SUPREME: Guerilla Advertising & Marketing

'Supreme' is a skateboard and clothing brand that was established in New York City in 1994.  Although established to gear towards skateboarders, the company has reached massive fame, receiving interest from top celebrities and even collaborating with top-notch fashion companies such as Louis Vuitton.

Only starting in 1994, there is speculation as to how a small pop up shop in New York City could reach the mainstream media with, little to no advertising campaigns. The method used by Supreme is known as Guerilla Marketing.  Guerilla marketing is defined as “an innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a 

product.”-dictionary.com 

Supreme is essentially marketed as a 'secret society.'  The company promotes its products and brand by ‘staying under the radar.’  With only offering purchase of products during 'drop periods.'  During these drop periods, the company will allow the purchase of limited edition items through the store or online...for a very large price tag.  However, once that limited edition 'drop' ends, the company will close the ability to purchase items online.

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This Guerilla Marketing technique makes consumers feel unique and ‘special’ if they obtain a Supreme product.  This is due to the price of the product, as well as the limited supply of these products.  This technique caught the interest of many high-end celebrities such as Justin Beiber, Tyler the Creator, and Dj Khaled,  who have been seen in several pictures wearing the product.  Once, consumers see high-end celebrities wearing these items, this promotes even more ‘word of mouth’ and ‘celebrity branding’ marketing and advertising techniques. 

The advertising and marketing techniques used, promoted the brand as inclusive, rare, and unique.  Supreme has even recently collaborated with brands such as Louis Vuitton.  Overall, sometimes "less advertising" is "more advertising".  Supreme was able to use unconventional and inexpensive marketing and advertising techniques to turn a small streetwear brand into a luxury fashion brand.