OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
1
“ CONTENT “ ABOUT PESTEL SWOT CURRENT LANDSCAPE AIDA MEDIA PLATFORMS MATRIX /CLUSTER KEY MARKET DRIVERS PRISM CUSTOMER GROUP MARKET SEGMENT CUSTOMER IDENTIFICATION CUSTOMER PROFILE EMERGING CUSTOMER HABITS BRAND DNA 7 P’S MEDIA STRATEGY PRESS REALISE PR LIST ONLINE WEBSITE DIGITAL PLATFORM BIBLIOGRAPHY
3 4 5 6-7 8-9 10-11 12-13 13 14 15 16 17 18-19 20-21 22-23 24-25 26-27 28 29 30 31 32-33
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
VIRGIL ABLOH STARTED OFF WITH A SMALL PRINTING COMPANY WHICH LATER ON BECAME KNOWN AS PYREX, EVENTUALLY STARTED SOCIALISING WITH RAPPER SUCH AS KANYE WEST AND TOOK HIM UNDER HIS WING, BECOMING A CREATIVE DIRECTOR HIS CLOTHING AND CREATIVE WORKS. AS HIS OWN BRAND STARTED TO GRAB THE MEDIA ATTENTION, AS A LIST CELEBRITIES SUCH AS ASAP ROCKY AND RIHANNA . IT SOON BECAME A POPULAR UNGROUNDED STREET WEAR BRAND. FINALLY TURNING INTO THE OFFICIAL COMPANY NAMED “ OFF-WHITE”. THE BRAND ETHOS IS YOUTHFUL WITH THE HIGHEST QUALITY OF CRAFTSMANSHIP. WITH EVERY PIECE ON TREND
“ ABLOH “
- ABOUT OFF - WHITE
This report brand report is research into OFF -WHITE key focus points visually formed
3
POLITICAL
ECONOMICAL
SOCIAL
TECHNOLOGICAL
ENVIRONMENTAL LEGAL
• Vigil Abloh responds to backlash over $50 donation to the Back Lives Matter movement, as the community felt the act wasn’t good enough , especially due to the movement being put into the mainstream , more people felt they could call him out for his lack of compassion • Virgil once again for the lack of diversity within OFF WHITE staff . After , a picture was posted via instagram congratulating the staff on accomplishing the 2021 runway show , comments flooded with negative responses to the choice of staff, mainly being a person of colour himself and knowing that, only a small percentage of the black community get accepted into fashion. “ All 12 Executive Committee at LVMH are of European origins “ - Mintel
• OFF - WHITE opens up its first store in Milan , despite clothing being produced there • Farfetch splashes out £556m to acquire OFF White admin widening losses • Virgil Abloh profits total rising of 77% , as success extends to footwear Mintel • As Covid hits customers spending habits shuffle to essential items only , with less disposable money to spend on clothing
• Virgil responds to backlash over ignorant comment on the Black Lives Matter riot and apologizes after quoting that the vandlist are thugs who are tearing down the designer shops • After social media meltdown Virgil launches project to support young black business • Auctioning off a signed OFF - WHITE X Air Jordan 4 for charity
• OFF - WHITE is crowned the most searched brand of year 2019 • Virgil opens his first store in Milan, The flagship’s interior concept blends earthy elements with minimalistic lines , the design of the store is created to elevate the physical shopping experience , as digital (online) is taking over. He wanted to create a space that could turn into a runway , and he has the facilities to do so. • Currently don’t have an official OFF - WHITE app, as Covid has forced retail brands to covert to an online presence
• Consumers want transparency : The brand manufactures in Milan, a low to medium risk region for labour rights. However, there is no evidence of a Code of Conduct of a living wage • Abloh still uses leather wool and exotic animal hair • No evidence suggest that the company is trying to become sustainable as ' 57% of all discarded clothing ends up in landfill' - CO Data as more Millennial and Gen Z consumers want to see change in a brand
• Counter-fits/ fake items • OFF - WHITE files a multimillion dollar law suit against WISH.com for selling fakes • Company offwhite.co failed to trademark there name as Virgil has already taken the right
“ WEAKNESS ”
OFF - WHITE REPORT 2020
Links with a lot of cultures beyond the fashion industry e.g music, art , architecture and many more • Strong advertising via social network , keeping theme with their signature aesthetic and keeping consumers up-to date • Alongside iconic celebrity endorsement, branding the top influencers (models) to wear their clothing on and off duty • Specific target market that is loyal • Brand image is iconic within the street-wear market • Brand physic is memorable and seen in everyday life to trigger off the logo eg parking bay stripes - Creates constant hype with limited brand drops and collaboration • Uses high quality materials and craftsmanship • innovative designs that are trends • Multiple stores all over the world expanding and increasing the global popularity “ STRENGTH ”
Counterfeit items targeting the iconic stripped hoodie making dupes harder to track down ending in lawsuits • Virgil Abloh is a huge influencer outside the brand , however media still pins his identity to the brand , reflecting on his personal life could impacts the brand negatively • Overexposure as the brand can become commercially overpowering and the brand image of it being unique waters down • Oversaturated market (street-wear) • The lower end of the target market can’t seem to justify the price • Limited stock enables only a small percentage of the market to purchase • Having considered a Hypebeast brand , could put off potential customers who don’t want to be associated with that term but still fall under the streetwear aesthetic and market
“ THREAT ” Counterfeits running the brands DNA and physic • Virgil being attached to the brand outside of fashion anything negative could impact the popularity of the brand and reputation • Over-hype could kill the relevancy • Covid has lead to a global financial break down , creating a shortage of demand for highly priced ‘Luxury’ as there target consumer uses focuses on other needs leaving a small percentage of target market who are wealthy to create demand
“ OPPORTUNITY ”
Famous for collaborating with reputable companies inside and outside the fashion industry (collaboration into other market shares) attract a wider target audience, also in a stronger position for OFF - WHITE to venture out into different markets beyond the fashion industry • Has a strong connection with the younger audience ( Gen Z ) as the brand is one of the leading street-wear brands influencing what stays on trend • Versatile shop floors which could hold catwalk shows • Has a big demographic Asian customer base (links with Asia having a large street-wear population ) with consumer spending reaching nearly 4x more than on non-street-wear apparel from 2015 to 2020 .• As a black creator help less known designers
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
“ SWOT ”
5
“ POST COVID”
“ CURRENT STREET WEAR LANDSCAPE” However , in regards to the street-wear trend , it was supposed that Virgil
Abloh in 2019 predicted it will be dead , as street-wear will digress into more of a “tailored’ style. Sales of men’s tailoring were expected to fall 11 per cent, to $1.7 billion between 2019 and 2024 according to Euromonitor International (pre Covid). This is seen as mainly true as February presented times where the over-hyped killed street-wear and a more sophisticated style was going to up-rise. However, as lock-down hit the current state , of taking the traditional office ware trend out the office into casual street-wear . Demand for hoodies rose 33 per cent from April to May according to Lyst . Resulting in a hybrid as tailoring is coming as the lockdown is easing, but it’s different now. Comfort has to be part of the deal. The core street-wear consumers are millennial and Gen Z shoppers, but the consumer base is maturing , they want to see the hybrid of both styles of casual street-wear and tailored , resulting in items such as tailored joggers , to adopt there new lifestyle. Consumers no longer want to spend money on big items such as jackets , but they still want to spend on smaller items as lower cost , due to the desire still being there . Nevertheless , the Asian market seems to be growing significantly as they opened there store sooner than Europe, carrying a lot of the trends through to the UK.
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
As the pandemic hits , its pressing that retailers are lacking with meeting demands for athlesuire and street-wears. Due to a large proportion of consumers being stuck with having to work at home . The sheer amount of items we’re on the lookout for is starting to seriously outweigh the supply. Resulting in an increase demand items such as trainers , tracksuits , lounge wear , as customers have started to do work out from home and trying to reach the peak of comfortability . “The number of sportswear items sold out online over the past month had increased by 17% compared with last year and it expected to rise further should the UK face a second lock-down.” Edited . This has directly hit online retailer as the majority of stock is sold out . Moreover , as the global lock-down hits getting stock overseas came with restrictions and the main manufacturing warehouses eg. Bangladesh , Indonesia, India lowed there number of employees or even shut down . With less stock coming in an increase of price with be inevitable , particularly on third party websites such as Depop , reselling a lot of dead stock. As from the data below a lot of money is still be spent on clothing despite financial cutbacks of consumers. “ PLAN TO SPEND LESS ON CLOTHING OVER THE NEXT MONTH”
AGE 35 - 54 56%
44%
AGE 16 -34 48%
39%
77
01
AW A R E N E S S
Fendi teamed up with Artist Joshua Vides to create the Fendi cafe . It was the most instagramable cafe on social media. Harrods announced on its website that it will launch a pop up event with Fendi and the designer to launch their collaboration . This fuelled social media into a frenzy with every other influencer snapping at the cafe with using the #fendicafe , along side Fendi and the artist posting about it on their accounts , Whilst the shop front of Harrods was fitted to the FF aesthetic, targeting customers to come in and old fashion marketing of sticking the design on taxis around London. Moreover , articles in magazines that announced the launch like Harperz Bazar and reviews from Hype Bae .
“SHOP FRONT”
INTEREST
“ SHOP LAYOUT”
D E S I R E
“MERCH”
“ AIDA “
“FOOD”
A C T I O N
Based on a traditional Italian cafe By going to the cafe it made Fendi As it was a limited time only pop it grabbed the attention of a lot of food name more reachable as consumers felt up store , it used social media to create bloggers and influencers , giving you a feel that they could buy into the Fendi experience hype to come and experience this once in a of what the Fendi experience would taste like. . That lead people onto the peekaboo bar lifestyle cafe , also as it was a collaboration with Also, as the cafe was fitted out in the FF designed downstairs and browsed the bags the attraction the artist it created a hype around the collection which was embossed on all the foods its become that is was customizable made the consumer feel easily recognisable , and lured consumers to come try , as it made the consumer want to try out the food unique . The consumers that brought from the cafe has and the food looked visually pleasing . Also, it has a very and browse upon the clothing and bag collection more of an understanding of the brand and would then relaxed atmosphere that encouraged customers to stay . Furthermore, as the cafe was reasonably priced it continue onto shopping through the whole collection. and try more from the menu. Furthermore, the cafe created a want to be snapped with the iconic Fendi Furthermore, the consumer was buying into an art piece cafe hot beverage , or the Fendi shaped biscuit. The was teamed with another space on the ground floor, as well as a fashion statement. Harrods would have appeal of the pop up being within Harrods sold is a pop-up Fendi Peekaboo bar, allowing shoppers equally gained customers and people who wanted the experience as the highest form of luxury as to fully customise their own Mini Peekaboo to vist the cafe would then explore into Harrods it combined the food element and clothing exclusively at Harrods, Customers will be able dining , and by the built up a rewards system element to give you an overall luxurious to mix and match three key elements of with them and they would of been feel and creating a high end lifestyle the popular bag (body, handle and ask at checkout if they wanted strap), to create their own to join the programme unique style.
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
“AWGE SPACE IN SELFRIDGES”, LONDON
INTEREST
AWA R E N E S S
Asap Rocky has been affiliated with being one of the most stylish rapper of our generation winning numerous awards with it , occasionally dropping collaboration with well known fashion designer such as DKNY, HBA and Guess. With over 13 million followers on instgram , when Asap dropped the post that its AWGE collection was going to be available in Selfridges it didn’t take long for all the media outlet to repost . Whether that was Hypebeast writing an article on the upcoming event , or Selfridges #awge on there instagram page or Highsnobiety writing a review on it . The hashtag and repost quickly caught the attention of Asap Rocky’s fan and even the #Asap Rocky trending on twitter as fans went into a meltdown that he was going to make
A C T I O N
D E S I R E
Based on a traditional bodega By interacting with the sales Customers where able to buy one (an American convenience store), this associate, and buying items whilst posting off a kind products with limited addition immersive life size concept space is filled on instagram , that gained peoples attraction toys such as the knitted Asap Rocky Bubuskha with limited edition fashion collections and . Especially the consumers who couldn’t make it, doll , which coinscided with his lastest theme of merchandise created by the AWGE collective. From creating a sense of need, they would look up the his album. As these where available for a limited sweets to sweatshirts, Krispy Kremes to duvet covers items online as most items where sold out in store – also every time was seen as a collectable mixed period, a lot of the items where sold out in store, . Furthermore , it will enable to customer to browse with his music merchandise . Also the space itself was making the consumer find the products more desirable the online website, whilst promoting Asap rocky music very instgramable with vivid colours and creating a . Also as it was located in Selfridges the customer knew and website too, keeping the consumer engaged with American space that takes you away from the London they was getting the best care as they immersed the artist for the future. Furthermore, when customer into a luxury customer service , but as the brand is scenes . Which further gathers interest when Asap brought items in-store they where ask if they wanted more casual. The consumer felt more at ease and Rocky confirmed he was going to be at the shop to join the Selfridges promotional emails . The kept relatable to the sales associate , as their were all it gave fans the chance to meet him in person the customer kneen and interested in the store. wearing street-wear and the merch . Getting with out having to pay, as pictures were Luxury feel whilst still taking to target taken it was a key point in creating customer in a casual approach. interest as it instgram was overfilled with images
02
“MERCH”
“SHOP LAYOUT”
“LOGO”
“ AIDA “
“APPEARANCE”
9
“ MEDIA PLATFORMS “ Gen Z primarily uses social media for entertainment, so brands targeting this audience need to plug into platforms like TikTok, although advertising is still relatively pricey.
Gen Z adults (18-23 years) actively use instagram as there main platform by 73% of consumers, followed by 63% using snapchat along with Youtube which 62% use this phenomenon. Which are primarily the target consumers. However, Facebook remain the most used platform for Millennials with 74% of consumers use and falling behind is Gen X with 68%
“ DAZED “ is closely associated with the brand as they often use there clothing on front covers of the magazine and styling with similar aesthetics. Moreover , as the are a physical and online source is takes more of a traditional approach as it attracts the older millennial who still use there traditional methods of reading magazines.
01 TRADITIONAL
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
02 SOCIAL MEDIA
Instagram is more important than anything else. How many people can actually consume a piece versus watch a brand unfold . Virgil make Instagram his own by documenting his creative process. It’s been the normalised for company’s not to show anyone the tricks leading up to a release . But OFF - WHITE use this a tool to inspire. This makes the consumer feel more apart of the brand and connects with the audience emotionally as they can see the creative value of the process rather than the finished product, it gives the consumer an unique experience. The brand utilises instagram a lot with touch-point such as posting on there story or uses GIF and inspirations on there feed. Making the consumer feel like the brand is using direct contact with them as if the instagram page is a sketchbook . Furthermore, it uses social media influencers to promote the brand such as Models like Bella who post behind the scenes photos of OFF - WHITE at fashion week or Kendall Hangi9ng out with Virgil to Haliey Beiber announcing her wedding dress was a one of a kind piece created by the brand . Furthermore #OFF-WHITE has over 10.2 million tags online , reposting and resurfacing on instgram, along with the official account holding 10.8 million followers. This allows the brand to reach a world wide audience and gets the consumer to connect with the brand and see the brand associates as they follow other OFF _ WHITE international official accounts.
11
“ CLUSTER ”
OFF - WHITE recently opened up its flagship store in central London most exclusive fashion borough Kensington , more specially the Slone Square . Comparing to its first store being a concession in Selfridges London . Whilst in Knightsbridge, its competing against high end boutiques such as Gucci , Tom Ford , Prada , Louis Vuitton , Chloe, Chanel , Dior (ready to wear luxury) - While 21% of adults consider the Louis Vuitton brand desirable, even more may feel this way when shoppers are ready to invest in luxury items again ( MINTEL) . This stat reflects that OFF -WHITE store is placed on the same streets of the desirable ‘ brands this would give dominions effect on their brand . As they seem to be selling the same lifestyle you can get if shopping on the same street. They offer duster bags , champaign , bespoke , personal assistant , customer service tailored to you.
“ KEY MARKETS DRIVER ”
“ GENERATIONS ON SUSTAINABILITY “
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
‘ 69% of young adults say they have donated old fashion items to the charity shops in the last 12 months ‘ (MINTEL) . Sustainability has become one of the most key factors of the Gen Z and millennial proprieties when purchasing clothing items . It has lead to a micro trend of brands dedicated platform and spaces to second hand items according the LSN . As the pandemic stuck a lot of consumers starting re-educating themselves on environmental issues and started to cut back on unnecessary items, but still want to buy into luxury with key pieces , this was triggered before lockdown as consumers started to thrift and began a trend of find designer items in charity shops . With the use of social media especially tick tock , you would find every other Gen Z showing off there new thrift purchases . This is further reinforced by Influencers / Models such as Bella Hadid shopping at her local thrift store then upload the outfit to instagram. The statistics confirm that the main consumers of street-wear are Gen Z and Younger Millennialism. However , the most uprising countries with more spending powers are Brazil , Russia, India and China. Once the thrifting breaks through into their markets numbers are expected to rise with in the sustainability market . Big department luxury stores such as Selfridges has open up a pop Oxfam concession . As the next generation (Alpha) will turn to online shopping opposed to brick and malter store they will be more temptation to buy new items . Where as Gen Z will have a big impact on sustainability which is reflected by the bar chart, there will be a bigger demand of a second hand online presence, and this market should trickle down.
“ YOUNGER MILLENNIAL “
“ GEN Z “
11%
18% 67%
24%
71%
9%
13
“ BRAND PHYSIQUE “
Your getting the best quality street-wear clothes • Your unique Promises and fresh and youthful look , that you are thinking smart about what you wear • The brand is perceived as a Hypebeats brand that your buying for the brands name and social status and being apart the of “off white community” , as the luxury street-wear culture and the culture of exclusivity , and quality over quantity • Buying the experience • Communicates that you apart of the ‘ logo mania’ culture ‘ today’s youth’ • Collaboration culture • Collaborate with a lot of sectors outside of fashion sells an lifestyle • How to use the Off - White brand identity into everyday life and living • Shares their brand values as well who they collaborate with e.g Ikea very minimalistic company , Nike • sportswear and athleisure what Off White is • Maximum exposure
Multiple channels of advertising , selling a celebrity lifestyle and the lifestyle of greatness : Eg Kendall Jenner and Bella Hadid and Hailey Baldwin are the ‘it girls’ of the generation , hanging out with and wear on a day to day basis , get upcoming rappers and artist to model on his catwalk • Reflecting that luxury youthful , millennial Gen Z lifestyle • Money and talent • Minimalistic backgrounds within campaign shoots so you can adapt it in everyday lifestyle • ‘Out of office’ represent the office casual chic which is the current trend , always speaking on trend to the customer , reflection of the hype • Uses social media and free advertisement as a tool • Shares his (Virgil’s) inspirations on instagram • Hailey Baldiwn’s wedding shows the ‘trendy’ bride • Does Not use a lot of words keep it engaging , easy to digest on the eye , gets straight to the point , makes the consumer feel like it wants to strip and become minimalistic with quality over quantity • Makes the consumer want to be edgy and youthful and be the ‘in person’ • The cooler society (like a cult)
“ CUSTOMER REFLECTION IMAGE“
Loud , in your face , unisex , minimalistic , graphic , overwhelming , script , architectural • USP manufacturing is based in Milan with a core value of the brand to be made from the best available and particular opinion regarding fabric, fit and fabrication • Add an intellectual layer to it and make it credible • Wearing his products in public and connecting with young influencers who also wear his product • Distinctive logo • Hype brand • Makes seasonal stuff luxury hype • Drops and limited stock • Street rich • Chooses off white over supreme
because of the celebrity culture • Virgil’s face is the forefront
A fashion label rooted in current culture at a taste level particular to now • The result is to be a young brand embracing now in a sophisticated manner • Wearing tailor ship with comfort and appreciation of fabric • Intertwined with music as his a DJ and hip hop and rap (urban) built a culture from that • Comes from trainer culture • Nike collaboration Youthfulness , , hype aesthetic • Street-wear and luxury • Celebrity culture
The consumer feels rich and feel apart of the higher status lifestyle , they feel as if they can be arrogant and boastful, that they feel as the price is expensive , its socially accepted everywhere EG ; they can walk into Harrods and feel accepted Makes them feel youthful and in the know , that they have caught onto a wave and is trendy and conscious of fashion , music and art
“ CUSTOMER SELF IMAGE “
“ BRAND CULTURE “
“ RELATIONSHIP “
The diagonal line motif that is not in any way exclusive to Off-White taken general everyday symbols and created his own • unoriginal became original • Surrounded by the logo, people who see the sign on the road, traffic, park (anything diagonally striped ) relates it back to Abloh • Minimalistic • Iconic captions - apart of everyday life , anything with quotation becomes them • Bold , primary colours -limited colours - “the grey area between black and white as the colour Off-White.” • Stripped logo “everything in quotations” which make heavy use of references and often take familiar concepts and reinterpret them in new ways • All about graphics™ important shows originality and uniqueness making the unoriginal his own • “everything is ironic and also the main recognizable design element on the clothes is chunky quotation marks” - Virgil Abloh
“ BRAND PERSONALITY “
OFF - WHITE REPORT 2020
OFF - WHITE REPORT 2020
OFF-WHITE OFF-WHITE c/oc/o VIRGIL VIRGIL ABLOH ABLOH TM TM Defining Defining the the grey grey area area between between black black and and white white asas the the colour colour Off-White Off-White TM TM
Street-wear is expected to soar to $429bn in sales by 2025. - WGSN “ KNOWN AS THE FAUXBOIS “ - WGSN A generation of gen z boys who key aesthetic is street-wear , particularly buying into collaborations, creating a hybrid of brand within there personal style, making every outfit there own. Resulting in a mix of thrifted items / trade -in , with bootleg items to branded drops . With an influence of art . They aspire to layer outfits and it creates depth with colours , patterns and allows more graphics to be shown. Overall creating a fusion of casual sportswear with formal attire
“ GEN Z - MALE “ “ SPECIFIC CUSTOMER IDENTIFICATION “
15
15
“ OFF - WHITE BELONGS TO MULTIPLE MARKET SEGMENT , MOST PREDOMINATE IS LUXURY STREET WEAR “
01
During 2018 there was a shift , as street-wear became mainstream making heritage brand observed in the transition to dominant street-wear silhouettes , Virgil Abloh pushed OFF-WHITE into the newly luxury streetwear market. For the first time , it was luxury houses that where promoting this market . Luxury brands are finally learning how to speak the language of street-wear their own way. “ global luxury goods market grew by almost 10% to €177 billion” Mintel . With collaborations of Couture brands such as Louis Vuitton , Dior and many more. This is Due to OFF - WHITE exclusivity and luxury price Point, along with the high quality manufacture, But keeping the same street-style aesthetic. Street-wear is supposed to excel to $ 429 billion by 2025 - WGSN
“MARKET SEGMENT”
“SNEAKER CULTURE”
02
Dictating the consumption behaviour of young shoppers when it came to sneakers, it was a phenomenon that overcame early 2019 , with luxury brand following the ‘dad” trainer trend . Furthermore, OFF-WHITE once again pioneered the shoe game , with multiple collaboration with Nike redesigning its classic Air force 1 and Jordan 1. “69% of Chinese consumer ages 16+ agreed that collaborations make a brand feel more appealing ” - Mintel whilst “41% of people said they would of purchased trainers if they had to buy into designer” - Mintel
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM • Gen Z has taken over by 33% but still is influenced by Millennial with 28%, however they do not share the same relationship to street-wear • 59% are Asian consumers , with the vast majority of them being Korean • Gen Z behaviour habits try to included sustainability , over price and look for key pieces with transparency to what they are consuming • Money isn’t a problem , fashion is where they spend the majority of there disposable income , focusing in key expensive purchases • There lifestyle encompasses a hybrid of genres and themes from art to music to architecture , traveling etc . It all diffuses into there sense of style and taking the ground bases of street-style and mixing it with subcultures • Subcultures : Skater Boy , Hypebeast , Social influencer , Sneaker head, logomania etc
“CUSTOMER IDENTIFICATION”
General
0.9% 14.4%
80.7%
17
AGE : 18 - 35 (youthful) GENDER : Predominantly male influenced , but female embrace that streetwear aesthetic NATIONALITY : International, but mainly European , Asian and American OCCUPATION : Student in a creative field , fashion or creative internship / start level , own their own fashion label CLASS : Middle to Upper Class EDUCATION : Has a creative background , not necessary has academic strength , went into a creative university or studied a creative course eg ; fashion , art major , architecture , media etc AREA OF RESIDENCY : Fashion capital / Hypebeast areas eg : London , New York , Milan , China , Japan , Sweden TRANSPORT : Takes public transport to experience life more freely and to interact with other people PASSIONS : Fashion , Music , Arts , Sports , going out , meeting friends EATING : Eating at local hotspots (local legends) or eat out in the most exclusive restaurants , no type with cuisines , happy to try anything MUSIC : Heavily inspired by underground music eg : Hip hop, rap , grime , indie SOCIAL : Extremely social , goes out to music events , skateboarding , always eating out , has big group of mates in different circles , travels with their mates aboard Magazine : I-D , Dazed , Vice , Paper , W , Another , Love , reads a lot of zine
“ CUSTOMER PROFILE “
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
“ Overall “ Born in Gen Z time , they have a lot of disposable money to spend on clothing , They are inspired by street-wear and are extroverts , as they rely on labels to express themselves. They have a rounded lifestyle as they have their hands in a lot of cultures , which they fuse together eg skate culture , African culture , rap culture , art culture etc . They are selective and want the best quality regardless of the price . Even though OFF- White has a male tone of voice , women enjoy the brand just as much as they embrace the male aesthetic and athleisure wear. Their colour palette is very minimalist with muted tones, however they combine it with accents of bright colours. They are into graphic clothing , and layering , buying into statement pieces with the shoes being at the core and the main investment . Moreover , they buy into the hype and try to stay in trend at all times and keep a youthful aesthetic , they are followers and they draw inspiration from social media , especially instagram and pintrest . Celebrities are key inspiration for their outfit look , keeping up with models such as Kendall Jenner , Bella Hadid , Hailey or Rapper such as Kanye West , Travis Scott , Asap Rocky, Playboi Carti etc and collaborations. Overall , they see fashion as art and every aspect is an artist’s expression buying into exclusivity.
19
As climate control is at an all time high, consumers are starting to want clarity as to the circle of process of our clothing from production to where it ends up after use . “ In October 2019, saw the number of items listed on its app grow by 120% between March and August 2020” Mintel . During lockdown many consumers felt they had unnecessary amounts of clothing and has a wardrobe cleaning out donating the unwanted items to charity shops and becoming more conscientious of what they are purchasing. Becoming more ethically aware
“ EMERGING CUSTOMER HABITS “
“ SUSTAINABILITY “
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
“E-COMMERCE” As lockdown prevails and shops slowly start to open, online E-comers sky rockets as fashion retailers sales increase by “11.3% to €336.1 million (£302.9 million) as shoppers switched to buying online during the COVID-19 crisis.” - Mintel, following this '74% of clothes shoppers will continue to shop for clothes online during the ongoing COVID-19 pandemic rather than visit stores.' As the lockdown has changed lives, people have taken more to online and will continue even when lockdown is over as the sheer convenience outweighs the advantages. Moreover, post lockdown consumer will still keep sanitary as much as they can , therefore, will not risk buying an item that may have been worn on shop floor opposed to having in straight from the warehouse
As social media has become a main hub of brands advertising platform , a lot of younger generation has taken to social media influencers , luring them into purchasing luxury goods and living a certain lifestyle . As Gen Z interacts with them it leads them to believe they can acquire the same lifestyle if they purchase luxury goods. As consumers, they fall into this habit a lot and to be apart to the ‘latest’ and most “exclusive’ trends. As influencers will thank brands for sending them pre realised or rare drops by tagging them on instagram and posting a picture. This fuels demand from the customer. 42% of people have been shopping more online since the outbreak started and 43% have been trying to limit their time in-store, making it a crucial time for all online retailers. With people likely to keep these habits over the coming months, this could be a key moment for social media platforms to fast-track their e-commerce strategies.
“SOCIAL MEDIA”
21 21
01
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
23
“ 7 P’S ”
“PRODUCT/ SERVICE” OFFWHITE is seen a street-wear luxury. Consumers are buying into the logo and quality of craftsmanship, the products offers a lifestyle of youthfulness and staying on the trend wave. You pay for the hype and acceptance of being “unique” and considering silhouettes. Bring street-wear into an everyday use , however as its considered luxury it gives the consumer a high status feel and enables the customer to wear it to High End places and still be considered as luxury. As its considered an mainstream brand , the customer feels as if they are getting a bespoke and unique service as OFF-WHITE brands its consumers as people who have style and are trend setters
“PLACE” As the brand is Global, its sold in retail stores in Hong Kong, Tokyo, Milan, London and New York. With the key market focus on Asia and they are the biggest consumers of street-wear. However, they mainly target there customers via social media and they use influencer from models to rappers to promote there clothing whilst selling a lifestyle. Most Gen Z consumers will shop online . There having an E-Comers with established fashion retailers such as Farfetched who are more niche than other online sites. As Physical retail spaces they have just open its flagship store in Stone square, the pinnacle of haunt couture boutiques , selling the same lifestyle , along side famous fashion departments such as Harrods and Selfridges. The concession within Selfridges is places in the street-wear department along side brands such as Bape, giving the consumer a easier shopping experience
“PRICE” 60% of young consumers (Gen Z) say collaborations are justified when pricing an object. One of OFF-WHITE USP that they were the first to start collaborating with higher end retailer as well as well established competitors in the street-wear market. Making the price point higher and Gen Z and millennial and likely to buy rare items as investment pieces. As as well as having a expensive spending budget, the brand justifies its price point by manufacturing the products in Italy and paying for high quality materials and craftsmanship. An average price point of he best selling catergories is hoodies which retail roughly from £300-£800 excluding if its a collaboration then prices will raise according to how popular the brand is eg: Nike airforce 1 retail for £80 , however the collaboration with OFF -WHITE retails for £900 + making the consumer feel the clothing is of value
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM “PROCESS”
“PROMOTION” Target consumers are from a generation where social media is a big influence. As street-wear came from a subculture of Rap and Hip Hop. Consumers of these genres saw Virgil Abloh as Kanye West is fashion mentor and has seen Virgil grow into his own brand. Therefore their key marketing is through social media , by getting influencers such as Kendall, Lil Uzi wearing there brand day in day out . Using Celebrity status to spread the word causing outlets such as Hypebeast , Vogue , Dazed creating articles that is used as promotional strategies. Also as Virgil drives into many paths, he uses his social statues to promote the brand reaching a wider audience. By posting on social media such a Instagram on various accounts eg: OFF - WHITE , Hypebeast, End clothing it gives the brand a better chance of popping on your algorithm, so the consumer has a better chance of
“PEOPLE” Virgil is a young designer who speaks out to the target consumer in a youthful manner as that the brands ethics and tone of voice . Alongside this when visiting the store or a concession this message is reflected on the choice of staff eg: when visiting Selfridges most of sales associate are Gen Z or Millennial consumers just like the customers which makes the brand speak to its audience on the same level as them, and having a quicker response time. Furthermore they are dress in street-wear as their uniform making the customer feel more comfortable to approach the staff about questions about the brand as they are apart of the aesthetic . However, issues on diversity have been called out by the consumers .This is reinforced by brand ambassador such as Kendall and Gigi which are of an Caucasian background. On the other hand there are lot of POC who advocate the brand eg Asap Rocky
OFFWHITE is a trademark company , which as a brand doesn’t disclose much of its ethics. This is one limitation that the brand has as consumers wants to be more behind the brand and environmental issues such as sustainability rise , the company doesn’t seem to be partaking in such topics. As manufacturing is in Italy but not much is known about the conditions of where is fabric is sourced. However, OFF-WHITE does try and help smaller creators out as Virgil donates a lot off clothing in raffles that go towards charity. As well as helping young black designer getting there work out
“PHYSICAL EVIDENCE” A s a whole OFFWHITE has the same brand DNA throughout all its services, from the minimalistic packaging to the self explanatory website which reflects on the same colour palette to reflect the clothing collations colours. Down to the shop front of the flagship stores. Each building visually has a unique layout as the brand has a strong connection with architecture , each space is designed with different themes whether is combining futuristic elements with office designs , or spaces that can turn into a fashion runway overnight. All of this is reflected through the clothing . This makes the consumer identify the brand easily , even when its placed in a categories outside of fashion.
25
By promoting the event on instagram through reputable account with 1+ million following it will spread the word as fans that follow these account will start reposting. Moreover, uploading touch-point onto the main OFF - WHITE account such as moving gifs , or swipe up on their story along with count down post 3 days in advance keeps the hype with customers as that what the brand DNA is . Social outlets like Highsobriety , Hypebeast and Complex can write online articles and take surveys in getting the consumers thoughts , with exclusive interviews given by Virgil realised to them . Lastly , special guest Kendal will live stream the event along side Beats on their official account as promoters for the music . Alongside Travis Scott doing a virtual online shoot for Dazed magazine wearing the clothing from the drop. Tying this all together will be the #OFFSUSTAINBILTY and the link that every post uploaded will have, this is a gateway for more consumers to get involved , as OFF-WHITE will pick a lucky winner by the end off the night who sent off there clothing and reposted it online.
“ INSTAGRAM “ 01 - Most used social media by Gen Z target customers
As the event will be a live DJ session , the music will be lived streamed onto beats radio, along side an Apple and Spotify play-list, of all the songs that where played . This will link the artist to the clothing creating a wider demographic of consumers
“RADIO”
02 - Traditional method, also can be
streamed , during quarantine people will
be relying on music for relaxation
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
“TIK TOK” 04 - Most used app during lockdown
Consumers who have brought online can upload there outfit to tik tok in their creative formate of their choice with the hash-tag and tagging the official account with a link to the website . This is will create hype even when the event is over , as consumers who interact with the post will get suggestions of the same topic. Luring the customer onto clicking onto the website and creating a desire. It also as well reinforce the brand ethos of being unique, as customers will see the clothing being styled in a range of different ways and aesthetics “ TWITTER “ 03 - Quickest way to get a hash-tag trending
The official OFF-WHITE account on twitter will repost tweets about the event that have over 10,000 re-tweets already, it will boost up the search algorithm and getting #OFFSUSTAINBILTY trending
27
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
“PR LIST”
29 29
“ONLINE WEBSITE”
Rules : no double name , everything will be put in quarantine and washed , only a selected amount of names
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM
“DIGITAL ZOOM DJ EVENT” 3131
BIBLIOGRAPHY RebelsMarket. 2020. The Origins Of Streetwear: What Is It And How Do I Wear It?. [online] Available at: <https://www.rebelsmarket.co.uk/blog/posts/theorigins-of-streetwear-what-is-it-and-how-do-i-wear-it> [Accessed 16 November 2020]. Strategyand.hypebeast.com. 2020. Streetwear History & Definition. [online] Available at: <https://strategyand.hypebeast.com/streetwear-report-history-definition> [Accessed 16 November 2020]. Vogue Business. 2020. Streetwear Was Declared Dead. It’S Still Here. [online] Available at: <https://www.voguebusiness.com/fashion/streetwear-wasdeclared-dead-its-still-here> [Accessed 16 November 2020]. Complex. 2020. Bobby Hundreds’ 50 Greatest Streetwear Brands Of All Time. [online] Available at: <https://www.complex.com/style/the-greateststreetwear-brands/silas-and-maria> [Accessed 16 November 2020]. Wilson, K. and Wilson, K., 2020. 25 Best Streetwear Brands You Need To Know. [online] The Trend Spotter. Available at: <https://www.thetrendspotter. net/best-streetwear-brands/> [Accessed 16 November 2020]. Brightonfashionweek.com. 2020. BFW - Designer X High-Street Collaborations: Who Benefits Most?. [online] Available at: <http://www.brightonfashionweek.com/blog/designer-high-street-benefits> [Accessed 16 November 2020]. Web.pdx.edu. 2020. “OFF-WHITE”. [online] Available at: <http://web.pdx.edu/~allstott/hypebeasthistory/offwhite.html#return> [Accessed 16 November 2020]. Highsnobiety. 2020. Off-White: What You Need To Know About The Clothing Brand. [online] Available at: <https://www.highsnobiety.com/tag/offwhite/> [Accessed 16 November 2020]. ameliatimberlake99, V., 2020. Brand Identity – USP – ESP – Off White. [online] Ravensbourne Foundation Diploma. Available at: <https://ameliatimberlake99.wordpress.com/2019/02/06/brand-identity-usp-esp-off-white/> [Accessed 16 November 2020]. Vox. 2020. The Hottest Fashion Brand In The World Was Built On Irony And $1,000 Sweatshirts. [online] Available at: <https://www.vox.com/thegoods/2018/10/30/18027074/off-white-timeline-history-luxury-streetwear-virgil-abloh> [Accessed 16 November 2020]. 2020. [online] Available at: <https://www.off---white.com/en-gb/about> [Accessed 16 November 2020]. Directory.goodonyou.eco. 2020. [online] Available at: <https://directory.goodonyou.eco/brand/off-white> [Accessed 16 November 2020]. The Fashion Law. 2020. Court Says Offwhite Co. Failed To Make Its Trademark Case Against Virgil Abloh’s Off-White | The Fashion Law. [online] Available at: <https://www.thefashionlaw.com/court-says-offwhite-co-failed-to-make-its-trademark-case-against-virgil-ablohs-off-white/> [Accessed 16 November 2020].
OFF - WHITE REPORT 2020
OFF-WHITE c/o VIRGIL ABLOH TM Defining the grey area between black and white as the colour Off-White TM Evening Standard. 2020. Virgil Abloh Apologises For ‘Looting’ Comments And $50 Bail Donation. [online] Available at: <https://www.standard.co.uk/ insider/style/virgil-abloh-responds-to-criticism-over-looting-comments-and-50-bail-fund-donation-following-black-a4457451.html> [Accessed 16 November 2020]. Fashionista. 2020. Virgil Abloh Is In The Midst Of Backlash For Lack Of Diversity On His Off-White Staff [UPDATED]. [online] Available at: <https://fashionista.com/2019/05/virgil-abloh-off-white-diversity> [Accessed 16 November 2020]. Cpp-luxury.com. 2020. Virgil Abloh’S Off-White Opens Its First Store In Milan, Italy. [online] Available at: <https://cpp-luxury.com/virgil-ablohs-offwhite-opens-its-first-store-in-milan-italy/> [Accessed 16 November 2020]. Retailgazette.co.uk. 2020. Farfetch Splashes Out £556M To Acquire Off White - Retail Gazette. [online] Available at: <https://www.retailgazette.co.uk/ blog/2019/08/farfetch-556m-acquire-virgil-abloh-off-white-widening-losses/farfetch_ecommerce_fashion_sign_publicity-pic-4/> [Accessed 16 November 2020]. Dazed. 2020. Virgil Abloh: Streetwear? It’S Definitely Gonna Die. [online] Available at: <https://www.dazeddigital.com/fashion/article/47195/1/virgilabloh-end-of-2010s-interview-death-of-streetwear> [Accessed 16 November 2020]. British Vogue. 2020. Off-White Is Now The Most Popular Brand In The World, Beating Gucci And Balenciaga. [online] Available at: <https://www.vogue. co.uk/article/off-white-most-popular-brand-in-the-world> [Accessed 16 November 2020]. Lyst. 2020. The Lyst Index: Fashion’S Hottest Brands And Products Q2 2020. [online] Available at: <https://www.lyst.co.uk/data/the-lyst-index/q220/> [Accessed 16 November 2020]. Lyst. 2020. The Lyst Index: Fashion’S Hottest Brands And Products Q4 2019. [online] Available at: <https://www.lyst.co.uk/data/the-lyst-index/q419/> [Accessed 16 November 2020]. Wgsn.com. 2020. WGSN Login. [online] Available at: <https://www.wgsn.com/fashion/article/86193#page_2> [Accessed 16 November 2020]. Reports.mintel.com. 2020. Mintel Portal | Log In. [online] Available at: <https://reports.mintel.com/display/1042141/?fromSearch=%3Ffreetext%3Dgen%2520z%2520fashion> [Accessed 16 November 2020]. Reports.mintel.com. 2020. Mintel Portal | Log In. [online] Available at: <https://reports.mintel.com/display/1042117/?fromSearch=%3Ffreetext%3Dsecond%2520hand> [Accessed 16 November 2020]. 33
“ END OF REPORT “ ISHANI JUTTLA - 96893419