Estudo de uma marca incomum: Supreme

Abstract

The present work presents the characteristics of the brand Supreme, such as its marketing, advertising characteristics, its collections system and availability, its consumers and its niche within the market in which they are inserted. In addition to presenting these characteristics, the objective of the work consists on investigating, analyzing and discussing what was presented, using a theoretical basis, based on analyzes made with the help of searching on websites, blogs, and communication channels in general. Unusual characteristics, which the brand adopts for itself, its consumers and its motivations to consume the brand are the main focuses of this work, therefore, being the main basis for the development of the present study. Concepts like streetwear, hype, drop, resell, exclusivity and rarity will be recurring. Their advertising campaigns and their unique way of spreading their own image, their most popular and eccentric pieces; everything that is of the brand and they use it in their favor in order to to promote themselves, not even making that much effort for it. Observatory analyzes were carried out in groups in which their consumers come together to talk about the brand: forums, websites and blogs. For the development of the study, the authors used were: Abraham Maslow, Antônio Carlos Gil, Carl Jung, Daniela Lot, Dimitrios Tsivrikos, Gilles Lipovetsky, Lucia Santaella, Missila Cardozo, Naomi Klein, Rand Randazzo, Sigmund Freud, Stuart Hall and Westbrook and Oliver and their theories were used as well. Regarding the methodology, territories of the research were applied, as well as interfaces of the territories of the communication, content analysis and bibliographical researches.