A Bathing ape Essay

1974 Words Dec 15th, 2013 8 Pages
Introduction

This assessment is aiming to outline the marketing strategies of the “A Bathing Ape” company from several viewpoints. A Bathing Ape Company, which formed and took off in Japan, they manufacture a mixture of products and service on a global scale. Nigo, a Japanese DJ founded the company in 1993. The brand popularity was one of main purpose of their success, even though they have a high pricing policy. However, their supplies are not equal to their demands their customers desired product and their production is limited. Therefore the buyer has to be fast in deciding if he wants the product before it goes out of stock.

A Bathing Ape targets the hip hop and fashion scene (Rocherfort). This scarce amount of manufacturing
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The Hong Kong Bape store is the largest Nigo owns its 2 levels high and located in the centre of the city. The store has huge pictures of Nigo and A Bathing Ape characters to advertise their brand. The company store De Colette in Paris is the only store that features individual areas for other brands such as Billionaire Boys Club and Ice Cream. De Colette also has a unique designed café, which adds to the A Bathing Ape shopping experience. The store in New York uses the same concept as the other stores.

Promotion

A Bathing Apes style of promotion is very distinctive to other clothing brands as they do not want to tarnish their brand image they never lower the price of their clothing or have sales. The brand knows that many of their products the demand exceeds the supply greatly and they use this to their advantage for example A Bathing Ape shark hoodies were sold for £300 but once they were immediately sold out people were reportedly paying into the thousands for them. The main way in which A Bathing Ape promotes its self without tarnishing the brand image is smart they collaborate with other brands such as Adidas on some pairs of limited edition sneakers. A Bathing Ape does promotions like this all the time with many other well-known brands such as Carhartt. By doing these type of promotions they get a lot of publicity as well as more outside interest in their brand and still charge more than

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