Street Wear Fashion Sporty Adidias Street Ladies Asian

This commodity is office of the Streetwear Impact Study . The report includes information collected through 2 main research methods: our consumer survey and industry survey. Total description of methodology can be plant in the Introduction.

The report is split up into four articles. 001 Defining Streetwear details streetwear'south origin and central cultural components. 002 Measuring Streetwear reports consumer spending habits and preferences. 003 How Streetwear Talks traces the communication loop between consumer and brand. 004 How Streetwear Sells dissects streetwear's tight-knit straight-to-consumer relationship and retail model. Visit the Executive Summary for a total overview.

How (much) the consumer spends

The streetwear consumer demands a hybrid of affordability and exclusivity. New York-based skate make Supreme, viewed by many every bit the virtually influential streetwear brand in the world, has perfected this model, with prices that remain accessible to budget-conscious shoppers despite the ultra-high demand for the brand. Most Supreme graphic T-shirts, depicting visuals or text, range from $38 to $48, while the near coveted items – such as the box logo crewneck, a plain T-shirt depicting only the Supreme logo – cost as much as $158.

Relatively low retail prices requite consumers of varying financial ways an opportunity to buy, while high need for the product feeds into the resale marketplace, equally product hits the secondary market at inflated prices. For case, Supreme box logo crewnecks that originally sold for $158 resell for a minimum of $500.

About 70% of respondents in our global consumer survey reported an almanac income of $40,000 or less. Still, these consumers are eager to store. Just over half (54%) of consumers reported spending $100-$500 on streetwear each month, while some other eighteen% indicated they spend over $500.

A high percent – 56%, according to our survey – reported spending an average of $100-$300 on a single item of streetwear. Some other 16% reported an average spend of $300-$500. Simply viii% of consumers said they would buy items priced at $500 or more, meaning loftier-priced luxury items are out of reach for many of the streetwear consumers who participated in the survey.

Notably, lower-income respondents were willing to spend up to five times as much on streetwear per calendar month as they were on non-streetwear products. Male respondents reported a slightly higher spend than female respondents while not gender-binary respondents reported spending significantly more.

Almost half (49%) of industry respondents said their customer'south boilerplate monthly spend was $100 to $500, which was in line with what consumers reported. These results indicate to the the ideal margin for targeting the streetwear audience. Many Supreme goods sit down inside this sweet spot.

A high proportion (62%) of consumer survey respondents indicated they believe streetwear products are e'er in way, while another 22% believe streetwear stays in fashion for at least one twelvemonth, marking a product lifespan that's much longer than traditional fashion items. With the season-less styling of streetwear, brands are able to sell similar items twelvemonth circular, with new styles occasionally introduced seasonally.

This timelessness affects the frequency at which shoppers buy new streetwear appurtenances. Close to half (45%) of consumer respondents indicated they purchase streetwear items once a month, while a tertiary (35%) reported ownership products simply once every 3 months. Streetwear consumers are seeking affordable article of clothing to whet their appetites each month, selecting items for their versatility and scarcity.

Streetwear's biggest products

Footwear is the key driver of purchases. More than half (62%) of consumer survey respondents selected footwear every bit the product they were most probable to purchase, followed by roughly a 3rd (30%) who selected tops, including both T-shirts and hoodies. But half dozen% of consumer respondents selected accessories.

The general appeal of sneakers and shoes helps to explain footwear'due south strong showing. This sector is powered primarily past big players (Nike, adidas, Puma etc) and plenty of smaller labels, bolstered by constant multifariousness (countless collaborations), extreme versatility (shoes can be worn with all manner of article of clothing) and relatively affordable price points in comparison to luxury wearable.

In dissimilarity to consumers' reported desires, industry respondents overall reported hoodies, T-shirts and footwear to be their best-selling products at an equal rate. However, when looking specifically at luxury streetwear brands, a higher rate (72%) reported sneakers equally their all-time-selling products, compared with 58% for hoodies and T-shirts. Companies who tactfully introduce sneakers to their production offering can meet the consumer'southward need and enter this market place.

Hoodies, T-shirts and shoes remain the most desirable streetwear goods, with no limit to their wearability. These items tin exist worn year-circular, in nearly all weathers and environments. Non only are they comfortable, they as well function every bit blank canvases for the printed and embroidered graphics that inform streetwear clothing.

Despite the versatility of T-shirts and hoodies, the sheer variety of brands producing these goods ensures there's a constant glut in the market. Although 1 tin can fairly assume that these garments will never lose their universal appeal, it does make for a slap-up deal of competition. Therefore, it'due south less surprising that consumers elect to purchase footwear over hoodies and T-shirts, equally the latter lack the inherent collectability of shoes.

Outerwear often retails at likewise high a price to be a regular buy, and may be limited to seasonal use, while accessories and perfume – by and large regarded to be big coin makers for brands due to low price and premium pricing – were far less desirable to consumer respondents in our survey. Sneakers have stepped in to take on the role once held by accessories and perfume.

The appeal of sneaker comes down to its universality, combining elements of pattern and nostalgia. To some, a sneaker represents affiliation with a sports team or childhood retentiveness, while to others information technology's a representation of their personality. Sneakers are accessible at a range of price points and as such serve every bit a common denominator across demographics and a span between cultures.

Streetwear's biggest influences

The majority (fourscore%) of consumer respondents indicated that hip-hop/rap music was a major influence on streetwear, while most half pointed to contemporary art (42%) and sports (40%) as influences.

And then when it comes to where streetwear followers get their style inspiration from, they want it straight from the source: musicians. A majority (65%) of consumer respondents said they regard musicians as the near apparent figures in streetwear, alee of simply over half (52%) who elected industry insiders and only 32% who selected social media influencers.

When asked which factors are near of import for brands, the majority (63%) of consumers indicated brand legacy, which was 2nd simply to product quality and blueprint (81%). Another one-half (48%) of respondents indicated a brand's creative director was a acme factor while only 31% of respondents said social media.

These results point to streetwear'due south biggest influence: authenticity. Human interaction and influence are of more value – provided the person giving the information has a clear cultural authority – than a nameless digital source. Though consumers value a product's quality and design, they require interactions with brands, friends, influencers and creative directors who take deep roots and knowledge in the customs.

The top v brands that consumers ranked equally about emblematic of streetwear, such every bit Supreme, Nike and BAPE, have been serving the streetwear community for decades. The only outlier is Off-white™, which launched in 2012. However, its founder, Virgil Abloh, has a long history of working with the likes of musician Kanye West, giving him valued roots in the music and style worlds.

Brands that have not been in the streetwear sector for many years will struggle to connect with that customer base, no matter how stylish their product. Rather than intimate noesis of clothing design and construction, streetwear consumers generally possess a deeper appreciation for the history of the market and brand positioning.

The concept of authenticity trickles down into consumers' desires for their shopping experiences besides. Availability of product was the most of import factor for consumers choosing where to buy streetwear, both in store and online, above factors such equally diversity of product. Admission to hyped products conveys a retail outlet'south noesis and prestige inside the sector and thus deems it an authentic streetwear retailer.

The streetwear consumer is ultimately extremely discerning and responds to authenticity and make legacy. Brands are aware of this, with the vast bulk (81%) of industry insiders saying actuality is the most of import factor for companies to succeed in the streetwear market – second only to strong pattern (89%).

Regional insights

Demographic and regional differences are key in measuring streetwear, determining how much and how consumers spend. Our survey findings reveal marked regional differences in terms of consumers' attraction to streetwear and spending patterns.

When measuring why consumers similar streetwear, North American and European consumer respondents placed higher importance on streetwear'southward community aspect in comparison to newer markets, such as Asia. Amongst North American and European consumer respondents, shut to half (40%) indicated community was a cardinal cistron, compared to simply 12% of respondents in Asia. Meanwhile, well-nigh half (41%) of Chinese and Japanese respondents indicated political statement as a central factor determining why they like streetwear, while merely 11% of Due north American and European respondents reported political statement.

The differences reflect the changing confront of streetwear. Amidst the demographic where streetwear originated, community still carries great weight. Every bit the mode has been adopted and exported to new markets, interests have shifted. In these new markets, the boilerplate spend on streetwear is as well significantly higher.

Nine per centum of North American and European respondents reported spending $500-$1,000 per month on streetwear, while 18% of respondents in Asia reported spending this amount. Meanwhile, 33% of North American and European consumers reported spending less than $100 a calendar month, while only 21% of Asian respondents reported spending less than $100 a month.

In terms of average spend per streetwear product, more than half (61%) of respondents from North America and Europe reported an average spend of $100-$300, while xi% reported an average spend of $300-$500.

Average spend per product spend jumps significantly when looking at data from Asian respondents. Among Korean and Chinese respondents, xx% reported an average spend of $300-$500. Past far, Japanese respondents reported the highest average spend, with 28% reporting an boilerplate spend of $300-$500 per product and another 32% reporting an boilerplate spend of $500 or more per product.

Meanwhile, although an overwhelming 74% of respondents in North America and Europe reported streetwear products are e'er in fashion, only 54% of respondents in Asia reported streetwear products are e'er in fashion. Across all regions, older consumer respondents reported the highest monthly spend on streetwear, with a third (32%) of respondents over 35 years old stating a monthly boilerplate spend of $500 or more.

These insights highlight streetwear's current market segmentation and more than importantly, streetwear's ability to sell. The young, hungry consumer who is office of the on-the-footing community that drives streetwear's brand of cool is non necessarily the same consumer who spends big on streetwear-inspired products.

Instead, our survey results reveal that in newer markets to streetwear, the characteristics of the movement more than closely mirror the traditional mode market: product has a shorter lifestyle, community takes a back seat and spend is significantly higher.