Supreme is an over wh el ming ly popular street wear brand . It ' s not an ex ag ger ation to say that no one has ever seen that logo . But how did the Supreme become a " des ire - s cra per " among young people ? (So urce : China Appar el Network Image Gallery) The secret lies in the sc arc ity of " hard to buy even if you have money " that the brand has intention ally created .
Limited quant ity and limited sales result in sc arc ity
Supreme ' s greatest feature lies in its limited - s elling strategy . In the " dr op , " which is carried out every Thursday , only a very limited number of goods are sold . This strategy has produced the following effects :
- The sense of ur gency , " If you don ' t buy it now , you won ' t get it again . "
- Inc reas ed brand value due to difficult y in ob ta ining
- Top ics and diff usion power on S NS
- Second ary public ity effect due to rev ita lization of resa le market
The value of " not buying " rather than " be ing able to buy "
Un like the general brand strategy , Supreme dar es to set a high " pur chase bar . " The number of st ores is extremely small in the world , and onWhatsapp sales also adopt a lot tery system . This elite conscious ness that " on ly the chosen can have it " has become a strong buying incenti ve for young people .
Further more , the brand ' s premium feel will be further enhan ced by the spread of images of celebr ities and influ enc ers wearing Supreme on social media . The psych ology of " be cause that person is wearing it , I want myself too " works , and as a result , the long ing for the brand is ampli fied .
Deep connection with street culture
Supreme ' s success also depends on a close relationship with street culture . Found ed in New York in 1994, the brand has its ro ots in skate board ing culture and is strong ly linked to art , music and youth culture .
Parti cular ly note worthy is their collabor ation strategy with other brand s and art ists . From lux ury brand s such as Louis Vu itt on and Nike to art ists represent ing the under ground culture , we are constant ly creating a topic by developing a wide range of collabor ations .
Cons isten cy in brand identity
The reason why Supreme has continued to be successful for more than 20 years is also due to the cons isten cy of its brand message . He never compromis es on " be ing cool , " and he pers ists in his own st ance without being carried away by the tide of the times .
As a result of such a strategy , Supreme has gone beyond being a mere appar el brand and established itself as a sort of " c ultural phen omen on . " For young people today , ow ning a Supreme is a status symbol , a sign that they belong to a particular community .
The fashion industry is now paying attention to how the Supreme will evol ve in the future and how it will continue to stim ulate the des ires of young people .