OFF-WHITE x Mercedes-Benz
“Britnee Hopkins and Tyler D’Ascenzo / Fashion Collaboration / Private Label / FASM 310 / Spring 19 / Professor Levy”
“TABLE OF CONTENTS”
1
10
J U S TIFIC ATIO N
2
11
B R A N D O VERVI EW S
3
LIN E P LA N
12
B R AND PAT H
4
A S S ORTME N T P LAN
14
UNI Q UE F EAT URE S
6
TIME & A C TION C A LE N D A R
13
SI Z E AND SCO PE
5
MA N U FA C TU R E R
TARG ET MA R K E TS
8
I NSP IR ATION & MOOD B OA R D S
9
MA R K E TING & BRANDING
15
CO M PET I TO R S
7
AV E R A GE U N IT BREAKDO WN
C OLLE C TION & D E TA ILS
KEY SAM PLE (PRO CESS)
16
SO URCES
17 18
CO ST SHEETS & TECH PACKS
“JUSTIFICATION” The justification for this new collection is to showcase the potential relationship between the fashion industry and automotive industry. It’s important for the brand and the fashion industry as a whole to branch out into something extraordinary. Fashion is about finding inspiration everywhere. Bringing in a different industry for inspiration is a bold move and could potentially inspire other fashion brands to step outside of their comfort zone. Off-White is also known for doing collaborations that are outside the box. Mercedes-Benz is a well-known luxury automotive company and a household name. They have a certain reputation in the automotive industry, with an aestheticthat is elegant, classic, and mainstream. Although a small percentage of their customers are youngadults, the luxury automotive brand tends to attract more of an older audience, who has a more well-developed lifestyle. By participating in this collaboration with Off-White, Mercedez-Benz can bring in a younger audience that has has a similar, yet daring, lifestyle. Off-White’s aesthetic can be illustrated as sporty, edgy and urban. By partnering with Mercedes-Benz, they can bring in an older, fashionable customer that helps position Off-White as more accessible for a wider audience. The Off-White x Mercedes-Benz Collection will present an aesthetic that is appealing to both audiences of the two brands. Both brands segment a different part of the marketplace, and by collaborating, they can each reach new customers in a unique way.
“THE STORY”
The story behind the collection of the Off-White x Mercedes-Benz collection is the collision between two worlds. Customers of both labels desire something new in their lives. On one hand, the Off-White customer wants an exciting and unexpected new collaboration with the brand, as they yearn to be the trendiest. They also are looking for something that is more accessible that they can wear everyday and be able to mix and match with other items of clothing. The Mercedes-Benz customer may be older but doesn’t focus on it. They want to be able to wear fun items without being too flashy. This collection is the perfect mix that brings both types of customers together.
“BRAND HISTORY & OVERVIEW”
Off-White Luxury Fashion Brand
Defined as the “grey area between black and white: the color off-white” Founded: 2012 Milan, Italy Founder: Virgil Abloh Locations: 24 Independent Stores (Non- independent: Barney’s, Selfridges, Harrods & Le Bon Marche, online shops) Area Served: Worldwide Parent Company: New Guards Group Collaborations: Nike, Levi, Jimmy Choo, Ikea, Moncler, Converse and many more
“BRAND OVERVIEW”
Luxury Automotive Company “The best or nothing” Founded: 1926 Stuttgart, Germany Founders: Karl Benz & Gottlieb Daimler Area Served: Worldwide Products: Automobiles, trucks, buses, internal combustion engines, luxury vehicles Parent Comapny: Daimler AG
“OFF-WHITE’S PATH ”
-Was an extension of the original “Pyrex Vision” company (sold printed t-shirts with Michael Jordan’s number on it (23) and “Pyrex” on the back (similar aesthetic to Off-White) -First collection was called “The Youth Always Win”. Message behind collection was impactful and extremely successful -Pyrex and fans were pleased with the similarities (font choice and the text “White”); creating hype for the Off-White brand -The brand is now retailing ready-to-wear and is a highly respected streetwear brand in the fashion industry, and has collaborated with a range of brands and products
“CURRENT MARKET POSITION” High end / contemporary Blurs the line between streetwear & high-fashion
“PRODUCT SIZE AND SCOPE�
Off-White is the ultimate blend of streetwear and high fashion. Steeped in bold graphic design and culturally relevant and modern references and silhouettes, Off-White caters to the affluent consumer who desires minmalism with a more industrial and subversive mindset. Products: Menswear and Womenswear: RTW: Pants, Skirts, Shirts, Coats, Undergarments, Dresses, Outerwear, Accessories, Bags, Shoes Furniture, Homeware, Ready-made Goods Price Range: $75-6,000
“UNIQUE FEATURES”
X Many products feature special Off-White graphics including the arrow “x” and their diagonal stripes, creating a sense of continuity and highly recognizable symbols X Signature ““ bookending marketing and products X Writing exactly what products are directly on them X Aesthetic featured on items outside of apparel X Product irony X Deconstructed, graphic patchwork streetwear apparel
“COMPETITORS” Balenciaga
Vetements
Luxury avant-garde apparel focusing on sculptural fashion with a modern streetwear edge. Product range: Womenswear and menswear: RTW, shoes, leathergoods, accessories
Deconstructive nostalgic revival streetwear focused on unusual silhouettes and staple items. Product range: Womenswear and menswear: RTW, shoes, accessories
Beauty: Cosmetics and perfume
Tech accessories Price range: $69-4400
Price range: $95-$11,000
Raf Simons
Moncler
Minimalist and deconstructionist take on men’s tailoring and streetwear under a unisex lens.
Neo-lifestyle apparel with roots and focus on outdoor encompassed by iconic quilting and knitwear.
Product range: Womenswear and menswear: RTW, shoes, accessories
Product range: Womenswear, menswear and childrenswear: RTW, shoes, accessories, leathergoods
Tech accessories, homeware Price range: $57-5000
Dogwear Price range: $125-2400
“KEY COMPETITOR: BALENCIAGA�
- Tailored austere / sculptural aesthetic - New collections & ads displayed on social media - Strong media presences - More cemented in the industry due to being around much longer than Off-White Instagram: 9.6M Twitter: 770.6K Facebook: 1.5M
“THE OFF-WHITE CUSTOMER�
- 20-30 y/o - Metropolitan City - Likes to explore and is experimental with their lifestyle and fashion choices - Effortless lifestyle -Entrepreneur / artistic industry - Disposable income of 50k - Often influenced by their friends but still have their own unique identity -Early adopters and innovators
“CUSTOMER PROFILE”
Brooklyn Mills Age: 21 Home: Los Angeles, CA Education: FIT NYC - Fashion Design & Marketing Occupation: Student Income: 12k (from parents) VALS: Experiencer Relationship: Single & dating Freetime: Bar hops & parties around the city on the weekends, visits for spring break every year, Shops at Barney’s & Neiman’s, goes to underground art shows Values: Trends, being different, and quality Brands: Off-White, Balenciaga, Fendi
“THE MERCEDES-BENZ CUSTOMER”
- 50-60 y/o - Well developed lifestyle - Married - Disposable income: 500k -Safe suburb neighborhood right outside of the city - Mainstream shopper and brand loyalist -Age doesn’t define them - Values quality over quantity
“CUSTOMER PROFILE”
Tersea Smith Age: 44 Home: Hampton, NY Education: NYU - Journalism Occupation: Fashion Editor for People Magazine Income: 400K (joint 800K) VALS: Achiever Relationship: Married to John Smith ( 43 years), Daugher (21), Son (19) Freetime: Likes to travel to different countries, shops for new products on the weekends, attends work parties with husband, watches Criminal Minds on repeat Values: Family, work, quality, and luxury Brands: Louis Vuittion, Chanel, Prada
“INSPIRATION”
“OFF-WHITE”
“MERCEDES-BENZ”
“COLLECTION”
“COLOR STORY”
11-0601 TCX
18-6024 TCX
16-1260 TCX
18-2436 TCX
11-0623 TCX
18-4051 TCX
19-4008 TCX
16-0737 TCX
“PRINTS / PATTERNS”
Diagonal Stripes
Off-White Design
Cluster Florals (Beaded Embellishment)
Print and patterns are inspired by Off-Whites signatures.
“FABRIC BOARD”
100% Silk
100% Fine Wool Gabardine
100% Cotton Jersey
100% Cotton Knit
100% Silk Chiffon
Faux Leather (90% Polyester, 10% Lycra)
“LINE PLAN”
Product #: 151011 Cost: $145.20 Retail: $484.00
Product #: 151015 Cost: $337.02 Retail: $1,123.41
Product #: 151012 Cost: $4,486.65 Retail: $14,955.51
Product #: 151016 Cost: $960.15 Retail: $3,200.49
Product #: 151013 Cost: $87.20 Retail: $290.66
Product #: 151017 Cost: $442.77 Retail: $1,475.90
Product #: 151014 Cost: $133.08 Retail: $443.59
Product #: 151018 Cost: $776.14 Retail: $2,587.13
“MANUFACTURERS”
IAFIL Industria Ambrosiana Filati SpA Sector: Consumer Discretionary Industry: Apparel & Textile Products Sub-Industry: Textile & Textile Products Address: Via dei Ciclamini, 3 Milano, 20147 Italy Phone: 39-02-48397 Website: www.iafil.it
“CALL TO ACTION”
Time & Action Calendar Season: A/W 20 Vendor: IAFIL Industria Ambrosiana Filati SpA Country of Origin: Milan, Italy Account Managers: Britnee Hopkins & Tyler D’Ascenzo
“ASSORTMENT PLAN”
OFF-WHITE LINE PLAN STYLE # NAME
SEASON Fall/Winter 2020 Quantity
Percent
August September October November December January TOTAL Quantities
151011 151012 151013 151014 151015 151016 151017 151018
Color-Blocked Pencil Skirt One Shoulder Cocktail Dress Flared Trousers Striped One Shoulder Blouse Baggy Blazer with Belt Belted Trench Coat Cropped Cargo Dress Shirt Peplum Drawstring Jacket
67,300 23,700 74,400 61,700 33,200 29,800 50,400 35,500 TOTAL
18% 6% 17% 16% 9% 8% 14% 10% 100%
8,900 600 7,000 6,000 1,000 700 4,800 2,000 31,000
Quantities
9,200 1,000 8,700 7,500 2,400 1,100 7,000 4,400 41,300
Quantities
10,300 2,300 10,000 10,000 5,200 5,700 9,700 6,200 59,400
Quantities
14,000 6,200 12,900 12,400 9,900 8,000 10,300 8,000 81,700
Quantities
15,500 9,000 14,800 14,500 13,000 9,100 12,600 9,100 97,600
Quantities
9,400 4,600 10,000 9,300 1,700 5,200 8,000 5,800 54,000
COST
COST
RETAIL
PER UNIT
TOTAL
PER UNIT
67,300 $145.20 23,700 $4,486.65 63,400 $87.20 59,700 $133.08 33,200 $337.02 29,800 $960.15 52,400 $442.77 35,500 $776.14 365,000 $1,842.05
$484.00 $ 9,771,960 $14,955.51 $ 106,333,605 $290.66 $ 5,528,480 $443.59 $ 7,944,876 $1,123.41 $ 11,189,064 $3,200.49 $ 28,612,470 $1,475.90 $ 23,201,148 $2,587.13 $ 27,552,970 $220,134,573.00 $6,140.17
RETAIL
MARGIN TOTAL PER UNIT$ $ 32,573,200 $ 338.80 $ 354,445,587 $10,468.86 $ 18,427,844 $ 203.46 $ 26,482,323 $ 310.51 $ 37,297,212 $ 786.39 $ 95,374,602 $2,240.34 $ 77,337,160 $1,033.13 $ 91,843,115 $1,810.99 $733,781,043.00 $17,192.48 AVERAGE
MARGIN MARGIN TOTAL $ % $ 22,801,240 $248,111,982 $ 12,899,364 $ 18,537,447 $ 26,108,148 $ 66,762,132 $ 54,136,012 $ 64,290,145 $513,646,470.00 AVERAGE
$2,149.06 $ 64,205,809
% 70% 70% 70% 70% 70% 70% 70% 70% 70%
“AVERAGE UNIT BREAKDOWN”
Average Unit Breakdown Style Nbr. 151011 151012 151013 151014 151015 151016 151017 151018 Total
Description % to total Total Units Average Monthly Units Cost per Unit Average Monthly Cost Total Cost Retail per Unit Average Monthly Retail Total Retail Total Margin $ Markup % Color-Blocked Pencil Skirt 18% 67,300 11,217 $145.20 $1,628,660 $9,771,960 $484.00 $5,428,867 $32,573,200 $22,801,240 70% One Shoulder Cocktail Dress 6% 23,700 3,950 $4,486.65 $17,722,268 $106,333,605 $14,955.51 $59,074,265 $354,445,587 $248,111,982 70% Flared Trousers 17% 63,400 10,567 $87.20 $921,413 $5,528,480 $290.66 $3,071,307 $18,427,844 $12,899,364 70% Striped One Shoulder Blouse 16% 59,700 9,950 $133.08 $1,324,146 $7,944,876 $443.59 $4,413,721 $26,482,323 $18,537,447 70% Baggy Blazer with Belt 9% 33,200 5,533 $337.02 $1,864,844 $11,189,064 $1,123.41 $6,216,202 $37,297,212 $26,108,148 70% Belted Trench Coat 8% 29,800 4,967 $960.15 $4,768,745 $28,612,470 $3,200.49 $15,895,767 $95,374,602 $66,762,132 70% Cropped Cargo Dress Shirt 14% 52,400 8,733 $442.77 $3,866,858 $23,201,148 $1,475.90 $12,889,527 $77,337,160 $54,136,012 70% Peplum Drawstring Jacket 10% 35,500 5,917 $776.14 $4,592,162 $27,552,970 $2,587.13 $15,307,186 $91,843,115 $64,290,145 70% 100% 365,000 $36,689,096 $220,134,573 $122,296,841 $733,781,043 $513,646,470
“MARKETING & BRANDING”
“PRINT PRODUCT AD”
“MOCKUPS”
“EDITORIALS”
“BENZ”
www.off---white.com
“EDITORIALS”
“BENZ”
www.off---white.com
“BRANDING”
“WINDOW DISPLAY”
“SOCIAL MEDIA & WEBSITE”
“LAUNCH EVENT” Budget: 10k EVENT Off-White Showroom - Milan, Italy Showroom - Car and Apparel Showroom Mix Apparel items on mannequins inside vehicles September 4, 2020 Invite ONLY Influencers, Industry Leaders, Collaborators, Buyers First to preview collection DJ, Cater (Hors d’oeuvre), Cocktails
“KEY SAMPLE”
“SAMPLE PROCESS”
“SAMPLE VIDEO”
https://drive.google.com/file/d/1KnenPfo4vzaOrE5WVJRD8asY9mlCNXrc/view
Garment Constructor: Diesel Ambuter, FASH Senior Design Team: Britnee Hopkins & Tyler D’Ascenzo Fabric: Black Ribbed Knit, White Ribbed Knit, Orange Knit, Elastic --- Joanne Fabrics
“SOURCES� pinterest.com flickr.com wgsn.com/en/ vogue.com/fashion-shows freepix.com mockupworld.com off---white.com ssense.com farfetch.com mood.com fabric.com etsy.com
“FIN”