Corteiz Revitalizes Streetwear Marketing
By Zachary Choo
According to a report by PwC in 2019, the streetwear industry was valued at $185 billion and accounts for about 10% of the global apparel and footwear market. The industry has thrived on creating loyalty by centralizing around local brands; however, there has been a shift in the market, with staple brands moving towards collaborations with large corporations. Examples include Supreme, Yeezy and Bape utilizing partnerships with Louis Vuitton, Reebok and Gap. This has allowed the industry to gain a marginal increase in marketing, but has it caused streetwear brands to stray away from the tight-knit communities they were built by?
Streetwear brands have often relied on the loyalty of consumers it creates by emulating a dogma that buyers can relate to on a deeper level rather than just the clothing. However, with infamous brands like Supreme being acquired by VF Corp, the type of consumer has shifted from fans of the brand to resellers. The culture has become more mainstream in some of the most popular brands in the industry, with sites like Grailed, StockX and Goat gaining popularity. Communities have become flooded with resellers following the hype, trying to make a quick buck rather than appreciating the art that has been created. This has caused up-and-coming brands to focus on regaining the community aspect where the emphasis is not just on the pieces they produce but also on the cultural impact that they have.
While many brands overlook this factor, a small British brand, Corteiz, has embodied what streetwear brands once stood for and has taken the culture back to its roots. The creator of Corteiz, Clint, heavily advocates against the reselling culture that brands have begun to rely on for sales. One of the unique parts of Corteiz’s brand is the fresh approach it takes to brand marketing. Corteiz features a private Instagram and password-locked website and has created a cult following that thrives on scarcity. To access the website and Instagram, consumers must sign up for the newsletter and wait for an email that provides an access code when there is a drop.
The market strategy seems like it would deter consumers; however, the exclusivity is what seems to draw attraction. An example of the craze the brand has created was an event dubbed “Da Great Bolo Exchange,” in which the brand posted a random coordinate in London where they would have a puffer coat exchange. Corteiz’s followers flocked to the coordinates, leaving work early to trade in their used coats for Corteiz ones. Even more telling of the marketing tactic’s success, consumers were willing to trade in brand new The North Face, Supreme and Arc’teryx jackets just for a chance to get a Corteiz piece. Not only was Corteiz able to create a massive buzz around their drop, but it was simultaneously able to take large corporate competitors off the market — the brands’ most valuable distinction. Furthermore, all the jackets exchanged at the event were donated to a local homeless shelter. This event’s success clearly showcased the appeal of being tapped into a community that creates unique pieces and focuses on its social-economical impact.
Together with a solid dogma, the combination of sustainability and quality has made Corteiz stand out from its competitors. Consumers are tired of the same meaningless screenprints that brands like Supreme and Palace put out every season; they want the brand to have a story and expect accountability.
Corteiz has shown that with creative direction and a willingness to go against the standard — which has always been a driving facet of streetwear — brands can retain and gain new customers without subscribing to the standard of large corporations.
Streetwear brands have often relied on the loyalty of consumers it creates by emulating a dogma that buyers can relate to on a deeper level rather than just the clothing. However, with infamous brands like Supreme being acquired by VF Corp, the type of consumer has shifted from fans of the brand to resellers. The culture has become more mainstream in some of the most popular brands in the industry, with sites like Grailed, StockX and Goat gaining popularity. Communities have become flooded with resellers following the hype, trying to make a quick buck rather than appreciating the art that has been created. This has caused up-and-coming brands to focus on regaining the community aspect where the emphasis is not just on the pieces they produce but also on the cultural impact that they have.
While many brands overlook this factor, a small British brand, Corteiz, has embodied what streetwear brands once stood for and has taken the culture back to its roots. The creator of Corteiz, Clint, heavily advocates against the reselling culture that brands have begun to rely on for sales. One of the unique parts of Corteiz’s brand is the fresh approach it takes to brand marketing. Corteiz features a private Instagram and password-locked website and has created a cult following that thrives on scarcity. To access the website and Instagram, consumers must sign up for the newsletter and wait for an email that provides an access code when there is a drop.
The market strategy seems like it would deter consumers; however, the exclusivity is what seems to draw attraction. An example of the craze the brand has created was an event dubbed “Da Great Bolo Exchange,” in which the brand posted a random coordinate in London where they would have a puffer coat exchange. Corteiz’s followers flocked to the coordinates, leaving work early to trade in their used coats for Corteiz ones. Even more telling of the marketing tactic’s success, consumers were willing to trade in brand new The North Face, Supreme and Arc’teryx jackets just for a chance to get a Corteiz piece. Not only was Corteiz able to create a massive buzz around their drop, but it was simultaneously able to take large corporate competitors off the market — the brands’ most valuable distinction. Furthermore, all the jackets exchanged at the event were donated to a local homeless shelter. This event’s success clearly showcased the appeal of being tapped into a community that creates unique pieces and focuses on its social-economical impact.
Together with a solid dogma, the combination of sustainability and quality has made Corteiz stand out from its competitors. Consumers are tired of the same meaningless screenprints that brands like Supreme and Palace put out every season; they want the brand to have a story and expect accountability.
Corteiz has shown that with creative direction and a willingness to go against the standard — which has always been a driving facet of streetwear — brands can retain and gain new customers without subscribing to the standard of large corporations.