www.supremenewyork.com

Supreme's website is clean and simple, much like the aesthetics of the brand. There is not much writing on the site at all. Instead, supreme relies on bold visuals placed on clean white

backgrounds to make their messages pop. Only the homepage is black, and on it are links to the rest of the site.

HOMEPAGE

Homepage Links

NEWS

Here you will find the most writing on the site, period. In the 'news' section, there is an archive of announcements highlighting new items and building anticipation for their arrival.

These types of previews create BUZZ and generate HYPE. Buzz and Hype are what keep Supreme in business... that and EXCLUSIVITY. Notice how Supreme does not fail to mention that this is an exclusive collaboration. 

So: 

buzz + hype + exclusivity = Supreme

[as related to their positioning] 

SHOP

This is the formatting of an item you have clicked on in the 'shop' section. A simple description and large images accompany each item.Supreme only shows flats and does not even

always show a back view. You can also see that this item is sold out. This sweatshirt is available is 4 colorways and each color sold out completely within 5 minutes of being available for purchase online on 11/29/12. New items are released at Supreme shops every Thursday both in-store and online. Items are available for purchase online at 11am EST. The brick-and-mortar New York store opens at 11:30 am.

RANDOM

The 'random' section is comprised of rare video interviews. As you can see, the most recent interview is not dated, and the previous one dates back to '09. Still, I believe Supreme keeps these up because they convey the lifestyle of the brand. The people interviewed are people that Supreme finds interesting and feels their customer should know more about. Most everyone being interviewed 

is wearing Supreme, as these interviews are also a form of advertisement. The videos are not of the highest quality  but they show a lot of vintage old school video clips creating an overall cool, authentic aesthetic to accompany these storytellers.

CONCLUSION

Overall, Supreme's e-commerce site is extremely reflective of it's brick and mortar stores:

• Clean, simple aesthetics 
• Same Price-points
• Same product collections and release dates
• Same limited product assortment 
• Same refund/exchange policy