The rise of Stüssy
The Rise Of Stüssy
Early Beginnings
In 19080, Shawn Stüssy a local from California began creating surfboards which was combined with specific shapes and unique graphics linked with elements of reggae and new wave music. He made the designs of his surfboards unique with graffiti hand styles. Shawn's parents owned a printing shop which was where he was taught the basics about screening. His idea of this clothing brand became nearly entirely accidental - when looking back to his passion for surfing he didn't realise he was going to start one of the biggest streetwear brands in the world.
An Intriguing Marketing Strategy
Stussy has never gone out and hired ad agencies or creative consultants. they have always tried creating their own shoots over the years which has enabled them to represent different eras of brand history. They have also entered themselves in the skating world by sponsoring skateboarders. This is a smart way of spreading the brand globally as back then and even in todays era skateboarders to video shoots which go on the internet this is specifically targeting customers who are into skateboarding brands. Although this is a Niche way of marketing they still managed to spread their branches in the Streetwear world by collaborating with famous brands such as Nike, G shock, COMME des GARÇONS and many more companies.
Stüssy Marketing Report
Political- Ethnic diversity in fashion is a big issue, although Stussy has never discriminated against races and also as feminism is on the rise especially with recent generations Stussy has always shown equal equality towards women.
Economic- As Brexit and government cuts in the UK means people have less money to spare on clothing Stussy may lose customers because of this economic crisis.
Social- As social media is taking over traditional marketing methods, Stussy are very active on all forms of social media
Technological- Due to Stussy's growth on social media it has enabled to brand to grow massively. As well as most orders are online these days which allows their distribution rates to increase.
Environmental- Stussy use fair-trade materials on all their products and all their products are legally produced in the USA and use eco-friendly materials
Legal- Ageism is a massive issue in the fashion industry and Stussy welcome models of all age to represent the brand.
The Current Day
Stussy has created a powerful name in the fashion industry where few would question the brand's relevance and abilities to achieve another milestone, Stussy remains relevant because streetwear and the culture associated with it is always pretty young.
References
Such a great post, I really enjoyed reading about the brand and how they managed to reach their target audience by sponsoring skateboarders as a way of advertising because by doing so they were exposed to a lot of potential customers which is great for the business. Cannot wait to read your next post!
ReplyDeleteThis was a really interesting read, I liked how the 7ps was linked to this brand.Its also great that the business worked themselves up to work big brands such as Nike.
ReplyDeletelove the blog, it is very interesting. i learnt that the creator of stussy has named his brand after his last name and that his brand started out by making surfboards which is really interesting.
ReplyDelete