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SUCCESS IN EXCLUSIVITY When a company prepares to release a clothing line there are specific components that factor into sales success, which ultimately determines if they’ll sink or swim. These factors can turn a back alley shop into a phenomenon in a matter of seconds. No label exemplifies this notion better than the Tokyo-based phenomenon that is A BATHING APE. A Bathing Ape has turned heads slowly but surely for the past several years. More and more of the general public are beginning to sit up and take notice of the urban street wear. Winning tremendous notoriety in Japan, the brand has taken an unprecedented step into the future as far as the world of fashio n is concerned. Nigo, proprietor and designer, has transformed the art of fashion design into a multi-faceted product. Nigo began his decent into the industry as a fashion student, a magazine stylist, and a DJ. The Renaissance man began printing t-shirts and selling them at parties when he felt he couldn’t purchase anything suitable to fit his particular tastes. His inspiration for the brand stemmed from an incorporation of two unlikely sources: The first being the 1968 sci-fi cult classic, “Planet of the Apes” and the second being a Japanese expression translated as, “to bathe in warm water.” This expression alludes to comfort, a sentiment Nigo felt our generation regards as a priority. In Tokyo, Nigo reinvented the concept of fashion, showing that it’s not limited to wearable merchandise. This can be seen in the explosion of the label across various avenues of art. Currently, A Bathing Ape has a record label, an art gallery, multiple cafes, a hair salon, a TV station as well as shops in London its home base, Tokyo and most recently Soho, New York (where people wait in lines every Saturday for new releases. Icon Pharrel Williams endorsed the product, bringing the label recent exposure in the states, and although still in the incubation stage, it’s really only a matter of time. So, you get the point, we’ve established A Bathing Ape is a phenomenon, but why? Clearly there’s more to this craze than the somewhat repetitive camouflage print or T-shirts with subliminal slogans like, “ape will never kill ape.” So what are these factors aforementioned that has everyone going ape over products like BAPES? Rarity brings prosperity. Nigo dusts his line with mystery, leaving individuals with an untouchable bravado. The underground shops hang no signs, thus the unknowing consumer is hard-pressed to find the well-hidden niches. This air of mystery that envelops the brand attracts anyone looking to discover the next air force ones- only better. If you’re lucky enough to find the undisclosed location, once inside, you’ll see a futuristic layout that is, in fact, relatively barren. This is due to the fact that every item is both unique and limited in quantity. Every line of sneaker, hoodie, hat, etc., is produced as a limited edition. On top of that, your average Joe will not be wearing BAPES, based on the next factor Nigo implements like a champ – his inflated pricing. With hoodies at around $1,000 each, the brand essentially turns itself into an exclusive club, allowing only the most qualified members. And who is more qualified than a member of the hip-hop community, like Pharell Williams? By his endorsement of the product it’s gained serious hip hop and street cred to an all-too-important demographic with serious purchasing power. A Bathing Ape cuts out the posers. It incorporates every key element involved in a triumphant label. Alone, it provides a hierarchy to exist in fashion that people live for, and caters to individuals that ultimately determine what is ‘cool.’ A wise man I know and respect once said, “It’s like this: If you know… you know.” And the truth is, everyone wants to know. So Boys, know this: you may not know what’s up, but I assure you, A Bathing Ape does and it’s about to blow up. |