How Supreme Create Collective Awareness

FFC 603_PROJECT ONE_BRAND ANALYSIS_WINTER 2021
Student name:
Section:
SECTION ONE: HISTORY
Introduce your brand and explain its history and how this one determined its actual character and identity. Consider products, services, and promotions (200-250 words).
Please use in-text citations for paraphrases or quotes if used in reflection.
Supreme is a streetwear brand with a history of 26 years for providing trendy yet comfortable street wares across various categories. The brand has product lines for men, women, and children. The range of products exceeds clothing to accessories with different sub brands associated with various pop and street artists (Supreme, 2021). The brand started in 1994 as a skateboard brand and later developed into a luxury brand. It aimed to develop its reputation as the low-end skateboard brand promoting the local street fashion and even managed its skateboarders’ team in the initial years. The street fashion rise provided a boost to the company, and it expanded, although gradually from its prime location New York to the global fashion hubs of London, Paris, and Japan (Jr, 2020).
The brand focus solely on casual street fashion with style and comfort focus us in design. The theme-based sub-brands also revolve around the central brand recognition concept of street ware. The price range is wide-ranging from $30 to $450 as per the qualities of the products. The company also offers sales promotions and discounts to boost revenues (Supreme, 2021). Although the brand appeals to a large audience, its main focus is young people who opt for street fashion as casual wear.

BRAND NAME: Supreme
WEBSITE: /collections/supreme
SOCIAL MEDIA HANDLES: Facebook, Instagram, and Twitter
SECTION TWO: VISUAL PERCEPTION
Describe how the brand is perceived by consumers in the following 5 areas (150-200 words per each section). Be as descriptive as possible, consider their products, services, promotions and the brand’s different audiences.
Include visual examples of each area in an Appendix at the end of the file.
AREA 1: PERCEPTION OF CLEANLINESS (150-200 words)
Despite being a street brand, the brand has created a persona of cleanliness through collaborations with high-end brands, such as Nike, LV, and Timberland. This has helped in creating a perception of quality. Research shows that the brand has also collaborated with pop artists and singers like Kanye West (Mc Kinnon, 2019). Traditionally, the street fashion has been associated with roughness and lumpiness. However, that is not when celebrities are endorsing a brand as people consider them as fashion icons. Besides, Supreme has used co-branding to create the persona of cleanliness, which has also helped in pricing the products as consumers will pay more for the quality fashion brand and stay satisfied. The brand maintains a persona of informality that is often associated with street or casual wear. Besides, it does not translate to cheap or low quality clothing since the company is conscious of its brand image of fashion casual brand.

AREA 2: AVAILABILITY AND CONVENIENCE (150-200 words)
One of the strategies used by the brand to generate demand is the limited availability of the stock. The brand launch weekly new ar...