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Hype in marketing is a strategy of using extreme publicity. Hype as a modern marketing strategy is closely associated with social media.[ citation needed ]
Marketing through hype often uses artificial scarcity to induce demand. Consumers of hyped products often participate as a form of conspicuous consumption to signify characteristics about themselves. [1]
Hype allows brands to promote their image above the actual quality of the product. Streetwear brands have collaborated with luxury fashion to justify charging premium prices for their goods. [2] As an example, fashion label Vetements used social media channels to promote a limited-edition hoodie which sold 500 units in hours, recording sales of €445,000. [3]
When hype marketing is used to drive demand for limited-edition goods, consumers sometimes attempt resell those good on secondary markets for a profit (comparable to ticket scalping). The resale market is a $24 billion dollar industry. [4]
Luxury brands may release products as a collaborate with ready-made garment brands as a way to build hype. [5] Collaborations have been used by some luxury brands to circumvent fast fashion brands copying their designs. [6]
NYU Professor Adam Alter says that for an established brand to create a scarcity frenzy, they need to release a limited number of different products, frequently. [7]
Hype is often built via Pop-up retail. Comme des Garçons was one of the first to use this strategy, leasing a short-term vacant shop solved the storage problems of releasing product for quick sale. [8]
The term ‘hypebeast’ has been coined to define consumers vulnerable to hype marketing. The origins of the term come from the Hong Kong based company Hypebeast. The behaviours of the hypebeast define hype marketing; the purchase of popular goods they can’t afford to impress others. [9] Hype also manifests itself in queues with brands often retailing hyped products through pop-up stores. [10] [11]
Many luxury brands release hyped products via their online shop. This has led to the creation of companies that allow consumers to use bots to guarantee or improve their chances of purchasing a limited-edition product. [12]
Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturers, directly or through a wholesaler, and then sells in smaller quantities to consumers for a profit. Retailers are the final link in the supply chain from producers to consumers.
To counterfeit means to imitate something authentic, with the intent to steal, destroy, or replace the original, for use in illegal transactions, or otherwise to deceive individuals into believing that the fake is of equal or greater value than the real thing. Counterfeit products are fakes or unauthorized replicas of the real product. Counterfeit products are often produced with the intent to take advantage of the superior value of the imitated product. The word counterfeit frequently describes both the forgeries of currency and documents as well as the imitations of items such as clothing, handbags, shoes, pharmaceuticals, automobile parts, unapproved aircraft parts, watches, electronics and electronic parts, software, works of art, toys, and movies.
Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics.
In economics, a luxury good is a good for which demand increases more than what is proportional as income rises, so that expenditures on the good become a more significant proportion of overall spending. Luxury goods are in contrast to necessity goods, where demand increases proportionally less than income. Luxury goods is often used synonymously with superior goods.
Streetwear is a style of casual clothing which became global in the 1990s. It grew from New York hip hop fashion and Californian surf culture to encompass elements of sportswear, punk, skateboarding, 1980s nostalgia, and Japanese street fashion. Later, haute couture became an influence, and was in turn influenced by streetwear. Streetwear centers on comfortable clothing and accessories such as jeans, T-shirts, baseball caps, and sneakers. Brands may create exclusivity through intentional product scarcity; enthusiasts follow particular brands and try to obtain limited edition releases, including via proxy purchases.
The term designer label refers to clothing, luxury automobile manufacturers and other personal accessory items sold under an often prestigious marque which is commonly named after a designer, founder, or a location-like where the company was founded. The term is most often applied to luxury goods. While members of the upper middle class, or the mass affluent, are perhaps the most commonly targeted customers of these designer labels, some marquees—such as Cartier, Rolex, Montblanc and the haute couture — tend to a wealthier customer base. But almost every designer brand has merchandise that the middle-class wouldn't normally be able to afford, such as exotic skins, furs and hides, limited edition pieces, or things simply priced higher. Designer label companies use their smaller and cheaper merchandise, aimed at the middle class, such as wallets, fashion jewellery, key-rings and small accessories, to make the majority of their income, whilst the more expensive pieces such as haute couture, high jewellery, hand-bags, shoes and even furnishings are usually reserved for the wealthier upper-class clientele.
Sneaker collecting is the acquisition and trading of sneakers as a hobby. It is often manifested by the use and collection of shoes made for particular sports, particularly basketball and skateboarding. A person involved in sneaker collecting is sometimes called a sneakerhead.
Dover Street Market is a unique multi-brand retailer that combines the elements of a department store and an exhibition space. Originally located on Dover Street, in Mayfair, London. and has since expanded to multiple locations around the world, including New York City, Tokyo, Singapore, Beijing, and Los Angeles.
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.
Comme des Garçons is a Japanese fashion label based in Paris founded by Rei Kawakubo. Its French flagship store is located in Paris. The brand has physical retail stores in London, Melbourne, Seoul, Hong Kong, New York City and in the Aoyama district of Tokyo. Other than fashion, the label has expanded to include jewelry and perfume.
Supreme is an American clothing and skateboarding lifestyle brand established in New York City in April 1994. Supreme is recognized for its influence on streetwear culture, with products that cater to skateboarding and urban fashion trends. The company makes skateboards in addition to clothing and accessories. The red box logo with "Supreme" in white Futura Heavy Oblique is thought to be largely based on Barbara Kruger's art. VF Corporation, a US-based apparel and footwear company, bought Supreme for $2.1 billion in December 2020.
Rimowa GmbH, often stylized as RIMOWA, is a luxury luggage manufacturer. The company was founded in 1898, in Cologne, Germany.
Chrome Hearts is a luxury brand from Hollywood, founded in 1988 by Richard Stark, Leonard Kamhout and John Bowman. It is currently co-owned by Richard Stark and his wife Laurie Lynn Stark. Its logo contains a cross with the brand name around it on a circular ribbon. The brand produces silver, gold, and diamond accessories, alongside eyewear, leather items, apparel, furniture, kitchenwear, and random objects. They are known for using leather, silver, and ebony. The production site covers three blocks in the middle of Hollywood and consists of multiple buildings and factories around the world. Production is mainly done in-house at the big production site in Hollywood. As of 2021, they have 1000 staff at their Los Angeles production site. Although not officially disclosed by Chrome Hearts, the brand is estimated to be worth around $1 billion.
Opening Ceremony is a fashion brand founded in 2002 by Carol Lim and Humberto Leon. The brand designs and creates its own products and also retails other emerging fashion labels. During the COVID-19 pandemic the company announced it would close all its physical stores. Opening Ceremony was one of the first retail shops to carry Havaianas and Topshop products, and has carried Alexander Wang, Comme Des Garcons, Proenza Schouler and Rodarte.
Anti Social Social Club is a Los Angeles–based streetwear brand founded by Andrew Buenaflor, who goes by the pseudonym Neek Lurk. As of May 2022, the brand is wholly owned by Marquee Brands.
Heron Preston Johnson is an American artist, fashion designer, and disc jockey. He is a co-founder of the men's streetwear brand Been Trill, alongside Virgil Abloh, Justin Saunders, and others; and founder of his eponymous brand, Heron Preston.
Stadium Goods is a retailer specialised in the resale of aftermarket sneakers. Based in New York City, it operates a shop and a drop-off center in SoHo, Manhattan as well as an online store. The store sells sneakers and streetwear, including rare and limited edition sneakers.
"Comme des Garçons " is a song by Japanese-British singer Rina Sawayama. It was released on 17 January 2020 as the second single off of Sawayama's debut studio album Sawayama through the record label Dirty Hit. The song blends genres such as disco, dance, funk, house, electro house and synth-pop into a "clubby" record. The song also received a music video.
The retail format influences the consumer's store choice and addresses the consumer's expectations. At its most basic level, a retail format is a simple marketplace, that is; a location where goods and services are exchanged. In some parts of the world, the retail sector is still dominated by small family-run stores, but large retail chains are increasingly dominating the sector, because they can exert considerable buying power and pass on the savings in the form of lower prices. Many of these large retail chains also produce their own private labels which compete alongside manufacturer brands. Considerable consolidation of retail stores has changed the retail landscape, transferring power away from wholesalers and into the hands of the large retail chains.
Peaceminusone is a Korean fashion line founded by G-Dragon and Gee Eun in October 2016. The label produces clothing items such as jackets, tops, hats and shoes, as well as accessories and headphones.