The website I’ve chosen is Supreme New York. Supreme opened its doors on Lafayette Street in downtown Manhattan and became home of NY city culture. It grew to be the embodiment of the downtown culture. Skaters, punks, hip-hop heads – the young counter culture at large – all gravitated towards Supreme.
They’re website is targeting customers aged fro 16-40+ as it is an easy to use website with a few options at the beginning like for instances: News ( which tells you about their new collaborations) and its updated every week, preview of the season collection to come and their look books, and one of the options is “SHOP” where it shows you a sneak peak of all the clothing in a very presentable and simple way. It allows you to click on the images and the item will come up with the options of different colours. Or there’s is an option at the bottom which reads “ view it all” which allows you to view all the items in every colour and you just scroll down. It goes in order of clothing items so starting with outerwear and ending with accessories. You also have the options to immediately click on t-shirts for example on the side and it will give just those items. So it is a very easy to use website. And there are always the other options that are normally available on the home screen at the bottom of the screen after you’ve clicked on “News” for example. You click and add to basket
People around the world wear Supreme it is an exclusive brand unlike ASOS, which means it, is more on the expensive side and the quality is certainly better. ASOS website is pretty simple to use too however there is just a lot going on with a lot of pop ups and advertising a lot of their promotions and their style tips this makes it more difficult for non tech savvy users to navigate through the website. ASOS is a more affordable brand and their target audience tends to be majority students or a little older. Who have read about it online or even seen the advertisement on TV or even on a bus and if not would have definitely come across it at their University or word of mouth. Whereas shop like is SSENSE which also just an online shopping place has a whole different layout. It is more going for the creative and visually pleasing side. It is more like a beautiful blog where you can gain information about the latest trends, upcoming brands, new collections etc. It is very easy to navigate through as soon as you click on MEN, the clothes are there and you have all the filter options on the side like brands, size, colour etc.
Supreme has no plans to start Womenswear anytime soon, however their clothes are portrayed unisex and they have a wide range of female customers. When research was carried out it showed that the target customers would likely to have a creative job such as graphic design or marketing. In terms of salary, due to the price of the clothes the customers is expected to have a disposable income of around 800 ppm however this does not seem to be the case all the time. As mentioned before looking at the psychographics it is clear that their customers lifestyle is “skate urchins, graffiti artists, underground film makers and rappers” . Therefore the target customers have a wide range of interest, major on being Music. As a result Supreme often play music from these hip hop artist in their stores to build a stronger connection with their customers and tend to collaborate with many hip-hop artist.
https://www.supremenewyork.com/index
https://www.asos.com/men/?ctaref=HP|gen|top|men
https://www.ssense.com/en-gb
