80 YEARS OF EXPERIENCE Etablissementen de Ronde & Drubbel nv/sa was founded by John de Ronde sr. and Charel Drubbel in 1941 in Antwerp, Belgium…. web shop. Furthermore, the company works with unexpected drops of collection pieces. Libert and Janssens should closely monitor teenagers’ interests and the social media channels as well as the influencers they prefer. Their philosophy – “inspire the world and each individual to make their passion their lifestyle” – made them successful in a highly competitive fashion industry. Suspicious can be classified as a lean start-up because it started out with a collection of only five pieces and it solely relied on the marketing power of one big influencer, namely Jay Alvarrez. There were two unisex tees and two hoodies in this drop, in white and blue colorways. Once Suspicious can estimate accurately at what time the items will be finished at the factory in Portugal, the company announces the drop. the brand in the future. Sold Out. It is mandatory to procure user consent prior to running these cookies on your website. Pim Van den Bosch Co-founder at Tesit Kusatsu. In the beginning, Suspicious’ only key partner was the production facility in Portugal, which produced a clothing line and then directly shipped it to Antwerp. Guilherme Romão. If not, subscribe to the TML by Tomorrowland Newsletter and be the first to know about limited edition drops, exclusive discounts and more. subscribe to the TML by Tomorrowland Newsletter, choosing a selection results in a full page refresh, press the space key then arrow keys to make a selection. There are no wholesale or retail arrangements. While the lean start-up was a good idea for the company to begin with, I believe that in order to maintain relevant Suspicious needs to become more structured now. “Count on Suspicious Antwerp & Tomorrowland to bring us together in times when it's most needed.”. Owner & Co Founder bij Suspicious Antwerp Amberes y alrededores. By completing this form you are signing up to receive promotional emails from TML by Tomorrowland and can unsubscribe at any time. You also have the option to opt-out of these cookies. The People of Tomorrow were able to subscribe to the TML by Tomorrowland Newsletter for early access and received an exclusive password one hour before the collection went live to purchase all products before anyone else could. © 2021 TOMORROWLAND TERMS AND CONDITIONS PRIVACY POLICY. Then, the company starts to produce a limited number of items. Sandra Malko Process Executive at Cognizant Dublín. Exploration meets music in the mountains with an exclusive collection. Suspicious only starts production, once it has a feel for what the customers browsing, liking and commenting on Instagram, want. Our high-tech and beautiful bikes will be ridden in the city of Antwerp this summer, they are easily shared through our user friendly app. No title is long enough to explain the continuously evolving position I had at Suspicious Antwerp. Current Collections. | Visit our instagram @suspiciousantwerp for More | I would like to receive the TML by Tomorrowland newsletter containing commercial offers, exclusive discounts and new product releases. As a result, the company decided to hire a logistics partner so that it could focus on growth and the design of new collections. Sold Out. KD Summary: This is mind boggling. Original collection of Suspicious Antwerp unique design skull hoodies, sweatshirts and tees. Owner & Co Founder at Suspicious Antwerp Antwerp Metropolitan Area ... Senior Sponsorship Manager bij Suspicious Antwerp Antwerp Metropolitan Area. Hendrik De Peuter Seeking to help startups with a meaningful vision, by growing their audience authentically through content strategy and … The one-off drop of the limited-edition collection took place on Monday July 13 at 18:00 CEST. Liked by Frederick Janssens. This limited edition Collab Collection was sold out in a couple of hours, did you get your hands on one of the items? This case description of the fashion label Suspicious Antwerp, which has created a unique following through its focus on unexpected collection drops, limiting the availability of its products, and using influencer marketing. This example of validated learning shows that through experimentation, the brand figured out which elements of its business model needed to change in order to keep Suspicious’ vision sustainable. However, the date is never fixed. A lean-startup describes the concept of building a new business with minimal resources and scaling it by investigating, experimenting, testing and iterating product and processes along the way. While owning a piece from Suspicious may be initially desirable because it gives the customer a sense of exclusivity, Suspicious is not a brand from which customers can shop an entire wardrobe. Owner & Co Founder bij Suspicious Antwerp See all employees Updates Suspicious Antwerp 3,718 followers 4w. Nationalities vary from German to Swedish, Dutch, American and Hawaiian. THANK YOU FOR SUBSCRIBING TO THE TML BY TOMORROWLAND NEWSLETTER! Suspicious Partner (Korean: 수상한 파트너; RR: Susanghan Pateuneo) is a 2017 South Korean television series starring Ji Chang-wook and Nam Ji-hyun, with Choi Tae-joon and Kwon Nara.It aired on SBS from May 10 to July 13, 2017 at 22:00 on Wednesdays and Thursdays for 40 episodes.. Suspicious Antwerp product releases are renowned for selling out within minutes of going on sale, and this range will be no different. Cloudbike. As a result, new and innovative designs play an important role to keep the brand interesting. A new collection is typically announced on the brand’s Instagram page. The company was founded in 2017 by Philipe Libert and Frederik Janssens as part of a project during their studies at the University of Antwerp. Furthermore, even though there are some ‘classic’ pieces that come back for more than one collection drop, each collection usually includes novel pieces (adapted to the season and customer preferences). We are one world! When looking According to Eric Ries (2014), lean start-ups set out with a product idea and deliver this idea in form of a minimum viable product to the market as quickly as possible. This limited edition Collab Collection was sold out in a couple of hours, did you get your hands on one of the items? Yet, instead of continuing to dig looking for whatever the hell happened, "the site will be buried in … An hour before a drop, all registered customers receive an invitation in their mailbox to shop the collection for a limited time only. Suspicious Antwerp is a lifestyle streetwear brand from Antwerp that sells unisex clothing worldwide through its own web shop. Depending on the evolution of Instagram’s popularity, Suspicious might have to adapt its entire business model in order to sustain its success. This website uses cookies to improve your experience. Hence, it is not possible to simply go to the online shop and order an item you like. €99.00. Antwerp’s 16th-century city walls on show again. Nevertheless, in order to sustain these successes, Suspicious should consider a few factors that might influence Two Belgian brands joined forces for an exclusive limited-edition collection with a one-time drop that went down in history books. Heart. According to Libert (2019), at that time, three Instagram posts with him represented the total marketing budget the company had available. Pim Van den Bosch. Furthermore, in order to attract the younger generations, the influencer focus might need to shift. Suspicious’ marketing strategy solely relies on influencer marketing on Instagram. Analyzing Organizations in Creativity & the Arts. people born in the late 1990s), but the label also needs to bring new designs to the market. surprise moments and product placement with influencers. While one can only own so many t-shirts and sweatshirts, Suspicious could keep the buzz around the brand going by planning exclusive events, such as for example a pop-up store in which customers can shop the collection in a physical retail setting. There were two unisex tees and two hoodies in this drop, in white and blue colorways. This would also ensure that customers who already own a piece from Suspicious will come back to purchase again. New collections are typically introduced 1-2 times per month. The collections’ main focus are sweatshirts and t-shirts plus a few accessories. Suspicious-Antwerp. Antwerp Area, Belgium. (2019a). : Necessary cookies are absolutely essential for the website to function properly. Suspicious has 1 job listed on their profile. 11 talking about this. Through this experiment, entrepreneurs learn about the product and their customer first-hand and can thereafter adjust and make changes to improve the idea (Ries, E., 2014). Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. Sandra Malko. journey from 2017 until today, one could say that the two founders started their brand in a similar way to a lean-startup. Overall, Suspicious Antwerp has positioned itself as a mysterious, underground and disruptive brand. In order to maintain loyal customers and to create a community, I believe that the brand needs to offer more than a limited-access-only If not, BE THE FIRST TO DISCOVER NEW PRODUCT LAUNCHES AND EXCLUSIVE DISCOUNTS. The business model on which the brand has based its success is defined by scarcity, The Collection was warmly welcomed by talents such as Ed Westwick, Eryn Krouse, Jeff Wittek, Chase Stokes and Calvyn Justus, just to name a few. However,  once  demand  and production increased, Suspicious realized that the order handling took a lot of effort and a large amount of time. Ries (2014) describes this constant feedback process as build-measure-learn. Creative Business Model Responses to the Corona Crisis. Jun 4, 2020 - Simplicity is the ultimate sophistication. The company was founded in 2017 by Philipe Libert and Frederik Janssens as part of a project during their studies at the University of Antwerp. Spread the love and give high-fives to other kindred spirits. BTS | THE REVEAL – CREATING SUSPICIOUS: Suspicious-Antwerp. Today, MCS fulfilment receives all finished goods from the factory in Portugal and processes all orders for Suspicious Antwerp (see Figure 1 and Figure 2 for a visual representation). With continuous learning and adaptation, Libert and Janssens have managed to grow the label drastically within the first two years. In conclusion, Suspicious Antwerp’s lean start-up approach helped the brand to create a successful apparel business from scratch. founder Philipe Hendrik De Peuter. This process is then repeated for every following collection. Owner & Co Founder at Suspicious Antwerp Antwerp Metropolitan Area. First of all, Suspicious’ biggest obstacle will be to keep the buzz around the brand going. The purchase of a Suspicious item is only possible via the brand’s own website. Hence, the brand tries to attract its customers by finding influential people who are well- known and whom customers, in different countries, admire. SSPCS GROUP BV | BE0672.916.318 | Rijnkaai 100/11, 2000 Antwerp, Belgium | info@suspiciousantwerp.com As secondary research has shown, these influencers are as diverse as Suspicious’ customer groups. The one-off drop of the limited-edition collection took place on Monday July 13 at 18:00 CEST. Overall, due to the fact that Suspicious dictates when a collection will be dropped, it has been able to create a very low-cost business model. Suspicious Antwerp’s uniqueness stems from the fact its entire commercial success is built on three basic ideas: (1) unexpected collection drops, (2) limited availability, and (3) influencer marketing. They continue to do so today by teasing their audience with some ideas via Instagram and then only starting production after they have their communities “approval”. Two Belgian brands joined forces for an exclusive limited-edition collection with a one-time drop that went down in history books. 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