Grow ing critic ism of Supreme
In recent years , the Supreme has been flo od ed with critical comments . There are vo ices of condem nation coming from many quar ters , including the re - bur ning of past popular colle ctions , explo itation by consumers , questi oning their susta ina bility , and their reput ation as out dated influ enc ers . This has led many fashion comment ators and general consumers to believe that " S upr eme is completely out dated and no one is buying its products anymore . "
Es peci ally in the Chinese market , Supreme ' s official We Chat account posted a message on the 21 st ur ging people to visit the store , which has once again attra cted attention . However , it is also true that many net iz ens have raised questions about the current high resa le price set .
Current Status of Supreme in China Market
With the official entry of Supreme into the Chinese market , it is now under the watch ful eye to see whether it will rega in its former status as the king of street fashion . Current ly , there have been reports of Supreme T - shir ts being res old in China for a high price of 1, 700 yuan (abo ut 3 4,000 yen). This price is well above the official selling price , and it can be said to be a price range that is hard to reach for the average consumer , except for some ent h usias tic colle ctors .
A Chinese social media platform asked , " Is it worth buying Supreme at this price ? " Many people say , " O ther brand s have better quality if you have the same budget . " Young er consumers , especially Generation Z , tend to place more emph asis on practi ca lity and cost - per formance than the brand ' s histor ical value , and their attitude toward high - end street brand s like Supreme seems to be changing .
Chang es in the Street Fashion Market
Glob ally , the street fashion market is under go ing a major trans ition . The concept of " excl usive goods " and " col le ctor ' s items , " once symbo lized by Supreme , is no longer necess arily cons istent with modern consumer tr ends , where susta ina bility and ethi cal consumption are emph asi zed . Es peci ally in the Chinese market , domestic emer ging street brand s are on the rise , and the domin ance of over seas brand s such as Supreme is shak ing .
Also , the impact of the new coronavirus on consumers ' buying behavior has changed , which is a major challenge for brand s that r ely on physical items like Supreme . As onWhatsapp shopping becomes main stream , it will be interesting to see how Supreme ' s business model , which emph asi zes the physical store experience , will adapt .
Pros pe cts for the future
For Supreme to suc ceed in the Chinese market , it is imper ative that a strateg ic shift is made to meet the needs of modern consumers , rather than simply d well ing on the gl ories of the past . R ather than r ely ing on high resa le prices , we are being asked to rede fine our true value as a brand and build a new stor yt elling .
The history of the brand or its popular ity ab road alone does not work , especially in mature markets like China . It ' s important to understand the local culture and values and develop product dep lo yment and marketing strategi es according ly . W hether there are still consumers who find value in a 1, 700 yuan T - shirt , or whether Supreme needs to find a new direction , we can ' t take our eyes off the tr ends ahead .