SUPREME: When products itself are the best marketing strategy

Money guns, customised fire extinguishers, dog bowls, a hatchet and even an inflatable canoe. After all, a brand whose logo is a white lettering in Futura Italic font

with a red background could only be a winning brand.

Supreme.

And do you know when the first store was opened?

SUPREME identity is the key

Born at the hands of James Jebbia, SUPREME has hallmarks of the brand predestined to break through.

Cathcy logos, concept stores designed specifically for clients, special gadgets of various kinds and a sales method that keeps every single customer sticked with SUPREME newsletter for days.

From the underground to the rooftop

The year was 1994 and the first store to be opened was located in New York, on Lafayette Street. Then, in 2004, the second official Supreme shop opened, this time on North Fairfax Ave in Los Angeles, California, almost twice the size of the original shop and with a real skate track inside.The brand became so famous that there was a succession of shop openings in Paris, London and Tokyo.

Skatepark or Skatestore?

The design and layout of the shop was created for skateboarders, with clothes all around the shop and an empty space in the middle like a track. It was amazing, it was unique. So incredibly big that you could even bring your skate with you and move inside the store with your skateboard.

I wanna this, I wanna that and those too

SUPREME diversification its offering from the outset without focusing on one product more than others, but ranging far and wide between clothing and various gadget.

THey have mixed many different underground trends from 80s and 9os and appeals not only skaters, but also cultures such as hip hop, punk and rock.

All kind of accessories and gadget are produced, as well as collectable skateboards in collaboration with Kaws, Larry Clark, Christopher Wool and many other artists.

Thursday Drop, Money Drop

SUPREME's strategy is peculiar and makes scarcity its fundamental rule.

Compared to any other brand that releases collection at once, SUPREME only releases about ten garments or accessories at a time. "Drop" are sold online every week on thursday at 11:00 am US time.

This strategy of selling a few garments that sell out instantly keeps the hype factor going and helps to fuel the desire of fans frantically trying to grab a garment from the weekly drop. This has also led to the emergence of a parallel market in which once a SUPREME piece is obtained, it can be resold for at least twice the price paid, often even more.