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Work independently.

Set goals.

Respond to change.

Effectively communicate.

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My brand will take the direct to consumer approach regarding channel distribution.

This approach encourages brand control and bond with the consumer.

Nike are currently trying to fully embrace the DTC approach with their trainers, in order to increase brand control and consumer sales.

There are pro's and con's to this approach, it leaves a brand with having to build their own audience, without help from wholesalers.

However, you also build a more loyal/strong fanbase.

Specifically with Nike, there is a risk of a huge decline in trainer sales.

My brand will be within a specific industry which thrives on the direct-to-consumer approach.

This said industry is modern streetwear, which usually driven by item scarcity and a personable approach to consumerism.

DTC will allow me to only sell my brands items on its website and no where else. This creates a greater sense of community/bond with fans.

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"Corteiz" are an example of a modern-day streetwear brand who have nailed the brand-consumer relationship approach.

They've gone as far as to make their main Instagram account private, which has helped them gain followers and leaves their fans feeling as if they are apart of a tight-knit community.

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Sustainability in fashion is more relevant now than ever.

85% of all textiles go to the dump every year, approximately 60% of all materials used by the fashion industry are made from plastic. - (GEN)

This is why I will be taking sustainability into consideration.

All garments will be made in-house (DTC), while using sustainable methods such as screen printing with organic fabrics.

I will also minimise waste through proper ink management and recycling.

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Philosophy:

Interpretivism -

Subjective views, opinions, emotions and values are considered/researched into, more so than theory’s.

Interpretivists value qualitative data.

80 percent Primary Research, 20 percent secondary.

Approach:

Inductive Research -

Starting with specific observations/real examples and moving towards broader generalisations and theories.

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Strategies:

Ethnography -

Provides in depth insights into consumer behavior and cultural patterns.

Choices:

Mixed-Method:

Two or more methods of research for project, combines quantitative and qualitative data.

Time Horizons:

Longitudinal:

The collection of data repeatedly over an extended period such as every year for example annual census.

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Strengths -

E-Commerce is on the rise, independent streetwear brands specifically strive within it.

My brand will have a major focus on the website over brick and mortar as having limited online drops drive hype.

For years "Supreme" have been utilising limited releases to drive demand.

Across from 2017-2022, the average Supreme stock sellout time has been hovering from 69-82 seconds. - (Medium)

Environmental Activism puts pressure on brands to adopt more sustainable and ethical practices.

My brand is very anti-fast fashion as we release very few, premium quality garments.

My brand will adopt sustainable practices, with ethical production and environmentally friendly packaging.

Weaknesses -

Counterfeiting is very prevalent within the "hype" streetwear/fashion industry.

They are often made with inferior materials and construction, and they can be dangerous to consumers as well as financial risk for my brand.

The hype streetwear industry is also very Competitive.

New brands are emerging all the time which can make it difficult to which can make it difficult for brands to attract and retain customers.

Opportunities -

Streetwear brands have the advantage of having a Simple Business Model.

This enables me to put my energy into something I'm truly passionate about, increasing the likeliness of success.

Threats -

Climate Change can impact the availability of raw materials.

This results in an increase in production costs, especially when considering my brand is taking the sustainable route and therefore can't use crude alternatives like polyester and nylon.

Changes in Exchange Rates are often bad for the fashion industry.

Weak currency can make goods more expensive for foreign buyers, effecting the profitability of streetwear goods.

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Main Purpose: Create/realise a streetwear clothing brand.

Specifics:

1. Go over each and every learning objective and reflect on them in a detailed and concise answers on my pallet.

2. Ensure my Padlet features a variety of research on my said topic, featuring inspirations and hard evidence to back claims.

3. Create an aesthetically appropriate presentation featuring relevant themes, topics, and brand items.

4. Write a report outlining the whole process, as well as intricacies about my brand.

5. Purchase garments and have them tailored, then screen-printed on to showcase during my presentation.

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Week 1 (May 21st - June 1st):

Read over entire module guide.

Ensure I'm confident in my idea moving forward.

Begin LO6 (SMART/Time Management).

Make rough garment designs and decide on a brand aesthetic which I like/which resonates with me.

Week 2 (June 2nd) - June 9th):

Complete Research Onion.

Begin/complete SWOT analysis.

Begin/complete PESTLE analysis.

Research into blue and red ocean, decide on which approach I will take.

Week 3 (June 10th - June 17th):

Finalise my brands morals/approach to sustainability.

Begin/complete LO8 module evaluation.

Layout business report structure onto Canva.

Begin researching into relevant events I can attend, ones which feature my target demographic.

Begin looking into/setting up potential focus groups and 1-on-1 interviews.

Week 4 (June 24th - July 1st):

Finalise on the type of interviews I'd like to conduct.

Begin making my survey, featuring relevant question which will give me needed knowledge and statistics.

Share the survey on my social media (Instagram).

Set-up then conduct my 1-on-1 interview.

Set up then conduct my focus group interview.

Week 5 (July 2nd - July 8th):

Begin extensive research on where I will be purchasing the garments to showcase.

Begin extensive research on where I will be designing the garments to showcase (where to screen print).

Begin writing my report.

Revisit my garment designs and innovate on them, put more time/effort and begin finalising on some of them.

Week 6 (July 9th - July 16th):

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- Have a confident idea for my final major project by the end of Week 1.

- Finalise who my target demographic are, as well as how I'm going to attain them by the end of Week 2.

- Layout my business report on Canva and begin writing rough sentences by the end of a Week 3.

- Create and share my survey via social media by the end of Week 4.

- Begin writing my report, have a good draft of my introduction by Week 5.

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I'd like to create a streetwear brand because the culture specifically resonates with me:

Streetwear has always been my main interest in fashion, back since I'd first gotten into fashion in 2020.

I'm constantly keeping up with streetwear brand drops, I attend pop-up events, and I've even met multiple people who own streetwear brands.

I am also almost always dressed in streetwear.

I'd also consider myself a creative person, so having this project as an outlet to express my ideas and emotions is very exciting through fashion is very exciting.

Regarding the bigger picture, I plan to eventually work within the luxury-streetwear field and to even own my very own streetwear brand after that.

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FINAL MAJOR PROJECT DEADLINE SUBMISSIONS:

MOCK PRESENTATION - Monday JULY 29TH

PRESENTATION SUBMISSION - Friday AUGUST 2ND

PRESENTATION SHOWCASE - MONDAY 5TH AUGUST

PORTFOLIO OF WORK (report) - Tuesday AUGUST 13TH

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My brand is based around the message of being yourself and embracing emotions.

Two things younger people tend to struggle with.

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Most UK streetwear brands marketed to younger people don't have much underlaying meaning.

They are focused on being cool and easily consumable, rather than spreading messages and invoking emotion through clothes/advertisement.

Gen Z Mental Health Priorities/Interests:

"Gen Z is breaking down stigmas and reshaping perceptions about therapy" - (Pacificoaks)

"Compared with previous generations, they are more likely to acknowledge their mental health struggles and actively seek professional help" - (Pacificoaks)

"When asked to describe their current mental health or well-being, just 15% of members of Gen Z polled said it was excellent", "That’s a big decline compared to a decade ago, when 52% of millennials in that same age range said their mental health was excellent" - (USA Today)

Evidently, Gen Z are indeed more in touch with their mental health and care a lot more about the subject.

This is a subject which would resonate with my demographic (14-22).

Examples:

Corteiz -

Launched in 2017 by director Clint Obgenna.

Has taken both the UK and US scenes by storm.

Has been repped by global superstars, has even been featured at the met gala.

"The attitude of Corteiz is one of irreverence" "He aesthetics draw on prison culture". - (Grailed)

These themes are all Corteiz portrays/tells with their brand.

Palace -

Launched in 2009 by Lev Tanju.

Is solidified a quintessential part of streetwear culture/history.

Focus is more on skateboarding and 90s culture but nothing else.

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- Roughly 15-22 year olds, male/female, to an extent into fashion.

- Myself

- (Charity)

- (Bank)

- (Manufacturers)

- (Buyers)

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Political:

Rise in Right Wing - In 2024, the right wing polls seem bigger and bolder. Predictions say they could pick up nearly a quarter of seats in the European Parliament.

Global Conflict - China launched major military drills around Taiwan, simulating a full scale attack on the island. China essentially have a claim over self-governed Taiwan.

Government Regulations - environmental laws, labour laws can impact the production, distribution and sales of fashion streetwear.

Economical:

Supply Chain Costs - cost of producing high quality garments can be high, fluctuations in the price of raw materials can impact my brands profitability.

Exchange Rates - Weak currency can make goods more expensive for foreign buyers, effecting the profitability of general retail/company's.

Social:

Lifestyle Trends - with the rise of TikTok and social media, fashion is moving faster than ever. Changes in trends/consumer lifestyle are aspects to watch out for.

Environmental and Social Responsibility - consumers are concerned with the environmental and social impact of garments they purchase, this is something my brand would need to address.

Technological:

E-Commerce - there has been a huge rise in e-commerce shopping, online marketplaces have become the primary place to buy independent, streetwear brands. Subsequently my brand will have a big focus on our website.

Data Analytics - Many brands are using data analytics to gain insights into consumer behaviour and preferences.

Legal:

Counterfeit Products - counterfeit garments pose significant threat. As a brand you must work with law enforcement agencies to identify and shut down counterfeit operations.

Environmental Regulations - countries have strict environmental regulations that apply to production, packaging, and distributions of clothing goods. I must ensure I comply with these regulations.

Environmental:

Climate Change - makes raw materials more scarce, extreme weather conditions are becoming more frequent across the globe.

Environmental Activisms - can pressure brands to to adopt more sustainable and ethical practise. Can impact the reputation of brands who don't comply.

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1. How old are you?

15-18 19-22 23-26 27-30 31+

2. Would you consider yourself somebody who is into fashion?

Yes To an Extent No

3. How often do you wear streetwear clothing?

All The Time Pretty Often Only Sometimes Never

4. Are you familiar with the brand "Corteiz"

Yes No

5. Do you take sustainability into consideration when buying clothes?

Yes To an Extent No

6. Do you order clothes online more often than in store?

Yes No

7. Which do you prefer?

Online In Store

8. Are you more tempted to buy from a brand when there is hype surrounding it?

Yes Sort of No

9. Are you more tempted to buy from a brand when the items are scarce/difficult to obtain?

Yes Sort of No

10. Do you consider mental health a serious issue?

Definitely Yes, Mostly Sometimes Not Really No

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(4-8 people)

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Jaded London

Tap Out

Years of Tears

Corteiz

Supreme

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"SlikSyd" is a 21 year old fashion designer based in the UK, originally from Zimbabwe.

Years of Tears or "OSBATT" is a UK-based streetwear/luxury brand, specialising in gothic themes/designs and premium quality garments.

From a perspective of marketing, design, aesthetics, and demographic, Years of Tears is very similar to my brand.

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A British brand founded in 2013 by siblings Jade and Grant Goulden.

They specialise in their appeal towards the grunge/emo/punk aesthetics/demographics.

I've specifically taken inspiration from Jaded London because of their consistently waist cropped male garments, as well as their grungy emo aesthetics.

A differentiation from my brand and this one is easily the quality of garments, Jaded's items are made very cheap and non-sustainabliy which is the opposite of what I'll be doing.

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Tap Out inspires me purely from an aesthetic and culture perspective.

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Supreme are the pioneers of the: single-drop, quick-sell out technique many streetwear brands use today.

Been using this technique to ignite hype and drive sales since there entrance to mainstream fashion culture in 2015.

"The average sellout time has been steady across 2017–2022, hovering from 69–82 seconds". - Medium

I will be using this same strategy.

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Discussed in detail on the" PS/RoKS/KS" section.

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Streetwear is a clothing style that became known worldwide in the 1990s. It originated from a combination of New York hip-hop fashion, California surf cat culture and elements of sportswear, punk and Japanese street fashion.

Eventually haute couture became an influence. It usually revolves around "casual, comfortable pieces such as jeans, T-shirts, baseball caps and sneakers", and exclusivity through deliberate product scarcity. Enthusiasts follow certain brands and try to obtain limited edition releases.

Culture, History & Style

It has already been described from which elements of clothing streetwear originated. Now is the time to delve deeper into the history and origins of the style.

Streetwear in the 1970s and 1980s was inspired by hip hop, the DIY aesthetic of punk, Japanese street fashion, new wave, heavy metal and collaborations of major sportswear and workwear fashion brands such as Schott NYC, Dr. Martens, Kangol, Fila and Adidas.

In the late 1980s, surfboard designer Shawn Stüssy began selling printed T-shirts with the same signature he placed on his custom surfboards. Initially, Stüssy sold the items from his own car, but he expanded sales to stores as the popularity increased. When sales peaked, Stüssy switched to exclusive sales to create product scarcity, confirming the ultimate basic definition of streetwear: T-shirts and exclusivity.

In the early 1990s, major record labels associated with popular hip-hop acts such as Tommy Boy Records, Def Jam Recordings and Delicious Vinyl began selling branded items embroidered on letterman jackets and workwear jackets by companies such as Carhartt.

In the mid-1990s, influences included skating and gangster rap. Professional American sports franchises capitalized on this. They had a great impact in the scene. Notably New York Yankees, Los Angeles Raiders, and Chicago Bulls. With their production of oversized team jerseys, caps and jackets as well as boots from The Timberland Company and the latest shoe design releases from Nike, Inc.

Brand launches by record label bosses followed, with Def Jam's Russell Simmons launching his Phat Farm label, Sean Combs of Bad Boy with Sean John, and Jay-Z and Damon Dash of Roc-a-Fella Records launching Rocawear. Rap superstar 50 Cent launched his G-Unit clothing label a few years later, with the sneaker rights to Reebok.

In the 2000s, the rise of the "bling" culture saw established luxury brands enter the market, with Burberry, Gucci and Fendi appearing in hip-hop videos and films. The most popular shoe of the time was the Nike Air Force 1, immortalized in Nelly's song, Then the fashion clothing manufacturers began to follow the streetwear companies co-opting the idea of ​​very limited-edition capsule collections, now known as "drops", where social media and product scarcity are used as marketing tools.

In 2010s, Complex Magazine named Stüssy, Supreme and A Bathing Ape the best streetwear brands and many subsequently collaborated on acclaimed high-fashion capsule collections such as Supreme x Louis Vuitton, Fila x Fendi, A Bathing Ape x Commes des Garçons, and Stüssy x Dior.

Characteristics of Streetwear Style

Although streetwear consists of a wide variety of fashion styles, streetwear looks often focus on four basic elements:

Comfort: Streetwear clothing consists of casual clothing and athleisure staples like sweatshirts and joggers. If you can't skate in it, it's probably not streetwear.

Scarcity: Hypebeast culture is all about limited-edition items. This perceived scarcity can make sought-after items seem more fashionable. It's the same principle that underlies to haute couture, but streetwear is more accessible.

Menswear styles: Although streetwear is popular among people of all genders, it is closely tied to menswear and traditionally masculine items such as bomber jackets and workwear.

Contemporary art: Some of the most successful graphic tees and streetwear logos borrow from the work of contemporary artists or poke fun at classic pieces. Sometimes these are sanctioned collaborations, and sometimes they're not.

Sneaker culture

Sneakers have been an important part of the streetwear culture (primarily Pumas, Nike, Adidas, Converse, Vans) since the 1970s. Hip hop artists sign million dollar deals with major brands such as Nike, Adidas, or Puma to promote their shoes. Sneaker collectors, called "sneakerheads" or "sneakerfreakers", regard sneakers as fashionable items. Sneaker companies encourage this trend by producing rare sneakers in limited numbers, often at very high retail prices. Due to product scarcity, the popularity rose and therefore the sneakers became very important for streetwear.

Click this link to visit our NEWS page.

Tips for Styling Streetwear

A big part of streetwear fashion is buying and selling limited-edition items. While that may not be feasible for everyone, there are still ways to incorporate streetwear fashion into your look.

Invest in sneakers. Sneakers are often the most important (and most expensive) part of a hypebeast's look. If you want to make a big style impact with just one clothing item, sneakers are the move.

Mostly, stick to a single logo. Brand loyalty is an important part of streetwear culture, so it's rare to see a true fan layering different streetwear brands in a single look. If you have a limited number of items from different streetwear labels, try showing off one logo at a time, and supplement the rest of your look with workwear and athletic clothing.

Play with proportions. One of streetwear's biggest fashion wins was bringing sweatshirts into the realm of high fashion. Streetwear aficionados often wear baggy denim, oversize sweatshirts, and other loose-fitting garments, breaking the rules of proportion to fashionable effect.

Be yourself. Streetwear's origins lie in counterculture and DIY. While it may seem full of rules right now, true streetwear is about being yourself. Don't be afraid to put together unexpected combinations - you may find yourself ahead of the curve.

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About Streetwear Streetwear is a clothing style that became known worldwide in the 1990s. It originated from a combination of New York hip-hop fashion, California surf cat culture and elements of sportswear, punk and Japanese street fashion. Eventually haute couture became an influence.

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Streetwear became global during the 1990's.

It originated from a combination of New York hip-hop, California surf, sportswear, punk, and Japanese street fashion.

It usually revolves around casual, comfortable pieces such as jeans, T-shirts, baseball caps and sneakers.

Shawn Stussy began selling printed t-shirts out of his car during the 1980's, most agree he and his brand are pioneers of streetwear as a medium.

In the 2000s, the rise of the "bling" culture saw established luxury brands enter the market.

This blend between high fashion and streetwear has only become more apparent since, with collaborations like LV X Supreme and Stussy X Dior.

- Temple (2024)

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Streetwear initially was more than just clothing, it was a way to express rebellion against mainstream culture.

Today, streetwear is no longer just a subculture, it's infiltrated mainstream fashion.

From Tokyo to Paris, everyone is now rocking streetwear-inspired fashion.

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During the 2000's, luxury brands such as Louis Vuitton and Gucci collaborating with streetwear designers to create high-end collections

In an unexpected turn, high fashion and luxury brands began to take notice of streetwear widespread appeal, specifically during the 2010's.

Everything changed in 2017 when Kim Jones leveraged his position as Louis Vuitton’s artistic director to send models down the runway in a range of official Supreme x Louis Vuitton styles

Now, high-end fashion houses such as Balenciaga and Off-White incorporate streetwear elements into their collections, with oversized hoodies, graphic t-shirts, and logo-mania.

Most Notable Collaborations Include:

Jordan X Dior

Yeezy X GAP X Balenciaga

The North Face X Gucci

Jordan X Off White

Arcteryx X Jil Sander

- CHRIS BASFORD (2023)

- LIV BUTLER (2024)

- BROCK CARDINER

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Over the past few years, vintage streetwear has taken the fashion industry by storm, taking the streetwear trend to a whole new level.

Whether it's simply nostalgia, or the distinct style that sets vintage streetwear apart from more modern options, vintage streetwear is seemingly here to stay.

In 2023, the global market value of secondhand apparel was estimated to be worth 197 billion U.S. dollars.

This is projected to rise rapidly in the coming years, increasing by 100 billion dollars by 2026.

- CHRIS BASFORD (2023

- P.SMITH [STATISTSA] (2024)

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Social media has without a doubt taken streetwear into the mainstream.

"Social media has revolutionised the world of streetwear fashion, becoming a virtual runway where trends are born, style icons emerge, and creativity knows no bounds" - LMTLS Studio (2023)

Platforms like TikTok, Instagram, and Twitter have transformed streetwear into a global phenomenon.

A UNiDAYS study of 20 million Gen Z student members found that fashion purchases made by 49% of responds were influenced by brands they see on social media.

“TikTok is a growth opportunity for fashion retail marketers looking to drive brand awareness and social commerce.” - NIKKI GILLIAND (2021)

Essentially Social Media provide a stage for emerging designers, underground brands, and fashion enthusiasts to showcase their unique style and connect with like-minded communities.

This is, in concept, what streetwear started out to be and still mostly is.

NIKKI GILLIAND (2021)

LMTLS STUDIO (2023)

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Explore the intersection of social media and streetwear. Discover the evolution, influence, effects, and more.

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Supreme is the most influential streetwear brand in the world. They have perfected a model, with prices that remain accessible to budget-conscious shoppers despite the ultra-high demand for the brand.

Most Supreme graphic T-Shirts range from £30 - £40, while the high demand for the product feeds into the resale market at inflated prices.

A Supreme Box Logo Crewneck retails for £125 but can resell for at least £450.

"Relatively low retail prices give consumers of varying financial means an opportunity to buy." - HYPEBEAST (2019)

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This article is part of the Streetwear Impact Report . The report includes data collected through two main research methods: our consumer survey and industry survey. Full description of methodology can be found in the Introduction.

The report is split into four articles. 001 Defining Streetwear details streetwear's origin and key cultural components. 002 Measuring Streetwear reports consumer spending habits and preferences. 003 How Streetwear Talks traces the communication loop between consumer and brand. 004 How Streetwear Sells dissects streetwear's tight-knit direct-to-consumer relationship and retail model. Visit the Executive Summary for a full overview.

How (much) the consumer spends

The streetwear consumer demands a hybrid of affordability and exclusivity. New York-based skate brand Supreme, viewed by many as the most influential streetwear brand in the world, has perfected this model, with prices that remain accessible to budget-conscious shoppers despite the ultra-high demand for the brand. Most Supreme graphic T-shirts, depicting visuals or text, range from $38 to $48, while the most coveted items - such as the box logo crewneck, a plain T-shirt depicting only the Supreme logo - cost as much as $158.

Relatively low retail prices give consumers of varying financial means an opportunity to buy, while high demand for the product feeds into the resale market, as product hits the secondary market at inflated prices. For example, Supreme box logo crewnecks that originally sold for $158 resell for a minimum of $500.

About 70% of respondents in our global consumer survey reported an annual income of $40,000 or less. Still, these consumers are eager to shop. Just over half (54%) of consumers reported spending $100-$500 on streetwear each month, while another 18% indicated they spend over $500.

A high percentage - 56%, according to our survey - reported spending an average of $100-$300 on a single item of streetwear. Another 16% reported an average spend of $300-$500. Only 8% of consumers said they would buy items priced at $500 or more, meaning high-priced luxury items are out of reach for many of the streetwear consumers who participated in the survey.

Notably, lower-income respondents were willing to spend up to five times as much on streetwear per month as they were on non-streetwear products. Male respondents reported a slightly higher spend than female respondents while non gender-binary respondents reported spending significantly more.

Almost half (49%) of industry respondents said their customer's average monthly spend was $100 to $500, which was in line with what consumers reported. These results point to the the ideal margin for targeting the streetwear audience. Many Supreme goods sit inside this sweet spot.

A high proportion (62%) of consumer survey respondents indicated they believe streetwear products are always in style, while another 22% believe streetwear stays in style for at least one year, marking a product lifespan that's much longer than traditional fashion items. With the season-less styling of streetwear, brands are able to sell similar items year round, with new styles occasionally introduced seasonally.

This timelessness affects the frequency at which shoppers purchase new streetwear goods. Close to half (45%) of consumer respondents indicated they purchase streetwear items once a month, while a third (35%) reported buying products only once every three months. Streetwear consumers are seeking affordable clothing to whet their appetites each month, selecting items for their versatility and scarcity.

Streetwear's biggest products

Footwear is the key driver of purchases. More than half (62%) of consumer survey respondents selected footwear as the product they were most likely to buy, followed by roughly a third (30%) who selected tops, including both T-shirts and hoodies. Only 6% of consumer respondents selected accessories.

The general appeal of sneakers and shoes helps to explain footwear's strong showing. This sector is powered primarily by big players ( Nike, adidas, Puma etc) and plenty of smaller labels, bolstered by constant variety (endless collaborations), extreme versatility (shoes can be worn with all manner of clothing) and relatively affordable price points in comparison to luxury clothing.

In contrast to consumers' reported desires, industry respondents overall reported hoodies, T-shirts and footwear to be their best-selling products at an equal rate. However, when looking specifically at luxury streetwear brands, a higher rate (72%) reported sneakers as their best-selling products, compared with 58% for hoodies and T-shirts. Companies who tactfully introduce sneakers to their product offering can meet the consumer's demand and enter this market.

Hoodies, T-shirts and shoes remain the most desirable streetwear goods, with no limit to their wearability. These items can be worn year-round, in nearly all weathers and environments. Not only are they comfortable, they also function as blank canvases for the printed and embroidered graphics that inform streetwear clothing.

Despite the versatility of T-shirts and hoodies, the sheer variety of brands producing these goods ensures there's a constant glut in the market. Although one can fairly assume that these garments will never lose their universal appeal, it does make for a great deal of competition. Therefore, it's less surprising that consumers elect to purchase footwear over hoodies and T-shirts, as the latter lack the inherent collectability of shoes.

Outerwear often retails at too high a price to be a regular purchase, and may be limited to seasonal use, while accessories and perfume - generally regarded to be big money makers for brands due to low cost and premium pricing - were far less desirable to consumer respondents in our survey. Sneakers have stepped in to take on the role once held by accessories and perfume.

The appeal of sneaker comes down to its universality, combining elements of design and nostalgia. To some, a sneaker represents affiliation with a sports team or childhood memory, while to others it's a representation of their personality. Sneakers are accessible at a range of price points and as such serve as a common denominator across demographics and a bridge between cultures.

Streetwear's biggest influences

The majority (80%) of consumer respondents indicated that hip-hop/rap music was a major influence on streetwear, while almost half pointed to contemporary art (42%) and sports (40%) as influences.

And so when it comes to where streetwear followers get their style inspiration from, they want it straight from the source: musicians. A majority (65%) of consumer respondents said they regard musicians as the most credible figures in streetwear, ahead of just over half (52%) who elected industry insiders and only 32% who selected social media influencers.

When asked which factors are most important for brands, the majority (63%) of consumers indicated brand legacy, which was second only to product quality and design (81%). Another half (48%) of respondents indicated a brand's creative director was a top factor while only 31% of respondents said social media.

These results point to streetwear's biggest influence: authenticity. Human interaction and influence are of more value - provided the person giving the information has a clear cultural authority - than a nameless digital source. Though consumers value a product's quality and design, they crave interactions with brands, friends, influencers and creative directors who have deep roots and knowledge in the community.

The top five brands that consumers ranked as most emblematic of streetwear, such as Supreme, Nike and BAPE, have been serving the streetwear community for decades. The only outlier is Off-White™, which launched in 2012. However, its founder, Virgil Abloh, has a long history of working with the likes of musician Kanye West, giving him valued roots in the music and fashion worlds.

Brands that have not been in the streetwear sector for many years will struggle to connect with that customer base, no matter how stylish their product. Rather than intimate knowledge of clothing design and construction, streetwear consumers generally possess a deeper appreciation for the history of the market and brand positioning.

The concept of authenticity trickles down into consumers' desires for their shopping experiences as well. Availability of product was the most important factor for consumers choosing where to buy streetwear, both in store and online, above factors such as diversity of product. Access to hyped products conveys a retail outlet's knowledge and prestige within the sector and thus deems it an authentic streetwear retailer.

The streetwear consumer is ultimately extremely discerning and responds to authenticity and brand legacy. Brands are aware of this, with the vast majority (81%) of industry insiders saying authenticity is the most important factor for companies to succeed in the streetwear market - second only to strong design (89%).

Regional insights

Demographic and regional differences are key in measuring streetwear, determining how much and how consumers spend. Our survey findings reveal marked regional differences in terms of consumers' attraction to streetwear and spending patterns.

When measuring why consumers like streetwear, North American and European consumer respondents placed higher importance on streetwear's community aspect in comparison to newer markets, such as Asia. Among North American and European consumer respondents, close to half (40%) indicated community was a key factor, compared to only 12% of respondents in Asia. Meanwhile, almost half (41%) of Chinese and Japanese respondents indicated political statement as a key factor determining why they like streetwear, while only 11% of North American and European respondents reported political statement.

The differences reflect the changing face of streetwear. Among the demographic where streetwear originated, community still carries great weight. As the style has been adopted and exported to new markets, interests have shifted. In these new markets, the average spend on streetwear is also significantly higher.

Nine percent of North American and European respondents reported spending $500-$1,000 per month on streetwear, while 18% of respondents in Asia reported spending this amount. Meanwhile, 33% of North American and European consumers reported spending less than $100 a month, while only 21% of Asian respondents reported spending less than $100 a month.

In terms of average spend per streetwear product, more than half (61%) of respondents from North America and Europe reported an average spend of $100-$300, while 11% reported an average spend of $300-$500.

Average spend per product spend jumps significantly when looking at data from Asian respondents. Among Korean and Chinese respondents, 20% reported an average spend of $300-$500. By far, Japanese respondents reported the highest average spend, with 28% reporting an average spend of $300-$500 per product and another 32% reporting an average spend of $500 or more per product.

Meanwhile, although an overwhelming 74% of respondents in North America and Europe reported streetwear products are always in style, only 54% of respondents in Asia reported streetwear products are always in style. Across all regions, older consumer respondents reported the highest monthly spend on streetwear, with a third (32%) of respondents over 35 years old stating a monthly average spend of $500 or more.

These insights highlight streetwear's current market segmentation and more importantly, streetwear's ability to sell. The young, hungry consumer who is part of the on-the-ground community that drives streetwear's brand of cool is not necessarily the same consumer who spends big on streetwear-inspired products.

Instead, our survey results reveal that in newer markets to streetwear, the characteristics of the movement more closely mirror the traditional fashion market: product has a shorter lifestyle, community takes a back seat and spend is significantly higher.

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Streetwear Market Statistics & Global Trends

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This article is part of the Streetwear Impact Report . The report includes data collected through two main research methods: our consumer survey and industry survey. Full description of methodology can be found in the Introduction. The report is split into four articles. 001 Defining Streetwear details streetwear's origin and key cultural components.

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A survey conducted by HYPEBEAST in 2019 reported that streetwear consumers with an annual income of $40,000 (£30,000) or less are eager to shop.

Just over half (54%) of consumers reported spending $100-$500 on streetwear each month, while another 18% indicated they spend over $500.

These statistics overall show the loyalty of streetwear consumers specifically, consistently purchases garments from there favourite brands despite income.

Lower-income respondents were even willing to spend up to five times as much on streetwear per month as they were on non-streetwear products. Further proving my point.

Only 8% of consumers said they would buy items priced at $500 or more, meaning high-priced luxury items are out of reach for many of the streetwear consumers who participated in the survey.

Almost half (49%) of industry respondents said their customer’s average monthly spend was $100 to $500, Many Supreme goods sit inside this sweet spot.

HYPEBEAST (2019)

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Streetwear at this point is mostly driven by social media.

The streetwear demographic is usually relatively young, meaning they spend far more time on their phones than most other fashion communities.

"Customers are often rallied via social media to be the first to buy products that are only available directly from the brand, either in-store or online." - STRATEGY&

This has helped propel streetwear into a multi-billion dollar retail market.

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As a whole, streetwear consumers are infatuated with the style simply because they feel the products are "cool" and "comfortable".

According to a 2019 report by HYPEBEAST, 70 percent of consumer respondents like streetwear because it’s considered “cool.”

More than half favor the category because it’s comfortable, while others like streetwear for its exclusivity, its role as a status symbol and for the community built around it.

And despite best efforts by brands and media, the report finds that it’s the consumers that are determining what’s "cool".

The fashion industry has typically operated a top-down model, with insiders acting as gatekeepers to the newest styles and trends.

Streetwear has turned this on its head. Customers have the power to determine what is cool as much as industry insiders. - STRATEGY&

“It’s the consumer who has the power to determine what’s cool as much as the industry insider.” - HYPEBEAST

Streetwear fans’ democratic approach to buying clothes  are increasingly shared by all consumers, for whom the opinion of peers is an ever-more influential part of decision-making.

32% of respondents to PwC’s recent Global Consumer Insights Survey (GCIS) said positive reviews on social media influence what products they buy.

The industry is more male dominated than female, with male respondents reporting a slightly higher spend than female respondents on a HYPEBEAST streetwear survey,

and with the head of fashion at the global research and trends company Stylus: Emily Gordon-Smith (2022), claiming that streetwear is "still very much a male-dominated industry."

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Fashion brands have seen the mass potential in streetwear and subsequently have been buying into the trend in recent years.

In a survey conducted by HYPEBEAST and STRATEGY& we found that consumers spend up to 5x more per month on streetwear than non-streetwear.

Sportswear brands like Nike and Adidas are encroaching, particularly for footwear, which is streetwear’s biggest product category.

Then there's ofcource the And then there’s the luxury players that toe the line of streetwear like Off-White and Vetements, which have captured their share of the market with accessible items like belts and screen-printed T-shirts.

- ANGELA VELASQUEZ

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“Buffy the Vampire Slayer” is a

supernatural-horror teen drama series released in December 1998.

We follow Buffy as she tries to live a normal life while embracing her destiny as the vampire slayer.

I admire the show for how it mixes dark/supernatural themes with a stylish wardrobe and episodes centred around teenage emotion and growing responsibility.

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“Opium” is a rap music collective consisting of  5 members, all coming from Atlanta, Georgia.

The group was founded by rapper Playboi Carti, who along with the other members have aesthetically inspired an entire generation.

The aesthetic takes inspiration from the supernatural, vampires and gothic culture.

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Batman is a DC comics superhero, first appearing in Detective Comics issue #27.

His comics juxtapose that of most other DC characters, by presenting the very dark, and dreary atmosphere of Gotham City.

Batman as a character overall represents grief, vengeance,  and the night.

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Gen Z consumers are entrepreneurial year-round, leveraging learned skills to create streetwear resale operations, creating an endless cycle of hype.

Consumers now view pre-owned items as an often preferable option, driven by factors like reduced cost, uniqueness, and sustainability.

Resale culture thrives on the appeal of scarcity and exclusivity.

Limited-edition releases and unique items generate interest, driving consumers to engage in the resale market to acquire products they missed during the initial release.

The Internet and online marketplaces have enabled the seamless exchange of products on a global scale.

Overall, the resale market has grown into a market with major power over the fashion industry as a whole.

By the end of 2023, the entire sneaker resale industry will accumulate $11.5 billion in revenue, equivalent to 15.3% of the primary sneaker market. - SHEENA (2023)

- WGSN

- NICOLE BRANDA (2023)

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Redefining Modern Consumerism

In the ever-evolving landscape of modern consumerism, a remarkable shift has taken place - resale culture has emerged as a dominant force. This phenomenon, characterized by the buying and selling of pre-owned items, has gained momentum across various industries, reshaping the way people perceive ownership, value, and sustainability. In this blog post, we will delve into the factors propelling the rise of resale culture, the impact on industries, and the broader implications for both consumers and businesses.

The Dynamics of Resale Culture

1. Changing Perception of Ownership

Traditionally, ownership has been synonymous with brand-new purchases. However, the rise of resale culture challenges this notion. Consumers now view pre-owned items as a viable and often preferable option, driven by factors like reduced cost, uniqueness, and a desire to minimize environmental impact.

2. Thrill of Scarcity and Exclusivity

Resale culture thrives on the appeal of scarcity and exclusivity. Limited-edition releases and unique items generate fervent interest, driving consumers to engage in the resale market to acquire products they missed during the initial release.

3. Social Currency and Personal Expression

In an era dominated by social media, possessions have taken on new meanings. Owning a rare or sought-after item can provide a sense of social currency and act as a means of self-expression. Consumers curate their identities through the products they own, and resale culture facilitates this process.

Factors Driving Resale Culture

1. Digital Connectivity and Marketplaces

The Internet and online marketplaces have enabled the seamless exchange of products on a global scale. Dedicated platforms, forums, and apps connect buyers and sellers, fostering a sense of community and enabling individuals to find precisely what they're looking for.

2. Sustainability and Circular Economy

Resale culture aligns with the principles of sustainability and the circular economy. By extending the lifespan of products, consumers contribute to reduced waste and resource consumption. This aligns with a growing awareness of environmental concerns and a desire to make responsible consumption choices.

3. Secondary Market for Luxury and Collectibles

The luxury and collectibles industries have been significantly impacted by resale culture. Collectors and enthusiasts now have avenues to acquire rare items without relying solely on primary market availability. This has altered traditional market dynamics and created new opportunities for both buyers and sellers.

Industries Affected by Resale Culture

1. Fashion and Streetwear

The fashion and streetwear industries have experienced a paradigm shift, as consumers place increased value on vintage and unique items. Resale culture has led to the blurring of lines between new and pre-owned fashion, challenging the dominance of fast fashion.

2. Electronics and Technology

Resale culture has extended to the electronics sector, where consumers are more willing to buy certified pre-owned devices. This trend not only offers financial savings but also contributes to reducing electronic waste.

3. Collectibles and Memorabilia

The collectibles market has been revitalized by resale culture. Whether it's rare trading cards, vintage toys, or autographed memorabilia, enthusiasts now have access to a thriving secondary market to fulfill their passions.

Implications for Consumers and Businesses

1. Consumer Empowerment

Resale culture empowers consumers by granting them more control over their purchases. The ability to buy pre-owned items allows individuals to make aspirational purchases at a fraction of the cost.

2. Rethinking Business Models

Businesses are compelled to adapt their strategies to accommodate the rise of resale culture. Brands are reconsidering their product release strategies, collaborations, and marketing efforts to tap into the growing resale market.

3. Sustainability as a Selling Point

Businesses can leverage resale culture to emphasize their commitment to sustainability. Brands that support the circular economy and offer avenues for reselling their products may attract environmentally conscious consumers.

Conclusion

The rise of resale culture marks a transformative shift in how consumers perceive and engage with products. Driven by changing attitudes toward ownership, the thrill of exclusivity, and a heightened awareness of sustainability, resale culture is reshaping industries and consumer behavior. As this trend continues to gain momentum, businesses and consumers like StockX are presented with opportunities to redefine their relationship with products, ownership, and the broader impact on the environment.

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In the ever-evolving landscape of modern consumerism, a remarkable shift has taken place - resale culture has emerged as a dominant force. This phenomenon, characterized by the buying and selling of...

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There's less stigma attached to young men embracing fashion.

Gen Z sees it as an extension of entertainment, self-educating and creating content in hopes of becoming an authority in the space.

- WGSN

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"Gen Z is breaking down stigmas and reshaping perceptions about therapy" - (Pacificoaks)

WGSN ran a a "Age of Anxiety" report and found that a growing global sense of uncertainty about world events is leading to more open conversations about mental illness.

The charity Mind estimate that one in four people suffer from a mental health condition each year.

A core reason is the normalisation of perfection in the digital world – and the pressure and isolation felt by individuals, particularly young people.

Also due to the digital world, however, there is a greater openness in discussing mental health, often thanks to celebrities and social influencers.

Social does often provide a safe space for frank discussions about mental health.

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Confidence and contentment is something teens/young adults specifically struggle with, as this is usually when the mind begins to mature and can you begin to understand more about the realities to life.

This often leaves young people lost and afraid, resulting in a desperate attempts to fit in and essentially become somebody they aren’t.

"be yourself"

"don't try to be someone else"

"be secure with your own decisions, with your own beliefs"

- Frank Ocean's "Blonde" (2016)

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Rene FMP Interview (2) Participant Consent Form

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Rene FMP Interview (2) Participant Consent Form

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Rene FMP Interview (1) Participant Consent Form