Supreme’s Marketing Study

Résultat de recherche d'images pour "supreme grenouille"Since opening in 1994, the Supreme Brand has expanded  from a small downtown New York wear brand, into the world famous fashion brand that he is now.

Keeping to it’s skatebording roots, Supreme continues to focus on skate wear , but also colaborates with world famous brand, such as Nike; Timberland, and The North Face.

The term Marketing Mix was developed by Neil Borden who first started using the phrase in 1949. The principle of the 4P Matrix is that marketing decisions usually fall into four controllable categories: product, place, price and promotion. Let’s see 4P for Supreme :

Product : 

Supreme have an exclusive range of products in each collection, all available in a range of different colours. This is where stands out from other brands. As they do not limit themselves to having one product design in one color.

This continues trought into supremes collaborations with world famous brands such as Nike, Vans, Louis Vuitton. They use variety of different colors ways for their exclusive marchandise. Supreme also offer a wide range of personalised accesories, to blankets and flasks, all depicting the signature supreme box logo.

Supreme is skate brand, they etablished themselves as a brand know for “quality, style and authenticity” wich is reflected in their marchandise. Their products are made to high quality usisng prenium fabrics with unique designs.

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supreme marque mode tendance

Pricing :

Supreme’s positioning like luxe brand, Supreme produces every season several hundred different rooms which the mark puts on sale with a weekly rhythm and in very small quantities. Proof of the incredible success of the brand, the imitations teem and the black market went rarely as well. The last one ” photo tee ” with the rapper Nas, sold 48 euros in store, tears away between 250 and 300 euros with private individuals or on sites specialized in the Supreme resale of products today.

August 23rd of this year, site Gwariam took out again inmost depths of Internet an interview of James Jebbia, the brain which hides behind Supreme, in whom he expressed himself exactly on the underground economy generated by his own mark. I do not really like that, he sanctioned, simply because we do our best to return our clothes accessible to the young people. After all, Supreme is a mark of skateboard and when I see our products on eBay, they are resold at prices at least twice as dear.

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Here are the average prices of Supreme brand collection :

T-Shirt : £50 – 80

Shirts : £100

Jumpers and hoodies : £100

Outerwear : £200 – 250

Trousers and Jeans : £70 – 100

Hats : £40

Skateboard Deck :£45

Accesories : £20 – 200

Stickers : Free with purchase

But during collaborations the prices increase, as during the collection : Louis Vuitton x Supreme :

Supreme x Louis Vuitton

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Place :

Supreme’s store combines a clean, minimalistic style  that’s more commun in hight end fashion stores, with skateboards and urban after artwork. The clothes are kept downstairs so customers have to venture throught the shop to find them.

They have stayed boutique in size to keep their brand values. Supreme’s Clean and minimalistic style is continued throught into is website. Supreme’s website is their main source marketing as they promote up their and coming collections and collaborations.

Supremes is aiming their products at specific kind of man : someone who is interested in fashion in fashion, skateboarding and music. But altrought this is the case, Supreme’s customers range from young teenager boys, to female bloggers. Supreme is not range or specific age.

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Promotion : 

Supreme advertises their brand in very unique way. Rather than having TV commercials or double page spreads in famous fashions magazines. Supreme uses guerilla marketing to advertise the brand.

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Every year, ses famous photographer, to photograph famous people wearing the signature logo box Supreme T-Shirt. This celibrity can be anyone from Kate Moss to Mike Tyson or Kermit the frog to Lady Gaga.

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This shows the wide range of support supreme get from Celebrities but also show that brnad can be wear by anyone. Once theses photo are taken, they are printed out and plastered all over NewYork city, London and Japan.

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Conclusion : 

Supreme are very connected with their customer, having quite possibly the most loyal audience. It’s safe to say that streetwear and Supreme go hand in hand. And with streetwear becoming a more important part of fashion.

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References : 

Graeme Moran, 15/09/2017 : The Secrets of Supreme success : Available from :                                                          https://www.drapersonline.com/retail/the-secrets-of-supreme-success/7025817.article

Jamie Clifton,  19/07/2016 : Wy are so many People obsessed with Supreme. Available from :          https://www.vice.com/en_us/article/5gq393/supreme-and-the-psychology-of-brand-devotion

Violaine Schutz, 14/04/2018: The secrets behind Supreme’s Supremacy : a serious success story. Available from : lhttps://www.numero.com/en/fashion/supreme-brand-secret-success-story-comme-des-garcons-lacoste-louis-vuitton-nobuyoshi-araki

Maud Gabrielson, 07/04/2017 : Le monde Supreme. Available from : https://www.lesechos.fr/07/04/2017/LesEchosWeekEnd/00071-019-ECWE_le-monde-supreme.htm

Robin Benatti, 23/08/2016; Comment Supreme est-elle devenue une référence streetwear ? Available from : https://www.lexpress.fr/tendances/mode-homme/comment-supreme-est-elle-devenue-une-marque-de-reference_1823628.html

https://www.highsnobiety.com/2017/04/24/nike-supreme-collab-history/

Young athletes a product ?

Big market :

Besides the received salaries as soccer player in training center, the young players can sign sponsorship deals with brands, in particular sports equipment manufacturers: Nike, Adidas, Puma …

Prestigious brands contact young soccer players with great potential as soon as they begin to have a market value. All the young people in training center do not sign contracts with sponsors, but the brands are used to investing on very young players.

Contrary to the salary of footballers or there are laws and standards. However for the young athletes there n are few laws. The marks(brands) thus put criteria on the remuneration for the players. Like The potential of evolution of the player, his current and future fame, its age and naturally its performances.

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(Exemple of Neymar, who first deal with nike was at 16 years old. He is now concidered like most marketable athlete in the world)

Big Turnover :

Even if the contracts of a young soccer player are important, the remunerations offered by the brands can allow the player to earn an income supplement which you should not neglect.

Besides the financial aspect, the aspect prestige is a reality. The soccer players like associating their image with a brand, especially if it is prestigious.

L’image contient peut-être : 1 personne, sourit

From the adolescence, young soccer players are sponsored and can so show the marks when they are on soccer fields or outside. The marks ask regularly to the players to rest on the social networks with products of the mark.

With regard to the colossal sums given to professional soccer players, the investment on young soccer players is rather small. To show the mark, he allows especially to have an option for a more important contract if the player explodes.

The most active both marks are naturally Nike and Adidas.

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The remunerations and the practised price lists are very variable according to the potential and the fame of the young soccer player.

A young 16-year-old soccer player can so benefit from an annual salary going from 5 000 to 10 000 €. The more the fame of the player progresses and the more its exhibition increases, the more the remuneration is adapted.

Besides salaries offered by the marks, “bonuses of performances” can appear in sponsorship deals. International selections or national titles will allow the soccer player to benefit from a more important remuneration.

Most of the marks(brands) offer free of charge shoes and clothes to the young soccer players. It is about products which the soccer players can get back in the stores of the mark(brand) or the presents which they receive directly at home.

It is not only about products intended for the practice of the soccer, but also about shoes and the clothes to be used (and post) on a daily basis.

Conclusion :

Finaly we can say that, teenagers and young athletes, are an opportunity for big company to expend their profits and their turnovers. However, ethic use of theses players is a problem. Because the brand see in every good player an object who can promote himself…

Reference : 

Penn Collins, 28/07/2017 : Nike Announces signing of youngest athlete ever. Available from :                                          https://sports.good.is/articles/youngest-soccer-nike

David Ancor, 03/01/2017 : How to find an athlete sponsors. Available from : https://makeachamp.com/fr/blog/how-to-find-a-sponsor

How Lebron James is more than athlete ?

“Sport is now the only potential discipline where you can engage very high numbers of people. It still provides one of the few moments that is broadcast live where having a replay doesn’t make sense. When it comes to sport, Netflix has zero value.”  Jean-Pierre Diernaz, marketing boss, Nissan Europe

Lebron Rules :

In our 24/7 world, where we’re always plugged in, constantly moving from platform to platform and accessing content on demand, sport retains the power to cohere marketing messages on a global level, uniting audiences through their universal passions.

It’s because of this that the sports market is estimated to be worth $700bn and is growing more rapidly than global GDP. So it’s important to talk about the ambassador of sports marketing : Lebron James. LeBron is the most dominating figure in the sport.

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After years of fumbling around with the rebuilding of a franchise in Northeast Ohio, it is now official. LeBron James will be heading to Los Angeles this summer in a four year, $154 million-contract, declining to exercise his $35.6 million player option with the Clevland Cavaliers.

Everywhere he goes, James, along with his billion-dollar body, carries an economic windfall that is parallel to no other athlete. Shortly after James announced his return to Cleveland in 2014, Cavaliers’ ticket sales spiked by more than 100 times, jumping from $25 to a staggering $386. Season tickets sold out within hours, and according to a Cleveland.com report, his return to Ohio resulted in a nine-figure economic boost for downtown Cleveland.

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James’ dominance carries over off the court as the NBA’s top shoe seller in 2017 with his Nike signature sneakers.

James and Nike have been joined at the hip since he signed a seven-year, $90 million deal with the Swoosh in 2003, a month ahead of being drafted No. 1 overall out of high school by the Cavaliers. The partnership was extended in 2010 at roughly $30 million annually, with a “lifetime” deal signed in 2015 that could be worth more than $1 billion.

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Nike has paid James more than $300 million during his career (he’s earned $234 million in playing salary), but it has been money well spent for the $35 billion-in-revenue sports giant. Nike’s market share of the $1 billion performance basketball market was 73.5% in 2017, according to NPD. The Nike-owned Jordan Brand added another 7.8% share.

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Conclusion : 

Using the same methodology that measured James’ impact on the area around Cleveland’s Quicken Loans Arena, and cross-referencing that with similar establishments near the Lakers’ Staples Center, it’s estimated that James will bring in 2,989 new jobs and have a five-year local economic impact amounting to $396,985,680.

Those are numbers befitting a king.

References :

Alec Brank, 11/07/2018 : The Lebron James effect : An economy build on one man. Available from :      economichttps://www.highsnobiety.com/p/lebron-james-effect-econony/

Julien Mauplat, 21/07/2018 : L’impact de LeBron James : l’économie de Los Angeles va exploser. Available from : https://www.insidebasket.com/actu/limpact-de-lebron-james-sur-leconomie-a-los-angeles.html

Darrren Rovell, 13/06/2018 : Lebron James is worth hundreds of milions to the Cavs and Cleveland. Available from : http://www.espn.com/nba/story/_/id/23769496/lebron-james-worth-millions-economy-cleveland

Sarah Gray, 03/07/2018 : Why Lebron James move to Los Angeles could boost the city’s economy. Available from : http://fortune.com/2018/07/03/lebron-james-los-angeles-economy/

Daniel Chaitin, 17/02/2018 : Lebron James : I Mean too much.  Available from :                                                https://www.washingtonexaminer.com/lebron-james-i-mean-too-much-to-society-youth-to-shut-up-and-dribble

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