A OFF-WHITE X ASOS COLLABORATION
Libby Chamberlin
Contents 3-6 - Introduction 7-20 - Off-White Research 21-30 - Asos Research 31-52 - Off-White 20 X 20 X 20 53-74 - Asos 20 X 20 X 20 79-82 - The 4 p’s 83-86 - Customer Profile 87-88 - Logos 89-90 - Product Development 91 - Swing Tags 92 - Packaging 95-96 - Conclusion 97-98 - References 1
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In this brand book I will explore the collaboration between a luxury menswear brand and fast fashion brand. The brands I have chosen to collaborate are Off-White and Asos. Throughout my report I will include an understanding and analysis of both brands as well as their marketing strategies , consumer profiles, and overall aims of the collaboration. This type of collaboration is a high-low co branding, fast fashion brands collaborating with high-end brands. This collaboration creates clothing pieces which carry a luxury name however at a more affordable price to accomodate for both types of consumer. I have based my collaboration off my 20 x 20 research for both brands. Throughout my brand book I will be investigating how my collaboration with fast fashion and luxury can create a more sustainable product. “Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015). Branding is a mechanism by which a company creates and manages the brand in order to convey their messages and values to its customers. Branding is extremely important for a business as it establishes a clear and distinctive identity.
It is also very important that a business stands out from their competitors and offers something memorable and distinguishable. A brand provides consumers with a decision-making-shortcut when feeling indecisive about the same product from different companies. A brand identity isn’t just about the visuals, a brand identity is the entire experience, its core, foundation, integrity, and values. Brand value can be perceived in the literal sense as equity of a brand. Brand values are a set of values or promises which a company creates which shape every aspect of the business. Brand values are at the core of the brand and contribute to the brand value, message, look and personality. It is crucial for companies to give their customers something that they can relate to, that goes beyond a cool logo or an impressive website. The external elements of a brand like a brand’s name can help to establish awareness among its customers, however the values create the bond. Without a set of core brand values, brands will struggle to stand out from their competitors, it’s the memorable brands that win the most customers. 4
Brand value is the measurement of a brand and its value can be built upon via several qualities that, at times, can be difficult to measure. Due to the connectivity of todaycultural patterns of shifts make this difficult to read and change all the time. Both brands have expressed the importance of making sure their brand is sustainable and not affecting the environment in a damaging way. Virgil Abloh has always been a passionate ambassador for sustainable fashion, this is carried out by the manufacturing of his clothing for Off-White. In 2018, Abloh joined up with Evian to supervise their creative design innovation in sustainability. Abloh offered to support these sustainability-minded designers with a small grant. The launch of the project was to encourage today’s generation to think about sustainability not only in clothes but in everyday products, Evian and Abloh hoped to see a change in the current state of today’s environment. Abloh said “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”. Image 1 5
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Off-White is renowned for their striped logo, Abloh branded his label distinctively using his twitter feed. The brand name OffWhite is derived from Abloh’s efforts to distinguish the “Grey area” between white and black, meaning his goal is to make clothing that is fashion forward and trendy while also being unique in its own way. Off-White is an example of how effective imagery and logos can establish brand identity. The use of diagonal lines and limited colour scheme all form the brand’s specific trademark. Asos say in their Responsible Edit “Giving you the confidence to shop with both sustainability and style in mind, our responsible edit is your one-stop home for all the environmentally conscious clothing, accessories and living items at ASOS. Look out for recycled goods, where waste, plastic and textiles have been recreated as new products. You’ll also find sustainable fibres and fabrics, which use less water and exert less waste along the way, making these buys better for the environment. It’s our call for sustainability, without compromising your unique style.” Asos are extremely passionate about engaging their customers on sustainability. Asos have numerous documents on their plc which guide their sustainable approach including environmental policy, Asos animal welfare policy and Asos cotton sourcing. “Asos’ approach to sustainable sourcing is holistic and considers the full lifecycle of our products in order to make the right design and material choices, limit overall environmental impacts and enable our customers to make considered choices.” (Tara Luckman, Head of Sustainable Sourcing, Asos). 6
“Inroducing Off-White”
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“OFF-WHITE”
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Off-White is a Milan-based fashion label created by Virgil Abloh, a multi- talented creator. Since creating the brand in 2012, Off-White has collaborated with many major brands including Nike, Converse, ASAP Rocky, Umbro and Ikea as well as many more. In the past Virgil Abloh has worked with Kanye West as a creative director, he is now a designer, DJ, and most importantly a businessman. In Autumn of 2016 and Winter of 2017, Off-White collaborated with Levi’s main line named Made & Crafted. Within this collaboration they created twelve pieces, six of these were unisex. From the very start, quotation marks were one of Abloh’s unique and signature styles. Virgil Abloh combines ideas of luxury, streetwear, art, music and travel to define the brand simply as “the grey area between black and white as the colour Off-White”. Virgil Abloh went on to launch Off-White womenswear in 2014, in this same year Abloh started showing both his men’s and women’s collections at Paris Fashion Week. Off-White has had a lot of support from celebrities such as Beyoncé, Kim Kardashian and Rihanna. In 2015 Off-White gained momentum when Byeonce wore a palm-print sweatshirt with the word ‘Nebraska’ on it, which took inspiration from Raf Simons Autumn 2002 Virginia Creepers collection, featured in Nicki Minaj’s video for “Feeling Myself ”.
“Consumer” Off-White’s consumers are mainly millennials that are highly interested in designer fashion. There are two types of income brackets for this type of consumer, first being a very highincome consumer who lives in an economically strong country, pays rent, owner of a home, wears designer clothing such as Balenciaga and Gucci. Their second type of consumer has a good income, purchases designer items once or twice a year for a special occasion, possibly a student, living in rented accomodation, however will frequently hunt for discounts. From my research, I have found that the age range for Off-White consumers is between 18-27 and orientation is 98% Asian and 2% Caucasian. I have also found that 310 customers purchasing men’s products are women and male customers usually purchase clothing, however women customers usually purchase accessories. 14
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“Brand Identity” Off-White is recognisable for using quotation marks for double meanings, their ironic black and white striped print as well as using a certain type of typography font called Helvetica. Off-White believes in a new meaning of luxury by taking streetwear and turning it into an indulgent high-end fashion. The chief executive officer for Off-White, Virgil Abloh himself is very unique. Versace is the only other brand to highlight the designer and they do this very successfully. The brand appreciates how important millennial consumers are, Virgil is always directly communicating to young adults and building the brand in a way that involves the ideas and creativity of millenials. Virgil plays with humour and irony within his brand. For example writing with a permanent marker on a £1800 boots “FOR WALKING” (Farfetch, 2018) or writing with bold print where the product was manufactured. The irony of this is, no one needs to know the location in which the product is made or what the product does. Off-White sets itself apart from all the other brands by Abloh’s way of thinking, he doesn’t rely on the brands name or logo to make sales. Whether it be the structure of a seam on his garments or his innovative way of thinking, he always has a unique selling point to entice customers. Customers receive an orange industrial looking clothing tag which has become a staple and recognisable piece, people often use these as accessories which symbolises to other people that you have bought from Off-White. 17
“Competitors and Collaborations” Off-White has adapted quickly to market pressures and produced collaborations and new lines for global recognition, they’ve done this very fast and efficiently, whereas with other fashion brands such as Gucci took years to get as successful. Off-White emotional selling point is how humble Virgil Abloh is, how he created a fashion empire in 8 years. Many of his customers relate to him being ‘just a normal guy’, he also does this by his use of font. OffWhite’s typography is very plain and minimalistic, psychologically humans are triggered through words, colours and fonts. “People buy on emotion”, OffWhite’s unique selling point is their innovation and how exclusively distinctive and fashionable their products are. This is how Off-White relate their business tactics to compete with their competitors, which is mainly Balenciaga. Balencicaga is a fast growing with an increase rate of 49% in sales, brand and was the top selling and more searched brand of 2017. Off-White and Balenciaga have the same consumer, with a massive percentage of them being from the Eastern market. which have made Virgil Abloh a leading figure in the fashion world. Abloh’s collaborations range from sneaker collections with Nike and Converse to his recent lifestyle collection with IKEA. This shows how diverse and creative Abloh is as a designer. If Off-White were to collaborate with Asos,Abloh would reach out to a new type of consumer as the price would be more affordable to account for Asos’ consumers. 18
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Introducing ASOS
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ASOS
Asos is an online fashion and cosmetic retailer, founded in 2000 in London, UK. Asos sells over 850 brands as well as having its own range, Asos also ships to 196 countries including the UK, US and Europe. Asos’ headquarters are based in London and also has offices in Paris, New York, Berlin and Birmingham. Asos first came about in 1999 when two British men, Nick Robertson and Quentin Griffiths had an idea of starting a fashion business which would take inspiration from the trends and styles worn by celebrities and influential people. Asos originally stood for “As Seen On Screen” and had the tagline “ Buy what you see on film and tv”, however only a year later the company changed it to asos. Now it is generally seen as an uppercase acronym, although the brand’s logo presents it is lower case. By 2001, the original name ‘As Seen On Screen’ was completely forgotten, however Robertson and Griffits still tried their best to copy styles and designs which had been seen on TV. Shortly after, the business was acknowledged by the AIM (Alternative Investment Market) on the London Stock Exchange. This meant that shares could now be available for trading, this allowed Asos to gain from shareholders and investors, this greatly helped the business to add more stock. Asos soon went on to selling products which weren’t necessarily seen on TV, as well as this the owners and managers officially changed the registered name to ASOS Limited. This was the official name customers would recognise the brand by. By 2013, Asos weren’t just selling clothing, they were starting to sell menswear, womenswear, jewellry, accessories as well as beauty products. As Asos began to significantly grow they started selling their products to customers in other countries outside the UK. By 2010 Asos were shipping to the USA, France and Germany. A year later they started shipping to Spain, Italy and Australia. In 2013 they had launched online stores in Russia as well as China. 23
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Target Market The majority of Asos’ target market is 16-34 year old fashion conscious consumers. Each month 8 million people visit Asos’ page, 3.7 million of these people are registered viewers and 1.6 million are active customers (asos.com, 2010). According to Asos, an active customer is someone who has purchased something from their site in the last 6 months. In 2009 TheTimes100 explained that over 20% of Asos’ customers are over the age of 34, this number is constantly on the rise. Therefore this shows that Asos is attracting a greater fashion market. Some qualities of these consumers include having an increased amount of disposable income as well as becoming more fashion conscious. “We believe in a world where you have total freedom to be you, without judgement. To experiment. To express yourself. To be brave and grab life as the extraordinary adventure it is. So we make sure everyone has an equal chance to discover all the amazing things they’re capable of – no matter who they are, where they’re from or what looks they like to boss. We exist to give you the confidence to be whoever you want to be.” (Asos).
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Asos are very proud in what they believe including fashion democracy and having a choice for all. Asos believe their audience is wonderfully unique and they strive to give everyone a choice in what they wear. Asos offer their brands in more than 30 sizes and are committed to providing all sizes at the same price, making it fair for all body sizes. Asos are also partnered with GLAAD, one of the biggest voices in LGBTQ activism, on a gender-neutral collection to unite in accelerating acceptance. Now more than ever it is important to celebrate body positivity with each other. Asos strongly believes in promoting a healthy body image. So not to conform to any stereotypes, Asos work with more than 200 models to provide a range of body types. Asos follow a Model Welfare Policy meaning they do not reshape the models body or remove any stretch marks. One of the many features of Asos’ website is their Marketplace. Asos Marketplace is the place to find vintage boutique, one of a kind items and independant brands. The asos team seeks out the best fashion start-ups and it is now home to more than 700 boutiques since starting in 2010.
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Collaborations
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Asos is very well known for its charity work. Over the years Asos has worked with many brands and charities including McLaren Formula One team, CoppaFeel and The British Paralympic Association. In 2014 Asos decided to promote themselves by sponsoring the Mclaren Formula One team during the Formula One season, this surprisingly lasted the whole of the season. In 2015 Asos joined the CoppaFeel campaign which is one of the UK’s most popular charities for breast cancer awareness. Asos was very proud to be working with this charity as it is so important to raise awareness for a cause such as breast cancer. Something that CoppaFeel does to raise awareness is with every bra sold in the UK a reminder label is stitched in. As Asos wanted to help they added a reminder label to each bra sold through their website. This shows how giving and supportive Asos is as a brand. In 2015, Asos partnered up with the British Paralympic Association and helped with their outfits by designing their formal attire for the ceremonies in the RIO 2016 Olympic Games.
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20 X 20 X 20 INVESTIGATION FOR OFFWHITE AND ASOS 31
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How has streetwear grew a coveted community? The streetwear community starts online – many of the top streetwear brands have huge followings and extremely large engagement stats. Social media goes hand in hand with streetwear; some fans document every outfit every day. Thousands of streetwear enthusiasts are able to show their latest finds with each other and discuss what they are so passionate about.
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How does off-white use streetwear to attract youth? The youth of today want to discover brands that share their values, so wearing a logo represents who you are, and what tribe you belong to. These brands have ‘cool’ status, so wearing their products gives you popularity and respect from your peers.
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What is urban style? Urban fashion style was born on the street. A ruffian look that emerges from neighborhoods as opposed to fashion dictated by designers and Wall Street. Media and garment associations often merge hip hop and urban fashion partly because they share this same beginning.
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What is streetwear culture? Streetwear is a style of casual clothing which became popular in the 1990s. It grew from California surfskate culture and New York hip hop fashion to encompass elements of sportswear, punk and Japanese street fashion.
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Do Off-White’s minimalistic styles make an impact? Virgil Abloh is celebrated for his unconventional take on fashion. Most of Off-White’s pieces are minimalistic, virgil Abloh lets the bold colours and the quotations take centre stage. Abloh’s collections are full of statement silhouettes that enable wearers to stand out in a crowd.
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Why is Off-White always using quotation marks? Quotation marks are one of the many tools that Abloh uses to operate in a mode of ironic detachment. By presenting words as citations, Abloh is taking them out of context, and questioning their seriousness. When he puts “Sculpture” on the side of a handbag, he’s provoking the viewer. What’s the difference between a handbag and a piece of art, really? In a recent interview with 032c, Virgil Abloh said “You can use typography and wording to completely change the perception of a thing without changing anything about it”.
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Why are Off-Whites bold coloured items so popular? The youth of today love to stand out, wearing bold colours such as red, yellow and green is the perfect way to do so. Off-White sells many different items which will help you stand out from the crowd, these pieces are very unique and not like any other branded items.
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What is contemporary fashion? Contemporary fashion is clothing which is accessible, it often includes more modern-style clothing. Contemporary fashion is a lot more modern and caters to the younger generations such as millenials.
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What does Off-White do to be creative? Off-Whites designs stand out as they are very simple yet very creative and unique, perfectly fitting for millennials and Gen-Z consumers. Each of Virgil Abloh’s pieces is like nothing you will see from any other brand.
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Are Off-White’s stripes effective? Abloh’s black and white stripes are very striking on a visual level. Off-White’s stripes are bold and unique therefore anyone who sees them instantly knows what brand they are looking at.
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ASOS 20 X 20 X 20
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What are ASOS doing to ensure they are a sustainable brand? In 2017, Asos signed up to the 2025 Sustainable Sourcing Challenge, pledging to source 100% more sustainable cotton by 2025. In 2918, Asos exceeded their sustainable cotton target and sourced 83% more sustainable cotton for their own brand products.
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What is Asos Marketplac? Asos Marketplace is a website which provides a platform for small boutiques and businesses who are trying to sell their own label, vintage collections or multi brands. Asos Marketplace allows its customers to discover new unique brands they hadn’t heard about before.
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Does Asos stay up to date with their casual styles?
Asos are always updating their website to keep up with the latest trends, styles and seasons. Asos have a wide range of different categories on their website including loungewear, hoodies, t-shirts, joggers and more.
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Do Asos’ simplistic styles make an impact? Asos shows that you don’t need graphic and clashing patterns to express your style, wearing basics and simple garments can result in an effortlessly cool outfit. Also, a lot of the time when it comes to your outfit less really is more these days.
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How does asos ensure its products are sold globally? Asos targets consumers globally which means it is vital they can provide products to customers all over the world. Asos is an online store therefore anyone around the world is able to purchase from their website. Asos ships to 196 different countries in the UK, US and EU.
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How does asos remain popular with the youth of today? Asos sell over 850 brands on their website including Adidas, Prettylittlething, Topshop and Nike. Asos are constantly updating their products to stay up to date with the latest trends targeting the youth. Asos also offers student discounts which is a big selling point when it comes to where to choose to shop.
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Is Asos running out of ways to innovate? Asos had a drastic 38% drop in their share price in December, they face more competition now than ever for the race of online innovation from retailers such as East London startup, Thread, whose USP is built on the premise that they assign every customer a ‘personal stylist’. Thread’s success represents a major triumph for AI in online fashion, and symbolically, an area ASOS hasn’t experimented with yet. It could be argued that this type of service is the natural next step for ASOS.
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How does Asos stay unique? Unlike most other online retailers, Asos sell a range of different brands as well as their own brand. Asos’s own-brand accounts for one-third of all its products, including a range of categories including petite, tall, plus size and maternity lines. Asos’s own brand strategy allows the fashion retailer to focus on unique products over price-point, which gives Asos’ own brand room to remain price competitive.
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What does Asos do to ensure they are diverse? Asos uses technology to superimpose their garments on models who vary in body shape and size, this technology means they don’t have to photograph the product multiple times on different models. This shows how Asos are striving to cater for a diverse number of body types. Asos are known for their stance against photoshopping their models and their popular pluz-size range.
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Which aspect of Asos is the most dynamic? Asos sells their own makeup range called ‘Asos Face + Body’, the range offers unisex prodcucts in order to strive towards a larger clientèle. Asos’s Senior Beauty Buyer Katrina Fulluck says “Beauty is the most dynamic category for Asos”.
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The 4P’S Product
I have chosen to focus my collection on t-shirts and hoodies, as these are the most popular items Off-White and are also very popular on Asos. Also, casual clothing is a big trend right now and very popular. For my colour palette I have chosen to use bright colours as this is something both brands include in their collections. From my 20x20 research I found that bright, bold colours such as yellow, orange and blue are a huge part of Off-White’s clothing. I will keep the clothing quite basic and simple to keep in the style of Off-White. The garments will also be slightly oversized as this is a huge trend currently. All of the items sold within this collaboration will be made from recycled Asos t-shirts which people do not want anymore. These styles will appeal to the Off-White and Asos consumer- the Millennials as they can be seen in oversized and baggy clothing which stands out in the fashion industry.
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Price
From researching prices of Off-White t-shirts I found that they are extremely more expensive than Asos’. The average price for an Off-White t-shirt is somewhere in the region of £200, whereas due to Asos being a fast fashion brand the average price of their t-shirts is £20. OffWhite hoodies were priced even higher, being around £400. Asos hoodies are priced around £40. As my collection has to appeal to both consumer groups, I had to choose a price which was in between the both which was also reasonable and realistic, keeping in mind Off-White is a luxury brand. For my collection my t-shirts will be between £90 and £120 and my hoodies will be between £150 and £200. I have also decided to only stock 20 of each item in my two pop up stores and then sell 200 of each item on my online store. By doing this it means I won’t over produce stock.
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Promotion To promote my collaboration I will primarily use Instagram as a platform to reach the right target consumers. Off-White currently has 9.9 million followers and Asos has 10.2 million, and they use this very effectively showing the newest items they have to offer. I will show close ups of my garments and short videos showing how they can be styled, videos also give a 3D view of garments so consumers get the full picture of how they fit etc. As the customer profile for this collaboration is Millennials this will be advantageous. I will post sneak peaks of the available pieces in the weeks leading up to the collaboration drop, hopefully this will create a hype for the products. To target millenials it would be a good opportunity to work with the streetwear magazine, HypeBeast to advertise the collaboration. HypeBeast has a huge amount of followers on instagram (8.9 million) therefore would reach a very large audience. In addition, the collaboration will have a pop up store in London and Milan, Italy. The reason for choosing these locations is because these are where the brands originated. My pop up stores will be promoted on both Asos’ and Off-Whites instagram as this will reach a larger audience. These instagram pages will include opening dates as well as links to my online store.
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POP UP STORE
Place
Off-White has its own stores however it is mainly sold in department stores such as Harrods and Selfridges as well as pop up shops around the world. Off-White also sells in multi-brand retailers such as Dover Street Market. The majority of Off-Whites stock is sold on their website so is available to everyone and easy to purchase. Off- White reduces the amount of stock which is sold in outlet stores for reduced prices. This is also a reason as to why most of their collections are limited edition, this gives the brand a sense of uniqueness. Asos however only sells online and does not have any stores. However they do deliver to over 196 countries including the USA, Australia, Italy, Spain and Germany. This allows anyone from around the world to purchase from their brand. This is something which makes the brand unique and it is so simple for potential shoppers to purchase from Asos.
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Consumer Profile Off-White Off-White’s consumers are mainly millennials and Gen z’s who are highly interested in designer fashion. From my research, I have found that the age range for Off-White consumers is between 18-27. There are two types of consumer for Off-White, the type who have a high-income and wears designer clothing, the other has a good income but not as high and purchases designer items once or twice a year for a special occasion. Off-White aims to sell their limited edition clothing to confident individuals with unique streetwear style. These individuals have a strong love for streetwear and take pride in their appearance. They also strive to wear things not many other people have in order to stand out from the crowd. As the brand sits in the luxury segment of the fashion industry these consumers clearly either have a large amount of disposable income or save up the money they have to buy one piece of clothing. This type of consumer could save up for months then splurge on an item of clothing as it will make them feel like they have a higher social status among their peers and make them look like they have a large income.
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Asos Asos’ target market is 16-34 year old fashion conscious consumers. This shows that Asos is attracting a greater fashion market. Some qualities of these consumers include having an increased amount of disposable income as well as becoming more fashion conscious. The Asos customer is interested in keeping up with the latest trends at the best prices. The Asos customer shops on Asos to feel their best, they love to be fun with their fashion and see it as a form of entertainment. Asos’ consumers can also be perceived as brave and original with their choice of clothing. Celebrities and the media inspire the Asos customer massively. ASOS also targets customers who are unsure, self conscious and conventional. According to the Mintel Young Fashion Report in December 2011 and Asos Finance analysis by age bracket 2012, the Asos customer believes: 67% under 25’s think how they look is important and 3/4s of women enjoy shopping for clothes. 2/3s of 19-25 year olds shop online because its fast pace and easy and 18-21 year olds shop according to discount compared to mid-late twenties. Also according to these statistics, Asos reach 2.35 million UK females a month, 1,539,000 of these are aged 15-34. This report also shows that Asos reach 1.3 million UK males each month, 900,000 of these males are aged between 15-34. These figures show that the Asos customer is mainly women. From my research I have created an image of what I believe the characteristics of the Asos male is. The Asos male is aged between 18-34 and is likely to be working in the creative industry such as advertising, media or marketing. The Asos male loves to keep up to date with the latest trends, when shopping on Asos they want their experience to be simple and easy. The Asos male consumer will be fashionable and well presented, he will spend a lot to make sure of this.
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Logos Brainstorm
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FINAL LOGO The logo I have created is a combination between the two brand logos. I wanted to incorporate either the Off-White arrows or diagonal lines and the typography of the Asos logo. For my final logo I wanted it to be a box logo which is inspired by Off-White’s logo. I played around with many alternative logo options as you can see on the right but finally decided on the final design. My final logo is the Off-White arrows with the Asos typography overlapping in the middle. I decided to keep my logo simple so people would remember it and instantly understand what it is. Both Off-White and Asos are quite simple when it comes to their logos so I wanted to stay with that theme, this is also why I made the final logo all black.
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Product Development
Design 1
T-shirts
I decided to create two different t-shirt designs for my collaboration, I wanted one to be black and the other to be white. I have created my products very simple to keep within the theme of both brands. My first design is a white t-shirt with the collaboration logo on the front in the top left corner. As you can see from my mock up the t-shirt has the logo on the back at a much larger scale. My second design is a black t-shirt with a diagonal box design with the writing�Asos� above. Similarly to the white t-shirt, the design is in the top left corner on the front and enlarged on the back of the t-shirt. I am very happy with these designs, I believe only having two t-shirts designs available creates a limited edition feeling to my collaboration. 89
Design 2
Hoodies For my hoodies I have also decided to create two different designs, the hoodies I have available are the same designs as the t-shirts however in hoodie form. Therefore I have a white hoodie and a white hoodie available. The white hoodie has the collaboration logo on the front and the back and the black hoodie has a diagonal box design with “Asos� written above. I decided to keep the designs the same on the t-shirts and hoodies as it shows simplicity which is what I hope for my collaboration to be.
Design 1
Design 2
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Swing Tags I wanted to create swing tags which could fit within the brand collaborations ethos of being sustainable. I decided to create my swing tags out of cardboard which is easily recycled. My swing tags are designed in a simple way with the collaboration logo placed in the middle with the collaboration name at the bottom. I thought about how I could attach the tag to the clothing, I decided I would use string to do this. I decided to use white card for my swing tag as this is extremely minimalistic as well as easily recyclable.
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Packaging I have created two types of packaging, one is a paper bag and the other is a reusable cotton bag. i had to keep in mind the sustainable motif carried throughout the collaboration. Both bags are plain white to keep within the simplistic theme of the collaboration. Both bags also have the collaboration’s logo on them, this should hopefully allow the logo to be seen by other people and bring us more customers.
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Conclusion On reflection, I think my brand book for my collaboration with Off-White and Asos has been a success. In this collaboration, sustainability has been a huge part, both brands already take sustainability very seriously. My 20x20x20 research very much helped me to create my collaboration. I chose 10 words for each brand which I think best represented them. From my research I found that sustainability plays a huge part in both brands. I have chosen to show sustainability in my collaboration by having my items made from recycled t-shirts which have been pre-owned. I decided to take Off-White into Asos rather than Asos into off-White as off-White has a larger following and would get more attention. By taking Off-White into Asos we were able to create higher end pieces which will hopefully expand Asos’ consumer profile. Also, by looking at both brand’s consumer profiles I felt my collaboration would appeal more to the off-White consumer,
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By having two pop up stores in different locations I thought this would reach a wider audience and target both consumers. Pop up stores are already a huge part of Off-White’s brand and they often have them when a new collection or limited pieces are being released. As both brands have a huge following and loyal customers I thought a pop up store would be a perfect option to increase sales. Overall, I believe my collaboration definitely represents both chosen brands and appeals to both consumer profiles. I have kept my collaboration very simple and basic which will hopefully attract customers from both brands. The logo I have decided to use is simple and therefore creates an impact.
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References https://www.highsnobiety.com/tag/off-white/ https://www.thefashionlaw.com/virgil-ablohs-off-white-logos-are-everywhere-but-are-they-worthy-oftrademark-protection/ https://www.teenvogue.com/story/virgil-abloh-interview https://en.vogue.fr/fashion/fashion-inspiration/story/off-white-the-18-collabs-that-cemented-virgilablohs-career/1635 https://thedieline.com/blog/2018/2/26/brand-collaborations-hit-overdrive https://www.launchmetrics.com/resources/blog/brand-collaborations https://www.asos.com/women/the-responsible-edit/cat/?cid=28981 https://www.asosplc.com/corporate-responsibility/our-products/sustainable-sourcing-programme https://www.inspiralist.com/lifestyle/virgil-abloh-evian-initiative/ https://www.thefactshop.com/fashion-facts/asos-history https://www.asos.com/about/who-we-are/?ctaref=aboutus|whoweare https://www.off---white.com/en-it/shopping/man?gender=2&pageindex=1&seasons=10337754&sort=newitems&categories=136394 https://www.theguardian.com/lifeandstyle/2010/jun/24/how-asos-took-over-world https://wwd.com/fashion-news/fashion-scoops/exclusive-off-white-opens-jewelry-eyewear-pop-up-forpfw-1203501671/ https://amynorrisdigitalpublishingjournal.wordpress.com/2015/02/11/asos-reader-profile/ https://www.grailed.com/drycleanonly/off-white-graphic-design-history https://www.dalziel-pow.com/news/brands-targeting-youth 97
Images Image 1: https://hypebeast.com/2019/6/valentino-spring-summer-2020-runwaycollection-paris-fashion-week-mens Image 2: https://www.theskinnybeep.com/2019/06/off-white-virgil-abloh-springsummer-2020-mens-collection-paris-fashion-week/ Image 3: https://www.highsnobiety.com/p/off-white-ss19/ Image 4: https://www.retail-week.com/fashion/asos-launches-responsible-edit-to-woo-ethical-shoppers/7032219.article?authent=1 Image 5: https://www.asos.com/men/fashion-feed/2018_09_03-mon/the-new-asosmagazine-is-here/ Image 6: https://www.kaltblut-magazine.com/asos-spring-summer-2019/
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