that
way, new collection by collaborating will also release in collaborators store or online or social
media, so it’s easy to engage the target market.

6. BRAND LEVERAGE

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 A Bathing Ape is smart at expanding their brand. They sell more products. This includes
miscellaneous item such as purse, phone cases, shoes, pillow. Not only product but the brand
expand their store. In Japan , Singapore, Hongkong , America, Thailand, Indonesia, Taipei, etc.

7. BRAND RESPONSIBILITY
A Bathing Ape ensure that the connection between the brand and the customer is strong by
leading their own Japanese style and including street art culture. They don’t follow the trends but
they become the trends. Therefore it Makes them unique in comparing to other mainstream brands.
The brand are designed to fit urban teen culture which creates a connection between customer and
the brand. Bape limited stock of products also create a need for the customer making loyal
customers buy whatever they produce.

8. BRAND INVESTMENT
To talk about brand investment, A Bathing Ape is the best brand with collaboration. The
way bape collaborate is very unique. Bape collaborate with any type of brand, not only clothing but
also other segment such as beverage, animation, celebrities, comics, etc. Their investment is
actually the way they speak to customer that the brand is not only selling a fashion clothing but also
lifestyle.

9. MARKETING MIX
9.1 Product