How is Supreme doing?

Fashions change but Supreme remains, at least according to VF Corp. Despite the fact that the hype culture fever seems to have significantly dropped compared to the golden age of streetwear, the American company that bought James Jebbia's brand in December 2020 continues to bet significantly on it. In the forecasts for the current fiscal year published online by VF we can read how, according to estimates, Supreme should close 2022 with a turnover of $600 million, a small but significant part in the $11.8 billion total estimated by the company as the total for 2022.

An optimistic estimate, but above all against the current perception of a brand no longer at the top of buyers' wish lists. In fact, Supreme's growth is undeniable when compared to the numbers of a few years ago: in 2017 the revenue was "only" $200 million, while in 2020 it was $500 million. At the time of the acquisition, VF Corp estimated a growth between 8% and 10% in the next three years, a projection that therefore seems in line with read in the company's forecasts.

VF Corp's plans from the outset included the intention to strengthen the brand's physical retail, considered the weak point in a turnover in which 60% comes from the online shop. This is one of the reasons why, in recent years, the stores have multiplied within European cities, first in Milan and Berlin, transforming the brand's formerly "exclusive" policy into a more accessible one with a greater presence of in-store items. This is not a betrayal of its origins, but an adaptation to the market that seems to be paying off.