Brand Supreme 1

Brand Supreme
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Abstract
Supreme is a company that was established in 1994 by James Jebbia. It started with
making clothes and skateboards and other products that the company thought would help it earn
some income. It started its operations in a small store on Lafayette Street, and it has now
expanded its operations to different locations all other the world (Todor 2014:59). In the
beginning, the company was focused on producing male products, but as year by year is passing,
the company’s products have been co-opted by women due to the increase in girl’s skaters as
well as the manner in which the current generation is having a genderless mode of dressing. The
idea of engaging celebrities on their marketing strategies has definitely turned tables. Supremes'
celebrity endorsement is not something that started of late; it started in early 1990s. The main
reason that motivated Supreme to engage artists in their marketing is to attract the attention of
the consumers as well as promote their collection.
 Brand Supreme 2

Brand Supreme
Brief introduction of the Company
In this paper, the product chosen is streetwear that is produced by brand supreme.
Streetwear is a certain type of casual clothes and a given style that is worn by a given group of
people particularly members of several urban youths of a particular subculture. Supreme is a
company that was established in 1994 by James Jebbia. It started with making clothes and
skateboards and other products that the company thought would help it earn some income. It
started its operations in a small store on Lafayette Street, and it has now expanded its operations
to different locations all other the world (Todor 2014:59). In the beginning, the company was
focused on producing male products, but as year by year is passing, the company’s products have
been co-opted by women due to the increase in girls’ skaters as well as the manner in which the
current generation is having a genderless mode of dressing. In this case young girls are
purchasing clothes perceived to be for boys. Currently, the brand produces clothes for young
adults, youths, children men as well as women and individuals of all ages.
Currently, the company has ventured in the fashion world where it has established new
stores in other countries. The second sore to open after the New York City where headquarter is
located was in Los Angeles along North Fairfax Ave. It then opened other in London,
CaliforniaTokyo, and Paris among others. The passionate devotion of their clients has called for
a dialogue with the young adults and the front line of high fashion at skateboard parks, especially
in Paris. The company collaborated with Louis Vuitton, a company that was designing men’s
wear like bandannas, skateboard trunks, shirts, backpacks, jackets, and gloves. The intention of
collaborating with Vuitton was to enhance the production of many fashion products, but it has
turned out to be a shortcut for immediacy, deftness, authenticity, and speed in its way of
operation. Rather than just selling tees, sweats, and hats the brand has come up with a strategy
where it releases new collection twice per annum just like any other fashion organization which
is done on an online platform and a few pieces are dropped every Thursday on online market and
traditional stores.
Unlike their competitors on streetwear, Supreme has begun by offering stock from other
skate brands, as a customary skate shop would. Additionally, it encouraged the feeling of
validness for skaters. Moreover, Supreme has kept up its underlying foundations as a New York
mark, particularly through the joint efforts that make the brand so popular. Incomparably
supreme has turned out to be famous for the joint efforts it partakes in with different specialists,
skaters, performers, and even games groups (Petty 2018:65). In doing so, it is by all accounts
vital in that a considerable lot of these joint efforts are finished with people or substances
imperative to New York's history or culture. For example, Supreme has made coordinated efforts
with New York rapper like Raekwon, Chief Larry Clark, man the New York faction great Kids,
and even the New York Yankees.
It has also been working with photographers, Artist, celebrities and musicians who enable
it to continue having a unique attitude and identity. According to the founders, the brand started
with producing a few T-shirts, but it has currently upgraded to even producing hoodie,
sweatshirts and streetwear among other. On June 6 this year, supreme was rewarded as the best
 Brand Supreme 3

streetwear sellers by Council of Fashion Designers of America during an annual awards

ceremony.
The positioning, the primary target and main competitors in the marketplace

Brand supreme has been among the top companies that are maintaining or acquiring top
position in producing and selling their product; street wear. Despite it entering in the industry
after other companies it has been able to work tirelessly and meet customers’ demand hence
being able to be number one in the industry especially in the production of streetwear. It has
deployed several strategies that distinguish its product from that of the competitors despite
serving the same purpose. To big with, it makes use of its signature “box logo” it being famous
in many countries and on different generations, supreme is currently known as an international
clothing brand that has strongly worked its way to succeed in a sector of popular culture. It began
as a humble establishment in 1994 as the New York skate brand; it has secured its position at the
top of the streetwear sector and has even ended up being more of a subculture instead of a brand.
Young celebrities like Justin Bieber and Kylie Jenner seems to have liked the product and are
time to time wearing supreme products hence creating exposure of the company and the product.
The popularity of the brand is further indicated by the crowd of customers who are waiting
outside the traditional shops every week waiting for the new releases. Also, the online customers
who retail supreme goods to celebrities who are willing to pay more than the retail cost just to
acquire the product that is on the market. However, those who do not understand this culture may
see it useless to wait for about eight hours just to purchase a T-shirt or to even pay up to more
than four times the normal cost of the product.
The main target of streetwear is all individuals of all age and it has primary competitors
are Adidas, Nike, champion, Gucci, fear of God, and Noah among others. Supreme has the
techniques that enable it to be more competitive in the eyes of its competitors. To begin with, it
has cultivated an organic method of branding that has established a sense of authenticity and
personality for the brand. This method of authenticity originated from its skating culture and
New York grit. At first, the store in Manhattan was completely stoked with skate brands where
the products were placed on, the wall in order to create a space for skaters to ride within the
store. This store set up is still utilized in most of its stores. Therefore, unlike other streetwear
organizations, supreme has begun selling merchandise from other skate brands like it use d to do
in its store. Moreover, the brand has maintained its origin to be a New York brand.
Another aspect that has led to being more competitive compared to its competitors is it
persistent loyalty in producing skating products hence customers to trust the brand. Nonetheless,
Supreme is no more a supreme New York skate brand, but it is an international lifestyle brand
that has opened many shops in other countries instead of the United States alone. It has remained
a company that reminds its clients about its authenticity by producing skating boards and is still
working with New York connected creativities (Shepherd, Chartrand and Fitzsimons 2015: 85).
The idea of remaining loyal to its roots has made its operations strong lifestyle brand since
individuals wearing supreme products are satisfied, and they do not need to wear another
companies product. This makes the authenticity of supreme to be almost unquestionable hence
making the brand to be competitive enough.
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Supreme “Uniqueness” is what has attracted most of its customers to purchase their
products. The supreme strategy is based on selling out unique products that their competitors’
falls short; there is no restock. This fact has propelled demand to be much elevated than supply.
Bearing in mind the “limited edition” aspect of this brand, both fashion lovers and fashion
victims escalates demand especially when there is a merchandise drop, consolidating more and
more power for Supreme, a brand that was not recognized until a few decades ago. Remember
this brand is in a position to increase supply, but it just opted not to do it. This aspect has geared
up other two market’s participant, fans and buyers. These participants view Supreme as a way of
speculation via re-selling of goods at a much-increased price. The fact remains that this strategy
is new and will continue to propel Supreme to much higher heights because it has shown its
efficiency from a short-term perspective.
Again, supreme has ventured in the sector with force where it has adopted cultural
production. This is where it is producing products in large numbers to get profit in return.
Supreme has designed its product “streetwear” in a way that it is better than the products from its
competitors whose products are not as appealing as the one it produces. Supreme functions as the
leader in the production of streetwear because it produces first and others follow where they
imitate the style and changes that supreme is making but it still remain unbeatable. Supremes’
print stickers are often done by other clothes companies that produce them in large scale (Sun
and Lowe 2014:1991). Even though the competitors imitate Supremes products, customers still
opt to purchase supreme’s product because it has described itself as a taste-making brand in the
production of streetwear hence standing tall in the industry.
More so, Supremes has been using exclusivity where it has been producing fewer
products of each type, and this helps it to produce desirable and unique feelings of exclusivity
something that is appreciated by customers. It has been named as hype in the production of
streetwear. Through the production of limited products of each kind, supreme has a competitive
advantage because it is capable of producing streetwear's every week that is released on
Thursday compared to its competitors who produce products during a certain season. The hype
position is maintained as clients’ desires are constantly renewed with every production done
every week.
Another primary reason that supreme considers and that makes it competitive is the
customer who makes demands for the product. At a close glaze to the customer, it can be evident
that customers are fond of the brand and are loyal to the product and are therefore yearning for
more than clothes. This is also evident by online platform where several customers are
discussing the new product in the market, shares the photos of the product and creating
awareness to other customers and resellers. These online customers are therefore a good sample
of convergence culture. Also, supreme has reinforced its status by establishing social glue that
functions to bring its customers together and create a sense of identity. Emile Durkheim, a
French philosopher, established this social glue. It contains three factors that help it to work
perfectly which include; shared symbols, rituals and imaged boundaries. All the three factors are
readily available in Supremes’ customers. Ritual is evident when customers stand for many hours
in a long queue waiting for the weekly release with the intention of buying and resell in return
and at a higher cost (Macedo 2015:15). Also, they share information about the new product
released. Shared symbols are evident in supreme customers via several designs available on the
product such as box logo that is on the product. Lastly, imaged boundaries are also available in
 Brand Supreme 5

supreme. Boundaries bring about a notion of sacred products that are presented to customers.
Those evident wearing supreme products are deemed to be sacred while those lacking are
considered profane. This makes customers loyal to the supreme product.
These branding strategies have made Supreme a brand for buyers to assemble social
capital upon. Social capital is a person's commonality with social questions that are esteemed by
the higher classes. Preeminent is a brand that has social legitimacy since it effectively obscures
class divisions because of its remaining as higher-level mold in the subculture of streetwear.
While streetwear is not viewed as high-mold, Supreme is a pioneer in changing that recognition,
as is obvious by superstars wearing Supreme items on main celebrity street. Along these lines,
Supreme is valued by both those acclimated with streetwear culture: ordinarily bring down
classes), and also buyers of a high form; regularly higher classes. By obscuring the line between
high design and streetwear, Supreme is a brand that interests to social omnivores who also
endeavor to devour different unmistakable types of pop culture.
Using a theory of motivation and secondary research explain:
The symbolism used in advertising, packaging
Advertising is a way of communication where the producer tends to communicate with the
product or service user. There are different forms of advertisements and it depends on the form
of the product and the cost to incur during advertisement since some are expensive while others
are cheap. All forms of advertisement are useful to both the user and the producer. To begin
with, it creates awareness about the existence of the producer as well as the product they offer.
For instance, in the case of supreme advertisement help customers to know when it have lounged
a new product and the type of the product. Also, supreme product has been in the front line in the
clothes industry especially in selling streetwear because it has used some advertising and
packaging techniques that appeal to customers to only purchase their products. The symbolism of
advertisement of the supreme brand and their product streetwear is the use of different colors that
are used to awaken an individual’s emotional feelings. For instance, red is used to symbolize
passion and love while black is used to show seduction and sexuality and green is also used to
indicate health and life (Dolbec 2017:20). By utilizing symbolism, advertisers are capable of
providing a deeper meaning to the selling power of a product. A par from colors supreme has
been using men in their ads to indicate that their products are meant for men and boys.
According to Hertzberg, two factor theories under motivational theory business has to use
two factors; hygiene and motivator factor that will motivate their employees and customers to
only purchase form their business. For supreme in most of its advertisements, it has been
convincing its customers that their products are easy to clean and cheap and there will be no need
to have one streetwear. These factors make customers to purchase this product to examine the
truth of the matter. Also, they ensure that their products are of high quality in a way that it cannot
disappoint the customer.
Additionally, Maslow’s hierarchy of needs is integrated into the advertisement of
supreme products. During advertisement, they use techniques that are satisfying psychological
needs of their customers. For instance, their advertisements utilize attractive colors that play with
customer psychological being. Their website provides information that tries to show the
experience that other individuals are having and customer perception of changing their brand is
 Brand Supreme 6

raised. This positive feeling helps a customer to purchase the product in order to be in a position
to be satisfied (Schudson 2013:10). Once the psychological feeling is deepened on a product, the
customers become loyal and can go over bound to recommend their friends and relatives. In that
regard supreme has discovered that customer are controlled emotions on how well an advertising
campaign and packaging is presented to them, it has adopted digital and conventional
advertisement like ensuring that their products are of appealing colors and techniques that are
influencing customers perception. Another research by McLeish (2010: 10) indicates that during
advertisement products should be well labeled to allow easy identification of the product. For
supreme, their street wears have a sticker write the supreme that helps people to distinguish their
product from others. For example, the bodies have a sticker at the back labeled supreme and arts
n the front. This design makes it appealing to its customers.
More so, they deploy advertising techniques that show how the product is safe ones they
wear. Also, they show how their customer loves their product; this is done by using one person
to do their adverts as if the person has been purchasing from the company on time to time basis.
Additionally according to Keller, Parameswaran and Jacob (2011:1) customers must feel
confident to be associated with a certain product in order to purchase again and again. Supreme
utilizes advertisement where people seem confident when wearing their products. For example,
men used in these advertisements are confident while wearing supreme street products. This
helps a customer to be encouraged to purchase a supreme product in order to experiment whether
they will feel similar.
As per Blommaert (2016:15) most companies like supreme are using during
advertisement to ensure that its product; streetwear is always in the forefront of their customer's
minds. Repetition is useful in advertisements because it creates brands familiarity with a certain
product. However, the researcher indicates that is can sometimes be boring if the brand keeps on
using the same product with the same colors that were in previous advertisements. In this regard
repetition, the right measures must be deployed. For instance, the use of particular images like
logo can be helpful in creating both brand and product familiarity. This is to symbolize that the
product is a brand of supreme.
On the other hand, since supreme do not wholesale, their packaging involves primary
packaging where the hold one retail unit product. This is to symbolize that it does not wholesale
its products, but still customers can buy single products until they get the number they need. This
form of packaging is helpful in attracting customers.
Needs, features, and benefits the brand is trying to exploit
The higher demand for streetwear by young individuals has to lead the company to
produce wears of high quality with appealing colors and designs that make the brand to be
famous and known to different youths. This has also led to the attraction of different customer
hence increasing the brand's sales that translate to high profits. The demand has also led the
company to produce different products that the youth are demanding to ensure the customer
loyalty is maintained. Moreover, most youths are currently working, and the brand has come up
with products that will ensure that it exploits the youths hence maintaining their competitive
position in the market. In this case, the brand has been conducted thorough studies of the
products that the youths are demanding. For instance, before it started producing streetwear, it
 Brand Supreme 7

was producing T-shirts alone but when it identified youths wearing hoodies. This has been
beneficial because it is selling faster compared to others.
Values communicated by marketers
According to Schroeder (2005:1299) communicating the values of products is important
for the brand to acquire the customer who fits to use this product. In the supreme brand, the
marketers are identifying what their customers are in need of and being able to provide to them.
This is evident where the marketers are entering with a certain product, and within some days it
then produces other type’s f products that are availed to its customers. As per motivational
theory, once the product that is needed gets into the market, the basic need of a customer is taken
care of. Another value communicated by the brand is the benefit that a product is giving to
customers. For example, streetwear that is colorful brings about easy and multifunctional
conveniences to its customers. Therefore, the value communicated that is important to clients is
the benefit that the product provides to its customers although not all customers get satisfied with
the products. Additionally, from time to time selling different products shows that the brand is
ready to make changes to its products hence being able to produce as customers’ demand. In
such a case the value presented is flexibility where marketer shows that they are flexible in
selling whatever the brand produces. Subsequently, the marketers are showing that supreme
employees are motivated to work with the supreme brand because they produce goods regularly
and are of high quality. As per motivational theory motivated employees can work
wholeheartedly towards achieving the company’s goals. This is shown by the products that
marketers are taking to the market. Lastly, supreme marketers are showing goods of high quality
indicating that their brand is producing goods of high quality.
How the Seven Sequential Stages Were Strategically Used
With the current stiff competition in the global market, businesses either small or big
need to overcome the hurdle of garnering business exposure in order to survive and grow.
Business owners should understand that the times when entrepreneurs could hang out a shingle
with their business name does no longer exist (McLeish 2010: 10). Therefore, entrepreneurs
ought to make remarkable efforts to promote and become more exposed. Exposure is considered
as a critical component of marketing strategy and once it is put in to use only a matter of time the
business gets the real exposure.
The Brand Supreme Company has an advantage of online communities that create viral
the products sold by Supreme without necessarily being paid for it. This is enough to make
Supreme ahead of its competitors in terms of exposure and marketing without investing much on
advertising. One of these communities that have initiated an online group of Supreme fans is
called Supreme Talk (aka Sup Talk) group. This group has been the largest Supreme fan group in
Europe, and it is also the biggest Facebook reselling group(Michaelidou, Siamagka and
Christodoulides2011: 1155). This online group was brought into play in 2012 when its creators
Peter Mitchell and Adam Rose were highly disappointed when Supreme was left out of the
secondary market in the UK compared to the USA. As a result, they initiated this group for the
Supreme fans to purchase, sell and trade contents of Supreme without necessarily paying for
obscene shipping charges.
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As a matter of fact, Supreme Company has benefited from groups like Sup Talk and other
major news sites with hundreds of thousands of followers, like Highsnobeity and Hypebeast to
promote their commodities by limiting the supply of their products. Notwithstanding that, every
week there are special articles published around talking much about Supreme and how, when and
who is concerned with the resale of Supreme commodities. Besides, Supreme uses its homepage
to get more exposure. Its homepage appears distinct from those of other retailers. The Supreme's
homepage utilizes a "stripped down" website theme. This theme combines a "too cool for
school" feel and a minimalist approach, leaving users with a quest to know more and engulfing
them with more information.
This company uses emails to expose itself to customers. Doubtlessly, Supreme utilizes
their email newsletter distinctly compared to its competitors. Firstly, there do not consider email
sign up as a norm. Contrary to other retailers that use emails to highlight the products they sell
and other contents, Supreme uses it for two main purposes; to keep their customers updated on a
weekly basis and to send special insider emails to select clients(McLeish 2010: 10). These emails
have proved to have substantial effects when it comes to exposure and marketing. Subsequently,
Supreme has recently introduced another feature on their website known as "Lookbook." Lastly,
Supreme has developed their brand reputation and enhanced exposure by winning the attention
of various celebrities such as Kanye West and Drake.
Supreme recognizes the importance of making public have a positive attitude toward their
products. In order to accomplish this, Supreme has decided to go with the flow. They have
portrayed a friendly and casual attitude that indicates their flexibility and at the same time
demonstrates their persistence in the face of challenges and adversity. In fact, the attitude
portrayed by Supreme can be described as "sit back and let things work out" (Ryan 2016: 34).
Adversity and persistence in the midst of challenges are what has elevated this brand to the
heights it is today. For example, Supreme has demonstrated friendly attitude by allowing their
customers even to introduce an interactive online portal like Sup Talk and leaving them to
manage and control it themselves. This aspect is a clear indication that Supreme has developed a
strong connection with its customers. Importantly, in return of demonstrating a positive attitude
to their customers, Supreme receives a warm welcome to trade with them.
Notwithstanding that perception is a crucial aspect when it comes to marketing. Supreme
comprehends that brand perception is never developed in stone. With unpredictable consumers
and generation changes in the markets, consumers' perception of a well-reputed brand can
change for the worse or for better. Firstly, Supreme has a sound understanding of their
customers. They gather customers' feedback given through their various online platforms. These
feedbacks help the business to know and examine the reality(McDonald and Wilson 2016: 5).
Inevitably, to alter a perception for better, one must first understand what people out there think
and view the business. Supreme encourages its customers to give their opinions and feedback
regarding the products they get from them. This factor has helped Supreme to get its customers
on board and alter their perception positively.
Apart from the having unique websites, Supreme does collablookbooks as a way to
capture the attention of their customers. This collablookbook enables the Supreme funs to have
collab drops with other fashion and clothing brands. Apart from attracting and capturing the
attention of the users, this feature also facilitates conveyance of exclusive and allure of the
 Brand Supreme 9

Supreme brands to their fans(Mintu-Wimsatt and Winston 2013: 14). The images demonstrate a
kind of "clique" that substantially stimulates clients to try to be part and parcel of the brand
culture by buying their products.
Subsequently, the idea of engaging celebrities on their marketing strategies has definitely
turned tables. Supremes' celebrity endorsement is not something that started of late; it started in
early 1990s. The main reason that motivated Supreme to engage artists in their marketing is to
attract the attention of the consumers as well as promote their collection. Precisely, Supreme
considered developing a relationship with celebrities because they knew that they have what it
takes to guarantee them a substantial momentum and improve collabs. Supreme first engaged an
artist during their launch of New York City store in 1994. Here, artist Ramellzee was featured
with hand-painted Supreme trucker caps together with neon clouds. These products are the rarest
as far as Supreme products are considered.
After this launch, Supreme made dozens of artists inspired hoodies, caps, and t-shirts
over the successive three decades. Whenever a celebrity works closely with this company to
develop a piece of clothing inspired by them, they tend to establish a specific bond and increase
their trust on the eyes of their consumers as well as positively change the perception and attitude
of consumers(Hoffman and Fodor 2010: 41). Ultimately, an artist who works with this brand
always feel the authenticity oozing derived from everything sold by Supreme, and in most cases,
they wear the product themselves. Some of the techniques used by Supreme to entice celebrities
include involving them in product creation, permitting celebrities to work with them as they like,
and ensuring that the products being promoted align with their values, morals, and culture.
Supreme uses Instagram to increase its exposure and create a good reputation among its
customers. As per the moment, the Instagram page of Supreme posts over 100,000 likes and
more than 700 comments. To ensure brand consistency, mystery, and exclusivity on their
Instagram posts, Supreme Company utilizes simplicity and artists collabs to win followers and
capture the attention of the buyers. This company used Instagram first time in March 2013 and
deploys social media outlets to post images and pictures from their lookbooks and outlines their
collabs. Their current and big hashtag is linked to their collab with artist Vuitton(Evans 2010:
1). Supreme does not only collaborate with an artist but has collaborated with other influential
and big brands such as Fila, Levi Nike, and Vans. Supreme is fond of publicizing its collab with
others on Instagram as a way to pull the attention of the audience. Instagram has helped Supreme
to prove to other brands that they can promote their products and partnered-collab to their over
seven million Instagram followers, creating more chances of another collab and growth of their
Instagram account.
Another well-known way through which Supreme has increased their exposure while still
changing positively the perception and attitude of the public toward their business is posters and
advertising campaigns. As opposed to the usual standard PPC advertising campaigns used by
most fashion and clothing brands, Supreme opts to conduct periodic celebrity poster campaigns.
When the campaign is ongoing, this brand fix posters of artists rocking the brand's logs and
signatures on walls, mailboxes and scaffolding across New York City and other centers where
they have retail stores such as Kate Moss(Chi 2011: 50). Some of the most influential posters
ever used by Supreme include Mike Tyson, 2007 and Kermit the Frog, 2008 among others.
 Brand Supreme 10

Based on sales statistics of one Supreme product such as streetwear, one can conclude
that there is high satisfaction rate of purchasers whenever they buy through social media
platforms. One thing that shows this satisfaction is peer recommendations. A substantial rate of
peer recommendation is witnessed on social media where each person spreads the good news of
the Supreme products. This factor generally includes referrals. Although, social media is huge
and expensive undertaking, it has seen Supreme a success. This feature has been a greater
motivator of the public to purchase Supreme product mostly the streetwear(Biemans et al. 2010:
190). Ultimately, approximately 70 percent of the Supreme customers report purchasing fashion
and clothes especially streetwear based on the Supreme Instagram posts. Remember that the role
of social media outlets in Supreme marketing strategy goes beyond this one platform.
Another thing that guarantees social media is working well with Supreme and has
continued to increase the satisfaction rate of the purchasers is the creation of user-generated
content by strangers. For example, the SupTalk is an online group that was created by specific
fans of Supreme after seeing that the brand has been left out in UK secondary market. This group
has referred thousands of people to purchase Supreme products online. Surely, the rate of
customer return talks much of the nature of satisfaction the purchaser experience from using
these outlets. It is outright that the number of customers that return to the same platform to
purchase has steadily increased (Ashley and Tuten2015: 25). The social media accounts operated
by Supreme brand have continued to experience a significant increase of followers since their
inception. When users promote user-generated content to greater levels, they automatically
become brand ambassadors. These "power users" has enabled the Supreme brand to swiftly and
gently climb the ladder of success. Engagement on these social media outlets has proved to have
great influence on buyers compared to other forms of promoting products such as poster
advertisement.
 Brand Supreme 11

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