-Being the in charge of marketing/ product placement what is your basic objectives? My basic objectives are to grow the brand through product placement recognition and create strategic marketing partnerships with celebrities and tastemakers.
What is your marketing strategy? Well, I can’t give away the secrets of success…! But I can say that New Era is one of the few companies that has successfully been able to grow organically without having to deliberately “market” the brand.
-Why do u think the new york yankee cap has become a hip hop staple? Even ppl from different states wear this cap – Caps in general have really become a statement piece, a part of a consumer’s lifestyle. The Yankee cap in particular has been such a representation of hip hop with the help of celebrities such as: Jay-Z, Diddy, and Russell Simmons to name a few…the list goes on and on. Since the roots of hip hop literally started in New York, the Yankees Cap signifies NY.
-U had a program where u did a lot of signature pieces for celebrities and taste makers, is that still in effect and what were the most sucessful.
(I enjoyed the diplomat signature cap) Our “Capture the Flag” program is still one of our signature programs where we invite iconic artists or athletes to create a custom headwear piece with New Era – we keep the project limited and only release 200 units into the market. Our most recent CTF’s were with Travis Barker, Ludacris and Danny Way. Travis’ cap was definitely one of our more successful projects as was one of the first CTF’s with Fabolous. Fab’s cap actually had a diamond on the cap…
-Tell us more about New Era expanding into sports wear and how is the market responding. We expanded the brand into sportswear and apparel, launching the first collection this spring, since it was just a natural fit and progression for New Era. We have an authenticity and history that has been established not only with traditional sports but has also crossed over into streetwear, so extending the brand to a lifestyle consumer was an obvious next step! I think the market is definitely responding well – there is still the consumer who is looking for the “hook up” to the cap, whether it’s a similar color way or design.
What do u enjoy about ur job? I actually think I’m very lucky to be able to say that I love my job…it’s a challenge to be able to match your personal strengths with a position in corporate America, but I’ve been able to do that. I love the fact that each day for me is unique; whether it’s attending or activating events, creating new projects and collaborations with artists or pulling product to place, each day is never the same.
We have an exciting new Artist Series project launching in September with the Seventh Letter and our newest CTF this year is with….Linkin Park (ssshh!!)
BOMA YE
www.boooooomaye.blogspot.com
-----Original Message-----
From: "Jennifer Yu"
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