Established in 1994 and originated as a skateboard brand, Supreme is now the most influential player in the current streetwear market. Known for their signature box-logo, individuals around the world line up for hours to score just a single item from one of the few physical Supreme store locations.
But what is behind Supreme’s success and how do they make their clients go in a frenzy every time there is a new drop? The answer lies within the talented designers and marketers who spend great effort in crafting unique products, understanding their target audience’s wants and keeping them engaged with look books and social media.
1. Building a ‘scarcity’ mindset
Other than from their physical stores or their online website, you cannot purchase Supreme merchandise at retail price anywhere else. And to add onto the limited channels of purchase, there are only a certain quantity of each item and once the item sells out, it’s game over. To make it even more interesting, Supreme only allows each customer to purchase one item. So even if you wanted to buy a matching hoodie for your best friend, you are going to have to drag that friend with you and wait in line because you can only buy one. This scarcity mindset not only preserves the quality and hype around the brand, but more importantly creates a strong sense that every Supreme product is considered “limited edition.”