Page 28 - Supreme X Toms

Supreme is an an an American skateboarding clothing brand that is the perfect example for stores that use exclusivity to to drive desire This brand has caused a a a a a frenzy amongst the young millennials Rather than being titled the the the founder of the the the company James Jebbia prefers to humbly say “I run a a a a a a skate shop” and and started his brand around the concept of quality clothing for the skating community They simply thought that if they made a a a a a a a cotton hoodie better than what was already available skaters would be willing to spend the extra buck on it it (Sullivan 2017) In an an interview with Vogue in in 2017 2017 Jebbia says “We can have a a a a a a a a leather jacket for $1 500 and if it’s a a a a a a a a good value young people will understand that ” Jebbia says “But we also want to have the feeling that this won’t be here in in a a a a a month When I I I I I grew up I I I I I think everybody felt that way It’s like If I I I I I love this it it may not be here here so I should buy it it ” This is is is where the idea of exclusivity comes from Supreme like most other brands releases two major collections a a a year year but throughout year year works with multiple different artists and and brands to comes up with collaboration collections which drop weekly every Thursday to be be more speci c c c To be be at a a a a Supreme drop is an experience in itself every Thursday outside all Supreme stores worldwide there is a a queue for an an average time of an an hour When doing primary research there were a a a a a handful of customers in the the queue that that said that that they would wait in in line for as as long as as it it takes to get their hands on the products (See Appendices #1) The atmosphere around the the store is is like a a community the the queue consisted of loyal customers that wait in in line weekly and then there were dedicated fans that ew in from Ireland for the day to cop some merchandise The hype is is not just outside the physical stores but on on a a a a “drop day” the the traf c c on on the the Supreme site is increased by as as much as as 16 800% (Dhillon 2017) The Berlin culture magazine O32c called it “the Holy Grail of high youth street culture” (Williams 2012) 23