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A Bathing Ape, or Bape, is a Japanese clothing brand, specializing
in urban clothing (streetwear). T-shirt brand originally, the company was
founded in 1993 by Nigo (his real name Tomoaki Nagao, born September 23, 1970),
in a trendy district of T? Ky ?, Shibuya, where he worked then in a small
boutique, Nowhere, which would give birth to one of the first Japanese
streetwear brands. Bape's logo and themes are derived from the first films in
the Planet of the Apes series, while the brand's name is based on a common
Japanese expression meaning "to bathe in warm water" (it seems In
French), which evokes the lifestyle of today's Japanese youth. Bape is known
for its judicious marketing strategies, which consist in proposing its products
in very limited series, in order to create a demand effect. Each city has its
own colors available, but there is also a store in the store.
"Bapexclusive" ultra private open only to the best customers. In the
same vein, Bape stores are generally difficult to find and are usually not
identified by particular brands, to maintain a climate of exclusivity and
shortage. Many stores have a sales policy of only single-copy products to
thwart any attempt to counterfeit items on the black market (this policy has
proved futile, however - see below). . In Japan, the popularity of the Bape
brand is such that Pepsi-Cola commissioned the design of a limited edition
bottle and each release of new products created immeasurable queues. Over the
years, the Bape company has diversified its activities, adding to its line of
T-shirts (Baby Milo and Bathing Ape) other lines of clothing and accessories,
such as sneakers (including the line Bape Sta, sold in the ultra trendy Foot
Soldier stores), jeans and underwear. Bathing Ape has even diversified beyond the
apparel sector by opening a hair salon (Bape Cuts), an art gallery (Bape
Gallery), a coffee shop (Bape Café), and setting up a record company ((B) Ape
Sounds) and television programs (Bape TV). In music, A Bathing Ape produces
limited-edition hip-hop CDs and vinyls and artists such as Teriyaki Boyz, Low
Jack Three and Wise. There is also the "Bape All Star" featuring Bape
artists and some rappers including Kanye West and NERD, however they only
participate in Bape store opening or brand promotion galas.
An innovative business model
A Bathing Ape (Bape) has upset the codes of street culture using a
marketing strategy worthy of leading luxury brands: sell sneakers in limited
editions at a high price
Bape has simply implemented the marketing rules of scarcity. The
success of the brand lies in its ability to remain "underground"
while selling its products to millions of consumers.
2 - The situation of Bape has deteriorated over the years
After his companion with Pepsi, Bape begins to disperse too much. The
brand is moving away from its basic marketing concept by targeting any
consumer. In my opinion, this is Nigo's first big mistake. For example, would
it be absurd to see Nike market tier 0 models everywhere? No, tier 0 targets a
particular category of customers. Nigo has a big ambition for Bape. However, it
scares away the fans of the early hours, the famouslyearly adopters. What is
the point of dropping Bape clothes if they are worn by everyone?
Nigo's second mistake concerns his new targets. Most consumers do
not put 200 euros in a pair of sneakers. Moreover, the Japanese economic
context has been rather gloomy for quite some time.
In 2003, Bape's Japanese stores are empty during the week. The only
buyers of the brand are high school students or college students during the
weekend.
The brand had a second wind thanks to the meeting of Hiroshi
Fujiwara (Nigo) with Pharrell Williams in 2005. The brand was able to take
advantage of the image capital of the American star. But after, nothing at all
...
3 - Nigo multiplied the mistakes ... ..
I read in an interview that Nigo was not doing a business plan.
Maybe he should have done it ... Nigo has squarely planted in his strategy. In
Japan, it multiplies the openings of shops Bape while the demand declines. That's
not all. Nigo has opened an art gallery, a restaurant, a shop for his brand for
children ... .. Over time, Bape ended up losing his soul .... The financial
crisis is not going to fix the situation of the Japanese brand. In 2009, losses
amounted to 2 million euros. In 2010, the brand lost 1 million euros. The debt
of the Bape (Nowhere) parent company is 23 million euros.
4 - Chinese people fond of the Bape brand ....
Worried by the bad results of Bape, Nigo decides to drop the
presidency in 2009. Things have not settled so far. The Bape boutique in Los
Angeles closes in 2010 ... Paradoxically in decline, the Chinese have some
interest in Bape. In 1999, a shop even opened in Hong Kong. She worked very
well. Why ? Bape has retained its elitist image in China, respecting its
original marketing strategy. For example, you must belong to the "club
Bape" to be a customer of this shop! This is a kind of private sale. In
Japan, Bape shops have quite a few customers from East Asia ...
If IT Company buys Bape is simply because the brand of Nigo still
has big potential.
5 - Redeemed only for 2 million euros
It not only bought 90% of the capital of Nowhere for 2 million
euros but also paid off its debt of 23 million euros. We understand why the
redemption amount is so low.
My marketing professor at the university said "a positioning
error (how a brand wants to be perceived by its consumers) never
forgives". Bape is an excellent illustration. Wanting to grow the brand
lost what made her charm ....
A Bathing Ape, better known as Bape, is a Japanese brand founded in
1993 by Nigo at the age of 23. A bathing Ape comes from the Japanese expression
synonymous with "get it soft". The brand targets an urban audience,
young and trendy. The company's logo is a monkey's head in tribute to the movie
"Planet of the Apes". Bape quickly became a success in Japan and
seduced the international from 2000. The brand enjoys the support of some
American stars like Chris Brown, who popularize ready-to-wear clothing around
the world. Nigo uses a bold marketing policy. In fact, he produces his clothes
in small quantities in order to fuel demand and create exclusivity. The brand
began with T-shirts and then declined all lines of clothing
"streetwar" (caps, sneakers, jeans ...). In 2011, the brand was
bought by the Japanese group IT. The creator of Bape, who has diversified his
activity to excess (opening a gallery, a restaurant etc.), wanted to take a
public direction without success.
The world of streetwear developed in the 1990s. One of its
recognized brands is undoubtedly A Bathing Ape, commonly known as BAPE, which
is renowned for having a very important place in the history of streetwear.
A Bathing Ape
Source
This Japanese company was founded in 1993 by Tomoaki Nagao.
Originally, it was a brand of t-shirts that were sold in a shop called Nowhere,
in a trendy area of Tokyo. BAPE's logo
and designs were inspired by the films in the Planet of the Apes series, while
the name was inspired by a common Japanese expression meaning "to bathe in
warm water".
An innovative brand
Its popularity is due to its deep inking in the world of
streetwear. This is probably one of the pioneers of its kind in the world.
Indeed, BAPE were the first to dare bright colors and designs that are out of
the ordinary (especially with their sneakers). Also, all their products are
manufactured in limited quantity, which makes the brand more exclusive. It is
possible to recognize their pieces with the presence of camouflage style
patterns. They insert in the majority of their pieces and this can be considered
as the signature of the mark. Finally, they are known for their hoodies, whose
hoods can be closed to create a shark image. BAPE has attributed Shark Hoodie's
name to these songs.
Source
Several collaborations
The brand has also participated in numerous collaborations with
brands such as Disney, Converse, DC comics, Nintendo, Amazon, Playboy, Reebok,
Supreme, Adidas and many others. BAPE has also collaborated with artists like
Snoop Dogg, A $ AP Ferg, Kid Cudi, Beastie Boys, Linkin Park and none other
than Kanye West.
To buy BAPE clothing, you will have to go through the web. Indeed,
no store sells in Montreal. On the other hand, several pieces are available on
Quebec resale sites, such as Kijiji.
Although I prefer the Supreme brand, I really like BAPE. They were
in the first to devote themselves to streetwear by innovating in several
fields. I have a weakness for their t-shirts, which are all different from each
other. Their designs are all very interesting. I obviously also like their
Shark hoodies and their sneakers.
Since the departure of Nigo, the famous founder of the brand, many
are the bad languages to have doubted the
future of Bape. But the new owners of the Japanese label have managed to
preserve the history and image of the brand. By multiplying amazing collaborations
with the most prestigious brands, Bape has made everyone agree. Witness the
recently unveiled adidas NMD_R1 x Bape, and today A Bathing Ape is known to
have the ability to transform your pieces, give it a lambda basket, and
transform it into a must-have. that will make all your friends salivate.And
over time, the brand has expanded its range of products.It does not just sell
t-shirts or sneakers but, offers all types of sapes and several accessories, at
large happiness of Baby Milo fans.
Beyond a simple brand of clothing, Bape has become a way of life.
It is true that brands like Supreme try to compete, somehow, with the Japanese
brand, but nothing beats the purchase of a coin with the famous monkey's head.
When you buy one of A Bathing Ape's creations, you have the impression of
buying Louis Vuitton! And this feeling of luxury, we do not find it in any
other brand of streetwear. Worse, considering the number of exclusive
collections unveiled by A Bathing Ape, it is difficult not to crack. At meltyStyle,
we always remember the collab Bape x Dragon Ball Z and we are certain that the
made in Japan brand still holds beautiful surprises with its camo print! What
do you think of this brand?
A Bathing Ape or better known as "BAPE" or "BABY
MILO", is a Japanese clothing brand created by Nigo, who is also a
producer of Japanese music and DJ. Nigo means "number 2" in Japanese,
because he was the assistant of Hiroshi Fujiwara, the manager of the
"Nowhere" shop located in the very famous Shibuya district of Tokyo,
that's when it all started ...
It was in 1993 that the BAPE luxury Japanese urban clothing brand
was born. The Japanese company is inspired by the first films and the series
"The planet of the monkeys", the name on the other hand comes from a
rather common Japanese expression, which one would translate in French by
"to make it soft".
In 1996, one of the legends of rap "Notorious BIG" bore
the mark with a monkey's head, a big marketing blow but above all it will
perfectly represent the ideology of the brand, which is its luxurious and
expensive side.
There was another actor of the urban culture of that time bearing
the mark on the motive camo including rappers Jay-z and Lil Wayne
The Japanese brand has not been made alone, as with BIG, it has
attracted many well-known and influential artists like Pharell Williams or
Kanye West (who has his own line of shoes made by Bape), these artists have
contributed in a certain way to the evolution of the brand.
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