27 Brand Positioning

“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.