Golden circle, BHAG, 4 C's

Why: 

Mission statement: 
" to built for the long haul."

Shawn Stussy's goal was simply to produce a "wearable classic." He described his look as "prep meets punky meets b-boy [beach boy]." and his "desire is to enjoy life and be free of the pressures of running a business day to day."

"We have no desire to get bigger, no desire to open new accounts. And we feel we could continue doing business for many more years, sleep at night, enjoy kids growing up and not be a victim of our business. You've got to look 10 or 20 years down the road, and nobody in America does. They just want the money now. They want instant gratification. But then they burn themselves out. This happens especially in the fashion industry."



How: 

Stüssy uses creative ways of using paid and owned sources. Moreover, Stüssy sponsors a team of skaters and supports their community which again back up their roots. They also collaborate with a lot of respected artists, designers, musicians, skaters and surfers and all these things make Stüssy unique. For example they used posters which were posted randomly in cities to promote their new spring collection. 

What:

Stüssy is a clothes brand established mainly to make a wearable classic clothes with a symbolic design and to connect people around the world. They started as a surfwear brand which was later on significantly influenced by skate, music and art culture. They are selling T-shirts, sweatshirts, shorts, glasses, hats, snapbacks and many others. 




BHAG of Stüssy:

Stüssy is very passionate about their products - simple clothes with their typical Stüssy logo and also about creating a firm international community around the brand which is made mainly by surfers, skaters, musicians, DJs and artists with similar tastes. In their marketing they rely on influencers, their communities and communities around those subcultures they are closely link to. The other also very important factor in their marketing is that they are perfectly fitting to today's fashion trends and that makes this brand so wanted. In addition, Stüssy collaborates with the biggest streetwear brands, famous designers and celebrities which makes Stüssy number one in today's street fashion. 




4 C's: 

Context:
Stüssy tries to be active on social media. What I think that can really influence company's future success is that they are using "enjoy locally" as they divided their official Facebook page to many more local pages, for example Stüssy Amsterdam. However, the communication on those pages could be more interactive, more regular and more conversational. Moreover, the new rythm could also refresh the company's social activities. 

Community:
The online community likes to interact with the company - they like to comment, like, share posts from the brand. They also like showing their Stüssy products and showing "their love" and satisfaction with the brand. 

Consumers:

 I my new community building plan I would like to focus on young skaters aged 15-30 all around the world as they are future influencers and skaters in this age are the most active and they already care about their clothes and style. 

Connection:
New WHY: creating events - support and invite the global community
                - enhance the interaction with customers
                - comes with the "new rythm"
                - can bring new people to the community
                - create a new space for more interactive posts on social media