The consumer decision-making in the streetwear market: A case study of Supreme

• Autor(a) principal: Silva, Mariana Ribeiro Marques de Castro e
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/46510
• topic: Streetwear Industry; Subculture; Fashion; Feeling of belonging; Consumer behavior; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This research investigates the relationship between a sense of community and buying decisions in the streetwear market, with a particular emphasis on the influential brand Supreme. Streetwear has become its own distinct and significant subset of the fashion business, identified by its ties to young culture, subcultures and exclusivity. Therefore, this study aims to investigate the factors that influence the decision making of consumers in streetwear market and to analyze the connection between the feeling of ‘belonging’ and the decision to buy streetwear- related items. A detailed case study of the Supreme brand is performed to provide empirical facts and insights. Supreme has built a devoted following among fans of cutting-edge streetwear because to its exclusive drops, high-profile partnerships, and instantly recognizable logo. This research concludes that the brand has established a tribe of loyal followers who are not simply customers but active players in the Supreme culture by establishing a sense of belonging and exclusivity. The brand's limited availability, one-of-a-kind product releases, and the social capital associated with owning Supreme things have all contributed to the formation of a fervent network of brand enthusiasts. So, this research highlights the tremendous effect of the streetwear business on customers sense of belonging. Streetwear firms can develop long-lasting relationships with customers, cultivate brand loyalty, and continue to impact the ever-changing world of fashion and culture by recognizing and utilizing the power of belonging.