The newspaper with the logo of Supreme is worth the reappearance of the brand effect

The front page of the New York Post published on August 14 was empty, and only Supreme's classic red and white logo was in the middle. "We have never done this before," said Jesse Angelo, CEO and publisher of The New York Post. This bold attempt made this issue of the New York Post taste the popularity of the price - the price is 1 dollar, the average is raised about 10 times in the hands of the ox, the highest even reached 40 dollars, and many ox It is sold in bundles and bundles. "New York Post" author Jonah Bromwich said: "A post in the relatively quiet August weekend, the Post has nothing to do with the news."

A netizen commented on Instagram: I have never wanted to buy a newspaper like this. Supreme has even become the reason for some people to buy newspapers for the first time. The 18-year-old hawker, Grailed vendor, talked about his day's trip in an interview with fashion media The Cut: He spent the morning traveling around New Jersey to sell newspapers to overseas travelers for $10. However, he also "goodly" left one or two copies in some places. "Maybe someone really wants to read the newspaper," he said.

In fact, August 16 is the day when Supreme 2018 is launched in the fall. The exposure of The New York Post is undoubtedly a marketing tool. Only this time, Supreme chose a newspaper with a more traditional image and a temperament that did not match itself. This made the fans who used to use Supreme marketing methods once again steadily stimulated. The New York Post may have predicted Supreme's appeal, so it added a little more to the usual 200,000 daily prints, but it is still in short supply.

Angelo felt that the New York Post and Supreme were not in the style of painting. Both were designed in red and white, and both were born in New York. This connection led to this collaboration. “We just want to do something interesting,” she said. “If it’s better to attract some new readers, it’s good to focus on the New York Post’s Instagram.”

According to The Times, Supreme began to contact the New York Post at the end of April this year for cooperation. Its appeal is “original, never seen ideas”. The newspaper’s five-year creative department Post Studios This task was carried out.

In fact, the New York Post is not the first time to cooperate with fashion brands. Chinese designer Alexander Wang and the "New York Post" jointly released the "Page Six" limited edition series, which printed the newspaper headlines and advertisements in the 1980s to commemorate the 40th anniversary of its gossip special edition "Page Six". day. In the new Supreme this fall, there will also be a newspaper-printed sweater style. This "newspaper fashion" has also appeared in brands such as Off-White, Balenciaga and Sacai in recent seasons.

If you look at the new Supreme fall product, you will no longer think that the "newspaper" element is strange. In the past, Supreme's kayaks, chopsticks and bricks have been eye-popping. This season there are human anatomical models, throat lozenges, nylon hand warmers and ladders. Even with a weird product portfolio, many fans can't think about it, or they will queue up to buy as soon as possible.

Supreme's powerful ability to absorb gold is on the one hand, and this sensation is also inseparable from the changes of the New York Post. Fashion business media BoF once said in the report that since 2014, major publishing companies have been experimenting with cover ads. This time, the New York Times made a minimalist treatment of the content of the advertisement, the most important thing is to mark the "Supreme special production" on the front page.

The Cut believes that the New York Post has abandoned the tweaked slogan and the semi-masked language to directly put the brand in front of people's eyes. This straightforward way is also a manifestation of the spirit of the times.