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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

Kanye West Announces YEEZY Gap 10-Year Partnership

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Kanye West has made his long awaited return to Twitter to officially announce an upcoming partnership between YEEZY and Gap. The full collection is titled YEEZY Gap and is set to make its debut in early 2021. Kanye also tweeted a first look at what to expect from the new joint project complete with the caption “#WESTDAYEVER,” while Mowalola Ogunlesi announced her appointment as the project’s design director.



According to a statement issued to The New York Times, the YEEZY design studio under Kanye’s creative direction will produce “modern, elevated basics for men, women and kids at an accessible price point.” The direction from Kanye will also cover how YEEZY Gap is presented in physical locations and the Gap web store.

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FASHION

Amazon and Valentino Join Forces in a Lawsuit Over Counterfeit Shoes

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Amazon and Valentino have filed a joint lawsuit against Kaitlyn Pan, a New York-based women’s shoe retailer that is being sued for replicating the Italian fashion house’s shoe designs, including its signature Garavani Rockstud shoe, and using the Tech giant’s platform as one of its retail points.



Amazon, who has shut down Kaitlyn Pan’s account on its platform back in September 2019, has commented, “Despite multiple notices of infringement and a cease and desist order, Kaitlyn Pan continues to import, distribute, sell, and offer infringing products on kaitlynpanshoes.com,” and has “flagrantly and willfully disregarding Valentino’s intellectual property” by attempting to apply for trademark in the U.S. for the studded shoe design.

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FASHION

Ghetto Gastro Commemorates Juneteenth With its Latest Release

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After highlighting the foundation of “American” cuisine, Ghetto Gastro returns to celebrate Juneteenth and commemorate the #BlackLivesMatter movement against systemic racism. Partnering up with New Studio, the New York-based collective put together a special take on its signature Steasoning (now sold out) and a T-shirt.



The powerful Juneteenth T-shirt stands as an artifact as the special moment in our collective history centered. The main print found on the front of the top marks June 19, 2020 in respect to the day when slavery ended in the United States. Rounding up the design of T-shirt, the right sleeve is marked simply with “Let Freedom Ring.”

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