Louis Vuitton x Supreme
Supreme may technically be a skater brand, but it behaves much more like a luxury fashion label. In fact, Vuitton and Supreme share more in common than a few marketing strategies. Both produce in scarcity, rather than saturate the market. Both have harnessed cool through well-chosen artists’ collaborations (Supreme with contemporary American artists Marilyn Minter, George Condo, Jeff Koons; Louis Vuitton with international pop-artists Sylvie Fleury, Yayoi Kusama, Takashi Murakami).
Both represent the apex of style — albeit in different socioeconomic spheres. But perhaps the most clearest similarity is the way both Supreme and Vuitton let their simple, repetitive logos do the marketing for them. A good logo, when applied well, will take a brand far; An established brand means the same thing in China as it does in the US; international students are able to communicate their cool social position wherever they go just by wearing Gucci sneakers. That’s why the collaboration is marketing brilliance. It’s a naked admission of why people buy the things they buy.
The timing for such a collaboration was perfect, both brands are highly respected, together bring diverse fanbase and most importantly, no one questions the product quality or the astronomical price points because let's face it, it's Supreme & Louis Vuitton. The strategy successfully bet heavily on a millennial audience who have been eating up hyper logo design since the 2008 financial crisis, accompanied with the growing influence of social media the collaboration illustrates ambitions of the two brands want to increase market share in the most aggressive way possible.