Consumer Behavior A - Section

Group 8

Ajay Matkar : 2021MBA168

Maithilee Kadam : 2021MBA117

Shikha Jyoti : 2021MBA133

Somesh Gautam : 2021MBA086

SUPREME CASE QUESTIONS

1. What is at stake for supreme with the spit to satisfy consumers (New and old) and
investors? Why?

• Originality
• Brand Image
Reason-
• Criticism for the brand is increasing.
• The brand may not be suitable to the people above 25 years as the consumers
taste change
• Consumers believe that the brand is losing its creativity and the staff are not
incredible as they were before
• Too many fake products in the market
• Low awareness of the brand

2. What should Supremes’ priority be as it faces competing fashion brands? How should
the Supreme position itself to be ready for these competitive responses?

• Supreme should focus on increasing its creativity and popularity among the target audience.
• The brand is less aware among the population.
• Supreme may increase its positioning from 18 to 25 years youth to 28
years. Make designs based on the preference of consumers
• More no of designs are to be included in the product lot
 3. Draw the journey from uncool to mass cool matrix giving the attributes for lifestyle
brand?

Mainstream consumers perceive Brand is created or adopted by a

Uncool subculture that perceives the
the brand to be normal or
undifferentiated from other brands brand to be appropriately
autonomous

Niche
Mass Cool
Cool

A wider group of consumers

adopts the brand

Popular
Iconic
High status
Aesthetically appealing
Energetic
4. Graph a coolness diagram for Supreme at present. From the case study what factors
contributed to supreme’s success in retail industry and how supreme creates value for
customers

Authentic 60-70% High

Popular 50-60% Medium

Iconic 60-70% Low

Energetic 70-80% High

Rebellious 70-80% High

Original 50% Low

Aesthetic 50-60% Medium

Factors contributing to success -

● Autonomy - Until 2017, Supreme had complete control over the brand and its decisions. After
they gave up 50% of the company to Caryle
● Authenticity - connection with skating
● Attitude - James is responsible for internal branding
● Association - Hypebeast community who are loyal to the brand,
celebrity endorsements