keeping up with the carters
DESCRIPTION
Hip-hop has had a long love affair with luxury brands. Yet, the relationship is not widely reciprocated, despite hip-hop's dominance in popular culture. Some brands have accepted this trend and participate in the subculture, and others fight to keep control of their voice. Luxury brand marketers need to make a choice on where they stand on the matter and adjust their strategy accordingly.TRANSCRIPT
Keeping Up With The Carters Hip Hop and the Effect on Luxury Brands @AmandaKRue July 9, 2014
Image source: ClashMusic.comImage source: atlantablackstar.com
"Black people are allowed to wear big chains and say out
loud what stuff costs.” - Kanye West, at Cannes, June 17, 2014
Image source: http://www.sfexaminer.com/sanfrancisco/ImageArchives?oid=2824091
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IT HAS INFORMED POPULAR CULTURE FOR THE LAST 40 YEARS
Image source: voicesofafrica.co.za
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TO CULTURE & BELIEFS
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AND EVEN HOW TO DANCE
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HIP-HOP CULTURE IS POPULAR CULTURE
Image source: http://www.flickr.com/photos/36522892@N05/4730801362/">TupacAmaruShakur
HIP-HOP HAS ADOPTED LUXURY BRANDS FOR YEARS
Image source: http://www.therichest.com/expensive-lifestyle/entertainment/the-top-5-jewelers-for-the-richest-hip-hop-stars/
1993
“Buying new gear, nothin’ but the best/Forget Levi’s, strictly Polo and Guess.” — Mobb Deep, “Peer Pressure”
Key Brands Ralph Lauren
Tommy Hilfiger Guess
“I put hoes in N.Y. onto DKNY/Miami, D.C. prefer Versace/All Philly hoes go with Moschino/Every cutie wit a booty bought a Coogi.” —Notorious B.I.G., “Hypnotize”
1997
Key Brands Versace
Phat Farm Rocawear
2010
LuxuryCulturalAspirational, but Achievable
“Red bottoms by the barrel/Pop the Giuseppe tags like it’s American Apparel/$20,000 up in Barneys, haters’ll never harm me/Rick Owens on me, bombers for my whole army.” —Rick Ross, “Super High”
Key Brands Hermes Barney’s Maybach
Ultra-Lux
“I see your Jil Sander, Oliver Peoples/Costume National, your Ann Demeulemeester/See Visvim be the sneaker, Lanvin or Balmain.” —A$AP Rocky, “Fashion Killa”
2013
Key Brands Gucci
Lanvin Tom Ford
“NATIVE” ADVERTISING AT ITS FINEST
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Image source: http://www.newrockstarphilosophy.com/wp-content/uploads/2011/10/Rick-Ross.jpg
WHAT HAPPENS WHEN HIP-HOP EMBRACES A LUXURY BRAND?
DEPENDS ON WHO IT IS…
Image source: http://www.stereogum.com/1184942/lil-wayne-hospitalized-after-in-flight-seizure/news/ Image source: http://www.factmag.com/2013/07/15/jay-z-rome-fortune-randomer-and-the-return-of-snoop-dogg-reviewed-in-the-fact-singles-club-july-15-2013/2/
JAY-Z AND TOM FORD
Image source: http://www.musicboxmix.net/listen-jay-z-tom-ford-electro-trap-remix/
JAY-Z AND TOM FORD
Source:: http://www.latimes.com/fashion/alltherage/la-ar-yahoo-searches-tom-ford-spike-is-jay-z-the-reason-20130808-story.html
ONLINE SEARCHES FOR “TOM FORD” INCREASED 155%
RICK ROSS AND MAYBACH
Image source: http://www.therichest.com/business/companies-business/the-best-rapper-owned-companies-around/3/
Daimler-Benz resurrected the brand in 1997. In 2003 Jay-Z name-dropped Mayback on “Lucifer,” from The Black Album. !
What followed was a hip-hop love affair with the brand, and Rick Ross naming his label Maybach Music Group in 2009. While rappers embraced the brand, the brand struggled and ended production in 2012.
Image source: http://www.yeniarabaresimleri.com/maybach-resimleri.html
When asked whether Cristal’s association with “bling lifestyle” might tarnish the brand, the
managing director replied…
Source: http://www.economist.com/node/6905921
“That’s a good question, but what can we do? We can’t forbid people from buying it. I’m
sure Dom Perignon or Krug would be delighted to have their business.”
- Frederic Rouzaud, Managing Director of Cristal
Source: http://www.economist.com/node/6905921
Source: http://www.economist.com/node/6905921
From that point on, brand advocate, Jay-Z, boycotted Cristal and launched an endorsement deal with Armand de Brignac.
Image source: http://www.fashionablypetite.com/2010/04/armand-de-brignac-champagne-taste-of.html
HIP-HOP MENTIONS
GOOGLE SEARCH HISTORY
Source: http://www.google.com/trends/explore#q=cristal%20champagne&geo=US&cmpt=q
Cristal Champagne
WHILE WE CAN’T DIRECTLY LINK THESE PHENOMENA, THERE IS A CLEAR CORRELATION
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HIP-HOP IS ATTRACTED TO THE BRAND FOR THE SAME REASONS AS OTHER LUXURY CONSUMERS
Image source: http://bbafrica.tv/1/p-diddy-coming-to-uganda/
RARITY EXCLUSIVITY SPECIALNESS
Image source: http://www.popsugar.com/Pictures-Kayne-West-Jay-Z-Rocawear-Event-Held-Gansevoort-Hotel-NYC-2010-09-16-170000-11036772
IT SAYS THAT “I’VE MADE IT”
Image source: http://www.punmiris.com/parfem/Sean-John/I-Am-King-4349.html
BUT THIS CAN SCARE THE MARKETING DEPARTMENT
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OFTEN, HIP-HOP CULTURE IS IN DIRECT COMPETITION TO THE BRAND VALUES THEY HOPE TO CONVEY
FLASHY HIGHLY ASPIRATIONAL BOISTEROUS OSTENTATIOUS “BLING”
PERFECTION CRAFTSMANSHIP
EXCELLENCE CLASS
PRECISION
IGNORING THIS CULTURAL CLASH OR ACTIVELY SPEAKING OUT AGAINST IT WILL HURT THE BRAND
Image source: http://www.yorokobu.es/wp-content/uploads/rapero.jpg
THE DRIVING FEAR: LOSS OF CONTROL
Image source: http://www.superbwallpapers.com/music/i-am-hip-hop-29686/
IN THIS DIGITAL WORLD, EVERYBODY HAS A VOICE
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Rolex vs. RollieThis can change how people talk about your brand
THE FRAGMENTED AND DISPARATE ENVIRONMENT MAKES IT EVEN MORE DIFFICULT TO PROTECT THE BRAND VALUES
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WHAT’S A BRAND TO DO?
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1. STAY TRUE TO BRAND VALUES It’s what attracted hip-hop in the first place
Image source: http://awake-smile.blogspot.com/2010/11/louis-vuitton-resort-2011-anne.html#.U5odzJRdV4U
“The edginess, the over-the-top creativity, and bad-ass factor is what
made Versace so attractive to artists.” Misa Hylton
Image source http://www.bestvideorap.com/international-videos/migos-versace-hd-1080p-x264-2013/
Hip-hop and Versace have a long love affair. As an unofficial sponsor for the brand, Tupac built a close friendship with Gianni and Donatella Versace. As a result, he enjoyed custom clothing, exclusive show invites and even a turn as a model in Versace’s Fall/Winter 1996 show in Milan. !
Honoring brand values through the growth of hip-hop ensure Versace maintains loyalty among hip-hop fans, and non fans alike.
Image source: http://www.stylecaster.com/rapper-fashion-designer-duo-tupac-gianni-versace/
2. EMBRACE CULTURE Brands that succeed embrace culture, not shy away from it
Image source: http://alfitude.com/tag/azealia-banks/
Alexander Wang partnered with Azealia Banks in 2012 for his Fall T campaign. This is a common theme for Wang as he has previously partnered with musicians. Prior campaigns feature Santigold, Spank Rock and Die Antwoord. !
Partnering with these musicians demonstrates an intrinsic and authentic association with popular culture.
Image source: http://www.flickr.com/photos/84856173@N00/6418073321
3. DEVELOP STRATEGIC RELATIONSHIPS THAT SUPPORT BRAND VALUES
In 2013, Hublot announced a five-year collaboration with known watch collector, Shawn “Jay-Z” Carter. As a result, Hublot is launching a new product line that is heavily influenced by Jay-Z himself. The collaboration will evolve to include more complicated pieces. !
This partnership, filled with integrity and class, supports brand values while continuing to reach a shared audience of young affluents.
Image source: http://watchesinmovies.info/tag/hublot/
@Carrot @AmandaKRue
In love and hip-hop,
Sources and Additional Information !http://www.brandchannel.com/home/post/2010/11/25/Brand-Jay-Z.aspx http://www.complex.com/style/2013/05/a-history-of-versace-in-hip-hop/ http://www.complex.com/style/2012/08/the-most-important-fashion-labels-in-hip-hop-right-now/related http://www.complex.com/rides/2012/08/why-hip-hop-couldnt-save-maybach http://www.forbes.com/sites/arieladams/2013/10/02/jay-z-partners-with-hublot-for-shawn-carter-wrist-watch/ http://www.forbes.com/sites/lauriekahle/2013/11/29/shawn-jay-z-carter-and-hublot-release-limited-edition-watches-with-a-new-york-holidays-debut-at-barneys-new-york/ http://hyuninc.com/post/4030902219/banned-jay-z-ace-of-spades-article http://www.lauryndoll.com/hip-hop-influence-on-fashion-killing-affluent-luxury-brands/ http://www.luxurydaily.com/hennessy-refreshes-wild-rabbit-campaign-with-hip-hop-icon/ http://luxurystudies.blogspot.com/2011/02/hip-hop-and-fashion-dress-for-excess.html http://rapgenius.com/ http://www.vibe.com/article/opinion-high-fashion-hip-hop-good-culture http://websmithblog.com/post/27751542899/hip-hops-waning-influence-on-luxury-brands