In an interview with WWD, some of streetwear's most respected names explain what it takes to succeed in the industry. WWD spoke with Jeff Staple, Bobby Hundreds, Brendon Babenzien of Noah and formerly of Supreme, and a few others on topics including their experience with fickle consumers and establishing a solid footing in the industry.
Most highlighted the potential for problems that wholesale can bring to a new brand. As we all know, when any brand becomes more available, the appeal decreases. These designers' most important suggestion is to focus on direct-to-buyer models, whether it's via an e-commerce site or a proper brick and mortar shop further along the line.
Mike Camargo, the sales director for Tackma, called this the "stretchmark effect." According to Camargo, “If you open too many doors and wholesale accounts too quickly, it’s done. It loses its luster that quickly. I think that managing your growth is essential to the survival of streetwear brands.”
Aaron Levant, the founder of the Agenda trade show echoed that sentiment. “In the past there were fewer brands, more retailers and fewer e-commerce sites. Independent retailers are down by 50 percent from the peak of the industry,” he told the publication.
Head over to WWD for the rest of the interview, and gain some real knowledge from some of streetwear's best.
