Na młodzieżowym trendzie zarabia już w Polsce około 30 producentów ubrań (Malita, Clinic), a łączna wartość ich sprzedaży przekracza 100 mln zł. Rynek mody hiphopowej rośnie w tempie 20-30 proc. rocznie i za kilka lat – jak szacują sami producenci – jego wartość może przekroczyć 500 mln zł. Wartość całego amerykańskiego rynku wyrosłego na kulturze hip hopu, przekroczyła 100 mld dolarów i wciąż rośnie.
Hiphopowy biznes kusi potentatów: gdańska spółka LPP, znana z odzieży sprzedawanej pod marką Reserved, wystartowała w marcu z nową marką dla nastolatków – Croop. W ciągu czterech miesięcy sprzedaży tych ubrań przekroczyła 7 mln zł i była o kilkanaście procent wyższa niż zakładał biznes plan.
W sklepach pod nazwą Cropp (jest ich w całej Polsce już ponad 20) słychać przeboje hip hopu, a sprzedawcy witają się z klientami, jak koledzy z podwórka. Spodnie z metką Croopa można już kupić za 50-70 zł, a koszulki za niespełna 30-40 zł.
Również operator telefonii komórkowej PTC chce wejść na rynek z kolekcją odzieży pod marką Heyah, stworzoną przez młodego stylistę Bartłomieja Wieczorka. Firma ma nadzieję, że sprzedając młodzieżowe ciuchy odniesie sukces nie mniejszy niż w przypadku telefonów komórkowych. Sieć Heyah pojawiła się na rynku niespełna cztery miesiące temu i dziś ma już ponad milion klientów.
Przedstawiciele PTC nie ukrywają, że udało im się, bo umieli przyciągnąć nastolatków, wychowanych na bezkompromisowej kulturze hip hopu, którzy z dystansem podchodzą do skomplikowanych ofert operatorów komórkowych. Heyah, w odróżnieniu od starej marki Era, przemówił do młodych klientów ich językiem: „bez ściemy”. A w kampanii reklamowej nowej sieci wykorzystano elementy kultury hiphopwej: graffiti, wlepki itp.
Moda hiphopowej subkultury komercjalizuje się i staje się stylem obowiązującym na ulicy, w szkołach, sklepach i kinach.
Więcej: Ewa Wesołowska, Artur Grabek, Newsweek 31/2004.
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[title] => [img_width] => 758 [img_height] => 562 [itemserver_id] => 47660 ) [16] => Array ( [pid] => 191254 [country_item] => pl [description] => [path] => 928/543/image001.png [class] => image-png [mime] => image/png [title] => [img_width] => 1600 [img_height] => 1068 [itemserver_id] => 47659 ) ) ) ) ) )Kasa w kapturze
03.08.2004
Moda na hip hop narodziła się ponad 20 lat temu w czarnej dzielnicy Nowego Jorku, Bronksie. W Polsce rozprzestrzenia się niczym nowa religia, pozyskując rzesze wyznawców i zasilając konta obrotnych przedsiębiorców.
Young Engineers fit for a Prince
00:00
03:42
Na młodzieżowym trendzie zarabia już w Polsce około 30 producentów ubrań (Malita, Clinic), a łączna wartość ich sprzedaży przekracza 100 mln zł. Rynek mody hiphopowej rośnie w tempie 20-30 proc. rocznie i za kilka lat – jak szacują sami producenci – jego wartość może przekroczyć 500 mln zł. Wartość całego amerykańskiego rynku wyrosłego na kulturze hip hopu, przekroczyła 100 mld dolarów i wciąż rośnie.
Hiphopowy biznes kusi potentatów: gdańska spółka LPP, znana z odzieży sprzedawanej pod marką Reserved, wystartowała w marcu z nową marką dla nastolatków – Croop. W ciągu czterech miesięcy sprzedaży tych ubrań przekroczyła 7 mln zł i była o kilkanaście procent wyższa niż zakładał biznes plan.
W sklepach pod nazwą Cropp (jest ich w całej Polsce już ponad 20) słychać przeboje hip hopu, a sprzedawcy witają się z klientami, jak koledzy z podwórka. Spodnie z metką Croopa można już kupić za 50-70 zł, a koszulki za niespełna 30-40 zł.
Również operator telefonii komórkowej PTC chce wejść na rynek z kolekcją odzieży pod marką Heyah, stworzoną przez młodego stylistę Bartłomieja Wieczorka. Firma ma nadzieję, że sprzedając młodzieżowe ciuchy odniesie sukces nie mniejszy niż w przypadku telefonów komórkowych. Sieć Heyah pojawiła się na rynku niespełna cztery miesiące temu i dziś ma już ponad milion klientów.
Przedstawiciele PTC nie ukrywają, że udało im się, bo umieli przyciągnąć nastolatków, wychowanych na bezkompromisowej kulturze hip hopu, którzy z dystansem podchodzą do skomplikowanych ofert operatorów komórkowych. Heyah, w odróżnieniu od starej marki Era, przemówił do młodych klientów ich językiem: „bez ściemy”. A w kampanii reklamowej nowej sieci wykorzystano elementy kultury hiphopwej: graffiti, wlepki itp.
Moda hiphopowej subkultury komercjalizuje się i staje się stylem obowiązującym na ulicy, w szkołach, sklepach i kinach.
Więcej: Ewa Wesołowska, Artur Grabek, Newsweek 31/2004.
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