Browsing by Subject "pukeutumisidentiteetti"

The aim of my study was to find out what is it about clothing brand Supreme that allures its users to spend so much time, money and effort to be able to get a hold on to its clothes and accessories. My research task was to get a clarification what makes Supreme so supreme to its user and what type of matters are there in the background. To find out my study asks what are the roles of identity and exclusiveness in this entirety. My study reflects on earlier studies about dressing, identity and about the role of exclusiveness in marketing of luxury brands. The material for my study is collected from an interview. To be able to get relevant information I chose the interviewee based on my knowledge of him being a Supreme user. Content analysis was made from a semiotic point of view and the aim was to show different semantics appearing in the results. The results show how identity and exclusiveness have an effect on the appeal of Supreme to its user and how they work together increasing one another. Supreme revealed to be just enough out of reach from its users to be able to create a community around itself that community being based on the identity built around Supreme in certain context.