Johnny Cupcakes is a multi-million dollar clothing brand. The brand was founded in 2001 by Johnny Earle. One of Johnny's acquired nicknames was Johnny cupcakes. He "thought it would be funny to make a couple random shirts that said 'Johnny Cupcakes' on them for the fun of it" (Earle, 2012). After massive interest in these shirts, he decided to continue to make more and change up the designs. In 2001, Johnny stated, "the band I was in, On Broken Wings, finally got signed to a record label and we began to tour full time" (Earle, 2012). This opened up Johnny and his t-shirts to a larger crowd of customers in different parts of the country. This boosted the brand's popularity and Johnny decided to quit the band and focus all of his time, effort, and attention on his t-shirts. Johnny ended up going to trade shows in Las Vegas and eventually "ended up getting carried by shops in Japan, Europe, and Canada in addition to a few other US locations" (Earle, 2012). Johnny had a turning point moment at that very same trade show later on that year. He realized people didn't like having the same things as others and that they enjoyed uniqueness. At this point Johnny made the decision to pull all his shirts from retail stores. Earle 2012 stated that he "decided to make all of his t-shirts limited edition and exclusive, only selling them through his website" and later on in his own retail stores. As the Johnny Cupcakes brand grew, Johnny opened up stores in Hull, MA; Boston, MA; Las Angeles, CA; and London, England. Johnny states that "Above all, I'll continue to focus on enhancing my customers' experiences through my stores, events, website, designs, and packaging. I will never ever sell my brand to investors for all the money in the world. I think you'll find that things will only get more interesting from here..." (Earle, 2012). The Johnny Cupcakes brand to some can be described as streetwear. Hundreds, 2011 defines streetwear as "a genre of contemporary apparel, united between sportswear and military looks, and is one that speaks to a spectrum of subcultures (skateboarding and hip-hop mostly)." Some of Johnny Cupcakes major competitors are also streetwear brands such as Us Versus Them, Reason, Benny Gold, Situationormal, Flying Coffin, Clot, Diamond, Fuct, Alife, The Hundreds, A Bathing Ape, Supreme, and Rebel8 among others. These companies not only produce unique designs and clothing, they have a fan base, and what some might call a cult following. They represent more than just a t-shirt. They differentiate themselves by their designs, material, limited edition collections, and the customer experience. Johnny Cupcakes top products are his limited edition t-shirts, but the company also sells sweatshirts, hats and accessories. One of the things that make JC stand out is their packaging. The supplies the company needs and uses are not just clothing/accessory based, but just as important is their packaging. Johnny Cupcakes uses bakery style boxes with their cupcake and crossbones logo on it. The company also uses specially made tissue paper to wrap the bought goodies up in. The tissue paper is also marked with the JC logo. The are two major external factors that greatly influence Johnny Cupcakes as a company and those are the economy and trends. Since Johnny Cupcakes offers "luxury" items (those items that consumers don't need, but rather want), the economy can play a significant role in their profits. When times are tough, like in an economic recession, the majority of people watch their money more closely. These people may choose to only buy things out of necessity rather than splurge on things they want. Another big obstacle that JC has to stay on top of is the trends of their market. Clothing styles and designs come and go, therefore, Johnny Cupcakes needs to stay at the forefront of what their target market likes otherwise they could easily become extinct. One way JC...
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