Recently, the red fried chicken Supreme to 500 million US dollars to the US private equity giant The Carlyle Group to sell its business 50% stake in the United States after the opening of the Brooklyn shop, the Supreme brand valuation instantly become billions of dollars, after the transaction Is expected to also promote the Supreme income once again to enhance. Why a street brand can be so fire?
Brand packaging awareness of high street culture to activate the young market
1994 was born, the first store opened in New York, known as 'street Chanel' said Supreme, the brand founded more than 20 years since the popularity and heat has been increasing as a phenomenon-level street fashion brand, its status Can not shake.
Founder James Jebbia began to New York has just emerged in the skateboarding sport attracted a large number of street artists and skateboard master in the city, Supreme became the representative of New York street culture.
To Supreme's classic box logo, which is the most sought-after red on the white, often selling the best, but that is the most difficult to buy one of the single product. Supreme can create a product for the millennium tastes, kept Manufacturing consumer desire, through the street culture to activate the young market.
Logo inspired by the 1990 famous American artist Barbara Kruger works, the font is the use of Futura Heavy Oblique. This design is eye-catching eye-catching, high recognition, full of street flavor.
Has been walking 'money is also very difficult to buy' line
'Money is hard to buy', 'I have you no', to some extent also reflects the current young people love consumption while pursuing rebellious, like holding anti-business attitude to shopping, and Supreme brand concept just fit this group Rebellious trend of the crowd needs.The following three points just explain why Supreme can form a phenomenon level street fashion brand.
The epitome of American street culture
supreme means 'highest, supreme'. Supreme is a combination of skateboarding, Hip-hop and other cultural and skateboarding American street clothing brand.
In the Supreme products, it can be said that there is no original so-called original, most of the sampling in the success of a single product, culture, patterns, and even version type are sampled in Dickies, Carhartt, Ralph Lauren and other strong American culture big.
Hunger marketing means, single product prices remain high
Every new store, every new product, always a long row of long queues, and even snapped up the reason why the need to line up to buy, in fact, because Supreme's limited time limit to buy hunger marketing means.
Plus the cattle used to sell, a lot of popular single product was fried high, the Paris store to commemorate the t-shirt was ebay was thrown into thousands of dollars, so even more fame for many young people, with others can not buy the Supreme is also Very sense of superiority.
11 stores worldwide, shop demanding
Supreme, there are 11 stores in the world, located in New York, Los Angeles, Paris, London, Tokyo and other fashion metropolis, which only Japan has six stores, thanks to the trend of Godfather Fujiwara Hiroshi Supreme in the Asian market a hit In order to preserve a unique small character, Supreme 's shop is very demanding, they will not casually in the trend of culture is not yet mature city shop.
High-density cross-border cooperation is good at manufacturing trend
In addition to the launch of their own single product, Supreme cross-border cooperation over the brand, its strength is the manufacturing trend. COMME des GAR? ONS, The North Face, Nike, Stone Island, Takashi Murakami and other brands have worked with.
And this year's Supreme x Louis Vuitton joint series is a heavy surprise, the brand popularity pushed to an unprecedented high single product series in the price of up to 46.5 million yuan large suitcase.
Supreme x Louis Vuitton is located in Beijing, London, Los Angeles, Miami, Paris, Seoul, Sydney and Tokyo eight cities.New York station is because fans are too enthusiastic and the local residents objected to be stopped, Guangzhou Pacific LV shop door is also a long queue.
Previously, the Supreme X COMME des GARCONS 2017 spring and summer series, originally scheduled for I.T BEIJING MARKET, was also converted to online pre-sale due to 'strong response'.
Social media formed by the star effect
Supreme Lady Gaga, Rihanna, Justin Bieber and many other stars are Supreme loyal fans, the stars have the ability to carry goods with a lot of fans, but also with a lot of fans.
In the "Chinese hip-hop" program more than one time to wear Supreme Wu Yifan, can be said that the brand in the country's number one fan.He is through the program through the Supreme single product was fried to 13000. The film "Zhiming and Chun Jiao" also appeared Had a Supreme bricks, then priced at $ 30.
Although the current China, although there is no direct sales stores, but Supreme in China's reputation did not diminish, does not prevent the fans are strongly sought after. Fortunately, Beijing was at least as a flash store base and new sales outlets, many domestic tide to buy Hand shop is also more or less there will be Supreme single product sales by the Carlyle Group shares Supreme, will speed up the opening of the number of stores, the development of the map will therefore be expanded to the Chinese region or worth looking forward to.