How Does Supreme's Ostensible Demarketing Strategy Work ? | | DrillKing
Connect with us


How Does Supreme’s Ostensible Demarketing Strategy Work ?



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



Supreme / Ryan McGinness “Process” Collaboration Re-emerge On IG



It has been years that Supreme OGs have been looking for those grails … Apparently, thr33mod3 just got it all right.

Part of Supreme rarest collaboration, the english residant has blessed himself for his birthday with the full collection of one of most coveted collaboration.

Released in 2000, Ryan McGinness is an American artist who was born and raised in Virginia Beach in 1972, and spent most of his life in Manhattan, New York. After attending the Carnegie Mellon University in Pittsburgh, he interned at the Andy Warhol Museum. Known for his graphic representations and logos play, McGinness used the tee based on a paint sample tab, called the “process tee”. The tee is reading :

Supreme Process Cyan C
CAUTION Due to uncontrollable fading of printed materials, the color on this shirt may change. To minimize fading, avoid prolonged exposure of shirt to various sources of light. The shirt should be replaced periodically to maintain accurate color communication.

Distributed in a limited quantity of 25, to his Houston gallery exhibit back in 2000, the streetwear manstay also released a long sleeve version of the “Process” concept an even more coveted piece which was released in only 3 units.

Supreme Color Formula Guide, 2000, five skateboards bolted together
Each: oil on wood panel, 32 x 8 in. (81.3 x 20.3 cm)
Published by Supreme in an edition of 500 each

Along this, Ryan displayed an art piece called “Supreme Color Formula Guide“, a serie of five skateboard decks bolted together, oil on wood panel, 32 x 8 in., published by Supreme in an edition of five hundred each under the name Pantone “CMYK” decks.

Continue Reading


Supreme … Nak Rocks Unseen Supreme Embossed Puffer Jacket During Show




Supreme Member Na-kel Smith Rocks Unseen Chanel Inspired Supreme Embossed Puffer Jacket during Telfar’s “Country” show

As you might have noticed, this Season’s official Supreme lifestyle model is now Sean Pablo from the official Supreme Skateboard team. Replacing last year main model, Na-Kel Smith who decided to focus on his rap career.

Nak performed at the “Country” Show alongside Ho99o9 and Mid90s, a collaborative between designer Telfar Clemens and playwright Jeremy O. Harris. However, he is still part of the Supreme crew and has still his access. So it was only right that the first to have the jacket would be him.

Though it is still unclear if it is a Chanel collaboration inspired by their Embossed-logo puffer jacket, the upcoming rapper was performing during a Telfar show, he rocked the supreme banner, which is actually the most anticipated piece of the year.

A Supreme embossed puffer jacket in a khaki colourway, still unseen in the silver colourway. For the time being there is no official release date nor price for the jacket but they Chanel one is currently reselling for $4500.

You might also like: FTP drops DC Snowboarding collab

Continue Reading


FTP Drops DC Snowboarding Special Collab



After the 2018 riots in L.A. after the pop-up shop and Suicide Boys concert DC Shoes has teamed up with iconic Los Angeles streetwear brand, F**KTHEPOPULATION on a collaboration that takes FTP’s uncommon aesthetic and gives it a high-altitude application.

In a new collection of winter outerwear and softgood accessories, the DC x FTP Snow Collection is composed of two snowboard sets in White and red camo; a 100% Polyester Reflective Logo Printed Ripstop with 100% polyester oxford panels white survival bib, mesh lining and brushed tricot on the knews, available in both red and white.

An allover printed ASAP Anorak, the great classic which sells out in a matter of second and that you see rocked at Suicide Boys’ shows.

FTP and Supreme Chanel Inspired Embossed puffer jacket

Nevertheless, this winter trend will be the “Anecdote Insulator” ( pricelist : $138 ) inspired by the now sold out Chanel embossed Logo Puffer Jacket while we are waiting on the SS19 version from Supreme; which was confirmed days ago

You might also like : Supreme Team Member Na-Kel Smith Performs In Unreleased Supreme Embossed Puffer Jacket.

Continue Reading

Most Popular