SUPREME as brand portfolio

In April 1994, Supreme opened its doors in New York City for the very first time and it became home to rebellious skaters worldwide, New York's young skaters and artists became the store's staff, crew and customers.

Supreme clothing catered to all amateur skaters, laid back, chilled youngsters. They didn't focus on designing the next trend or iconic trademark (although, ironically, the logo is now one of the biggest iconic trademarks), they just designed to suite every person's casual, which is why it was such a surprise to see the brand turn into a billion-dollar street wear brand.

Supreme changed from being the 'poster style' for the skater nation to beating giants like Louis Vuitton, however, their luxurious collaboration will not be forgotten.

For Supreme to be compared to another, it has to be taken out of the fashion industry. The comparison could be made in the 'Billion Dollar Club'. The Wall Street Journal created this which is a valuation which only 168 companies have reached. This puts Supreme in the same line as Shazam and Eventbrite, which were valued between $1 and $1.1 billion. That just shows how valuable this street wear brand actually is.

Supreme, being the brand that it is, won't just stick to doing their own thing, they will of course do a collaboration that goes hand in hand. And what better collaboration than Supreme and celebrities.

Supreme has built its way up by slowly but surely producing merchandise in limited quantities, maintaining the same prices and upholding the same brand identity built around the iconic logo and gaining followers by collaborating with bands, musicians and artists. Supreme generally features a musician to advertise upcoming collaborations.

Featuring class A artists and advertisement schemes guarantees expansion. At this stage they keep their retailing small to increase the liking in Supreme. They began decreasing retail partnership. It is now available at the original Supreme shop in New York, the online store and at Dover Street Market. The owner, Comme des Garcons, being a regular Supreme collaborator . At this stage the online shop also only ships to the United States and Canada. A significant move can be expected in the near future.

I am 100% sure that this is the the supreme beginning of something huge.

Bibliography

Authors, M. (2017, January 5). Supreme (brand). Retrieved December 19, 2017, from Wikipedia: https://en.wikipedia.org/wiki/Supreme_(brand)

Grobe, M. (2017, October 11). Supreme’s New Investors Have a Controversial History With the Bin Laden Family. Retrieved December 19, 2017, from HIGHSNOBIETY: https://www.highsnobiety.com/2017/10/10/the-carlyle-group-supreme/

KANSARA, V. A. (2017, October 10). How Supreme Grew a $1 Billion Business with a Secret Partner. Retrieved December 19, 2017, from BOF: https://www.businessoffashion.com/articles/bof-exclusive/supreme-grew-1-billion-business-with-secret-partner

Supreme. (n.d.). About Supreme. Retrieved December 19, 2017, from Supreme: http://www.supremenewyork.com/about

Wolf, C. (2017, October 9). Supreme Is Now a Billion-Dollar Streetwear Brand. Retrieved December 19, 2017, from GQ: https://www.gq.com/story/supreme-billion-dollar-valuation