Chapter 3 - Ethics & Social Responsibility

          When we mention limited stuffs like some sneakers or clothing, collectors might think of resale right away.A reseller is a individual that purchases goods with the intention of reselling them instead of consuming or using them.This is usually done for profit.There is also a phrase to describe reselling: flipping. As most of the supreme items are limited ,you can always see a long line in front of supreme store on Thursday, the day Supreme releases new stuffs . However,most of them are just line up for money.They try to get the stuffs and resell them then make money,especially resell to other countries where there are no Supreme stores at all.For that reason some items sold out so quick and people sometimes have to spend triple price on just a T-shirt.On the term Ethics& Social Responsibility, supreme focuses on fair dealing.They makes a clear statement that purchase for personal use only not for resale.They limit the purchase mount for the buyers."Limit one style per product".They also maintained and fixed the online shop's system,preventing people from using bots to automatically and illegally order goods online.They want every supreme fan,streetwear fan to get the items fairly instead of "crazy flipping".Supreme sets a good example:A company is the important element of keeping a healthy,fair trade market.

Chapter 2 Strategic Planning for Competitive Advantage

When we talk about street culture,downtown New York, especially Soho, must be the first place pop out our mind. And if we say downtown New York  is the home of hip hop,punk rock,skate boarding or any other kind of street culture, Lafayette Street must be the central spot.Supreme, like anyother streetstyle brand such as APC, Stussy,Bape,BillionBoyClub,Kith,picked Lafayette Street as their retail store location.The brand ,forged from New York City skate and street culture of the early to mid 1990s ,has risen to great success and becomes the star of the market.But meanwhile ,be surround by a series of  similar style brands  means Supreme has to put more effort to improve  its competitive advantage.
The founder of the brand- James Jebbia pointed out that Supreme is much more than a skate culture-driven brand.They tended to strengthen their market status with the product development strategy.Remaining their original clean,simple aesthetic ,supreme creates many sort of accessory besides skateboard and sportwear.Couple weeks before they even worked with JamBox company and released the wireless bluetooth speaker. 

Streetwear is an endurance game.Supreme is trying really hard not only to increase market share among existing customers but also attract new targets.The product development is one thing,but the most important thing that maintain this young brand is TEAMWORK.They still prefer to cooperate with those stylist artists or outstanding brands to get stronger.

Chapter 1 Brief History and Mission Statement

In April 1994,Supreme opened its doors on Lafayette Street in downtown Manhattan and became the home of New York City Skate culture.Lead by its founder,James Jebbia,Supreme is playing an integral part in its constant regeneration.Skaters,punks,hip-hop heads-the young counter culture at large-all gravitated towards Supreme.

Over its twenty year history,Supreme established itself as a brand known for its quality,stylish and authenticity;it has worked with some of most outstanding designers,artists,photographers and musicians in the world.Supreme successfully collaborated with some groundbreaking brands,such as Nike, Bape, Comme Des Garcons,Vans, Timberland,TheNorthFace,etc.The collaboration and the abundant unique ideas make this young, energetic brand become more influential and competitive.

Huge lines,once endemic to its flagship in SoHo,New York,now form at satellite stores in Los Angeles,London and six cities in Japan:Shibuya,Harajuku,Daikanyama,Nagoya,Osaka,Fukuoka since 2004.