65 Target Consumer

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.