Tech Supreme

Introduction
Supreme is a streetwear brand that has achieved tremendous success in recent

years, becoming one of the most popular and sought-after brands in the streetwear
industry. Their tagline is "The World's most hyped brand", and they aspire to
produce the best streetwear and accessories for its customers, as what stated on
their company's mission and vision. This brand is also known for limited-edition
drops, which is why numerous customers are going crazy on their releases.
Moreover, they catalyzed a good reputation for collaborating with other brands
and celebrities, including Nike, Louis Vuitton and Kanye West
Additionally, according to the case study of Chris Von Wilpert on 2019, this
brand also has their secret sauce for creating a cult-like following:
• Their Instagram consists of 12.3 million followers.
• Their products resell at over 1200% their retail price.
• The net worth of James Jebbia—the founder of Supreme is over 40 million
dollars.
Indeed, the world's most hyped brand is not just only a tagline, but a testimony
how successful it is.
History
Supreme is founded in 1994 by a British-born skateboarder and fashion
designer, James Jebbia. On Lafayette Street, in the center of New York City's hot
fashion scene, he launched a skateboard and clothes store. Jebbia had previously
collaborated with skateboarder and designer Shawn Stussy. During this time, he
was lured to the edgy and stylish aesthetic of the city's youthful skaters. In their
early years of existence, they focused on producing high quality skate and
streetwear clothing and accessories.
Years have passed and their success skyrocketed. Unfortunately, because the
brand's wares are so popular, they are always facing copyright infringement
difficulties. Furthermore, the business was unable to register its brand since there
are too many brands with identical names. However, Jebbia stated that while
Supreme is a decent name, it was never a perfect brand name.
According to Jebia, they just wanted their store to have a cool name, so they
never bought a name. Supreme is already a difficult name to buy. Notwithstanding,
despite of this fact, the name "Supreme" became a remarkable brand, even with,
or without a trademark. This brand has progressively evolved over the years,
refusing to renounce its status as a symbol of the underground. It took a decade
for Supreme to open its second location in Los Angeles. Despite the delayed start
to Supreme's history, the company now boasts two outlets in New York and six in
Japan. IT also has offices in London and Paris, and a new one in San Francisco
established in 2019.
Strategies
There are undeniably numerous tactics available. Notwithstanding, we will now
focus on the four strategies stated below:
1. Scarcity of its Products
Scarcity is one of the most effective marketing methods used by the Supreme. The
brand's collection debuts demonstrate a high level of accuracy and discipline. Every
Thursday at 11:00 a.m., the company launches a limited range of items. As a result,
individuals are always queuing in front of retailers to acquire a single Supreme item.
As a result, the majority of their products sells out in a matter of seconds. These
meticulously prepared drops guarantee that buyers come to Supreme each week
to see what new product is available.
Supreme's approach to collection premieres, differs significantly from that
of any other companies, who release all of their collections at the same time. The
approach takes into consideration human habits which are integral to human
nature. Every Thursday morning, Supreme fans immediately visit their website to
see what's new. Customers are not left guessing when new products will be
available; they are aware and always prepared to shop. The best thing is that after
the stuff is gone, Supreme may never sell it again. This has happened multiple times
throughout Supreme history, and it instills a strong desire in customers. Knowing
that once an item sells out, they may never get another chance to acquire it makes
them desire to buy it.
2. Credibility of Brand Collaboration
In the early days of Supreme history, Jebbia recognized something. He noted
that clients of the company who shopped in the New York store frequently wore
expensive apparel with the merchandise. By merging Supreme products with
names such as Louis Vuitton, he discovered that his buyers enjoyed blending high-
low things. Supreme has consistently partnered with other businesses since its
inception. Collaborations with high-end companies such as Nike, Louis Vuitton,
Nike, Lacoste, and even Timberland gave it the most exposure.
These agreements increased the brand's global recognition. Furthermore, the
partnerships provided street legitimacy to the businesses with which it cooperated.
It is also well-known for its partnerships with businesses and personalities like as
A$AP Rocky, Kanye West, and even Taylor Swift. These hip-hop personalities assist
promote word-of-mouth promotion for the brand. When fans saw their favorite
performers wearing Supreme merchandise, they desired one for themselves, which
helped Supreme's reach.
3. Social Media Growth and Resale Market
Another method that has assured brand visibility is the growth on social media
and in the resale market. Resale clothing is a burgeoning component of the
garment business, earning billions of dollars each year. Although most consumers
prefer to buy straight from a Supreme store, they also try to obtain them through
the secondary market when they can't. Most consumers who obtain a Supreme
item resale it online for 10 times the retail price. Supreme's cachet grows when
things sell at such a high price.
When someone purchases Supreme on the resale market, the original purchaser
instantly becomes a reseller. This cycle increases the company's markup and
attempts to make the brand even more exclusive and popular. Although Supreme
did not invent the technique, it did contribute to the brand's rise. The majority of
those causing Supreme items to sell out are merely buying to resale. For many
people, reselling trendy products is a lucrative business.
Because it simplifies the procedure, social media is one of the methods for
boosting the secondhand market. Originally, you could only resale to family,
friends, and others in your nearby community. However, social media allows you
to reach a larger audience. It also helps to guarantee that collaborations promote
brand growth. Celebrities may show off their brand items to their millions of fans
by publishing pictures of themselves wearing it on the internet. This causes many
individuals want to go out and buy something.
4. Ever-changing Fashion Tastes
The fashion business today is a mash-up of athletic, streetwear, and luxury. As
a result, businesses such as Supreme gain from a shift in the general public's
preference for a more casual clothing style. The notion of luxury is also changing,
as the focus is shifting away from quality and workmanship and toward
individuality. The younger generation wants something that makes them stand out,
not high quality products. Millennials and Generation Z account for half of the
global luxury sales market. As a result, as the fashion industry evolves, Supreme is
certain to outperform other streetwear businesses.
9 Key Takeaways from Supreme’s Insane Success

1. Intentionally limit the quantity and create exclusivity for every product you
sell
Supreme product drops are tremendous, and the user-generated material
around the brand has been enough, to keep Supreme primarily 'underground' in
terms of promotion. Based on numerous information, it is evident how many
people wanted Supreme. Notwithstanding, they have always controlled the
supplies, as this means that demands get higher when it stays that way. Through
this strategy, they are able to manifest an overblown hype, resulting in excessive
publicity and the creation of a secondary resale market. Moreover, when you make
things in smaller quantities, it makes people to either want it even more, or
increase the value for the buyer. Hence, it is indeed an effective strategy, and a
worth it key takeaway.
2. Match your homepage design with your brand image
It is an undeniable fact that designs are now necessary for a business, as visuals
can attract customers further. However, in case of Supreme, the brand's homepage
is very different from the homepages of other stores. It is a ‘stripped down’ website
theme that combines a minimalist approach with a ‘too cool for school’ feel, leaving
visitors wanting to know more vs. bombarding them with information. This kind of
homepage approach may now work for everybody--but it is something you should
look into.
3. Rethink your email marketing strategy
Spam emails are now considerably a burden for some. Receiving mails from
websites and businesses are too popular nowadays. This became their way on how
they will promote their product. But, consider Supreme as unique, since they send
mails once in a blue moon, which makes their customers impatient. But this just
only boosts the hype and exclusivity of the brand. Remember, in building your own
e-commerce business, you must check if your email marketing plan is consistent
with your branding.
4. Release content your target customers want
Identifying your customer's preferences can give them excitement and
satisfaction. Supreme's look books for example, provide customers with rich visual
engagement with the brand, as it showcases what they really desire. The key to
selling is to get into your prospective customers' heads and give them exactly what
they have been waiting for, before they ever think to ask for it.
5. Build a strong and genuine relationship in highly targeted subreddits by
participating in conversations and adding value
A subreddit is a specific online community, and the posts associated with it, on
the social media website Reddit. Subreddits are dedicated to a particular topic that
people write about. Redditors are more inclined to help you when it comes time to
advertise your product or launch. This kind of approach is particularly effective if
you have a unique or highly-regarded product, like Supreme, as it can lead to more
upvotes and more traffic. But, if you don't have a subreddit that is as widely known
or well-regarded, there are other ways to make your presence felt on Reddit, such
as participating in conversations, and linking to relevant content, in order to build
a following on the platform and increase the chances of your product being seen.
6. Get collabs with celebrities
Supreme has achieved enormous success and visibility as a result of cooperating
with celebrities. Collaborations with musicians and artist are formed through the
development of genuine relationships. Supreme's first artist collaboration, for
example, was with late graffiti artist Rammellzee, the one responsible for the
Trucker caps with neon clouds that were hand-painted and are now considered
rare, valuable, and collectible. It is important to ensure that the brand and the
potential collaborator align in terms of morals, values, and overall culture.
7. Focus on growing one social media channel
Since their first Instagram post in 2013, Supreme has used the platform to
showcase their look books and highlight their collaborations. This strategy has not
only helped them increase their Instagram following, but it has also led to more
collaboration opportunities.
8. Double down on advertising campaigns that work
Supreme have being doing photo tee and poster ads for over a decade. They
haven’t jumped around between different marketing channels; they just do what’s
worked in the past. Look at what’s worked best for your business in the past and
double down on it today. These campaigns have helped to create a sense of
exclusivity and desire for Supreme’s clothing, particularly their t-shirts.
9. Use these two ecommerce marketing rules together: Scarcity and
Consistency.
Supreme has mastered the art of generating scarcity and desire for their items
through their e-commerce marketing approach, wherein they only release limited
items. Moreover, another important rule is consistency. New products are only
made available online on Thursdays at 11 a.m. Customers are waiting up at
Supreme every Thursday, and some are even paying others to buy the products for
them. When you combined these two, your success can be inevitable. However, it
still depends on how will you utilize these.

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Introduction

Supreme is a streetwear brand that has achieved tremendous success in recent

9 Key Takeaways from Supreme’s Insane Success

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