Trends come and go, but there is one that is here to stay. Experience the transformative influence of “hype” streetwear, a burgeoning trend reshaping the fashion industry. From the runway to the checkout counter, individuals embracing the latest exclusive streetwear trends are often tagged with #hype or #hypebeast, especially among Generation Z. Uncover the power of #HYPEBEAST, sparking 2.65 million social conversations globally in the past 6 months. Dive into the evolving landscape of streetwear and witness how #hype is redefining fashion identities and fueling social conversations worldwide. Explore the impact of this trend on brand identity in streetwear in the dynamic world of fashion.
Conversation trend about “hypebeast” over the past 6 months.
Streetwear brands such as Supreme and Off White are popular among Gen Zs. To them, these brands possess a certain uniqueness that set them apart from other streetwear brands, which older Gen X or Gen Ys prefer. As the “hype” trend continues to grow, there are valuable takeaways for budding brands to learn from these established players within the industry.
Witness the rising brand consciousness among Gen Z consumers, coupled with their relative price insensitivity. Brands must strategically cultivate a brand culture and establish a distinctive identity to resonate with this demographic. Examining iconic examples like Off-White and Supreme, these brands transcend mere clothing sales, positioning themselves as leaders in a new cultural movement embraced by Gen Z. Explore the pivotal role of brand identity in streetwear in capturing the attention and loyalty of the evolving Gen Z consumer base, influencing their perception and engagement with fashion brands.
Off-White Products that showcase their signature inverted commas design. It is often stating the product name or the purpose of the product, reflecting the explicit to the consumers that show the non-conformity and different.
Off-White, for example, carries the idea that their clothing is part of an art movement. Known for their insignia with signature thick lines and words in inverted commas, the brand uses consistent design to build a distinct brand identity in streetwear. Furthermore, the brand emanates a rebellious persona, a trait that identifies with the defiant Gen Zs who are in their adolescent years. The brand’s identity is also reflected through their choice of brand ambassadors- Kanye West, the American rapper known for his rebellious and non-confirmative attitude towards society, serves as a perfect example. As more Gen Zs resonate with brands like Off-White, they become a part of a subculture that is expressive and confident.
The attractiveness of streetwear brands is further increased when celebrities and influencers are seen in their products. Endorsements work well because GenZs want to become the similar subjects of attention. It increases their desire to be deemed as “cool” and to be part of the “in-crowd” and tends to their strong desire to attain social validation from the brands they wear.
More streetwear brands are collaborating with other brands to elevate their offerings and to generate hype. Unexpected collaborations create a sense of novelty and generates intrigue from the consumers. Gen Z masses are especially receptive towards unexpected brand collaborations that reveal new designs and aesthetically pleasing offerings.
A product from Louis Vuitton x Supreme Collection; What Consumers Are Saying About the Collection
One such collaboration is Louis Vuitton x Supreme, which received rave reviews at the time its launch.To the average consumer, the two brands seem dissimilar in product focus and style. This unlikely coupling subverted expectations and took many streetwear consumers by surprise. They were able to leverage on the ‘randomness’ of the joint collection to spark intrigue in Gen Zs. As a result, the collaboration succeeded to increase both of the brand’s popularity and enabled them to tap into each other’s usual consumer base.
Understanding Gen Z’s identification with sub-tribe culture and attitude against the mainstream, brands are leveraging scarcity as one of their main tactics to sell the hype. Limited edition products create the opportunity for Gen Z consumers to be one step ahead and stand out amongst friends. It increases the outward validation and inward satisfaction a Gen Z consumer would experience when they are the only person in their social circle to have a rare item. Moreover, it makes them believe that the item was created exclusively for them, allowing streetwear brands to indulge the consumer in a “personalized experience”.
The usual queue when Supreme “drops” a new collection; A Supreme theme room with rare collectibles.
Based in New York City, Supreme is another streetwear brand that established global presence by understanding the psychology of their consumers. Supreme sells a variety of products including clothing, skateboards, hammers, concrete bricks and fire extinguishers, but in limited quantity. Their products are notoriously known for being sold out very quickly, luring consumers, regardless of whether they wanted it in the first place, to build a collection of rare Supreme items as a way of attaining satisfaction. Some savvy consumers resell these items at a premium, but more often than not, most consumers purchase these scarce items as a signal that they are different. The opportunity to don a brand that not only speaks luxury but is ‘cool’ and ‘in-trend’ taps into the innate nature of not only Gen Zs, but to all consumers.
Gen Zs are actively engaging with streetwear brands as a means of social investment, using it as a form of status and social signaling. Traditional factors like price and quality take a backseat to the powerful pull of brand identity. Examining the 4 Facets of Brand Positioning, streetwear brands consistently emphasize a vision to revolutionize a culture marked by confidence and attitude. Beyond being mere fashion labels, these brands empower Gen Zs by providing a voice and fostering a sense of belonging within their community. Explore the profound impact of brand identity on shaping social investment and community connection among the Gen Z demographic.
Find out more about how to position your brand for your target audience with Labbrand today.
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