NATIONAL INSTITUTE OF FASHION TECHNOLOGY

MARKETING RESEARCH

RESEARCH TITLE

“AN EXPLORATORY RESEARCH ON STREET FASHION”

by
Sachin

In Guidance Of:
Dr. Rajdeep Singh Khanuja

Submitted To:

MFM Department, Sem-1

National Institute of Fashion Technology, Bhopal

 CONTENTS

S. No. Topic

1 Abstract

2 Introduction

3 Literature Review

4 Research Methodology

5 Data Analysis & Interpretation

6 Conclusion

7 Suggestion

8 References

9 Annexure
 1. ABSTRACT
Street Fashion is one of the latest and growing fashion trends all around the
globe. The purpose of this research is to explore the critical dimensions of
successful street fashion brands around out the globe and how they won
customers’ attention, devotion and loyalty for the brand. Ultimately, the goal
is to analyze the current scenario, scope & growth opportunities of street
fashion in India.

By using case study approach, this study plans on analyzing the newfound
reality of street fashion, the reasons for its unprecedented consumption and
what the biggest brands in this industry do in order to appeal, constantly, to
their customers. With this in mind, the study intends to validate the
relevancy & growth opportunities of street fashion in India.

Through our research we come to know that the Indian street fashion is in
growing stage & there is lack of dedicated local & global brands of this
domain in India. I understand that there is still a lot to be studied within
this street fashion industry but believe to have validated the study of
current scenario, future scope & growth opportunities of street fashion
brands in India.

Three important levels of analysis cement our study. The Indian & global
market of street fashion today, the brands fulfilling needs of this market and
the future scope & growth opportunities of street fashion in the growing
Indian market.

Keywords: street wear brands, street fashion, street fashion India

 2. INTRODUCTION
The “street” approach to style and fashion is often based on individualism,
rather than focusing solely on current fashion trends. Using street style
methods, individuals demonstrate their multiple, negotiated identities, in
addition to utilizing subcultural and intersecting styles or trends. This, in
itself, is a performance, as it creates a space where identities can be
explored through the action of clothes.
Bill Cunningham(Photographer) for The New York Times, pointed street style
out as a keen catalogue of ordinary people`s clothing. He also added that
streets much tell about fashion and people if you listen. According to him
the best fashion show is coming to life every day on the streets.
The global street fashion market in 2011 was valued at US$ 60 billion, and
the number has increased to over US$200 billion in 2017 with annual
double-digit growth rate. Some figures show that spending on street fashion
in the US reached US$80 billion in 2016.
Street style is an incredibly viral, instant, addictive facet of fashion that's
changed the ways in which fashion gets made and consumed. Its fast
characteristic links it also to the term consumerism. How styles change over
time, it also challenges the use of “fast fashion” in relation to the purchasing
and wearing of clothing, as this conceals the complexities of practice.

Development

Street style has always existed but it has become a phenomenon of 20th
century. The increase in the standardization of life after World War II due to
suburbanization, televisions & mass marketing, may be linked to the appeal
of "alternative" lifestyles for individuals in search of “identity”.

Phenomena of this kind have been studied for a long time in England and
have revealed the importance of young people’s street styles during the post-
war period, which may be linked to the generation of new socio-cultural
category the "teenager" who has money to spend and be an important
motivation on economic and cultural world. The history of identity and the
history of clothing run on two parallel rails. In this connection, street style
works as a facilitator of group identity and sub cultural cohesion. Since the
close of World War II, Western culture has seen a dramatic decline in the
significance of the traditional socio-cultural divisions such as race, religion,
ethnicity, regionalism, nationalism, in defining and limiting personal
identity. Various subcultures helped Street Fashion evolve from
the 1950s, 1970s, 1980s, 1990s, 2000s, and 2010s include:

● Hippies (denim, bohemian style, long hair, flower power and psychedelic
imagery, flared trouser)
● Teddy Boys (drape jackets, drainpipe trousers, crepe shoes)
● Punk Fashion (ripped clothing, safety pins, bondage, provocative T-shirt
slogans, Mohican hairstyle)
● Skinheads (short-cropped hair, fitted jeans, button-up shirts, polo
shirts, Harrington Jackets, Dr. Marten boots)
● Gothic Fashion (black clothing, heavy coats, poet shirts, big boots,
makeup)
● Preppy (argyle sweaters, chinos, madras, button down oxford shirts,
and boat shoes).
● Hip hop fashion (ultra-baggy pants, ECKO, Tribal Gear, South Pole,
Avirex, Sean Jean, NIKE)
● Hipster or Indie (glasses, jeans, beanies, sneakers, ties, suspenders,
checked shirts, breads)
● Trendies(Androgynous big hair, bright neon colours, skinny jeans,
printed hoodies, keffiyhes)
● Rasta(African, rastacap, dreadlocks)
● Greaser (Levis 501 jeans, T-shirts, leather
jackets, sunglasses, Cowboy/Motorcycle boots)
● Urban (colourful apparel, large accent jewellery, skinny jeans, jackets, T-
shirts)
● Feminine (dresses, hats, handbags, sunglasses, floral prints)
● Kawaii (tutu skirts, pastel and pink colours, anime, childish and gothic
lolita inspired accessories such as wild hair clips or bows)

Street Fashion & Influence of Sports

Street style itself is an application of ordinary people included the people

who use their sport outfits on their daily basis. However, it is obvious that
they get affected by supermodels who are working for various sportive
brands. Therefore, it gets easier to influence ordinary people with the sense
of sportive clothing.
There is a major impact of sports & sports personalities like Michael Jordan,
Stan Smiths & David Beckham etc. on street fashion.
Sport practice which particularly influenced the forming of a street style is
skateboarding. The image of the street style follower often corresponds with
skateboarding practice. Sneakers with the special soles that keep the feet
from slipping on the board came to street style and were founded in
wardrobes of not skaters. Then basketball shoes, tennis shoes also have
their influence on street fashion.

Street Fashion around the Globe

Milan
Milan can be a good example of how fashion practices contributed into
development and commercialization of the city. Milan Street fashion is one
of the most popular and respectful in the world of Street Fashion. The
reason why it became such a success can be linked to the fact that a huge
number of important fashion institutions, agencies and events are located in
Milan.
Paris
Paris occupies the same niche as one of the most respected fashion centres
in general and street style, in particular. Just as Milan in Italy, Paris’ look
can be considered through frameworks of fashion fads, designers, a chic and
luxury capital, artists and a bohemian lifestyle. Secondly, Paris is a perfect
example of creating the ‘city look’, a collective image – certain fashion
garments, specifics and lifestyles embody definite urbanity in a city’s
context. The fashion phenomenon can provide strong associations and a
clear understanding of Paris as a centre of street fashion.
Japan & Korea
Japanese & Korean street fashion does not come from the famous
professional designers, but is led by high school girls who have become
extremely influential in controlling fashion trends. These fashion conscious,
or fashion-obsessed, youngsters indirectly and directly dictate this type of
Japanese fashion. Japanese & Korean street fashion emerges from the social
networks among different institutions of fashion as well as various street
subcultures, each of which is identified with a unique and original look.
London
London is considered as one of the most important Fashion capitals but in
contrast to Milan and Paris, London’s look is more close to the fashion sense
of royalty, traditions and strong street style culture.
London was a pioneer in the development and promotion of second- hand
markets which speaks about other underground tendencies in street style.
Being a multinational city with an immense concentration of the whole
range of cultures and traditions they carry, London is identified as a space
where street style embodies not only the general popular fashion concepts,
but also works as a tool to express social and cultural identity.
One of the major reasons London has proved itself as a street style centre in
Europe is that British fashion players are seen as more open and flexible in
terms of innovative approaches to fashion and cooperation with young
promising talents. This attitude creates more open-minded culture and
affability with regard to street style and promotion of Sustainable
fashion practices.
New York
The practice of photo shooting models, still in runway makeup, in front of
open warehouse spaces and garages or just catching on the street came
from the fashion capital of The United States
It is beyond question that this city plays the role of one of the most
important fashion setters as regards street style. New York Fashion Week,
the significant semi-annual series of events determine the season trends not
only in USA but also have strong influence on fashion industry of the rest of
the world. In this context street style seems to be represented outside the
venues. However, guests of fashion week events, supermodels and even
designers tend to follow street style philosophy.
India
Street style in India is getting on its way by copying this style generally from
the Hollywood movies as Indians are always fascinated by fashion. In India,
different cultures help in achieving this street style.
Especially this street style is adapted by College students for their daily
needs and they get help from the online shopping which helps them to show
or make themselves as a cool guy. Established publications such
as Vogue and Elle have expansive sections dedicated to street style on their
websites. A volley of fashion bloggers is also responsible for enhancing the
idea and the singularity that is street style. This style is making its own
arena in this world.
 3. LITERATURE REVIEW
The Streetwear market makes up one of the most fragmented, but also one
of the most dynamic sectors of the apparel industry, with products aimed at
young men, women, teens and tweens. There is a large intersection of
sportswear, which includes: streetwear, leisurewear and fitness clothing.
These categories are increasingly blurring lines among them, making them
overlap and obscure them behind general groupings.

Source: WeConnectFashion , Region USA , published September 2012

The most fragmented, but also one of the most dynamic sectors of the
apparel industry, with products aimed at young men, women, teens and
tweens. There is a large intersection of sportswear, which includes:
streetwear, leisurewear and fitness clothing. These categories are
increasingly blurring lines between them, making them overlap and obscure
them behind general groupings. However, this segment is a vital part of the
American dream of individuality and is the pulse of the US fashion
community. This category is especially important to the male demographic
and teenage communities. Collectively, they are steadily obscuring the
difference between sports apparel, fitness clothing and casual activewear in
America.
Streetwear market can be defined as fast fashion apparel that is derived
from skateboard apparel with an influence of hip-hop music and rappers,
and later adopted as urbanwear. The market is tightly knotted with other
fashion siblings such as hip-hop, urban fashion, skate, snowboard apparel
and casual fashion market, making it very difficult to differentiate and
segregate.

Though the apparel sector has been struggling, one area of growth is the
streetwear genre. Five years ago this was only a half-billion-dollar [segment
of the] industry, it only hit the $1 billion mark four years ago. Since then
this unstoppable area has an approximate market share of $68 billion
dollars (shared with activewear) and is still growing.

Source: www.businessoffashion.com, “Streetwear’s New Guard” 2014,

July 27

When comparing streetwear with the luxury market, there is an obvious

difference in worth. We should not forget that streetwear is still a recent
market, it has been “accepted” worldwide only a few years ago and it was a
very specific niche in the 80’s and 90’s. Since then, it has grown a lot. It is
important to say that streetwear is influenced by luxury fashion in some of
its designs and imagery but also in what regards brand management and
marketing. “It wasn’t just the aesthetics of high fashion brands that inspired
them.

Every year it is possible to see the emergence of new fashion brands with a
very intrinsically marked streetwear influence and, at the same time, more
and more established fashion brands allow themselves to swim in the
streetwear world selling pieces that are cleary influenced by streetwear. This
is not surprising, as the continuous growth of streetwear significantly
influenced the youth, and many new designers and designers-to-be spent
their whole life drenched in streetwear and its sub-cultures. Thus, it is
normal that they release pieces that bring a little of the inspiration of their
own past and present. Although they clearly have a streetwear influence, it
is blended with a “fashion forward design and a luxury-like positioning”
Examples of such brands are Virgil Abloh’s OFFWHITE, Hood by Air, Pigalle,
Marcello Burlon, Raf Simmons and Helmut Lang, to name a few.

Source: weconnectedfashion.com “USA Streetwear Market Research”,

2015

The streetwear market has been growing exponentially in the last 10 years.
Although the market is witnessing the appearance of more and more small
brands that do not really stand the test of time and current consumer
quality requirements, there are certain powerhouses within the streetwear
market that deserve to be acknowledged and respected as they paved the
way for the industry’s newcomers. A recent report on the USA streetwear
market points out some interesting values of the streetwear market and the
luxury market: “In 2006, accounting firm Grant Thorton pegged urban
apparel sales at $58 billion. In 2011, the streetwear market was estimated
by Reuters to have a value of $60 billion USD. The streetwear industry
valued at over $70 billion USD for 2012 is likely closer to $75 billion for
2013. The Global Sportswear Apparel Market, which includes surf and skate
apparel, was valued at $150 billion for 2013. The luxury goods market, fond
of co-opting streetwear”, meaning, taking inspiration from streetwear and
from streetwear influences,” is estimated to be worth $290 billion (EU 230
billion euros) for 2014”

Source: The Evolution of Streetwear , University of Catolica, Faculty of

Economics , May 2015

The newfound reality of Streetwear and its luxury-like managementThe

streetwear market does not target solely the teenagers aged 15-19. In fact,
today, people that buy certain streetwear brands could go as high as 50
years old, and were born, or spent their teens, when the boom of streetwear
first took place. Brands like Supreme, Stussy and Bape remain relevant,
year after year, and influence generations, from the 15 year old kids to the
35/40 year old fashion week die hards. As long as the curve for the luxury
market stays stagnant or growing, the streewear market will accompany the
rise at its own pace. It is actually possible to detect a very big growing
streetwear culture in China and South Korea, that takes inspiration from
United States, England and Japan. “This industry is the proverbial sleeping
giant of the retail and e-commerce worlds”(in: www.reuters.com: “Soletron
targets $60 Billion dollar streetwear market”, 2011, 22 December), as
stated by Shane Robinson from Soletron, a start-up backed by Adobe
Systems Inc Chief Executive Bruce Chizen, that intends to become the
online marketplace for streetwear and its “after-market” for overpriced
limited edition re-selling. There are two markets in this industry that make
for very enticing predictions and projections and that, by themselves, offer a
very lucrative view of the market. First of all these streewear powerhouses
are very high priced, their production is limited on purpose and the demand
is high, very high. When the collection is made available there are lines that
spread across two city blocks of people waiting for the possibility of getting
something, this happens 10 especially at Supreme and Bape stores. The
Japanese market is so profitable that Supreme opened six stores in Japan
(three in Tokyo alone, one in Nagoya, one in Osaka, and one in Fukuoka),
the US only has two stores (New York and Los Angeles) and there is only one
in Europe (London). This means that the Asian market is a very big market
for this so called niche, meaning that it will drive the industry even further.
“The Supreme brand and its products soon became viable forms of creative
expression, which in turn became catnip for a particular breed of male
consumer hungry for that undefinable but high-quality cool, resounding
most immediately with Japan” (in: Inside Supreme: “Anatomy of a global
streetwear cult – Part 2” 2012, January 10) Also, James Jebbia, owner of
Supreme states that, “we never purposefully went after a Japanese customer
(…) It’s always been about that really picky New York customer, but I think
that translates all over the world” (in: Inside Supreme: “Anatomy of a global
streetwear cult – Part 2” 2012, January 10). “Japanese kids respect
underground movements and have a good eye for it” (in: Inside Supreme:
“Anatomy of a global streetwear cult – Part 1” 2012, January 10) says
Aaron Bondaroff, an exemployee of Supreme. Also, “the Japanese youth
wanted everything American, however, by the early 1990’s they were helping
pioneer the way to what Streetwear has become. Brands like BAPE and Real
Mad Hectic became trendsetters by coming out with limited edition apparel,
with background stories, and very high price points. These factors led to
obsessive followings, where many claim Asia/Japan get all the great
sneakers and apparel” (in: www.mixologicity.com “The Evolution of
Streetwear”, 2012, September 8)
Everything that is highly regarded and/or perceived as very limited edition
by the public will be “sold out” a few minutes after it is available. The
number of streetwear fashion dedicated stores has been growing constantly
over the past few years and it shows no signs of stopping. Though, the
future for this complex industry is still uncertain. Even if the mainstream
gives up on streetwear and moves on to others fads, tendencies or
inspirations, there will forever be faithful followers of certain brands, for as
long as the brands consistently manage their relationship with these
consumers. With this exponential growth, the market has changed, the
roots may still be there but the brands and consumers are different. This
study will try to understand how the most relevant streetwear brands
operate. The streetwear brands that became highly regarded and wanted,
and developed into more than simple skateboarding brands. They
established, by themselves, a luxury like approach to the streetwear market.
This study aims to investigate what kind of luxury-like specificities a
streetwear brand incorporates and how impactful the community around
streetwear is to dictate streetwear consumers’ aspirations and needs. In
order to study this phenomena, we will follow a case study methodology as it
allows to analyze a particular contemporary event and retrieve several
insights that may help bring light on a new subject of contemporary
importance. The data collected from documents and articles of dedicated
websites and forums will be analyzed and compared to the insights from
published papers and articles as well as dissertations. The information
collected from the websites related with the streetwear market will provide a
contemporary report of the market and its consumers.

The first big brand that came out of this niche is Stussy, who some believe
is the originator of the streetwear we know today. Shaun Stussy, the owner
of Stussy, the brand, first started combining fashion with art and a twist of
his self-expression. In a do-it-yourself philosophy that saw several sub-
cultures relate to it from surf and skate to hip hop, that brought even more
exposure to the brand at the time due to its exponential growth within the
youth. Still, Stussy was born from an underground movement and it
continued to operate in that niche for a few years. Streetwear was a form of
statement, something young people could use to differentiate and state their
true selves, their ideas and beliefs.

The internet may have been one of the reasons why streetwear has lost its
exclusivity and became more “mainstream”. And “mainstream” is a way of
announcing the death of the culture. Kenta Goto, owner of the now defunct
BRKNHOME, one of Canada’s premier labels of streetwear, says the
“Internet has taken away some of the mystique and the underground
factor”(in: www.tpostmag.com; issue 84), and Hiroshi Fujiwara, known as
a godfather of Harajuku fashion in Japan and a globally influential
streetwear designer, believes “the information moves too quickly and
anything new doesn’t get the proper time any more to grow organically” (in:
www.tpostmag.com; issue 84). Meaning that the underground movements
did not translate well to the internet and so, lost its originality.

There is reason to believe that while the internet has “stolen” the originality
from the underground movements by making them accessible to anyone
anywhere on this planet, it also made possible for people to relate and/or
find themselves in styles, cultures and beliefs they could never have
experienced before. In a way, the internet served as a portal for the self-
expression of youth, in general, and it also did make possible for brands to
start pushing their ideas and designs to a sea of people. Many brands were
internet-born or, at least, benefited widely form the World Wide Web. Palace
(London), Stampd LA (Los Angeles), Patta (Amsterdam), Filling Pieces
(Amsterdam) and I Love Ugly (New Zealand), to name a few, were either born
global through the internet or at least thrived because of it. Most of them
don’t even have a physical store and remain only online or in third party
multi-brand stores. If anything, the internet made possible for more brands
to share what they do with the world and, at the same time, convert even
more people to the sub-cultures, ideals and beliefs inherent to streetwear.

The only problem with this manifestation is that in the middle of the
dispersion of culture, streetwear lost some of its meaning to just a fashion
statement. Many new consumers don’t really believe in a brand or get
attached to any brand for what it represents, instead they buy the apparel
that brings them instant recognition and social status, much similar to the
effect that luxury brands have on people. This prompts the internet fashion-
driven consumer to buy everything from a certain brand before it sells out.
They do this knowing that the offer is limited and so, the after-market prices
for a specific garment (at internet auctioneers such as eBay) will sky-rocket,
tripling the value of a single piece of clothing. Because of acts like this the
streetwear market is being questioned and at the same time consolidates the
high ceiling for this industry in terms of market value and consumers’
willingness to pay for premium goods.

There is a close relationship between psychological needs and goal pursuits.

Consumers tend to idealize and chase goals that resonate with their most
important psychological needs. Kasser and Ryan’s (as stated by Truong, et
al. 2010, pg. 346) state that all individuals pursue life goals and identified
“seven universal aspirations”, distinguishing them in “two broad classes of
goals”: extrinsic (financial success, social recognition and appealing
appearance) and intrinsic goals (self-acceptance, affiliation, community
feeling and physical fitness).
 The brands analyzed have outgrown their beginnings and represent more,
today, than they did at their origin as just skateshops. Moreover, this study
specificities with the streetwear market, in order to better understand if
there are communalities between both. To accomplish this purpose, a few
research questions were developed in order to guide the research process. -
Why is the streetwear market so relevant? - What drives consumers to form
purchasing intentions and makes them actually buy street wear goods? -
How important is the tribe for street wear brand consumers - Do street
wear brands follow a luxury-like approach?

Source: ASSOCIATED PRESS. OCTOBER 25, 2017 High-end streetwear

helped boost global sales of luxury personal goods by 5 percent this year to
an estimated €263 billion ($309 billion), according to a new study released
Wednesday by consultancy Bain & Company.

After two years of flat growth, Bain said the sector is entering a period of
stability, with the same 5 percent growth projections through 2020.

"Customers are becoming younger, and that is very good for the mid- and
longer-term survival of this industry, since the younger generation seemed
to be a little detached from luxury brands," said Federica Levato, a partner
at Bain & Company, ahead of the study's release for the Altagamma
association of luxury Italian producers.

Source: Colleen Barry "Streetwear is a macro-trend in all geographies" that

represents a state of mind and transcends generations, Levato said. "We
think it is more about how people live their lives and how people like to
dress vis-a-vis 10 or 15 years ago, when work wear was more formal."

But it can be easily copied by producers of fast fashion. To counter that,

Levato said, luxury brands are putting more emphasis into branding
activities including Instagram Stories, creating relationships with
influencers and making stores unique in each city to attract both tourists
and domestic shoppers.

"Once it was all about beautifying a product. Now product is just one of the
many levers you use to maintain and capture your customer," she said.

Fashion houses have been actively courting Millennials in recent seasons,

inviting social media and celebrity influencers to their front rows as part of
their communication strategy. But it has taken streetwear to catch the
interest of Generation Z born after 1995, including denim, T-shirts, rubber
sliders and ironic detailing. Think of it as a Harajuku sensibility — with
pastels, emojis and rainbow or unicorn detailing — taking global flight.

"There is a big market of €2.5 million for luxury T-shirts, for example, that is
growing very fast. And a half-a-billion-euro market for rubber sliders, which
is very unusual in this market," Levato said.

While streetwear has proven to bring the next generation of consumers into
the luxury fold, it is a double-edged sword.

"Streetwear is a macro-trend in all geographies" that represents a state of

mind and transcends generations, Levato said. "We think it is more about
how people live their lives and how people like to dress vis-a-vis 10 or 15
years ago, when work wear was more formal."

But it can be easily copied by producers of fast fashion. To counter that,

Levato said, luxury brands are putting more emphasis into branding
activities including Instagram Stories, creating relationships with
influencers and making stores unique in each city to attract both tourists
and domestic shoppers.

"Once it was all about beautifying a product. Now product is just one of the
many levers you use to maintain and capture your customer," she said.

RESEARCH GAP
● Most of the studies are outside the country.
● None of the research has conducted any survey in questionnaire form
● Mostly research/article are qualitative and not quantitative
● Most of the research are brand specific
● Supreme & Stussy are considered as pioneer of street fashion and
they commercially started this fashion culture.
● Street wear is growing continuously and now have mixed up with high
end fashion to emerge as high-end street fashion also.
 4. RESEARCH METHODOLOGY
In order to establish, the data was collected from previous research,
documents and articles which analyze the street fashion, cult and tribe
behaviours, as well as the aspirations and emotional needs of street fashion
consumers. In-depth research was necessary in order to establish the
context, origin, development, scope of street fashion. This research was
possible due to the consultation of online articles and Google insights &
tools. The purpose of acquiring data from several online interviews, articles
and dissertations consulted, allowed this study to incorporate insights of
some of this industry’s professionals, but also from customer behaviour on
internet. These insights then propelled the analysis of street fashion & major
street fashion brands.

4.1 OBJECTIVES
● To find out the global and the Indian scenario of street fashion.
● To study and analyse the major street fashion brands
● To find out the requirement of Indian market in terms of street fashion
brand

4.2 RESEARCH DESIGN

The street wear exists, at least, since the 1980’s and has gone through an
evolutionary phase. The market has become more dominant, wider and
imitated. The exclusivity, although still present and impactful, is not as
determinant in a market taken over by the internet. However it is
comparatively new concept in India. Thus, it is relevant to investigate and
understand the evolution of street wear worldwide & its future scope in
India.

This study aims to deeply understand the evolution, current scenario of

street wear through exploratory research framework. In order to do so, the
history, present of street wear and its influences were carefully investigated
and various opinions were collected from dedicated websites and also
articles focusing on this industry’s brands.
4.3 DATA COLLECTION
Secondary data: Secondary data which is collected from

● Online Articles
● Interviews of Street Fashion Experts
● Google Keyword Planner Tool
● Alexa Website Information Tool
● Magazines
● Journals
4.4 SCOPE

The study is a limited exploratory research and there is a scope

of wide and deep future research for the same topic.

4.5 LIMITATION OF STUDY

The research is limited due to lack of resources, time,

unavailability of international experts of Street fashion business
and lack of street fashion business experts in India.
 5. Data Analysis & Interpretation
5.1 Global Scenario
For the last few years, streetwear’s rise has been one of the big storylines in
fashion. In 2017, its symbolic high point came when Supreme sold a stake
that reportedly valued the company at $1 billion (paywall) to the private-
equity firm Carlyle Group. It was a staggering valuation for a company
known for selling hoodies, t-shirts, and irreverent ephemera, like a logo-
stamped brick and branded nunchucks.

But the success of Supreme, and streetwear more broadly, makes sense
when you look at how fashion and culture are changing. Clothes across the
spectrum are getting more casual and drawing inspiration from sports,
driving the popularity of items such as sneakers and sweatshirts. Hip-hop
has grown from a subculture into the dominant musical form in the US,
surpassing rock. Millennials and Gen Z represent a large and still growing
share of fashion consumers, and they want community and authenticity.

Add in skate influences and a lot of attitude, and streetwear is basically the
outcome. Though people still talk about it as a niche, upstart movement, its
signatures—casual clothes like hoodies and tees, graphic logos that seem
made for the Instagram age, a fixation on sneakers, ties to hip-hop, and
a shared sense of culture—line up neatly with those bigger shifts in the way
younger generations of shoppers live and dress.
Looking at the above pictures, we can see how people are interested and
aware about street fashion around the globe. There are some street fashion
magazines, social media pages, companies, facebook groups who grow this
business out of this fashion trend. Street fashion labels are growing all
around the globe. It is the increase in street fashion market that leads to
collaborations of Sports brands like Nike, Adidas, puma Fila and Luxury
brands like Louis Vuitton, Gucci, Comme Des Garcon with street fashion
brands. There are street fashion brands based out of London, Milan, Tokyo,
New Delhi etc. Hence we can say Street Fashion is growing all around the
globe.
5.2 Study of Leading & Growing Street Fashion Brands
SUPREME

Founded 1994; 24 years ago[1]

Founder James Jebbia

(Founder and CEO)

Headquarters New York, United States

Number of 11
locations
● New York City (2)
● Los Angeles
● Paris
● London
● Tokyo (3)
● Osaka
● Nagoya
● Fukuoka
Products Clothing, shoes,
accessories, skateboards

Total equity USD $1 billion[5] (2017)

Parent The Carlyle Group (50%)

Website www.supremenewyork.com
Popularity of Supreme

REASONS OF SUCCESS

SCARCITY & CONSISTENCY

Supreme product drops are powerful, and the user generated content
around the brand has been enough to allow Supreme to remain in a mostly
‘underground’ status in terms of marketing with almost no paid search
investment. Supreme have been able to get groups like SupTalk and major
news sites with millions of followers like Hypebeast and Highsnobiety to
promote their products by limiting supply of their product. Every week
dozens of articles are published around how/when and who is involved in
the resale of Supreme products. Supreme do weekly product drops every
Thursday where they release a fresh batch of street wear via its online store
and international retail locations (with Japan getting it two days later on
Saturdays). Supreme’s limited supply strategy created a demand frenzy that
got so big once that when the “Supreme Foams” were released at Supreme’s
New York Store they were forced to not sell it by NYPD due to concern for
public safety.

CELEBRITY INFLUENCER MARKETING

Supreme has built their brand and boosted exposure by getting the
attention of celebrities. Dozens of celebrities are captured wearing
Supreme’s class box logo tee.

Their clothing can be seen on high profile celebrities such as:

● Lady Gaga

● Kanye West

● Drake

● Kate Moss

● Ranbir Kapoor

● Diljit Doshanjh

Supreme’s key influencer marketing tactics for getting collaborations with

major celebrities and brands are:

● Authentically create real relationships with brands/influencers that

you want to collaborate with. You do this by helping them with
things they are involved with (attending events where they are,
connecting via social media, etc.)

● Do things that allow your collaborations to actively participate in

the collaboration with you. Create a product together.

● Outline the benefits of working with you (massive exposure,

tapping into a new market, etc)

● Ensure that the brands/collaborations you are trying to reach out to

are in line with your morals, values, and overall ‘culture’ you are
creating with your brand

COLLABRATIONS WITH MOST LOVED BRANDS

Supreme has nailed doing collaborations with well-known brands and then
promoting that collaboration on their Instagram. The brand has collaborated
with brands and influencers such as Vans, Nike, Fila, Levi, and dozens of
well known brands.

FOCUS ON GROWING ONE SOCIAL MEDIA PLATFORM

One can’t win on every social channel, but one can double down on one like
Supreme did with Instagram by finding what type of posts your audience
most like to engage with.
DOUBLE DOWN ON ADVERTISING CAMPGAINS THAT WORK
Supreme have being doing photo tee and poster ads for over a decade. They
haven’t jumped around between different marketing channels, they just do
what’s worked in the past. Look at what’s worked best for your business in
the past and double down on it today. Instead of the standard PPC
advertising campaigns most clothing brands do, Supreme instead chooses to
do periodic celebrity poster campaigns to stay true to their brand
exclusivity.

When a campaign runs, Supreme will glue posters of celebrities rocking the
brand’s signature box logo design on walls, scaffolding, and mailboxes
around New York City and other cities where they have retail stores. Instead
of the standard PPC advertising campaigns most clothing brands do,
Supreme instead chooses to do periodic celebrity poster campaigns to stay
true to their brand exclusivity.

When a campaign runs, Supreme will glue posters of celebrities rocking the
brand’s signature box logo design on walls, scaffolding, and mailboxes
around New York City and other cities where they have retail store. Supreme
will then make a photo t-shirt (based on the poster) available for sale to
Supreme fans in future months. These t-shirts are some of the most desired
pieces in Supreme’s collection.

E-MAIL MARKETING STRATEGY

It’s no surprise that Supreme uses their email newsletter in a different way
than most retailers. Following suite with everything else they produce,
Supreme’s email sign up is not the norm.

In an age where consumers are bombarded with emails highlighting

specials, sales, and content -- Supreme uses their email list as another tool
to portray the message that ‘you chase us’ in their marketing.

Supreme uses their email list for two main purposes:

1) To update consumers on their weekly ‘drops’: "Each week you will be

notified of a location where you can go and sign up for your spot on
Thursday’s line. Once you receive the email you can proceed directly to the
location given." - Supreme Reddit Forum
 2) To send exclusive insider emails to select customers: Supreme has been
known to send messages and updates to a select group of customers. The
way they come up with this list is a mystery.

Supreme’s email tactic is such a mystery that sometimes they do not even
send order confirmation receipts. There are dozens of conversations online
regarding order confirmations.

RELEASE CONTENT WHAT YOUR COSTUMERS WANT

Just because everyone is writing blog posts, it doesn’t necessarily mean it’s
the right marketing tool for you. Supreme use “lookbooks” that get the
attention of its fans and the media. Think outside the box for what content
your buyers want to engage with, and how often.
OFF-WHITE

Industry Fashion

Founded 2012; 6 years ago in Milan, Italy

Founder Virgil Abloh

Headquarters Milan, Italy

Number of locations 24

Area served Worldwide

Key people Virgil Abloh

(Foundder and CEO)

Products Clothing, shoes, accessories, furniture

Parent New Guards Company

Website www.off---white.com
POPULARITY OF OFF WHITE

REASONS OF SUCCESS

COLLABORATIONS

Off white is just six years old brand, but gained a popularity using its
collaborations with the most famous brands like Nike, Levis, IKEA, Jimmy
Choo, Champion and Timberland , etc. Off white used this strategy to be the
most hyped brand of 2018 beating Nike, Gucci, etc.

AIDA MARKETING MODEL

Off White collaborated with the biggest celebrities of the world to create a
interest of customers in the brand. Off white creates awareness through new
visual collections and model such as Ian Connor. Off white collaborated with
brands like Levis, Loius Vuitton and Heron Preston which makes the
consumer start to desire for the brand . The exclusivity and scarcity make
consumer take the action of buying Off White products.

BCG GROWTH SHARE MATRIX

Off white categorises its products into stars, cash cows, question mark and
dogs in order to take the decisions of advertisements and investments. For
example their original collections (cash cows) laid the foundation of Off
white, which means die-hard fans look for resemblance in new collections.
The question mark category includes products such as the women’s boots
which have been promoted all over the social media and fashion week to
create hype. These have now converted into a star product due to heavy
investment. In dog category, accessories such as phone cases and the
original collection of shoes are there which are not that popular and they are
not promoted heavily as well.

MASS MARKETING AND CUSTOMIZATION

Off White also launches some cheaper collections of products titled ‘For All’
in order to capture mass market. Off white created a new market of mass
customisation and capitalised it in order to grow its business.
STUSSY

Type Private

Industry Retail

Founded 1980s in Laguna

Beach, California, U.S.

Founder Shawn Stussy

Headquarters Irvine, California,

U.S.

Number of 60+ stores (2008)

locations

Area served North

America, Asia, Europe, Australia

Products Apparel

Owner The Sinatra family

Website www.stussy.com
POPULARITY OF STUSSY

REASONS OF SUCCESS

HISTORY & CULTURE

The brands roots are well documented; its founder Shawn Stussy began
creating custom, handmade surfboards out of his garage in the early 80s,
blending innovative shapes with forward thinking graphics touching on
everything from roots reggae to new wave and post punk. His skill was in
demand, and several pro surfers were loyal to him. Everything was signed
off with the now iconic hand drawn logo; a nod to original graffiti hand
styles and the signature of his uncle, abstract artist Jan Frederick Stussy.

SOCIAL MEDIA MARKETING

Social media is a permission based relationship. Stussy understood why its

customers love it and then align the way they love it with commerce. Stussy
choose social media at their introduction stage in order to connect to and
attract its young customers. One of the brand’s successful social campaigns
happened in standalone Stussy store in Amsterdam. The store a social
media campaign called “Strip for Likes” in 2012.

EXCLUSIVITY

From the start, the company has limited its production to a level far below
the demand for its products, a strategy that while limiting profits has
created an air of exclusivity about its apparel and accessories. Stussy
products are found in a variety of outlets, with some sold in skate, surf,
and snowboard shops, and other items sold in department and specialty
stores. In addition, the company has licensed the Stussy name to some 50
stores located throughout the world.

COLLABORATIONS

Stussy is the oldest mainstream street fashion brand but it adopted the
latest trends of collaborations with other brands like Bape, Nike
Skateboarding series, Hypebeast and FPAR etc. This created a hype and
attraction in its customers as well as potential customers.
A BATHING APE (BAPE JAPAN)

Type Subsidiary

Industry Fashion

Founded 1993; 25 years ago in

Ura-
Harajuku, Shibuya, Tokyo, Japan

Founder Nigo

Headquarters Tokyo Japan

Owner I.T Group

Website bape.com

POPULARITY OF BAPE JAPAN

REASONS OF SUCCESS

NICHE MARKETING

Bape Clothing’s strategy has always been this- to market as a niche force
under a strategy of up charging and appealing as a first class alternative
brand. their online marketing technique has revolved around appealing to
those who want the respected concept of owning Bape Clothing. Just as
name brand earns top dollar, Bape Clothing has solidified them as one of
the highest respected brands in a relatively niche market, and marketing as
so has caused the company a wide fan base across the globe and to the
richer expanse of the social ladder.

SCARCITY: A TOOL FOR EXCLUSIVITY

Bape offers a limited supply of variety, usually removing items from their
online repertoire if it underperforms or sells out entirely. This builds an
exclusivity and false demand for those loyal customers. Not only do they
have to have the newest product, but they have to have it now or else it may
sell out and they will lose the opportunity forever. This is contrary to many
brands, who keep steady stock of highly touted products. Yet Bape breaks
this boundary, ushering in a limited supply that causes fans to scoop up
product early- and remain enthusiastic.
HIGH PRICES

Bape does not rely on a strong content marketing strategy, producing new
content for the site in a weekly basis. Nor do they use a fore fronting social
media strategy, relying on the simple word of mouth to carry the brand into
the 21st century and beyond. People who wear Babe are more than willing to
showcase their new shirt- they paid $200 for it! And this carries into an
important principle of inherently more expensive product with wide profit
margins. They do not need to sell as many in quantity as a less costly
clothing line does. Bape’s one sale accounts for another clothing line’s five
sales.

BRAND IMAGE: CELEBRITY ENDORSEMENT

Bape is based in Japan, and they use this image to appeal overseas. Many
celebrities showcase Bape as a sign of respect, and even do collaborations
with the highly touted brand. Bape knows full well that marketing to the
masses is a largely unproductive route. Unlike lower class brands (and I use
that term with all respect) the masses will never adore Bape Clothing. But
their campaign focuses on celebrity endorsements, and niche appeal, a
market that can afford this bizarre sense of style and are willing to pay
accordingly. Bape Clothing is typically traditional street wear. A Bape jacket
is almost synonymous visually to a typical supermall bought jacket, beside
that logo. They have articulated premium objects for premium prices, and
have built a brand based on the name-brand aesthetic, and have never
looked back.
CHAMPION

Industry Textile

Headquarters Winston-Salem, North

Carolina, U.S.A.

Number of 34 stores[1]
locations

Area served North America, Europe & Asia

Products Clothing, Sportswear, Footwear

Parent HanesBrands Inc.

Website champion.com

POPULARITY OF CHAMPION
REASONS OF SUCCESS

Diversification in the market allowing it to be a recognized brand

Champion is serving two markets. The first being customized athletic wear
and the second being clothing lines sold through retailers. Doing so allows
Champion to sell directly to the consumer and retail markets.

Utilizing Social Media Influencers

Champion was one of the first major brands to use influencer

marketing. This was one of the key ways Champion positioned itself
into popularity among the millennial demographic. Using this strategy has
advantages in the following ways.

● It adds a more personal approach to advertising

● It allows the influencer to express themselves in a creative way
● The return on investment is significantly greater compared standard
advertising.

Collaborations

Another successful marketing strategy was Champions collaboration with

other premium brands. We see this in one of their more recent
collaborations with VETEMENTS Spring 2017 Line. Implementing this
marketing strategy has placed a much needed premium look on the brand.

Playing the long game, and embracing the dated look

Lastly, it is that vintage clothing has swung full circle back into style.
Champion is currently reaping the benefits of this trend as a historical
brand with a vintage demand.

Champion understands playing the long game and not the short game.
Meaning, instead of conforming to new trends, it sticks with its vintage look
but makes room to apply a modern flavour.

CAMPAIGNS
Champion launched an estimated $25 million-plus “How you play”
campaign. In this its biggest effort in a decade Champion is being positioned
as clothes for the gym, for play, for your life.
The strategy was to engage the twenty something consumer, which is the
right place for the Champion brand, with creative that shows the genuine,
approachable sports activities in everyday life.
ANTI SOCIAL SOCIAL CLUB

Product type Clothing Streetwear

Owner Neek Lurk

Country Los Angeles, United States

Introduced 2015; 3 years ago

Markets Worldwide

Tagline Self Doubt

Website antisocialsocialclub.com
POPULARITY OF ANTI SOCIAL SOCIAL CLUB

REASONS OF SUCCESS

INDIVIDUALITY

Essentially selling an attitude in the form of unisex tees, coaches jackets,

button-down shirts and Dad caps, this indie label brings a strong sense of
individuality to the table with their non-conforming, abstract aesthetic.
ASSC’S designs are meant to cater to an under-represented minority group,
or, simply put, the “outcasts” of society.

NO SELLING STRATEGIES

ASSC isn’t using any marketing strategies and relying instead on Instagram
and word-of-mouth. “No marketing plan or multi-million dollar campaign
production needed – instead here’s an undiluted understanding of brand
ASSC that’s oh so real.” – Neek (Founder & Owner)

SCARCITY
ASSC launches limited products every season in order to make customers
chase for its collection and make them spend more on its products as
compared to other mass brands with same products. ASSC products are
always out of stock 99% of the time
and delivery takes months in case of available products. All this leads to a
scarcity of ASSC products in the market and results in high demand & high
prices.

CELEBRITY CLIENTS
Youth likes the ASSC and wants to own ASSC products in order to look like
their favourite celebrities. ASSC products are used by famous celebrities
like Kanye West, Wiz Khalifa and Kylie Jenner, who are brand ambassadors
of biggest brands like Victoria Secret and Gucci etc., in their routine life and
without any paid partnership.
PALACE SKATEBOARDING

The Palace brand was founded around 2011 in England, United Kingdom by
Lev Tanju, who was part of a London-based skate crew known as the Palace
Wayward Boys Choir. Tanju enlisted the assistance of friends like graphic
designer Fergus "Fergadelic" Purcell (also design director at Marc by Marc
Jacobs) and photographer Will Bankhead to launch the brand.

POPULARITY OF PALACE

REASONS OF SUCCESS

LONG TERM VISION

Palace’s slow-and-steady growth shows they’re in it for the longevity game.

They could have easily sold to a lot of larger retailers and boosted their
wholesale business, but instead they’re building a vertical business based
mostly off of their own store and e-shop. By limiting the access to the
product, they’re preserving the rare appeal that makes it so covetable.

COLLABORATION

Palace is emphasising on collaborations with well-known brands and then

promoting that collaboration on their Instagram. The brand has collaborated
with brands and influencers such as Polo Ralph Lauren, Adidas Originals,
Reebok & other well known brands.

BRAND IMAGE

Palace’s aesthetic is an honest representation of British skate culture—

gritty, lo-fi and funny which is the main reason of its success in America.

SOCIAL MEDIA MARKETING

Social media marketing is one of the latest marketing platform & Palace is
focusing & acing it. Palace doesn’t just use its products as content on social
media platforms but also uses current topics & make joke of them in order
to attract their target customers i. e. young people. Palace is focusing on
Instagram only as its strategy is to give importance to only one social media
platform which is most famous among youth.
UNDEFEATED

Type Street Fashion

Country USA

Owner James Bond and Eddie Cruz.

Website undefeated.com

Commercial Yes

Launched 2012, 6 years ago

POPULARITY OF UNDEFEATED
REASONS OF SUCCESS

COLLABRATIONS

Undefeated has worked with New Balance, Converse, Pro-Keds, Adidas,

Nike, Timberland, and have even created their own take on luxury Japanese
streetwear brand Visvim’s iconic FBT silhouette. Undefeated also also
collaborated with its competitor streetwear brands such as Champion, Bape
and Patta.

CLASSIC APPROACH

Undefeated specializes in classic streetwear pieces such as caps, t-shirts,

sweatshirts and their main focus is on sneakers which is the highest
grossing product of street fashion.

MOST SOUGHT AFTER SNEAKERS BRAND

Undefeated have played a pivotal role in every sneaker trend that’s passed
over the past 15 years. They created several collaborative Nike SB Dunk
silhouettes during the Dunk hype, have collaborated with Adidas’ top-tier
Consortium project on multiple occasions, and their military-inspired Air
Jordan 4 collaborative model is one of the most coveted special-edition
sneakers of all time.
5.3 INDIAN SCENARIO

India – a country effervescent with diverse culture and rich history, every
state is a treasure trove of hand-loom fabrics and ingenious embroidery.
Whether it’s the graphic ‘Ikat’ weaves from Orissa or the metallic ‘Danka’
from Rajasthan, these traditional fabrics have been unconventionally
transformed into edgy western silhouettes such as cut-out dresses and
tailored jackets. Indian street style is not a new phenomenon, it has existed
for centuries where the dress of the common man has proven to be
inspiration for many runway collections. One such deft curator of authentic
street style fashion from India and Bhutan is blogger –Manou of ‘Wearabout’.
Through his adventurous travels he captures tribals and locals clad in
original garments such as checkered ‘lungis’, long vests and bearded men
adorned in ornate silver jewellery. These curated images have gained
immense appreciation as they lend an insight to the original trendsetters of
the country.

The contemporary Indian fashion scenario is one that has finally realised
the importance of street style, the vitality of individuality coupled with the
elusive moment of capturing a great outfit with character on the street.
Many online brands such as Bhane.com are using this aesthetic by
recreating a street style mood to showcase their clothes, this lends a certain
ease to the garment when it is displayed on a regular stylish individual that
seems to increase its buying value. The new-age youth no longer shy away
from donning bold prints and bringing out their mothers ‘Jhumkas’ with
their tank tops. Established publications such as Vogue and Elle have
expansive sections dedicated to street style on their websites. A volley of
fashion bloggers is also responsible for enhancing the idea and the
singularity that is street style.

India has evolved from absentmindedly replicating looks from magazines to

understanding the actual meaning of a garment and the story behind it. The
herd mentality of purchasing from only popular high-street brands is slowly
dissolving into a new desire for niche brands that offer unique merchandise.
The modern fashionista is a smarter shopper wouldn’t steer from going that
extra mile and having a dress custom made by a skilled tailor in the bylanes
of a thumping city. This is only the beginning for a fashion-forward country
that knows how to expertly blend culture with a select array of universal
fashion elements.

We can see young Indians wearing anti-fit t-shirts, sweatshirts, snapbacks,

ripped jeans, sports sneakers and other street fashion products in all the
cities. Wearing sweat suits(sweatshirts and joggers) outdoor is the new
fashion trend created by the street fashion.

Indian street fashion label ‘Nor Black Nor White’ collaborated with ‘Fila’ to
launch a street fashion collection in Autumn/Winter 2018. It is the proof of
growing street fashion trend in Indian fashion industry. Indian street
fashion is in introductory stage and there is huge scope in this market as
not many big labels are there in the market.
Google Trends regarding Street Fashion in India

Awareness & Interest (Monthly searches about 0.1mn)

There are thousands of Google search in India about the street fashion trend
which shows the growing interest of people in Street fashion but it is very
less as compared to following of Indian people about the street fashion
brands. This fact implies that Indian are liking the street fashion but aren’t
aware about the trend. Indians want to own the street fashion products
without even knowing this fashion trend.

Demand for Products

Sweatshirts (Monthly seraches about 0.75 mn)

Sweat Pants(Monthly search of around 0.1mn)

Snapbacks(Monthly search of around 0.1mn)

Sweat Suits(Monthly search of about 20,000)

Sneakers(Monthly search of about 1mn)

All the above results from Google keyword tool show the number of searches
by users for the street fashion products. Sneakers, Sweatshirts and
Snapbacks are most searched products in Indian street fashion market but
there is no major street fashion brand in India which can capitalise this
opportunity. Sportswear brands like Adidas Originals, Nike, Puma & other
mass fast fashion brands like H&M, Zara are the only source of branded,
authentic and popular street fashion in India. All the foreign street fashion
brands like Supreme, Off white and Bape etc. aren’t available in India till the
date. This is the reason of growing replica market of street fashion products
in India as Indian youth also wants to acquire these street fashion products.
There are a lot of replica markets in every major city of India. Gaffar market,
Palika Bazzar & Karol bagh in New Delhi, New Market in Bhopal are some of
the example of these street fashion replica markets. These markets are
flooded with Supreme, Off White, Champion and other street fashion brands’
replica products.
Popularity of Global Fashion Brands in India

All the below mentioned brands aren’t available in India, still there are
Indian customers are aware, interested in these brands and want to have
these brands in their wardrobe. It is only because of growing street fashion
market in India.

Anti Social Social Club

Champion
Off White

A Bathing Ape (Bape Japan)

Supreme

Palace
Stussy

In the above Google keyword planner results we can see the monthly
searches by Indians for the most famous street fashion brands which aren’t
even available in India. The reasons behind this growing interest in street
fashion are:

Influence of Bollywood & Music Industry

Bollywood Celebrities like Ranbir Kapoor, Malika Arora, Kartik Aryan &
Singers like Diljit Doshanjh, Badshah, Bohemia can be seen wearing above
mentioned street fashion label in their daily routine. This leads youth of
India towards street fashion as they also want to copy the look of their
favourite celebrities.

Social Media Influence

There are no boundaries in today’s world. Social media platforms made life
of everyone connected to each other’s. Everyone wants to get social
recognised and in their society. Fashion has always been a key element of
your presence and street fashion is the new trend and symbol of freedom,
individuality & attitude for the youth and they want to show their presence
through street fashion.

Exclusivity
The main reason behind street fashion’s success is the exclusivity &
scarcity. Not everyone in India has the availability of street fashion products
as famous street fashion brands aren’t available in Indian market. So in
order to be unique and different from others Indian youth is adapting the
street fashion trend.

Youth Culture

Street fashion is a youth culture movement and India is a young country as

more than 65% population is under the age of 35. The youth seeks for
freedom, individuality & attitude in their fashion products and street fashion
is the fashion culture with all these features. Therefore, there is a huge
demand of street fashion products in India even when there is authentic
street fashion brands are less.
 6. Conclusion
Street Fashion is continuously growing all around the globe.

The street fashion business is about uS$230bn dollars.

USA is the biggest consumer of street fashion with about 25% share followed
by the European countries and Japan.

All the fashion capitals of the world London, Paris, Milan, New York & Tokyo
have their own street fashion labels.

Success of a street fashion label depends on following factors

● Exclusivity
● Scarcity
● Hype
● Celebrity Association (not paid promotion)
● Collaborations (with other big fashion labels)
● Social Media Success
Indian market is one of the newest markets for street fashion.

Indian street fashion market is fond of street fashion products but isn’t
aware about it.

Indian street market is growing because of

● Bollywood & Music Industry

● Social Media Influence
● Exclusivity
● Youth Culture
There is no such big Street Fashion label in India and only Sports & Fast
Fashion brands are fulfilling the needs of Indian street fashion market.

Many small scale Indian brands are struggling in the market but because of
scale they aren’t able to attract the customers.

Lack of international street fashion brands in India leads to replica market

of street fashion in almost every city of India. For instance: Gaffar
Market(New Delhi) & New Market(Bhopal)

International street fashion brands are losing their potential customers and
a great opportunity in developing countries like India.
 7. Suggestions
International brands like Supreme should make their products available in
India & other developing countries through online as well offline mode.

Indian fashion industry leaders should focus on building an international

street fashion brand.

Indian fashion industry leaders like the iconic, the collective and shoppers
stop can make international street fashion brands in India.

There is a need of awareness for the Indian market towards street fashion
and an emerging Indian street fashion brand can take advantage of this
opportunity by creating awareness in already interested market.

Small & struggling Indian street fashion brands should try to adopt the
marketing strategies of

● Exclusivity
● Scarcity
● Hype
● Celebrity Association (not paid promotion)
● Collaborations (with other big fashion labels)
● Social Media Success
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 9. Annexure
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