“Introduction” “ASOS”
This is my 20X20X20 research surrounding my collaboration between Off-White x ASOS. I have chosen selected words and questions which I believe are most relevant to the brands. Along with the words I have added visuals that I have created that also adapt to the words I have chosen.
“HYPEBEAST”
“What is a Hypebeast?” Hypebeast is a word that has evolved over time.What once was a term that was only understood in fashion internet forums has now grown into one widely understood in pop culture. Like anything that was fostered online, the meaning of being a hypebeast is changing. The word came from the now publicly traded company Hypebeast. A conglomerate who started out as a blog with keeping people up to date on many aspects of street culture, but with a heavy emphasis on sneaker news. The most proper definition of the word I could find is “a slang word for someone who follows trends in fashion specifically streetwear, for the purpose of making a social statement”. In reality, when you call someone a hypebeast, it refers to someone who is willing to spend top dollars on whatever is trending at the moment. Regardless if he or she appreciates and enjoys the actual item.
“JAPANEESE CULTURE”
How does Japaneese culture impact the streetwear scene? The Japanese culture was not immune to the spread of streetwear fever during the 1990s. While such emerging brands like Stussy and Supreme were making a name for themselves among skaters, surfers and members of the counterculture communities in New York City, streetwear was simultaneously taking flight across Japan as well as other regions around the world. In Japan, the birth of streetwear was initially barely a noticeable event for most people. Born on the streets of Tokyo in a small four-square block area called Urahara, which is short for ura-Harajuku, meaning “the hidden Harajuku, this area was located between the districts of Harajuku and Aoyama in the nation’s capital and most populated city.
“QUOTATIONS”
Why does Off White use quotation marks? Virgil uses quotation marks to operate his work in a mode of ironic detachment. This means he takes words and takes them out of context, questioning what they really mean to both him and the consumer. When he adds quotation marks to his designs he believes it gets his consumer questioning the meaning behind the item they’re purchasing.
“MINIMAL”
How does Off Whites design reflect a minimalistic approach? Virgil mixes minimalism with glamour to create his products. His minimalism is reflected upon his designs such as his leather goods and handbags, along with his hoodies. The plain colours he typically uses such as black and white with a hint of yellow mixed with his bold prints shout ‘Off-White’ and really reflect upon the brand as a whole. OFF-WHITE FOR MEN Virgil Abloh breaks down fashion walls. His directional Arrows point in all the right directions, moving Off-White from outsider status to cult status with streetwear at its centre. The diagonal stripe can be seen across T-shirts and hoodies, with both larger-than-life logos and minimal detailing. Where tech-fabrics meet artisanal craftsmanship.
“ Youth Culture”
“How has Off White been influenced by youth culture?” I believe Off –White became successful due to the gap in the fashion industry at the time it first made an appearance in 2014. Fashion is not only a lifestyle but is about reflecting your personality and authenticity all through materials and fabrics. I believe Off-white was influenced by youth culture as Virgil listened to what his consumers wanted- which in turn has made Off-White the successful brand it is today. The target audience for OffWhite is the Gen-Z of today’s generation. With fashion trends always coming back around and doing a complete 360 degree turn over decades Virgil has played to his strengths and noticed Gen-Z’s are influenced from past fashion trends. I believe youth culture plays a part in this as ultimately youths are predominantly Virgil’s main consumer base and are buying his products, therefore he is creating lines that appeal to this generation.
“Community”
What is a fashion community? Today a fashion community is much more than what it used to be considered as back in the 90’s when HipHop first started. Hypebeasts of today consider fashion as not just a culture but as a lifestyle which is classed as a community as it brings them together not just through clothes. In particular, one thing that brings Hypbeasts together as part of a community is the resale. Many jump on the bandwagon to cop the items when brands drop their collections, due to the high-demand of products they’re sold on for a much higher-price compared to the retail price, this essentially brings sellers together as they trade their items on for money.
“ Fashion Community”
“Streetwear”
What does the term “Streetwear” mean to consumers of today? The term “streetwear” itself may be outdated but the ideology won’t ever change. The genre was never solely about drops, graphic-driven sportswear or limited-edition collaborations, it was about creating a sense of community via shared cultural codes. These codes, whether pulled from punk, hip-hop, surfing, skating or graffiti, are largely inspired by movements that are no longer subcultures but have proliferated to the point where they’ve become pop. In a way “streetwear” is a microcosm for brands that speak a certain language and represent a community that has become much bigger. Today, the streetwear scene is much bigger with Gen-Z’s jumping on the latest hypes from Supreme drops on a Thursday 11am to Palace weekly drops. Streetwear of today isn’t just a phrase it’s a culture reflecting upon their perosnalities through the way they dress.
“The rise of Streetwear”
“Urban”
What is Urban Style? Urban culture and urban clothing goes hand in hand. This type and sense of style is popular with urban youth from overpopulated big cities, especially with those who are involved in hip-hop and rap music subculture. However, today, it’s not all about rap and hip-hop anymore. Urban style is massive, we see new urban brands rising. Most fashion bloggers get inspirations from urban ready-to-wear collections. If we look at this changing trend from different areas and countries, clothing ideas of urban youth might get new forms. These young people lives in urban cities and they don’t need to fallow high fashion dress-codes, they create their own style. In a way this uniqueness becomes mainstream.
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“BRANDS”
Does ASOS brand selection appeal to its consumers? ASOS offers over 100’s of brands to its consumers from clothing to hair products and beauty. I believe this appeals to its consumers as they are able to order what they want within one order. Many websites don’t have the range of products that ASOS have to offer so often have to place separate orders. This is not only time consuming but costs more on delivery fees.
“Collusion”
How has Collusion adapted to the ASOS community? Collusion has recently been introduced over the past few years on to ASOS. With ASOS being predominantly known for stocking various different brands it was a new field of work for them introducing their very own brand. Collusion is a mix of minimalism cross between their bold colours and stand out logo. Collusion has been very successful entering the ASOS community as it has entered a new pathway for ASOS keeping it current and fresh; something the ASOS consumer looks for due to fashion constantly changing.
“Casual”
Casual Casual Casual Casual
Casual Casual
Does ASOS’ casual style stay up to date with current trends? ASOS’ website is constantly changing and adapting to the consumer, keeping upto-date with the current trends. Due to their mass amount of products it is vital for ASOS to keep up to date. Their ‘causal’ looks are kept up to date with the current trends as there are new lines added on a weekly basis. ASOS offer a new in section where the latest trends are easy to view, with sub-categories of looks which can be refined down to casual. This allows the consumer to easily view the current casual trends ASOS have to offer.
“Global”
How does ASOS sell it’s products on a global scale? ASOS’s diverse consumer base is targeted on a global scale with shoppers coming from worldwide destinations from the United Kingdom, to Australia, to countries in the Middle-East. It is vital ASOS offer a worldwide delivery in order to succeed. Do to ASOS’s success being online it’s important for worldwide access. They currently ship to over 196 countries and are constantly expanding this, offering different delivery types at a low-priced cost; one of the main selling points to their consumers.
Global Global Fashion Global Global Fashion Global Global Fashion Global Global Fashion Global Global Fashion Global Global Fashion
“SIMPLISTIC” Keeping It Simple Keeping It Simple Keeping It Simple Keeping It Simple
DO ASOS’ simplistic styles have an impact on consumerism? From my research I don’t believe ASOS’s simplistic styles have much of an impact on consumerism as ASOS is constantly adapting to what their target audience want. Consumers don’t always want a graphic, bold, in-your-face t-shirt and a lot of the time just want the basics. However with ASOS being such a diverse brand offering thousands of different lines, the simplicity of some of their designs doesn’t affect it’s consumerism as a lot of the time is what the consumer demands, this is reflected upon in the sales figures on a yearly basis.
DYNAMIC DYNAMIC DYNAMIC DYNAMIC DYNAMIC DYNAMIC
What does dyanmics mean to ASOS? Dynamics to ASOS means they are constantly changing and keeping up with consumer behaviour. ASOS is a brand with more energy and they often show change, movement and flexibility. As a brand they are physically changing and moving, reflecting upon the definition of dynamism. ASOS started out selling mainstream clothing brands but over the years have adapted adding not only thousands of brands by adding ranges from their beauty range to home wear and lifestyle as this is something that has been high in demand from their consumer over the years.
“Market Place”
What is a Marketplace? ASOS market place is a website that offers a platform of different businesses, from start-up businesses to small botiques that are trying to sell their own labels and products they have designed. ASOS encourage this by offering a marketplace website for consumers to shop indivudal labels and support small businesses. This allows them to discover new brands and shop the latest trends.
“Youth”
Why does ASOS appeal to the youth of today? ASOS’s current target market are young milenilas, cross between Gen-Z’s aged around 16-30. I belive that the brand appeals to this age group becauuse of it’s online preansence and affordablity of many it’s pieces. However ASOS does also stock higher-end items such as All Saints and products such as GHD hairstyling this appeals to the youth of today as they can buy these items in with the basic stuff they want in the click of one order, this not only saves on delivery costs but arrives at the same time. I also belive it appeals to the youth of today as ASOS offer student discount, something which Gen-Z’s want. This not only attracts them to order on ASOS but makes them more inclined to purchase again.