Companies are constantly looking for great ideas to market their products. Pepsi is a perfect example of a company that aimed to market their product uniquely. To get this done, Pepsi enlisted the help of the popular fashion designer Nigo from Japan. The combination of the two could only lead to great things, from a marketing perspective. You were bound to have sales, better customer awareness and popularity for both products.
Nigo is a famous and in demand fashion designer from Japan. He is the creator of the popular Bathing Ape clothing line. Nigo’s use of limited edition clothes was a reason for his Bathing Apes popularity. It was a brilliant marketing idea for Pepsi to team up with Nigo as it allowed for an inspiring marketing campaign. With Nigo creating a set of limited edition Pepsi cans, it could only result in success for the two entities.Pepsi and Bathing Apes would benefit each other through this marketing plan. On one end Pepsi would be seen as cool and trendy. On the other hand BAPE would be exposed to a whole new audience due to the reach of the Pepsi product. With Pepsi following Nigo’s cue and releasing limited edition cans, it can only fuel the demand that people would have for the Pepsi product. The issuing of limited edition Pepsi will create demand and if the supply is right, the profits could be very healthy for Pepsi.
The combination of Nigo’s design and the Pepsi product could only result in one thing, sales. With the release of the limited edition Pepsi’s, designed by Nigo, there was sure to be an increase in sales in the short run. This also had an effect on BAPE sales too, as people who didn’t know about Bathing Apes before, were now exposed. This was a win win situation as a company’s main goal is to make a profit. This also helps them in the long run; sale wise as people could become attached to a brand, just because of the cross marketing. So Pepsi could receive customers who only drink their product because it was once associated with designer Nigo. The same could held for Bathing Apes as they receive customers who discovered their product through the limited edition Pepsi.
In closing the choice of Bathing Apes, Nigo and Pepsi to join forces was a brilliant idea. Their union created a marketing idea that would have a tremendous benefit on their product. The two would benefit from exposure to each demographic market that they controlled. The Pepsi and BAPE combination was the perfect match especially for a culture that loves the street design and soda pop. The two companies would also benefit from an increase in sales, as the demand for this product was so high, it would reverberate into the other segments of the companies market share.
Brand Bape, also known as A Bathing Ape, is a Japanese brand that targets the Urban and hip-hop fashion scene. As well as selling clothing, the company also owns hair salons and music labels which all help to compliment the brand. The company was founded in 1993 and has rapidly gained popularity throughout Asia and the western world. The company now has boutique stores in New York, Taiwan and London as well as having members-only shops and a record label among its many assets throughout the world.
The man who started the company is called Tomoaki Nagao - he is known under the alias Nigo - says that his main reasons for starting the company was the inspiration that he took from his parents. As well as being influenced by his parents, one of whom was a nurse and another a marketer, Hiroshi Fujiwara was also a large influence despite being a designer in a far earlier period in Japanese fashion and culture and there being a lack of obvious similarities between their works. The nickname, Nigo, means number 2 in Japanese and the name of his stores is directly pulled from the film Planet of the Apes. The company, unlike major fashion brands of today, was not started on a major budget. They gave t-shirts away to inspirational music figures and used that as a means of gaining viral exposure. This worked very well, and quickly pushed demand for the clothing well above supply. This was a deliberate move by Nigo, who felt he would later reap the rewards for making his clothing hard to come by.
The company sells a wide variety of clothing including jackets, sweatshirts,jeans and also their own brand of shoe - Bape Sta - which has been compared to Nike trainers in appearance. The urban wear is seen as fashionable and a cultural statement by teenagers and young adults alike.
The company's individualism and unique approach can be best depicted by their company website. Rather than having any information, the stylish one page site invites only one action on their website - to download an application. The application then has music and slick graphics, which helps to re-enforce the unique style that Nigo has managed to attach to the brand.
Nigo started the company with one idea that he wanted to be central to everything - the customer should feel grateful for being allowed to buy his product, rather than the other way round.
One of the ways this idea was driven home was through the limited production of all items that are sold. Not only does this make higher costs more justifiable, it also means that celebrity figures are happy to wear the clothes because they know the chances are low that anyone else will be seen wearing the same thing. Bape is a unique brand that has the respect of fashion gurus and marketing experts alike. For years into the future it is safe to say that Bape will continue to gain mindshare and grow as a company.
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