In the United States, multi-brand stores have also taken a hit with Neiman Marcus declaring bankruptcy and beloved boutiques like Totokaelo and Jeffrey shuttering. Supreme, however, has maintained a healthy customer flow. Much of that is thanks to its coveted product, but there’s also the fact that a bricks-and-mortar Supreme store and Supreme’s e-commerce site are the only places to buy official Supreme merchandise. By owning 100% of its retail channels, Supreme incentivizes customers to line up and wait for its weekly drops. It has also created a thriving secondary market for its items on sites like Grailed, StockX, and Goat, where sellers promote Supreme and its goods at no additional cost to the brand. (While you could argue that Supreme doesn’t turn a profit on secondary market sales, well, the $2.1 billion valuations prove the brand does well without that revenue stream.) Other fashion companies have started to shrink their wholesale footprints, due to the pandemic and other causes.
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