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How Does Supreme’s Ostensible Demarketing Strategy Work ?

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What they don’t want you to know

PARIS – It appears that high end fashion brands have changed their mind when it comes to collaborate with unconventional partners. On a rainy day, rumors turned into realities, when Louis Vuitton’s runway pictures emerged, unveiling the upcoming release of the collaboration with supreme.

Formalizing the long awaited collab with a capsule collection for the 2017 season during the Fashion Week in Paris. It became obvious that the strategy of the brand turned out to be capitalizing of their popularity, to a certain extent ?

Not a first as Gucci released the gucci ghost collab earlier in 2016, this is still a major turn in the high fashion world, who wouldn’t have even considered the venture ten years back from now.

But cash rules everything around us and while those who earn the money usually pay bills. It’s clear that when it comes to spoil and meet their kid’s expectations, they don’t think twice about digging into their pockets.

While the urban legend of self-made 14-years-old resellers apparently only concerns a tiny part of the market, such as Gully guy Leo, racks or Benjamin kicks, the importance of street brands in the fashion world has considerably increased. Some fascinated byt the brand other for profit motive.

But at this point, we can’t really ignore the efficiency of their marketing strategies when it comes to lure people into buying items they could easily flip on the internet. Quick cash that teenagers brag about on social media.

Unsurprisingly, we couldn’t help to notice the ” still ” astonishing visit of LV’s artistic director Kim Jones during the grand opening of the supreme shop in Paris earlier in 2016, but for us it was only right for Bernard Arnaud’s brand to take a glimpse at what the supreme is achieving in term of Branding strategies and therefore we will put a name on it their  ” Ostensible Demarketing “.

Supreme’s metro card ressells for 30 times it’s retail value on Ebay

Ostensible demarketing is a marketing technic which goes the opposite way from a classic campaign, it creates the appearance of discouraging demand, but is actually trying to increase it. Ostensible demarketing occurs when a seller creates an artificial or perceived shortage to whet consumer appetites. Limited distribution of goods may induce consumers to stockpile these “hard-to-get” items.

Although Kotler and Levy (1971) emphasized the need for careful research into these phenomena, little effort has been devoted to the formal study of demarketing by marketers. This is not surprising, as marketers are trained to build demand rather than destroy it.

A clearly long term method, that doesn’t allow to rush information toward the public-  the less people know the more they will look into it. Far from easy, this strategy has worked just well for the Iconic skateboard brand which has clearly earn its spot at the top of the hippest movement.

The world attention is directed toward the streetwear genius James Jebbia, which has everyone thunderstrucked on how his brand has been bagging headlines and the Fashion sphere standing still in a matter of seconds.

Although over a week since first debuting at PFW, much hype still floats around with many anticipating its retail release. Last week, surfaced what appears to be the actual retail price list for the collaboration but certain piece might be 1-of-1 such as David beckham’s son, Cruz Beckham flaunting the deep brown duo-branded BOGO hoodie

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FASHION

Virgil Abloh and DGK Craft Limited-to-100 Camouflaged Skateboards

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One of the world’s most influential skateboarders, Stevie Williams, and his brand DGK have tapped Virgil Abloh for a limited-to-100 run custom skateboard design.



The limited-edition art deck features a clean wooden top that sports simple black co-branding, noting Williams and Abloh’s collaboration, and a full print on the bottom. This paint stroke-like camouflage design was drawn by Abloh himself and features black DGK branding in a cursive font, randomly dotted around the camo print.

You might also like: How Does Supreme’s Ostensible Demarketing Strategy Works ?!The Virgil Abloh x DGK deck is priced at $79.99 USD and will be available exclusively from DGK’s website on August 1.
In case you missed it, here is this week’s selection of the best art for your home.

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In case you missed it, here is this week’s selection of the best art for your home.

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FASHION

MIDNIGHT STUDIOS Reveals Surprise Juice WRLD ‘Legends Never Die’ Merch

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As Juice WRLD continues to dominate the music charts despite his passing, MIDNIGHT STUDIOS has revealed a surprise merch release centered around the late artist’s Legends Never Die album.



Created in close partnership with 999 CLUB, MIDNIGHT STUDIOS founder and designer Shane Gonzales looked to honor the legacy of Juice WRLD with a range hoodies, T-shirts and bandanas. Aside from focusing on the title of the posthumous album, the range also features portrait graphic and vinyl jacket motif.

You might also like: How Does Supreme’s Ostensible Demarketing Strategy Works ?!Check out the release below and head over to legendsneverdie999.shop to pick up the surprise MIDNIGHT STUDIOS Juice WRLD Legends Never Die merch now.

For more contemporary fashion, SEVENTH HEAVEN and READYMADE recently came together for a T-Shirt Pack.

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For more contemporary fashion, SEVENTH HEAVEN and READYMADE recently came together for a T-Shirt Pack.

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FASHION

BAPE and COMME des GARÇONS Reunite for PLAY-ful Collaborative Shirts

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Back in April, BAPE launched its outpost inside COMME des GARÇONS‘ new Osaka store, commemorated with a special capsule collection two months later. The duo have no plans to halt the joint efforts any time soon it seems, as evidenced by a brief assortment of co-branded tees and hoodies that recall the effortless graphics offered by COMME des GARÇONS PLAY.



Realized in a similar format to PLAY’s heart-emblazoned tees, the new BAPE partnership sees the venerable Japanese label’s name printed alongside a tiny APE HEAD at the chest of each peice. Action lines make it look as though “COMME des GARÇONS” is being shouted by the familiar symbol for a quirky approach to co-branding. Navy and white T-shirts accompany long-sleeve striped iterations in blue and red, while grey and black hoodies boast full-length zippers in homage to a classic BAPE design element.

You might also like: How Does Supreme’s Ostensible Demarketing Strategy Works ?!Most recently, BAPE teased a spate of collaborative goods, including the year’s second Coca-Cola partnership , Master and Dynamic audio gear and a BE@RBRICK co-designed by mastermind JAPAN.

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