Assignment #1: Chapter 1 (BAPE Clothing Brand)

Assignment #1: Chapter 1

Prepare a profile using only complete/full sentences (paragraph structure).

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Search the Internet and/or newspapers and magazines to find information about an entrepreneurial venture in an industry sector or community of your choice. In this case, find information about the BAPE streetwear brand/company in the fashion/clothing industry. Then, prepare a profile (write an article summarizing the venture’s journey) of the venture similar to the entrepreneurial venture shown in the file attached.

You do not have to come up with questions for your profile.

Discuss the entrepreneur/entrepreneurs behind the BAPE streetwear clothing brand/company and their characteristics.

Divide your response into three phases:

(Stage 1) Idea Stage: Explain how the entrepreneur behind BAPE came up with their ideas regarding the BAPE clothing brand. Explain the meaning behind the bape name, logo and motto if any.

(Stage 2) Development Stage: Explain how the entrepreneur took the idea of the brand and brought it to life with development and designs, clothing production, market research, and manufacturing facilities.

(Stage 3) Product Stage: Finally, explain how the entrepreneur behind BAPE first introduced their product to consumers, their target market, where and when they opened BAPE clothing stores and compare its life cycle from the first introduction of the clothing brand/products with how it is doing today. Introduction, growth, maturity, and decline.

Most importantly, talk about how they have (or are) impacting the society in a positive way.

You do not have to come up with questions for your profile.


– 1st page:

Title page (does not count as part 2-4 page limit).

– 2nd – 3rd page: Creation of a Profile

Font Type: Times New Roman

Size: 12

– Double-space your article.

– Do not use “I” in your report except where you are asked for your opinion.

Write in full-sentences in a paragraph format; and not point-form.

– 4th page: Reference(s)

Use APA reference style

Arrange your source(s) alphabetically

Do not number your sources

Make sure the second or the following lines are indented (by 5 spaces)

Complete in-text citations and references in an APA Style


Sample Answer


BAPE Clothing Brand

A Bathing Ape, or BAPE as the company is popularly known, is a Japanese fashion brand founded in 1993. The brand is a fully owned subsidiary of the I.T Group. BAPE operates globally with its headquarters situated in Tokyo, Japan.

BAPE was founded in 1993 by Nigo, real name Tomoaki Nagao. Nigo is a record producer, DJ, and fashion designer. Nigo was born on December 23, 1970 in the city of Maebashi in the Gunma Prefecture. Nigo received higher education at the Bunka Fashion College where he studied fashion editing (DeLeon, 2016). After college, Nigo worked at Popeye magazine as a fashion editor and stylist. While working at the magazine, Nigo cultivated connections with influential players in the Japanese fashion and business sectors such as Hiroji Fujiwara (Foley, 2019). Outside his work with BAPE, Nigo is the DJ and producer for hip hop group Teriyaki Boyz.

When Nigo founded BAPE in 1993, he was already involved in the business of designing and distributing sneakers. Nigo partnered with Jun Takahashi, a fashion designer, and college friend, to open a store in the fashion district of Harajuku in the Shibuya area of Tokyo (Turner, 2017). The two named their venture NOWHERE. The company focused on creating and producing streetwear which was in high demand in Tokyo. The NOWHERE store in Tokyo grew in popularity which encouraged Nigo to create the BAPE brand. Nigo created BAPE when he noticed that the demand for streetwear in Tokyo was increasing but few brands offered any unique designs and that most fashion brands were over-abundant in the market. Using a loan from an acquaintance, Nigo started designing and developing the first BAPE outfits.

The A Bathing Ape brand name is a reference to the Japanese idiom which states “A bathing ape in lukewarm water”. The phrase is used to describe people who overindulge in an activity. Nigo was also impaired by the film ‘Planet of the Apes’ which he was particularly fond of. The log of BAPE is an abstract image of the head ape. The outline and facial features of the ape are brown with a small portion in yellow. The logo of BAPE is a direct reference to the name of the brand and also the film Planet of the Apes.

Nigo conceptualized the design of the first BAPE T-shirts while operating the NOWHERE store. He envisioned streetwear that was distinctive and stood out from the existing fashion at the time. As such, he developed bright and loud designs for T-shirts with unique motifs. Nigo would buy plain T-shirts then imprint his preferred design. The brand produced around 50 T-shirts each week (Foley, 2019). Nigo was personally involved in designing and producing each of the T-shirts that were released to the market. BAPE regularly changed and improved the designs of the T-shirts to keep the brand fresh. The market research carried out by Nigo examined the streetwear scene in Tokyo and Japan at large to understand consumer preferences and tastes.

In terms of age, the target market for the BAPE brand is young people between the ages of 18 and 30. The target market comprises young people who fall in the upper-middle class and the high-income bracket (Foley, 2019). Consumers who are the target for BAPE live in major urban areas covered by the organization’s distribution network. The next important attribute of the target market is that buyers are fashion conscious and have a keen interest in streetwear.

The BAPE T-shirts designed by Nigo were first introduced in the NOWHERE store in Tokyo. At the NOWHERE store, Nigo displayed the T-shirts where customers could view and buy the outfits. The BAPE T-shirts made sold at premium prices since the brand aimed to underscore its superiority and uniqueness compared to other fashion brands in the market. At the store, BAPE sold all the T-shirts produced each week due to the high demand (Turner, 2017). Each year, Nigo increased the production of the outfits to meet the growing demand. In the early 2000s, with the recognition that BAPE outfits were in high demand across Japan, the organization opened stores in major cities around Japan such as Osaka and Kyoto.

Outside Japan, BAPE has grown its market share and increased its brand visibility through collaborations with famous singers and rappers. Some of the artists who have collaborated with BAPE include Pharrell Williams, Pusha T, The Weeknd, Lil Wayne, Kanye West, and Chris Brown. The collaborations have improved increased the visibility of BAPE around the globe and especially in the US where the brand enjoys popularity. Presently, BAPE operates stores in North America, Asia, and Europe in cities such as New York, Los Angeles, Paris, Shanghai, and Singapore (Turner, 2017). BAPE is in the maturity stage of the business life cycle characterized by a peak in sales growth and slow growth in market share.

Overall, Nigo has positively impacted the world through the development of a fashion brand that is unique and caters to the needs of a niche market of streetwear enthusiasts.




DeLeon, J. (2016). The history of the BAPE. Grailed.

Foley, G. (2019). Everything You Ever Wanted To Know About Bape (And Some Things You Didn’t). High Snobiety.

Turner, D. (2017). How Bape beat the odds to become a streetwear institution. Esquire.

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