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.