Why does this acquisition news cause such a great heat? This is inseparable from Supreme's ultra-high heat. When it comes to new york's subculture and skateboarding culture, Supreme is the best synonym. Supreme was founded by James J. Abby on 1994. The initial target consumers are new york skateboarders aged 18 to 24. The product takes the skateboard as the spindle. I'm not pandering to you, you're chasing me? It is the basic tone of the brand, and the design full of street flavor has been strongly sought after by street lovers, even the stars are loyal fans. When new products are released, consumers can always queue up all night to buy them. Supreme's own products are not only popular, but also follow the fashion trend, and cooperate with many street brands to create a joint name.
However, Supreme's acquisition by VF has aroused the dissatisfaction of many trend lovers, knowing that Supreme has always been regarded as? Anti-business? Synonymous with and. Supreme? The word itself has it? Supreme, uncompromising? The significance of the brand, disdain for mainstream culture and uncooperative attitude are the important reasons why the brand is sought after by skateboarders and street youths. There are even supreme collectors who publish obituaries directly on ins.
It can be seen that brands such as Supreme and Vans, The North Face have become a blow to many Supreme fans. However, in the capital market, after VF Group chewed Supreme, analysts expressed doubts about the huge investment of VF Group.
In fact, Supreme has never lacked buyers, including LVMH, the world's largest luxury goods group. After the successful launch of the cooperation series with Louis Vuitton, a source revealed that LVMH intended to spend $500 million to acquire Supreme, but it did not succeed in the end. On the one hand, Supreme rejected LVMH because the quotation was too low. On the other hand, Supreme could not accept all the profit-oriented styles of LVMH. In other words, VF is chosen because VF knows Supreme best.