Cheap Supreme UK | How long can Supreme be popular?
Cheap Supreme UK | Hi Bro ~ How long has it been since you bought Supreme?
Affected by the new crown epidemic, the global fashion industry has encountered a cold winter, perhaps to stimulate everyone's desire to buy, "joint crazy devil" Supreme in this autumn frequently force:
The Cross Box Logo Hoodie, launched earlier, can almost lock one of the most popular items this autumn. In terms of joint names, it is determined that next year's joint name with Air Jordan can be described as a "live for a long time" series, which has raised many people's appetite.
(Yohji Yamamoto) is a lot of people feel confused, after all, the original cold "Japanese fashion godfather" has been holding high the "anti-mainstream" banner, lamenting that in this era of rampant fashion, "design is dead, I am very lonely", the result is on the edge of bankruptcy, in recent years began to be crazy about joint commercialization-The two go together. Putting aside commercial interests, is it really a congenial idea to be sure?
Smurf's joint name is even more lackluster, after all, now the major brands of joint marketing has been flooding, simply by selling childhood feelings, has been bad to use. With the exception of some basic bogo models, it's getting harder and harder for trendsetters to be interested in the Supreme, which is a collection of English fonts and prints and lacks a cut-out design.
In terms of accessories, Supreme has some gimmicks:
In early August, Supreme was revealed to be co-branded with North American instant noodle brand maruchan. However, compared with the last Oreo, this food joint did not surprise too big waves, to say that people who love instant noodles are absolutely no more than those who love sweets, is it just because of the appearance of the noodles, the photo is not good?
Not good to eat? Then do the makeup! Supreme also announced a co-branded lipstick with makeup brand Pat McGrath, and even the color number is directly named "Supreme", which can be predicted to become a male and female combination, speculation on the sky-high price of lipstick.
However, Supreme this season's lipstick, game machine, in fact, has long been developed by Shanzhai manufacturers, well versed in "anything printed logo can be sold" Shanzhai business, relying on low-cost replication of cheap money to make money, pirated designers "joint inspiration" but more than the original designers.
Not only many games, but also buy big send small!
The price of speculation in the secondary market is the best reflection of the popularity of Chaozhou brand commodities. However, according to the data of major e-commerce resale platforms, this season's Supreme does not show an exaggerated premium. So is Supreme's brand power really not what it used to be?
Isn't it cool to wear Supreme?
"Do people who buy Supreme really like it, or do they buy it to follow the trend?"
This question, once debated by fans, is rarely discussed today. Whether they are skateboarders who love street culture or fashionable people who want to be the focus of the crowd in the fastest way, they are an important part of Supreme's loyal fans all over the world.
Supreme, as the recognized world's first fashion brand, even if it is questioned about design plagiarism, or criticized for poor clothing quality, does not affect its super-high degree of network topic.
However, when genuine products and fake fish and dragons are mixed, "spiritual boys" are full of clothes on the street, and logo fashion is hung on the short video platform in 2018, Supreme has been unable to meet the demand of trend players for novelty, and more and more people are not so cold about it.
With this line of English, dance more spirit!
What's so cool about Supreme? The most appropriate person to answer this question is not the Japanese trendsetters who helped the brand become popular in those days, nor the "followers" of the world today, but a group of American teenagers who were the first to be keen on skateboarding.
In 1994, James Jebbia, Supreme's "father", opened Supreme Skateboard Shop in New York with his interest in skateboarding at that time. After upgrading to a clothing brand, it attracted many hip-hop fans and rebellious young people to gather there, spoof luxury goods and diss stars together, and disdain the label of "bad", which is the synonym of "freedom".
It is this young, rebellious spirit of brand culture that makes Supreme very "cool". Among them, the most representative and controversial is the expression of brand's political attitude, sometimes this expression is very radical, and even makes us feel a little radical in Oriental culture.
The tee was launched when Trump was elected president in 2017.
Many of Supreme's politically expressive costumes are popular with teenagers because of the stars, and some even become high-priced rarities. However, if you do not live in the United States all the year round, do not know the relevant political culture, people and events very well, how can you really feel this kind of rebellion and cool?
It is undeniable that the first batch of Supreme iron powder, there are many is attracted by its rebellious brand spirit, however, a generation of rebellious young people will eventually enter the next stage of life, years later, many of them have married, for the world's perception and attitude, but also tend to be more calm and stable, those who express their political views excessively. Apparently no longer fit for them. They will also shift their choices to higher-level brands.
Forever Young, Forever Supreme?
Fashion is a cycle, a group of people go, there will be a new group of people. Later, how many young people can continue to get this brand spirit and be willing to pay for it?
Who's challenging Supreme?
In addition to Supreme, the "Generation Z" with strong consumption power should have more choices, whether it is the old skateboard brand or the new fashion brand that has emerged in recent years.
However, because of the great success of Supreme, its marketing methods have also become the object of imitation for later generations, and even some brands are directly known as "Supreme of × × National Edition" in the campaign. But the more this is done, the more it proves that Supreme's position in the tide of cards has long been difficult to shake.
The real threat to Supreme's status is the traditional luxury brands that were once disdained by the "rebellious teenagers".
2017 is the year of Supreme the most fire, and LV's joint fashion history to create a peak of the myth, but also to push the Supreme on the peak. Now, we look back at this strong alliance, it seems to benefit more from LV.
With this joint name, the French luxury brand has successfully opened the door to the trend field. In 2018, after Virgil Abloh took the helm, LV continued to move towards the trend, abandoning the stereotype of high fashion, boldly integrating with street culture, launching a number of explosive series and items.
Following the joint name with Supreme, LV launched a joint series with Japanese trend master NIGO this year, and achieved considerable success in China and Japan through the new media marketing strategy of Wu Yifan's live broadcasting.
Some time ago, LV Shanghai Fashion Show, in the form of subversive "offline and offline", deduced a fashion conference centered on young consumers in the digital age, with more than 85 million live viewings, which caused a huge sensation and became a high-flow topic in the world.
More recently, the company has gone straight into skateboarding, signing up Lucien Clarke, a well-known skateboarder, for the brand's first pair of shoes.
In 2020, affected by the epidemic, the global fashion industry suffered a serious setback, and the strong recovery of the Chinese market made major brands shift their focus to the Asian market dominated by China. Luxury brands represented by LV are entering the trend field with strong capital strength and superb digital marketing means, showing a catering and flattering attitude to Chinese young people.
Time is running out for Supreme.
When LV began to sign skateboarders, can Supreme continue to be arrogant?
In fact, not only in China, but also in Japan, which accounts for half of Supreme's global store number, is now showing signs of weakness. Among the people queuing up on the weekly sale day, the proportion of professional fried goods buyers has been quite high, and the die-hard true love fans are becoming fewer and fewer.
One of the main reasons why Japanese consumers stay away from Supreme is the poor hospitality of Japanese shop assistants. For the Japanese, who pride themselves on hospitality and service around the world, the local Supreme clerk's arrogant and even rude attitude towards the queues and customers entering the store is really unacceptable.
"Why is Sup's clerk's hospitality so bad" has always been a hot topic that can resonate with Japanese consumers and complain one after another.
Of course, there are special reasons for Supreme's poor attitude itself: in the United States, fashion clothing stores initially preferred to hire lower-paid young people as part-time assistants for cost considerations, many of whom did not receive higher education, so the quality of service can be imagined. However, this kind of "dregs" is regarded as a brand temperament by the Japanese, learning the past intact, and has to be said to be a kind of Oolong.
In July, Supreme won back the trademark in China, sparking talk of when it would officially enter the market. After all, with the huge market and purchasing power of young people in China, it can be imagined that as long as Supreme opens a store in China, it will inevitably stage a long line of crowded hot scenes and become the hottest store in the world.
Uniqlo can line up for a joint, let alone Supreme?
However, Supreme's strict store opening standards for a long time not only ensure the scarcity of its brand and goods, but also make it lose the initiative of the market, including the Chinese region, and even leave opportunities for many Shanzhai brands, so that there is a high-profile situation of high-imitation Shanzhai brands opening stores in the prime areas of the Chinese market.
"Supreme Italia" "Shanghai store closed due to trademark infringement.
In recent years, with the rapid development of China's fashion industry, young people in China are no longer blindly obsessed with foreign brands, more and more Chinese fashion brands and original designers are emerging, coupled with the promotion of fashion self-media and online entertainment programs, so that young Chinese consumers can contact and understand more through more diverse channels. There are also more and better choices-when will Supreme open in China? who care？
Times are changing, and the time left for Supreme is really running out.
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