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British-American entrepreneur James Jebbia started Supreme out of a skateboard shop in New York City in 1994. Customers do not have to guess when new merchandise will be available they know the exact times and are always ready to shop. Having the drops occur at a specific time reinforces this habit.
As the quality of living and workers’ wages reached new heights, Western brands spotted a golden opportunity and raced to set up shop in the East to reach China’s 1 billion consumers (and counting). Still, many Chinese citizens were unable to afford – or unwilling to pay full retailprices – for foreign-branded items.
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