Hip-hop has had a long love affair with luxury brands. Yet, the relationship is not widely reciprocated, despite hip-hop's dominance in popular culture. Some brands have accepted this trend and participate in the subculture, and others fight to keep control of their voice. Luxury brand marketers need to make a choice on where they stand on the matter and adjust their strategy accordingly.

1. Keeping Up With The Carters
Hip Hop and the Effect on Luxury Brands
@AmandaKRue
July 9, 2014
Image source: ClashMusic.com
Image source: atlantablackstar.com

2. "Black people are allowed to
wear big chains and say out
loud what stuff costs.”
- Kanye West, at Cannes, June 17, 2014
Image source: http://www.sfexaminer.com/sanfrancisco/ImageArchives?oid=2824091

3. Image source: bangkokdjs.com

4. IT HAS INFORMED POPULAR
CULTURE FOR THE LAST 40 YEARS
Image source: voicesofafrica.co.za

5. FROM
FASHION & STYLE
Image source: styleblazer.com

6. TO CULTURE & BELIEFS
Image source: http://www.flickr.com/photos/kaiser_t/3843225203/

7. AND EVEN HOW TO DANCE
Image source: http://www.flickr.com/photos/37408217@N08/8338413976

8. HIP-HOP CULTURE IS
POPULAR CULTURE
Image source: http://www.flickr.com/photos/36522892@N05/4730801362/">TupacAmaruShakur

9. HIP-HOP HAS ADOPTED
LUXURY BRANDS FOR YEARS
Image source: http://www.therichest.com/expensive-lifestyle/entertainment/the-top-5-jewelers-for-the-richest-hip-hop-stars/

10. 1993
“Buying new gear, nothin’ but
the best/Forget Levi’s, strictly
Polo and Guess.”
— Mobb Deep, “Peer Pressure”
Key Brands
Ralph Lauren
Tommy Hilfiger
Guess
“I put hoes in N.Y. onto DKNY/
Miami, D.C. prefer Versace/All
Philly hoes go with Moschino/
Every cutie wit a booty
bought a Coogi.”
—Notorious B.I.G.,
“Hypnotize”
1997
Key Brands
Versace
Phat Farm
Rocawear
2010
LuxuryCulturalAspirational, but
Achievable
“Red bottoms by the barrel/
Pop the Giuseppe tags like it’s
American Apparel/$20,000 up
in Barneys, haters’ll never
harm me/Rick Owens on me,
bombers for my whole army.”
—Rick Ross, “Super High”
Key Brands
Hermes
Barney’s
Maybach
Ultra-Lux
“I see your Jil Sander, Oliver
Peoples/Costume National,
your Ann Demeulemeester/
See Visvim be the sneaker,
Lanvin or Balmain.”
—A$AP Rocky, “Fashion Killa”
2013
Key Brands
Gucci
Lanvin
Tom Ford

11. “NATIVE” ADVERTISING
AT ITS FINEST
Image source: https://www.flickr.com/photos/9190877@N07/3635344238/

12. Image source: http://www.newrockstarphilosophy.com/wp-content/uploads/2011/10/Rick-Ross.jpg
WHAT HAPPENS WHEN HIP-HOP
EMBRACES A LUXURY BRAND?

13. DEPENDS ON WHO IT IS…
Image source: http://www.stereogum.com/1184942/lil-wayne-hospitalized-after-in-flight-seizure/news/
Image source: http://www.factmag.com/2013/07/15/jay-z-rome-fortune-randomer-and-the-return-of-snoop-dogg-reviewed-in-the-fact-singles-club-july-15-2013/2/

14. Image source: http://www.musicboxmix.net/listen-jay-z-tom-ford-electro-trap-remix/

15. Source:: http://www.latimes.com/fashion/alltherage/la-ar-yahoo-searches-tom-ford-spike-is-jay-z-the-reason-20130808-story.html
ONLINE SEARCHES FOR
“TOM FORD” INCREASED 155%

16. RICK ROSS AND MAYBACH
Image source: http://www.therichest.com/business/companies-business/the-best-rapper-owned-companies-around/3/

17. Daimler-Benz resurrected the brand in 1997. In 2003 Jay-Z name-
dropped Mayback on “Lucifer,” from The Black Album.
!
What followed was a hip-hop love affair with the brand, and Rick
Ross naming his label Maybach Music Group in 2009. While
rappers embraced the brand, the brand struggled and ended
production in 2012.
Image source: http://www.yeniarabaresimleri.com/maybach-resimleri.html

18. THE CRISTAL EFFECT
Image source: http://www.winelah.com.sg/

19. When asked whether Cristal’s association with
“bling lifestyle” might tarnish the brand, the
managing director replied…
Source: http://www.economist.com/node/6905921

20. “That’s a good question, but what can we do?
We can’t forbid people from buying it. I’m
sure Dom Perignon or Krug would be
delighted to have their business.”
- Frederic Rouzaud, Managing Director of Cristal
Source: http://www.economist.com/node/6905921

21. Source: http://www.economist.com/node/6905921
From that point on, brand advocate, Jay-Z,
boycotted Cristal and launched an
endorsement deal with Armand de Brignac.
Image source: http://www.fashionablypetite.com/2010/04/armand-de-brignac-champagne-taste-of.html

22. HIP-HOP MENTIONS

23. GOOGLE SEARCH HISTORY
Source: http://www.google.com/trends/explore#q=cristal%20champagne&geo=US&cmpt=q
Cristal Champagne

24. WHILE WE CAN’T DIRECTLY LINK
THESE PHENOMENA, THERE IS A
CLEAR CORRELATION
Image source: http://pt.forwallpaper.com/wallpaper/leather-black-cracked-background-texture-116852.html

25. HIP-HOP IS ATTRACTED TO THE
BRAND FOR THE SAME REASONS
AS OTHER LUXURY CONSUMERS
Image source: http://bbafrica.tv/1/p-diddy-coming-to-uganda/

26. RARITY
EXCLUSIVITY
SPECIALNESS
Image source: http://www.popsugar.com/Pictures-Kayne-West-Jay-Z-Rocawear-Event-Held-Gansevoort-Hotel-NYC-2010-09-16-170000-11036772

27. IT SAYS THAT “I’VE MADE IT”
Image source: http://www.punmiris.com/parfem/Sean-John/I-Am-King-4349.html

28. BUT THIS CAN SCARE THE
MARKETING DEPARTMENT
Image source: https://www.flickr.com/photos/31619693@N08/13225130785/

29. OFTEN, HIP-HOP CULTURE IS IN
DIRECT COMPETITION TO THE BRAND
VALUES THEY HOPE TO CONVEY

30. FLASHY
HIGHLY ASPIRATIONAL
BOISTEROUS
OSTENTATIOUS
“BLING”
PERFECTION
CRAFTSMANSHIP
EXCELLENCE
CLASS
PRECISION

31. IGNORING THIS CULTURAL CLASH
OR ACTIVELY SPEAKING OUT
AGAINST IT WILL HURT THE BRAND
Image source: http://www.yorokobu.es/wp-content/uploads/rapero.jpg

32. THE DRIVING FEAR:
LOSS OF CONTROL
Image source: http://www.superbwallpapers.com/music/i-am-hip-hop-29686/

33. IN THIS DIGITAL WORLD,
EVERYBODY HAS A VOICE
Image source: http://4.bp.blogspot.com/-1C4sx2uLgGc/TX-wkGAulzI/AAAAAAAAAOk/ap9c9OxqCBk/s1600/microphone_faji.jpg

34. Rolex vs. Rollie
This can change how people talk about your brand

35. THE FRAGMENTED AND DISPARATE
ENVIRONMENT MAKES IT EVEN
MORE DIFFICULT TO PROTECT THE
BRAND VALUES
Image source: http://look-wassupman.blogspot.com/2011/06/style-icon-wiz-khalifa.html

36. WHAT’S A BRAND TO DO?
Image source: http://wallpaperswide.com/light_background-wallpapers.html

37. 1. STAY TRUE TO BRAND VALUES
It’s what attracted hip-hop in the first place
Image source: http://awake-smile.blogspot.com/2010/11/louis-vuitton-resort-2011-anne.html#.U5odzJRdV4U

38. “The edginess, the over-the-top
creativity, and bad-ass factor is what
made Versace so attractive to artists.”
Misa Hylton
Image source http://www.bestvideorap.com/international-videos/migos-versace-hd-1080p-x264-2013/

39. Hip-hop and Versace have a long love affair. As an unofficial
sponsor for the brand, Tupac built a close friendship with Gianni
and Donatella Versace. As a result, he enjoyed custom clothing,
exclusive show invites and even a turn as a model in Versace’s
Fall/Winter 1996 show in Milan.
!
Honoring brand values through the growth of hip-hop ensure
Versace maintains loyalty among hip-hop fans, and non fans alike.
Image source: http://www.stylecaster.com/rapper-fashion-designer-duo-tupac-gianni-versace/

40. 2. EMBRACE CULTURE
Brands that succeed embrace culture,
not shy away from it
Image source: http://alfitude.com/tag/azealia-banks/

41. Alexander Wang partnered with Azealia Banks in 2012 for his Fall
T campaign. This is a common theme for Wang as he has
previously partnered with musicians. Prior campaigns feature
Santigold, Spank Rock and Die Antwoord.
!
Partnering with these musicians demonstrates an intrinsic and
authentic association with popular culture.

42. Image source: http://www.flickr.com/photos/84856173@N00/6418073321
3. DEVELOP STRATEGIC RELATIONSHIPS
THAT SUPPORT BRAND VALUES

43. In 2013, Hublot announced a five-year collaboration with known
watch collector, Shawn “Jay-Z” Carter. As a result, Hublot is launching
a new product line that is heavily influenced by Jay-Z himself. The
collaboration will evolve to include more complicated pieces.
!
This partnership, filled with integrity and class, supports brand values
while continuing to reach a shared audience of young affluents.
Image source: http://watchesinmovies.info/tag/hublot/

44. @Carrot
@AmandaKRue
In love and hip-hop,

45. Sources and Additional Information
!
http://www.brandchannel.com/home/post/2010/11/25/Brand-Jay-Z.aspx
http://www.complex.com/style/2013/05/a-history-of-versace-in-hip-hop/
http://www.complex.com/style/2012/08/the-most-important-fashion-labels-in-hip-hop-right-now/related
http://www.complex.com/rides/2012/08/why-hip-hop-couldnt-save-maybach
http://www.forbes.com/sites/arieladams/2013/10/02/jay-z-partners-with-hublot-for-shawn-carter-wrist-watch/
http://www.forbes.com/sites/lauriekahle/2013/11/29/shawn-jay-z-carter-and-hublot-release-limited-edition-watches-with-a-
new-york-holidays-debut-at-barneys-new-york/
http://hyuninc.com/post/4030902219/banned-jay-z-ace-of-spades-article
http://www.lauryndoll.com/hip-hop-influence-on-fashion-killing-affluent-luxury-brands/
http://www.luxurydaily.com/hennessy-refreshes-wild-rabbit-campaign-with-hip-hop-icon/
http://luxurystudies.blogspot.com/2011/02/hip-hop-and-fashion-dress-for-excess.html
http://rapgenius.com/
http://www.vibe.com/article/opinion-high-fashion-hip-hop-good-culture
http://websmithblog.com/post/27751542899/hip-hops-waning-influence-on-luxury-brands