Streetwear has exploded from underground movement to mainstream fashion force. The primary consumers of such brands are young people under the age of 25 who make less than $40,000 per annum. Despite this seemingly budget-conscious demographic, streetwear brands have cultivated a fervent loyalty among this group.
Here we have narrowed down streetwear brand’s marketing strategies that have propelled them to success.
Timeless Appeal: Unlike traditional fashion with its ever-changing trends, streetwear boasts a seemingly paradoxical strength: it feels fresh while transcending fleeting fads. According to 62 percent of consumers in a PWC Survey, streetwear products are always in style, surviving fashion’s traditional cycles. The secret lies in core designs that resonate for years.This allows young shoppers, often on a budget, to build wardrobes that stay relevant for longer, maximizing the value of their purchases. Take a brand like Champion, for instance. Their iconic Reverse Weave hoodie has transcended generations, offering a timeless design with a comfortable fit that appeals to young fashion enthusiasts. However, this doesn’t mean that streetwear brands are stagnant. They keep things exciting with limited-edition drops and design updates, ensuring their timeless staples remain captivating.
Scarcity: Streetwear thrives on the concept of “limited edition.” These drops create a sense of urgency and exclusivity. Imagine lines wrapping around the block, filled with passionate fans determined to snag a coveted hoodie before it sells out. This frenzy not only generates massive buzz online but also drives traffic to physical stores. Take Off-White’s highly anticipated “THE TEN” collection, Virgil Abloh’s iconic reimagining of 10 classic Nike sneakers. Lines snaked around blocks for a chance to purchase these limited-edition kicks. Websites crashed under the strain of eager shoppers. Resale prices skyrocketed, transforming the sneakers from footwear into coveted trophies. This carefully cultivated scarcity fuels the hype machine, fostering an insatiable desire for the next must-have drop.
Social Media Savvy: Social media is the lifeblood of streetwear marketing. It’s where brands connect with their target audience, a demographic heavily influenced by online trends and conversations. High-quality photos and videos showcasing the latest collections are crucial, but engagement is key. Brands like Off-White use Instagram to not only showcase their collections but also foster a sense of community by responding to comments, running design contests, and collaborating with relevant influencers. This helps Off-White cultivate a loyal following among streetwear enthusiasts.
Social Responsibility: The influence of streetwear extends beyond fashion. Studies show that 70% of this demographic consider social awareness and brand activism important. Recognizing this, successful streetwear brands integrate activism into their core identity. Patagonia stands as a prime example. During the peak shopping season of 2011 Thanksgiving, they took an audacious marketing step. Instead of promoting their best-selling fleece jacket, they published an advertisement titled “Don’t Buy This Jacket.” This groundbreaking campaign wasn’t about selling; it was about sparking a conversation. The ad detailed the environmental cost of the jacket’s production, urging consumers to think twice before purchasing new and consider buying used Patagonia items instead. This seemingly counterintuitive approach yielded surprising results.Patagonia’s revenue soared by 30% in 2012, reaching $543 million. The growth continued with a further 5% increase in 2013, culminating in a staggering $1 billion in sales by 2017. This conscious approach resonates deeply with young consumers who value brands that align with their own values.
The Power of Collaboration: Streetwear brands understand the power of unexpected partnerships to generate excitement. Collaborating with other brands, especially those outside the streetwear sphere, creates a unique buzz. Supreme’s collaborations range from car markers like Lamborghini to pop stars, artists and cultural icons such as Damien Hirst, Kate Moss and Kermit the Frog. Similarly, Stussy has partnered with artists like Futura and musicians like Hiroshi Fujiwara to create limited-edition capsule collections. These collaborations tap into the existing fan bases of the partnered entities, expanding the reach of the streetwear brand and creating a sense of must-have items for fans.
Streetwear’s success lies in its ability to resonate with a generation that values authenticity, timeless style, and social responsibility. By mastering the art of limited-edition drops, social media engagement, integrating social consciousness, and leveraging strategic partnerships, streetwear brands have not only captured the hearts of young consumers, but also redefined the fashion landscape.
Summary
Once a niche movement, streetwear has exploded into a mainstream fashion force capturing the hearts of young consumers, typically under 25, despite their limited budgets. This success can be attributed to a clever marketing strategy that caters directly to their desires.
Firstly, streetwear offers a unique blend of fresh designs built upon timeless staples. A prime example is Champion’s Reverse Weave hoodie – a timeless design that endures. Scarcity is another key element. Streetwear thrives on the concept of “limited edition.” Imagine lines snaking around the block for a coveted hoodie or the chance to snag a pair of Off-White’s highly anticipated “THE TEN” Nikes – a collaboration that caused websites to crash and resale prices to skyrocket. This carefully cultivated scarcity fuels the hype machine, making each drop a must-have item.
Social media is another weapon in the streetwear arsenal. Platforms like Instagram are where brands connect with their audience. They showcase collections, foster a community by responding to comments, and collaborating with relevant influencers. This engagement helps cultivate a loyal following among young consumers.
Recognizing the importance of social awareness to their audience, successful brands integrate activism into their identity. Patagonia’s famous “Don’t Buy This Jacket” ad campaign is a prime example. Encouraging consumers to consider environmental costs and buy used Patagonia items instead, this bold move sparked conversation and boosted their revenue.
Finally, streetwear leverages the power of unexpected partnerships. Supreme’s collaboration with Italian car maker Lamborghini expanded the streetwear brand’s reach, creating must-have items for a wider audience.
Pointers
Timeless with a Twist: Streetwear offers fresh designs built upon classic pieces ensuring long-lasting appeal for budget-conscious young consumers.
Scarcity is King: “Limited edition” drops create a frenzy, with fans lining up for coveted items. This carefully cultivated scarcity, like Off-White’s “THE TEN”, fuels the hype, making each drop a must-have and driving online buzz
Social Media: Brands like Off-White leverage platforms like Instagram to connect with their audience, showcasing collections, fostering a community through engagement and collaborating with relevant influencers.
Social Responsibility and Collaborations: Recognizing young consumers’ values, brands such as Patagonia integrate activism which resonates deeply and boosts revenue. Unexpected partnerships, like Supreme x Lamborghini help expand reach and create must-have items.
