“OFF”
“ASOS” INCOMPLETE
2
CONTENTS 4-7 Introduction 8-11 The History 12-13 Virgil Abloh 14-15 Identifying Off- White 16-17 The Influence of HipHop 18-21 Supreme Streetwear 22-23 Balenciaga 24-25 Off-White Competitor Analysis 26-27 Brand Positioning 28-29 The Off-White Consumer 30-31 Brand Identity 32-33 Sustainability 34-35 Social Media 36 - 41 Pyrex Vision
42-43 ASOS 44-47 Introducing ASOS 48-49 The History of ASOS 50-51 Competitor Analysis 52-53 Brand Positioning 54-55 The ASOS Consumer 56-57 Collaborations 58-61 The Collaboration 62 The Logo 63 Designs 64-65 Target Consumer 66-67 Promotion 68-71 Packaging 72-73 `Conclusion 74- 75 Referencing
3
4
“INTRODUCTION� An intoduction from Hannah Soper
This brand is a collaboration between two brands, Off- White, a luxury high fashion streetwear brand and ASOS, a fast-fashion, highstreet brand. I have decided to take Off White into ASOS rather than ASOS into Off White as I believe ASOS would benefit from having a more streetwear focused brand marketed on their website as it is what the brand is missing. By bringing high end streetwear to fast fashion it would not only target different consumers but would reach out to other markets. My plan is to come up with an exclusive clothing range for Off White to only be able to be purchased on ASOS, an exclusive collection launching in A/W 20. My collaboration Is entirely based on my 20 x 20 research for both brands.
5
“OFF WHITE”
6
7
The Arriving into the industry in 2012,Off White, a worldwide luxury Italian streetwear brand has since taken the world by storm since starting off and its popularity isn’t new. Founded by Virgil Abloh, his ideas were greatly based off his childhood influences. From a young age The name off white comes from the colour Off White that isn’t quite pure, it’s made up of grey or yellow accents. Similarly, the brand represents this. According to Marx (2017), she states that Off White “combines ‘90s inspired New York street styles with tailored menswear and is especially made for his emerging clientele of Generation Y”, which supports this.
8
History.
9
Off Whites first collection arrived in 2014, it was packed with streetwear staples: oversized hoodies, leather jackets flannels shirts and distressed denim these garments carried a distinctive feature. They were audaciously branded with giant logos and striped graphics. Off White would read across the back of shirts with a name on a jersey. Stripes would be imprinted on sides of socks and every article of clothing would announce itself when worn together, as if Virgil was trying to create a team uniform for a sport of being an ecleckted fashionista. This look was the beginning of the 2nd phase of Virgil’s evolution. His first direct foray into the creation of his brand was Pyrex vision Launched in 2012, Pyrex was a fashion experiment for Virgil. The name was inspired by the pushing t line. Virgil was contextually trying to make his money by taking Michael Jordan’s number along with discounted champion and polo garments and whipped dup a way to create product in demand..
10
11
NEW BEGINNINGS NEW BEGINNINGS NEW
12
“Virgil Abloh� Virgil Abloh, the American DJ, Fashion Designer and architect masters graduate born in 1980, founded Off White in 2013. he also has a civil engineering degree from the University of Wisconsin Madison. Before this, Virgil arose into the fashion world at his internship at Fendi in 2009, alongside Kanye West
Subsequently, he won the British Fashion Urban luxe award and International Designer of the year GQ men of the year award in 2017. Ablohs interests in design and development from his love of Skateboarding he would spray-paint graphic t-shirts and gift them to his friends. These t-shirts had an edgy, industrial vive which you can see he still incorporates into his luxury streetwear brand, OFF-WHITE.
13
“IDENTIFYING OFF WHITE” In terms of Off White as a brand, Virgil created his brand on the utopianism of ready-to-wear luxury streetwear products, an unconventional accredit to a more refined brand, yet Virgil provides his consumers with the idea of inclusivity with it being the most popular Italian streetwear luxury fashion house. As the brand has evolved, Virgil’s ideas have erupted with the consumer not just purchasing his items but also deconstructing them layer-by-layer that make up the brand, something Virgil wanted Off White to achieve. (Gordon 2016)
Over the years off white has had massive impact to the fashion industry, especially after only being on the scene for 8 years. From his first collection in 2012, Virgil has since had 40 fashion shows ranging from streetwear to luxury. Due to the mix of both luxury and streetwear Off White has massively taken the fashion world by storm, with its success booming in the recent years.
14
One of Off Whites values is the sourcing of its products, Virgil having a big focus on the right fabrics being for for purpose, with all of their products being made to a high quality. This falls under being several steps ahead of the curve are just some of the core values of Highs society, which explains how Virgil’s products are produced to a high quality as its not only what’s expected in society these days but is something he values the most.
15
The Influence of: HipHop Hip-hop culture has had the biggest impact on street culture, informing plenty of the style trends and clothing brands that rose into prominence. In just decades, it evolved from fringe subculture to the most dominant force in pop culture.
In ‘70s New York, hip-hop was born as a reaction to disco culture. Caribbean immigrants and African-American youth in disenfranchised neighbourhoods began coming together for impromptu block parties in boroughs like the Bronx. Early pioneers like DJ Kool Herc, Grand Wizzard Theodore, and Grandmaster Flash started the practice of using two turntables to extend the dance break in funk and soul records, creating sound loop for dancing. The rhythmic delivery of rapping came from the practice of ‘capping,’ where two men would compete with their words over a microphone to win over the audience. The term emcee came from the traditional acronym MC, short for Master of Ceremonies. Before rappers, the MC’s role was to hype up the audience between a DJ’s songs and encourage them to dance. Early hip-hop culture was comprised of four elements; Rapping,DJing, graffiti writing, and breakdancing, an athletically challenging dance form that developed in the ‘80’s involving acrobatic moves like head spins, windmills, and flares as well as popping and locking, which relied more on precise body movements.
16
17
SUPREME STREETWEAR A true originator and innovator, like Off White Supreme’s mystique has been dissected and deconstructed to no end, but it hasn’t hurt it’s brand value in the slightest. One factor that separates Supreme from Off-White is not just it’s lower price tags but it’s drop days. Supreme releases it’s products every Thursday mornings globally, and people always line-up in anticipation whereas Virgil releases Off-Whites products a lot more frequently and are available to buy on various higher-end online stores due to Supremes’ exclusivity their products resale value increases depending upon the demand of the product. Long before the round-the-block lines, the security guards, the crowd control barriers, the ticketing system, the release dates, and even the global stores, Supreme started off as just a little skate store on a semi-abandoned street in Manhattan, unlike Off-White’s first release Supremes’ exclusivity has remained. Before Supreme opened in April 1994, Keith Haring’s Pop up Shop was the only store on Lafayette Street, and most of the neighbouring units remained empty- giving the street a quiet, neglected feel. It was an ideal skate spot. Before people were using social media to see what their friends were up to, this little shop slowly became the hub for every skate shop in downtown New York. The store was well lit with a really high ceiling- the complete opposite to other skate shops that dominated the streets of New York during the ‘90’s. Around 1997 the store caught the attention of Japanese shoppers, expanding it’s consumers on a more global spectrum. The most iconic item is the Box Logo also known as the ‘Bogo’ to hype beasts. The graphic remains it’s most popular motifs, with several versions for different collaborations or different store openings. In particular, Supremes success started to boom when it collabo rated with big names. The Supreme x Louis Vuitton collaboration is Supremes’ best-selling release today showing the streetwear brand can mix with high end luxury, similarly to the price tags of OffWhite.
18
19
20
21
Balenciaga Balenciaga opened fashion houses in Barcelona and Madrid before moving to Paris in 1937. The house on Avenue Georges V quickly became the city’s most expensive and exclusive couturier. His early training set him apart from other couturiers of the time. He knew his craft inside out and was adept at every stage of the making process, from pattern drafting to cutting, assembling and finishing a garment. For him, the design process started with the fabric rather than with a sketch, “it’s the fabric that decides” he stated, proving that he knew how to exploit materials to the very best effect. “Balenciaga alone is a couturier in the truest sense of the word. Only he is capable of cutting material, assembling a creation and sewing it by hand, the others are simply fashion designers.” Coco Chanel Nowadays, Balenciaga is Off-Whites main competitor although classed as a high-end luxury brand like Off-White, Virgil’s brand has a more exclusive feel surrounding the brand; something which consumers take into consideration when buying high-end items. Virgil’s designs are simplistic yet with an Urban twist and over the recent years the hype of Balenciaga massively increased with its popular stand-out products such as the Triple S trainers and the Tracks. Taking this into consideration this hasn’t affected Off-White as Virgil offers a different experience for his consumers, his products are unique and stand-out to many from the belts to his quotations this has caused OffWhites success to blossom compared to its competitors such as Balenciaga.
Balenciaga22
23
24
COMPETITOR ANYALYSIS
fashion forward
mass market
exclusive
traditional
25
“BRAND POSITIONING”
26
“Competitors” Many of Virgils competitors target the luxury market with OFF-WHITES competitors being those amongst GUCCI, BALENCIAGA and VETEMENTS. OFF-WHITES unique selling point is their innovation; and how exclusively distinctive and fashionable the brand is, which places the brand on a more exlusive level comapred to Balenciaga. Balenciaga is a fast-growing rival with an inrease rate of 49 percent in sales and was the top selling brand of 2017. With it’s popularity over the recent years, particulary after the release of the Triple S and Track trainers Virgil has had his fair share of challenges in the industry. OFF WHITE and Balenciaga have the same consumers so it’s important for Virgil to constantly keep evolving the brand over time. Along with Balenciaga more hyped brands such as Supreme and Palace have errupted on the streetwear market. Although these brands have lower prices their resale value is what is expanding their popularity due to the demand of limited stock which has is constantly growing on the streetwear market; something Off White is competing with.
27
“Consumers” “Consumers” The millennial young person are seemingly OFF WHITES consumer of today; placing them in two separate categories.With the first being in the higher-wage category; these consumers seemingly wear more designer on a day-to-day basis. Wearing the likes of Balenciaga and Gucci also considered a very loyal customer to the brand. Then on the other hand we have the other type of consumer. These come in a lower-income bracket and purchase items from time to time when a hyped item is released. OFF WHITES consumers are waiting for a designer that’s focused towards them. With Virgil’s aim being to focus past influences on today’s modern designs. Virgil uses iconic symbols as his muse for influence upon his designs and collections. The idea that Off White can go from the illustration and graphic of T-shirts all the way to a be-
28
29
30
“BRAND IDENTITY” In terms of Off White as a brand, Virgil created his brand on the utopianism of ready-to-wear luxury streetwear products, an unconventional accredit to a more refined brand, yet Virgil provides his consumers with the idea of inclusivity with it being the most popular Italian streetwear luxury fashion house. As the brand has evolved, Virgil’s ideas have erupted with the consumer not just purchasing his items but also deconstructing them layer-by-layer that make up the brand, something Virgil wanted Off White to achieve. (Gordon 2016) Over the years off white has had massive impact to the fashion industry, especially after only being on the scene for 8 years. From his first collection in 2012, Virgil has since had 40 fashion shows ranging from streetwear to luxury. Due to the mix of both luxury and streetwear Off White has massively taken the fashion world by storm, with its success booming in the recent years.
One of Off Whites values is the sourcing of its products, Virgil having a big focus on the right fabrics being for for purpose, with all of their products being made to a high quality. This falls under being several steps ahead of the curve are just some of the core values of Highs society, which explains how Virgil’s products are produced to a high quality as its not only what’s expected in society these days but is something he values the most.
31
“SUSTAINABILITY”
32
Virgil has expressed his support for sustainability by collaborating with brands such as Evian. In 2018 Abloh’s collaboration helped oversee his innovation in sustainability, showing his ethical approach in the manufacturing of his clothes., “Evian is an iconic brand with a strong heritage in fashion and creativity. Its sustainability ambitions align with my own, together we can push boundaries and explore new areas of revolution�. This shows that Virgil used his sustainable beliefs to collaborate with a successful brand, branching outside of the fashion industry to portray his ethical brand beliefs.
As Pyrex vision was reborn into a luxury cut and sew brand called Off White Virgil began to produce more considered designs, no longer using other brands clearing merchandise and materials source. Virgil began making clothes that gave more clothes than criticism. Brand and identity
33
“SOCIAL MEDIA”
34
Off White uses social media as their source of advertising, with their main sources being Instagram and their website. Their website has an optional newsletter feature which allows direct marketing. Their usage of social media is a genius marketing strategy to target their consumer base, especially using platforms such as Instagram. Shoppers are discovering new products through photographs without even realising whilst socialising on online resources. This shows how Virgil has used his platforms to encourage growth of his business and gain success
35
Off Whites first collection arrived in 2014, it was packed with streetwear staples: oversized hoodies, leather jackets flannels shirts and distressed denim these garments carried a distinctive feature. They were audaciously branded with giant logos and striped graphics. Off White would read across the back of shirts with a name on a jersey. Stripes would be imprinted on sides of socks and every article of clothing would announce itself when worn together, as if Virgil was trying to create a team uniform for a sport of being an ecleckted fashionista. This look was the beginning of the 2nd phase of Virgil’s evolution. His first direct foray into the creation of his brand was Pyrex vision. Launched in 2012, Pyrex was a fashion experiment for Virgil. The name was inspired by the pushing t line. Virgil was contextually trying to make his money by taking Michael Jordan’s number along with discounted champion and polo garments and whipped dup a way to create product in demand.
36
“VISION” 37
Pyrex vision sold for $100 - $500 per piece. The absurdity of the context plus the endorsement of the celebrity connections made the vision into reality. Virgil had made his first noticeable mark as an individual designer. With influence from the likes of Kanye, Kanye’s first runway show in 2012 was the first major step that Dondateam would take into the world of high fashion. They would later realise their design potential with 2015’s Yeezy season, a focus on oversized distressed materials with a striking colour palette. RSVP Gallery would act as Virgil’s exercise and curation creating art objects and fashion. His ability to create a unified look was one of the most influential part of Off Whites success. The Off White x Pyrex can be traced back to Virgil’s branding of Off White. Fashion and branding remain at the core of Been Trill since 2012 they often collaborated to produce clothing with HoodbyAir, a streetwear label that quickly evolved into high end fashion.
38
Fundamentally, Virgil’s brand involves reimagining accessories and clothing with added detail and structure. Virgil claims he “started the brand with the idea to change preconceptions of what a typical fashion designer should act like” Since then, he’s been transparent about the whole process of Off White whilst sharing images through his social media platforms to keep his work current. To which this has massively influenced an influx of different brands attempting to replicate his success.
Typically, Off White is considered “cool and urban” especially to teens of this generation. So one issue considered with the brand is its sustainability compared to other competitors. Streetwear is part of this sustainability problem As a result, the market has been flooded with countless young designers for whom environmental and social responsibility are low on the priority list. One difference of Off White however is the sourcing of his products. From high end materials, the brand focusses on the quality over the quantity. “Ethical isn’t a word commonly associated with streetwear, “this doesn’t necessarily apply to Off White as Virgil not only creates ethical products he loves but as a means for his consumers to express identity along with wanting to create one of the first streetwear brands that’s materials and items were ethically sourced and puts sustainability at the forefront.
39
40
Virgil has expressed his support for sustainability by collaborating with brands such as Evian. In 2018 Abloh’s collaboration helped oversee his innovation in sustainability, showing his ethical approach in the manufacturing of his clothes., “Evian is an iconic brand with a strong heritage in fashion and creativity. Its sustainability ambitions align with my own, together we can push boundaries and explore new areas of revolution�. This shows that Virgil used his sustainable beliefs to collaborate with a successful brand, branching outside of the fashion industry to portray his ethical brand beliefs.
41
ASOS ASOS ASOS ASOS
42
43
INTRODUCING INTRODUCING Asos is one of the world’s largest fast fashion brands and a global leader of online fashion. The brand sells a variety of high-street brands and are sold worldwide. Launched in 2000 originally called ‘ As Seen On Screen’ by founders Quintin Griffiths and Nick Robertson. Asos success has been massive over the 20 years its been around. By the end of the first trading year ASOS had turned over millions, now being a functioning multimillion online fashion brand. It was originally set up to sell affordable product easily online to consumers, offering fast paced delivery yet also sustainable to the fashion industry. With ASOS being a global company it operates in 231 countries worldwide, although only based online it’s accessibility is extremely appealing to consumers and reach a wider target market compared to its competitors.
44
ASOS ASOS
Although Asos’s prices do vary due to the volume of mass products sold consumers don’t necessarily think of ASOS as expensive due to the flexibility of products. The main difference between ASOS and its competitors is the delivery free. ASOS offer an unlimited next day delivery for a year costing £9.99, with other sores also introducing this customer can pick from the high-street stores and get what they’re looking for without any additional fee. One way ASOS attract customers is due to their high volumes of promotions they offer. 10% student discount is offered, along with weekly different promotions, with the most recent promotion being 20% off everything for St Patricks day, which is something a lot of its competitors do not offer. Asos continue to see opportunity for growth in their markets. ASOS is well placed to capitalise on this shift in customer behaviour. “This year we saw the number of active customers in our EU market outpace the number in our home UK market for
45
46
47
The The company got the ASOS acronym in 2002 and began pushing fashion for many years later. ASOS launched its first own-label womenswear in 2004, the year the company made its first massive profit. It’s sales were a big success, worn by many famous celebrities such as Rihanna and by Michelle Obama, which was the influence of ASOS’s success. However, the fast-growing company was dealt a blow the same year when one of it’s warehouse was hit by an explosion at a nearby oil depot. Stock worth £5.5m was destroyed weeks before the Christmas sales rush.
ASOS quickly regained itself and started to expand abroad and into beauty and own-label menswear, riding the boom in online fashion as shares in the business. This all started around 2001 and ever since ASOS’s success has had a massive impact on the fashion industry, slowly introducing all different price ranging brands to its market
48
HISTORY. However, disaster struck again in June 2014, when the company was forced to suspend its website after another fire in its warehouse. The incident came only weeks after it issued a major stock warning that almost wiped out a third of the company’s stock market value. Soon after this Robertson announced his departure the following year, after ASOS warned that higher warehouse costs and losses from a Chinese venture would son hit annual loss profits, which meant ASOS for the first time ever was starting to struggle. ASOS has used innovation including the use of social networking sites such as Instagram to interact with its shoppers, introducing new brands and different departments such as the beauty range and home wear section including the introduction to own-label the ‘Collusion’ ranges have drove ASOS on. It has also benefited from the fall in the British pound over the years which made its products cheaper overseas. Its surged over its competitors such as Marks & Spencer in value this year, hitting its highest peak in years.
49
50
Competitor Analysis
High Fashion
Urban Outfitters Tuopshop H&M Low Price New Look
ZARA
ASOS M&S
All Saints High Price Jack Wills
Low Fashion
51
Brand Positioning
52
Competitors
“ASOS” stands for “as seen on screen”. The brand name is also used as the logo. Providing fast fashion at competitive prices and stimulating fashion editorials, the distinctive image of ASOS is well reflected by its merchandise assortments, packaging, and website design. It also diversifies rapidly from other competitors in the fashion sector such as Topshop, Zara, and H&M via social promotions and technological innovations. ASOS has benefitted massively from its play positioning. It targets a particular market segment that are hugely internet users. Unlike Amazon, or eBay, ASOS only trades in the field of fashion and beauty to better serve audiences within specific market sectors. Therefore, its online presence is convenient to customers and enables the company to offer products at a more competitive price point than multichannel retailers.
53
Consumers Consumers
The brand is presented as a fashion destination for the Gen-Z mainly aimed at 15- 25 year old fashion-forward individuals who are interested in shopping from home online and searching for the latest fashion trends. Geographically, it targets a global audience with a major consumer based in the UK, USA, and Australia. Demographically speaking, the target customers are aged from 18- 23 years old as they appear to be the main consumer of fast fashion brands as well as the group who have adapted easily to online internet shopping. The second largest sector of consumer group who have adapted to internet shopping are consumers aged 24-29 years old, hence its consumers being a lot of students. Therefore, ASOS offering a wide variety of different priced brands really appears to its broad consumer base in terms of affordability and current trends.
54
55
Collaborations
56
ASOS is known for its collaborations between brands as well as introducing new brands to its market. In 2014 ASOS chose to collaborate with McLaren Formal One to promote itself due to its popularity. Along with CoppaFeel, which is one of the UK’s most popular breast cancer awareness charities. They teamed up in 2015, this not only promoted ASOS to increase its success but also boosted and helped support a valuable and important charity. The charity aimed to sell a bra in the UK as a reminder, ASOS helped this to become a reality by adding a bra to every order sold. This shows how supportibe ASOS is as brand which in tern has increased ASOS’s popularity over the years.
57
The Colla
INCOM
58
aboration
MPLETE
59
“ASOS” “ASOS”
60
61
LOGO LOGO When I was designing my logo I took into consideration the designs from both Off-White and ASOS to make sure it reflected upon the both brands individually, yet brought them together as a collaboration. I brainstormed various ideas all of which fit into the aestethics of both brands.
X
“OFF-ASOS”
”ASOS”
X
“OFF-ASOS”
Both Off-White and ASOS have a vary simple yet effective aesthetic with both brands heavily usuing the colour black on their logos and designs, this is something that stands out to both consumers. I experimented using various fonts and sizes to see which would look the best and which I could use that were most similar to the brands .
Final Design ”ASOS”
62
DESIGNS DESIGNS
”ASOS”
“OFF ASOS”
I have created a range of T-Shirts for my collaboration with Off-White and ASOS. I have used my final logo on the t-shirts, reflecting upon the collaboration. Basing the design off ASOS’s own brand Collusion and Off-White’s logo. With both Off-White and ASOS known for their simplistic designs I have created a plain white t-shirt which will appeal to all generations and attract a wide consumer base.
63
Target Consumer The target consumer for my collaboration will be gender neutral. With the t-shirts being plain with a simplistic design they’re suited for both male and female consumers. With the collaboration being with Off-White the consumer I believe the target audience will be heavily Gen-Z based, with the consumers having an interest in streetwear. The simplistic designs allow the consumer to express themselves in a way to show off their lifestyle and be part of a community. The consumer will also heavily be Gen-Z based due to the online approach. With ASOS being an online community, consumers will be able to order the items within a click of a button, along with the easy and affordable delivery options that are available on ASOS. With the collaboration between a higher-end streetwear brand and a complete fast fashion brand such as ASOS, it will not only attract the Gen-Z with a desire in streetwear but will also introduced new consumers to a new lane of fashion. As the collaboration is with ASOS this means the Off-White items will be reasonably priced, considerably a much cheaper price than an original Off-White t-shirt. The affordability will attract consumers expanding the brand globally. The release will see an expansion for both brands, building up attraction and consumer base. Along with reflecting both the brands values and identities, this will make the consumer feel part of a community between the two brands.
64
65
Promotion Promotion ASOS is known for its collaborations between brands as well as introducing new brands to its market. In 2014 ASOS chose to collaborate with McLaren Formal One to promote itself due to its popularity. Along with CoppaFeel, which is one of the UK’s most popular breast cancer awareness charities. They teamed up in 2015, this not only promoted ASOS to increase its success but also boosted and helped support a valuable and important charity. The charity aimed to sell a bra in the UK as a reminder, ASOS helped this to become a reality by adding a bra to every order sold.
66
OFF X ASOS
67
Packaging Packaging For the packaging of the product I had to look into ways of shipping the product due to the online internet presence in an appropriate yet sustainable manner. Although ASOS still use plastic bags to post their products I don’t believe it’s the most environmentally friendly and sustainable way to do. Due to other brands starting to use cardboard boxes to deliver their clothes I believe this is the most effective way. The have chosen to use a white cardboard box to deliver the collaboration as it is not only the most sustainable way but also applies to Off-Whites higher end aesthetic. The design with the black. Bold writing is simple yet chic, reflecting upon the brands higher-quality approach.
O
F
X F
S A
S O 68
O
F FX A
SO
S
I created swing tags that would not only fit into the brand collaboration but would also identify it. I decided to keep within the colour scheme of Off-White and ASOS keeping the design simple yet affective. The deigns are made on cardboard is it’s recyclable and a sustainable material something of which both brands highly support and believe in the ethos’ of both the brands. One of the reasons I decided upon using cardboard for the tags is because ASOS still use plastic packaging to ship their products, so by incorporating the cardboard I believe it will help ASOS to start using cardboard to ship their packages off as opposed to its plastic, so not only would it help build brand sustainability but would also positively impact the environment.
69
“INCOM
“COMING “20
70
MPLETE”
G SOON” 020”
71
Conclusion Conclusion On reflection, this module has been very beneficial to me as I have learnt and adapted new skills which I believe will help me throughout my time on the course. One thing I have gained from brand development is my knowledge and depth into the different brands and how they focus mainly their consumers to build growth upon their brands. My research has sufficiently helped me throughout the brand development as before I knew very little about not only both brands but about how brands market their products to adapt to their consumer base. From my research into both ASOS and Off-White I have learnt a lot about the brands sustainability along with the brand ethos and values, from learning how Off-White creates its products to how ASOS ships its orders out on a global spectrum. I decided to take Off-White into ASOS as opposed to ASOS into Off-White as I think it will benefit both brands, with ASOS having a lower price point than Off-White selling the collaboration at a cheaper price point will not only target but attract new consumers, by introducing them to the brand. By taking Off-White into ASOS the collaboration will be able to create higher-end items but at much lower prices, something that I have found attracts the ASOS consumer. ASOS’s online presence is another benefit to bringing OffWhite to ASOS as it offers quick delivery at cheap prices along which is something the ASOS consumer looks for.
73
Releasing limited Off-White x ASOS pieces on to the ASOS website will not only bring in new consumers but will significantly have a global attraction which will introduce Off-White on an international scale due to ASOS global diversity.
Overall, I believe my collaboration would be a great success for both Off-White and the ASOS consumer as it represents both brands and have taken factors from each which I believe would appeal to the different target audiences to bring them together; forming a new community for consumers to shop in. I can safely say I have gained a lot of knowledge for the both brands which I will carry over into my coming years of University and apply my knowledge for future modules.
74
References References (2020). Retrieved 21 May 2020, from https://www.off---white.com/en-gb/ Highsnobiety | Online lifestyle news site covering sneakers, streetwear, street art and more. (2020). Retrieved 21 May 2020, from https://www.highsnobiety. com/ Nast, C. (2020). Teen Vogue: Fashion, Beauty, Entertainment News for Teens. Retrieved 20 May 2020, from https://www.teenvogue.com/ Off-White News, Collections, Fashion Shows, Fashion Week Reviews, and More - Vogue. (2020). Retrieved 21 May 2020, from https://www.vogue.com/ fashion-shows/designer/off-white The hottest fashion brand in the world was built on irony and $1,000 sweatshirts. (2020). Retrieved 21 May 2020, from https://www.vox.com/thegoods/2018/10/30/18027074/off-white-timeline-history-luxury-streetwear-virgilabloh “OFF-WHITE”. (2020). Retrieved 21 May 2020, from http://web.pdx.edu/~allstott/hypebeasthistory/offwhite.html Women’s Clothes | Shop for Women’s Fashion | ASOS. (2020). Retrieved 21 May 2020, from https://www.asos.com/women/ Kollewe, J. (2020). Asos timeline: from tiny startup to dressing Michelle Obama. Retrieved 21 May 2020, from https://www.theguardian.com/business/2014/ jun/05/asos-timeline-startup-michelle-obama McGregor, K., Whelan, G., Bearne, S., Knowles, J., Geoghegan, J., Stocker, K., & Fish, I. (2020). How Asos founder Nick Robertson built a £1.4bn business. Retrieved 21 May 2020, from https://www.drapersonline.com/how-asos-founder-nick-robertson-built-a-14bn-business/7028171.article ASOS Story. (2020). Retrieved 21 May 2020, from https://www.asosplc.com/ asos-story
75
Images Images
pinterest.co.uk/pin/755971487420292201/ fashionista.com/2017/11/virgil-abloh-off-white-nike-ikea-2017 Highsnobiety | Online lifestyle news site covering sneakers, streetwear, street art and more. (2020). Retrieved 21 May 2020, from https://www.highsnobiety. com/ Highsnobiety Online lifestyle news Pyrex Vision (2020) News Pyrex from Supreme Stores: A Practical Guide to Every Supreme Store Worldwide. (2020). Retrieved 21 May 2020, from https://www.highsnobiety.com/p/supreme-storeguide/ https??www.highsnobiety-pyrex.co.uk Women’s Clothes | Shop for Women’s Fashion | ASOS. (2020). Retrieved 21 May 2020, from https://www.asos.com/women/ Women’s Clothes | Shop for Women’s Fashion | ASOS. (2020). Retrieved 21 May 2020, from https://www.asos.com/women/ (2020). Retrieved 21 May 2020, from https://www.google.com/search?q=asos&tbm=isch&ved=2ahUKEwjl1e6S3MPpAhUr1eAKHSYAC4QQ2-cCegQIABAA&oq=asos-time
76
