MARKETING
MIX
PRODUCT
The product range sold by Palace is menswear targeted at men, young men and juniors (WGSN, 2017). The product category ranges from apparel, accessories and footwear (instore only). Jackets, knitwear, bottoms, tracksuits, tops, sweatshirts, t-shirts, hats, accessories and hardware. Very few items to select and view on the original PALACE website (http://palaceskateboards.com). Palace Clothing is stylish and appropriate to skate in, also giving a sense of being a fresh and on trend brand.
PRICE
Price for merchandise from Palace Skateboards ranges from £4- £198. These price points place the brand within the lower end of the high-end sector of the fashion market. The price points are reflective in the quality of garments from Palace, consistent elements of durability and evidently constructed with the skater consumer in mind.
PLACE
Palace Skateboards can be found online at https://shop.palaceskateboards.com/ where there is a world shop as well as a USA shop allowing people from all over the world to part with their money for skateboard merchandise. Palace Skateboards have one brick and mortar store within the UK which is in Soho London – a tourist hotspot which attracts a lot of people to the area. Situated down a side street the store is initially hard to find, the recognisable triferg logo in the window is the only clue to the store being there. Competitors such as Supreme, Thrasher, Stüssy and concession stores such as Dover Street Market and Slam City Skates are also located in Soho.
The online website for Palace Skateboards has a very simple e-commerce checkout. One click and the user is taken to a PayPal screen to process the transaction as quickly as possible. The website is easy to navigate with large product images displayed neatly on the page and clear add to cart buttons. Data collected showed that 82.5% of Palace consumers shop directly from the e-commerce website and it most favoured to purchase from Palace directly (Johnstone,2017). This may be due to not all consumers have access or time to travel to London for retail drops.
PROMOTION
Palace Skateboards use social media platforms Facebook, Twitter and Instagram to advertise to their customers. Palace Skateboards also email existing customers newsletters which has previews of look books for upcoming retail drops to create a hype. Palace have aligned themselves with sporting companies and individuals within the skateboard community to endorse the brand to create one of a kind collaborations and spread awareness of the brand.