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A Supreme Case of Coolness?
Anik, Lalin; Maiden, Stephen E.; Corriher, Addison Case M-1006 / Published August 26, 2020 / 13 pages.
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Product Overview

This case uses Supreme, a skater-clothing brand from New York City, and a framework for understanding the concept of "coolness" (see "A General Theory of Coolness," UVA-M-0953), which is the cornerstone of the firm's success, to set the stage for analyzing consumer behavior. Written using public sources, the case discusses the firm's overall strategy, including limited supply, unique shopping drops for newly released items, and a fan-like customer base. It introduces "coolness" as a marketing term to be explored with the Supreme brand. The case opens with an MBA's first assignment with her new company, in a business strategy role, to learn about the retail fashion business, understand the customer experience, and make recommendations to reengage Supreme as "cool." While conducting due diligence, the protagonist walks readers through the Supreme shopping experience, introduces what she sees as crucial to "coolness," and mulls over challenges the brand faces around how to sustain the customer experience through growth efforts.


Learning Objectives

- Explore the principles around "coolness" as a marketing and business strategy. - Apply the 4As coolness framework to a trendy brand. - Analyze customer experience to identify potential connections with behavioral strategies. - Examine the roles coolness and risk have in strategies to change consumer behavior.

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  • Overview

    This case uses Supreme, a skater-clothing brand from New York City, and a framework for understanding the concept of "coolness" (see "A General Theory of Coolness," UVA-M-0953), which is the cornerstone of the firm's success, to set the stage for analyzing consumer behavior. Written using public sources, the case discusses the firm's overall strategy, including limited supply, unique shopping drops for newly released items, and a fan-like customer base. It introduces "coolness" as a marketing term to be explored with the Supreme brand. The case opens with an MBA's first assignment with her new company, in a business strategy role, to learn about the retail fashion business, understand the customer experience, and make recommendations to reengage Supreme as "cool." While conducting due diligence, the protagonist walks readers through the Supreme shopping experience, introduces what she sees as crucial to "coolness," and mulls over challenges the brand faces around how to sustain the customer experience through growth efforts.

  • Learning Objectives

    Learning Objectives

    - Explore the principles around "coolness" as a marketing and business strategy. - Apply the 4As coolness framework to a trendy brand. - Analyze customer experience to identify potential connections with behavioral strategies. - Examine the roles coolness and risk have in strategies to change consumer behavior.