2 minute read
29 The Off-White Consumer
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
Advertisement
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.
