Supreme Brand Identity Prism

The diagonal division of Kapferer’s Brand Identity Prism (1994) is used to analyze Supreme’s perceived brand identity. Primary sourced data is used and applied to the model.

The authors identified specific themes for every of the three facets. These themes are displayed in the model below.

By the use of the interplay of the three facets, Self-Image, Reflection and Relationship the authors derive how consumers perceive Supreme’s brand identity. This builds the base to investigate the research question.

Figure 3: Supreme's Brand Identity Prism

5.2.2 Self-Image

The facet, Self-Image, of Kapferer’s Brand Identity Prism (1994), is about self-image of the consumers’ own idea of self. It is the internal mirror which portrays how the consumer wants to be seen.

As there is an ongoing hype around the brand Supreme, the demand for it is exceeding its supply at a multiple.

Supreme is operating offline and online with very limited supply. Buying Supreme at one of their few store locations is usually connected to long waiting times, as most of their collection sell-out within a very short amount of time. Short sell-out times account even more for their e-commerce shop. This limited availability of Supreme towards consumers is creating a secondary market for reselling Supreme at a multiple of its retail price. Altogether, these are the reasons Supreme is not widely spread among in the consumer market space, therefore considered unique.

“You feel super cool if something is unique, like Supreme right now (Interviewee 1).”

Consequently, consumers who are able to buy Supreme feel proud, as they defy the struggle that comes along with buying it.

“Still it is expensive, so they feel proud to wear something non-accessible, outcome of an effort (Interviewee 8).”

5.2.3 Reflection

The facet, Reflection, of Kapferer’s Brand Identity Prism (1994), refers specifically to the stereotypical usage of the brand as generally reflected in brand communication.

Supreme is a trendsetting brand, it is holding a leading role in the fashion industry, thus exercising a significant influence on other fashion brands. Through their innovative approach to fashion, in terms of design, marketing and supply they foster inspiration within the whole industry.

“Trendsetting. Massive influence on basically everything in fashion. Inspirational (Interviewee 8).”

“… they don’t follow trends, they are the trends (Interviewee 1).”

The reasons for Supreme being perceived as cool are several.

First, as a streetwear brand, originating from the early 90s New York City skate culture, Supreme has been able to preserve its authenticity as a brand, over time.

Second, as niche brand with limited supply, where demand is exceeding supply at a multiple, Supreme is able to avoid the dilution of its brand.

Third, Supreme has always been worn by famous and cool people (e.g. skaters, musicians and celebrities), hence turning into a bearer of their coolness.

Altogether, these are the reasons Supreme is commonly admired, thus cool. Thereupon, Supreme is enabling consumers to include this coolness into their self-identity.

“I think, it still inhibits values that it is seen as very cool (Interviewee 5).”

“these streetwear brands preserve their coolness and the mass will follow (Interviewee 8).”

“I feel cool, because not so many people know what you are wearing (Interviewee 1). “

“They don’t have brand ambassadors, but cool people are wearing it (Interviewee 3).”

5.2.4 Relationship

According to the facet, Relationship, of Kapferer’s Brand Identity Prism (1994), Supreme reflects the relationship between the brand and its advocates.

The analysis displays, that the majority of interviewees consider Supreme more than a fashion brand. It is considered a community of like-minded brand advocates, sharing similar personal traits, where Supreme is the platform to enable this community building. Through wearing the brand, single members feel interconnected.

The purchasing decision of Supreme is not based upon its quality, but on the urge of consumers to be part of this brand community. Whereas, buying Supreme is the most natural step to enter into this brand community. However, wearing Supreme is not a necessary condition to be part of this community, as members are sharing similarities beyond wearing the same fashion brand.

“I think it’s a feeling of being connected to something. Being part of something big, rather than just wearing a brand (Interviewee 7).”

“People don’t buy Supreme because of their quality, but because people want to be a part of a cultural belonging community (Interviewee 3).”

“With Supreme it’s like you belong to a community. People have similar interest to you when they wear it as well (Interviewee 7).”

Influencers are playing a significant role within these communities. Considered being cool, famous and influential, they are fostering community building, through engaging with

Supreme. Functioning as opinion leaders for community in and outsiders, they are nudging consumers into buying Supreme, thus entering or engaging with the community.

“The guys that can’t afford it, sit on Instagram and see these famous rappers on influencers wearing Supreme just start to grow a feeling that they need to buy some pieces

(Interviewee 3).”

“They kids will still wear it, as long as the cool famous people will wear it (Interview 8).”

Community members, wearing Supreme, have the urge to be recognized and praised by others who are familiar with the brand and know what it is about. Peer recognition is an important element to foster cohesiveness within the community.

“…they look to inspire or impress peers who share the same kind of interests as them, who will recognize that particular T-shirt. (N8)”

“People want to be seen to be wearing Supreme… (N9)”

Purchasing Supreme in-store is unlike the usual, compared to other fashion brands.

Before a new collection is release in-store, community members are waiting hours, sometimes days, outside the store to be in front of line. Taking on this struggle together with liked-minded peers is an experience that is that is fostering the cohesiveness of the community.

“If you look at Supreme and they are having a new drop of a new line. You have to wait hours in line, even days to get the newest clothing (Interviewee 5).”