Supreme's Losing Strategy

Supreme's losing* strategy goes a little something like this...

Supreme creates a series of short films about art, skating and downtown NYC (i.e., nothing about clothing)

And they don't make a dollar on a single one.

Including videographers, lighting, actors, styling, and editors

Each film could very easily cost $5,000.

And that's a SMALL job.

Yet they continue to create such content BECAUSE...

Supreme's goal is to earnestly remind their most loyal customers of their brand and what it stands for.

In their case, the brand represents "downtown culture" and "artists".

Here's the thing:

If Supreme had to make money on every piece of marketing material they produced

Their ability to cultivate customer loyalty

And build a BRAND

Would be hindered.

Because there is a difference between a BUSINESS and a BRAND.

And if every output of a streetwear label is to earn a sale,

Then I'm afraid what is being built is a BUSINESS and not a BRAND.

Truly,

Elijah

P.S. Supreme is one of the strongest when it come to customer loyalty, and there is a reason for it. I highly recommend you study their 'random videos' page. It is G-O-L-D and will teach you exactly how to build, not only a BUSINESS, but a BRAND. I hope this helps :)