What is the Strategy Behind the Success of your Emotional Brand?

by Dominic Webb • 06 Oct 2017

Anti Social Club, Golf Wang, Supreme and Stussy amongst many others are all over our Instagram feeds showing off their latest collabs and making sure their brand is being sold to every aspiring Hypebeast out there.

I’ve been intrigued about the reasons why THESE brands have come out of the pack and are so lucrative. Why is it that Anti Social Club, only a few years old has already hit the roof whilst my brand hasn’t even scraped past the couple hundred sales mark?

At this point in time, we all know the dimension social media has taken in our everyday life and how much influencers can change the course of a brands’. Imagine if Kim Kardashian, one of the most influential celebrities with over 100 million followers on her Instagram account, was to wear a piece of garment from your collection.. Crazy right !

Welcome to boomclub

Well it's exactly what happened to Neek Lurk’s brand Anti Social Club, when Kim.K wore one of his branded caps during an event in 2015. From that point, social media did the rest they said.

Although many would have expected this brand to be a fad among all other early boomers, it is still fighting among the larger and more experienced brands. In Korea for example, it is larger right now than any other street wear brand.

“It was never to be a brand, more like a life project. More like my lowest days into tangible items. It’s for losers, weirdos, negativity, people into bondage and BDSM, porn lovers; oh…and people that get the bigger picture and meaning” said by Neek Lurk, in an interview given by Amuse (2016).

This quote makes everything fall into place. It is common knowledge that celebrities, who are repeatedly under the spotlight cannot express bitter emotions. Anti-Social Club allows them to express sentiments associated to depression and sadness. The appeal to the brand doesn’t come through design but through a deeper understanding and what it stands for.

Unfortunately the majority of those wearing the make have absolutely no idea what the brand is about which is regrettable considering its linked to depression, drugs and sadness.

Part of the crew

If this hasn’t convinced you that a powerful emotion behind your brand identity is essential for it to grow then keep reading. Otherwise keep reading anyway, I was told that the content is better in the second part..

Supreme, the brand everyone has been looking at since its collaboration with Louis Vuitton is the one to talk about.

James Jebbia founded the make in 1994, with intentions of recreating his childhood dream of owning “the shop that carries the cool stuff that everybody was wearing—no big brands or anything (Vogue, 2017)”.

From Crawley in West Sussex in the eighties, James was highly influenced by the open mindedness of the era. “My thing has always been that the clothing we make is kind of like music (Jebbia, 2017).”

Who doesn’t like music firstly and how many celebrities are influenced by it? Since the early 2000s, an uncountable number of celebrities have been spotted wearing the skater boy brand. There is no scale of measurement to determine the power music has has but supreme has done a heck of a job capturing it within its designs.

Even though the brand was marketed for the open mindedness of the skating community, it is clear that other inspired artists have been charmed by Supreme’s subliminal message of uniqueness and freedom of expression.

However once again we see the wider part of the community gathering around a brand solely for the purpose of owning what is seen to be great, without any understanding.

My advice is simple concise and clear. Build something with care, passion and with a true meaning behind it unless you wish to be a fad; a brand that will come and go with the wind.





Dominic Webb

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