Chapter 14 Marketing channels and retailing

Supreme is the skateboard and street wear retail store - an independent retailer owned by James Jebbia. The main thing that the company does is design.The goods are made or produced in many other countries such as France, China, Japan, India, Spain,etc. It targeted to generation Y consumers especially those who love skateboarding and fashionable street wear. As the form of distribution,Supreme is a kind of selective distribution.It is not aimed at maximum market coverage.Every new collection is limited which means only a few are chosen.They have total nine stores all over the world. I visited the Supreme store in SoHo,the first Supreme store's location.I think the sight is the most important stimulus to attract customers.The store's atmosphere of calm and order make me feel just that comfortable which just reminded me of the brand's concept-simple but quality.Couple skateboard decks are hung on the wall in orderly rows which pop out when I stepped into the store.Some young staffs are fixing the skateboard decks. There are couple shelves for caps,shoes,clothes,backpacks and accessories.Even though it is not a large or luxury stores like other retail stores but everything is neatly labelled and cataloged. 

Last month I went to Los Angeles and stopped by another Supreme store of U.S.It also located on the street where all of the fashion and street wear brands gather together like supreme New York store. Supreme Los Angeles is also a simple designed store without exaggerate decorations but the special thing of this spot is a big skateboarding ground on the second floor which even make it a "must go to" place for tourists. 


Other flagship stores which are located in Japan and London seems more likely mixed style because Supreme love getting along with different culture and they always ready to change to adjust and to improve.But the similar look is always keeping simple and organized.May be in some people's eyes, street culture in some points means rude or riot.However,Supreme tells me that the street culture is a symbol of youth,energy,creativity and stylish. Everything present the brand a simple but creative image. 

Ch. 6 - Consumer Decision Making

Supreme's major target is a youth population of those who love fashion, cool, streetstyle from different countries.Supreme box logo seems become the icon or even the recognition when fashionable youth group think about streetwear brands.It based on the classic red box logo and have various design and they are popular all the time.The logo design itself has powerful influence in the this streetwear brand game.The company tries to make its goods classic but easy for everyone to remember and recognize:"Oh, look! Supreme".The logo design feels like an invisible hand that catch kids' attention and attract more new customers.

Moreover,celebrities do wield influence over consumer decision making, especially the younger generation's purchase decisions. They tend to copy the celebrities' whole outfit. For that reason, supreme keeps celebrities co-signing and "rocking" Supreme's goods becomes the driven force that motivate and attract the devoted supreme fans.

Supreme stuffs on famous celebrities such as rapper Kanye West, Tyler, model Kate moss help the brand maintain its crown and impress all of the cool, stylish kids.

Chapter. 5 - Developing a Global Vision

New York is where all points converge in fashion and is able to birth arguably the best streetwear brand of all the time.Because of that an invisible competition among all of the New York streetwear brands shaped.However,Supreme still holds its crown in this streetwear game over the years. It became a global cultural brand not only with its own myths,iconography and belief systems but also its understanding of globalization.Supreme rationally picked the top international streetwear destinations for their flagship stores.In 2004,Supreme located its first chain store in Los Angeles,the heart of streetwear culture.It after arrived in Soho,London with its first shop in Europe in 2011.This is of course a big deal.I say that not as if English is the best language in the world but it is the language of streetwear culture.Let is take a look of the opening T shirt-the supreme box logo tee remixed with the UK flag.

Supreme now has six stores scattered across Tokyo,Japan.We have a saying at JG:Born in LA.Raised in Tokyo.Made in America. Streetwear grew up in Tokyo.What other country could make every would-be streetwear designer really think about challenging the establishment that Japan helped build?That is why Supreme love this country and doing business with it.In 2011,supreme released the "Japan Relief" Benefit T-shirt in an effort to support the earthquake and tsunami victims of Japan.100% of all the proceeds from the sales of the T-shirt will be donated to the Japanese Red Cross Society.

They have connect with many other countries in the world besides the ones I mentioned above.For instance,most of their products are not made in U.S.They are made in China,Canada,India,Spain, France,etc.Supreme knows the importance of global marketing and takes the advantage of it.

Ch. 4 - The Marketing Environment

As we know,United States is one of the world's most ethnically diverse and multicultural nations.Supreme pay much attention on the growing ethnic markets.And the Asian American population is the fastest growing among minority groups.Supreme,for that reason,tend to make their designed productions fit Asian style.In this year,Supreme also release the collection in memory of Bruce Lee,the Asian American martial artist.Moreover,as they found the great number of fashion teenage groups in Japan,they have six stores located in Japan. But apparently the demand is greatly far away from the supply.There is a line on every new release day. 

They also take advantage of social media,using Instagram  and any other social net working pages to promote their company and every new season release.Of course,they invite some celebrities as their brand models for attracting more customers.