SELINA WILLIAMS - BRAND BOOK

CONTENTS PART 1 20x20x20 Boards

PART 2 The outcome An intro to branding Off-White Profile Off-White Consumer H&M Profile H&M Consumer

PART 3 An Overview of Menswear My Collaboration Sustainability in Industry Denim The 90s Genderless My Target Consumer Influence History of Collaborations

PART 4 The Naming and The Logo Croquis The Collection The Packaging The Branding To Conclude

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Before exploring my brands, I chose 10 words for each brand to look deep into connetions and bring my inital ideas together which I could potentially use for my collection. For each word, I created a question and then a moodboard to create a visual of my ideas.

0X20X20 BOARDS EXPLORING MY BRANDS

TRANSPARENT

How does Off-White ensure they are transparent?

In order to gain customer loyalty, Off-White keeps up with their huge public status and engage well with their audience in order to help with their success. Teasing a collection in order to know whether it would be successful or not is a prime way of their publicity. I think that Off-White’s uniform and well understanding of their customer profile benefits their popularity massively. They know their interests, how they dress and what they would like to be seen in.

How does Off-White have a Futuristic feel?

The use of new ways to wear certain items of clothing and new colours, styles and overall appearance. Off-White has a futuristic way of clothing and bringing streetwear a bold, new and unique look.

FUTURISTIC

CONTROVERSIAL Why is it important in brands to be Controversial?

Brands find it a main priority to use to stand out and brand a new dynamic to the fashion industry. In order to gain huge popularity, they use their unique technique or style in order to be controversial to the fashion world.

GEOMETRIC How does Off-White use Geometric in cooperation with their season lines?

The simple design of simple colours and shapes pattern is a design the brand uses over and over as the consumers enjoy a simple but effective design.

How does my two brands ensure they stay on trend with Fashion?

Research is a prime way which both brands do, in understanding the target consumers and what they are interested in and what they would be interested in. clothing lines are produced six months before the said date in order to gain interest.

FASHION

MINIMALISTIC How does Off-White use Minimalism effectively?

As Off-White’s target consumer are a younger adult male age, they enjoy a more minimalistic look and I think that as Virgil Abloh understands his market, he uses these techniques to his advantage, and this helps promote sales.

How does the Swedish culture come into H&M? Sweden is famous for its sustainable ways, and over the years H&M has brought this to their stores in order to help reduce waste and over production.

Another way H&M brings out its primary culture is nude colours and pale colours; it is a traditional design and it is a sort of look which is repeatedly seen in H&M stores all over the world.

SWEDISH

CLEAN Why is it now important for brands to become Clean?

In menswear brands have introduced a more sustainable approach and is becoming more needed as it helps gain consumer interest and sell a lot better.

90’S

How is Off-White associated with the 90’s?

Off-White entire aesthetic is reminiscing the 90’s, bringing back their streetwear trends and unique use of loose-fitting top and bottoms and bring a whole new dynamic. The brand brings back throwbacks from the 90’s in order to appeal to a wider range of ages from around 20-30.

How is Ethical bought into brands garments?

In menswear brands have introduced a more sustainable approach and is becoming more needed as it helps gain consumer interest and sell a lot better.

ETHICAL

MILLENNIAL

How is it shown that Off-White and H&M’s audience is Millennial’s?

Both of my brands market catering for a millennial audience. For H&M, the use of celebrities featured on clothing, sarcastic slogans written on clothing and overall fitting and look, suggests that millennial is their target market and I feel that it is more appealing for this age range. For Off-White, the price range is for someone of this age and I think the edgy and grunge look which they use a lot is best suited and appealed to millennials as I feel it is one of their interests.

EDGY Why is Off-White trademark an Edgy look?

Off-White aesthetic is a dedication to the 90’s as their newest collections are repeatedly inspired by the 90’s iconic looks. Their overall aesthetic is a more streetwear look as it is for a more grunge and rougher around the edges sort of look which is widely appreciated by their long line of target consumer of millennials.

ARTISTIC How is Off-White Artistic?

With Off-White, Abloh looks for unique ways to stand out in the fashion industry and I believe that he has more of an artistic approach to his collections in order to step out of the traditional look which I think has led to Off-White’s huge success over the past eight years it’s been established.

CULTURE Why is it important to cooperate Culture into designing clothing?

I believe that culture is respected hugely by clothing and is continuously considered as it helps build customer loyalty which is very important to brand as it helps build publicity and popularity. Cultures is so different all over the world and I believe that understanding these elements are crucial to a successful collection.

BASIC COLOURS

How does using Basic colours benefit clothing?

Using a simple colour for clothing, helps more recognisable clothing and I think with a blank canvas with picture as a main focus helps it come together and become more eye-grabbing.

Is Streetwear an ongoing trend?

Streetwear has been a global trend since the 1990s, it grew greatly over the years but hit its peak in 2010s where it was almost a must where everyone was going for that more American hip hop fashion to bring together elements of sportswear, punk and street fashion.

STREETWEAR

NEON

Is Neon an ongoing trend?

Neon has been a big part of fashion since the 60’s as it is a trend which shows youthfulness and optimism and it is a style which everyone wears to prove a point to society that they are not yet a mature age.

TRENDY

Why is it important to be Trendy?

Brands find it a main priority to use to stand out and brand a new dynamic to the fashion industry. In order to gain huge popularity, they use their unique technique or style in order to be controversial to the fashion world.

Is Denim a dying look?

Since jeans were brought to the industry, they have always had huge popularity and in terms of my collaboration, I think that is a style which everyone and anyone would be interested in wearing. Denim is a material which can be reused and ripped and teared and still be good as new.

DENIM

TAILORED How can a Tailored look be cooperated into streetwear?

A way which I think tailoring can be used is a sophisticated look which is also combined with a grunge vibe. I think a tailored jacket of some sort can be combined with streetwear with rips and tears that can be dyed and adapted to add a new and fresh look.

The outcome of this project was to produce a collaboration range between a fast fashion brand and luxury brand to show the possibilities of creating a more sustainable brand outcome targeted at the new consumer. To further investigate the consumer profile and their emotional connection to both brands in order to make a successful collaboration.

The brands which I have chosen to look at is Off-White and H&M as I believe that both of these brands would collaborate together well because I think that they both look at streetwear and I feel like they both used a wide range of colour schemes in order to help suit multiple style and a wider range of consumers. I also think that with the consumer generation ongoingly changing I feel like both if these well-known brands have managed to achieve this and because of this have been able to stay successful over the years. Within both brands the customer is always the focus, from the design process to the shopping experience. Understanding and meeting the customers’ needs is at the core of everything they do. They want their customers to feel confident they are getting the best possible deal.

THE OUTCOME 26

FASHION AND QUALITY AT THE BEST PRICE

H&M Slogan

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Approximately over one billion garments end up in landfill each year due to mass overproduction, and the textile industry produces more CO2 in a year than international flights alone. Sustainability has become an rising trend in womenswear, mostly to gain consumer interest and sell.

However, in menswear a number of brands have introduced a sustainable approach and is becoming more of a necessity. Trends show men generally prefer to do their research before a purchase and find value in brands that have provenance and transparency in how they source and manufacture their products.

Due to the fast increase in demand of clothing, a lot of pressure from making excessive changes are becoming more necessary. As retailers and consumers are constantly talking about sustainability, a general awareness is now at mass-consumer level. In the high-end and luxury markets it’s possible for them to absorb the costs and alter price points in line with production, whereas it’s the high street with smaller budgets, pricing is hit the hardest. Throughout my research I am going to look at combining a luxury brand and a fast fashion brand which has over the past few years already began to user more sustainable strategies and how a collaboration can alter the sustainability of a more luxury brand in order to boost the ecofriendly trends.

Within both brands the customer is always the focus, from the design process to the shopping experience. Understanding and meeting the customers’ needs is at the core of everything they do. They want their customers to feel confident they are getting the best possible deal.

The typical Off-White customer I believe would be a millennial or in the Gen-Z region that are highly interested in luxury fashion. The consumer would either have a very high-income customer who lives well. Pays rent or owns their own house, dresses in designer clothing such as Balenciaga and Louis Vuitton and just someone who is a loyal consumer. Another type of consumer is a has a good income, will purchase designer items once or twice a year for a special occasion, possibly a student, living in rented accommodation and is a discount consumer, loyal but frequently hunting for discounts.

On the other hand, the typical H&M customer would be Would also be a millennial to a gen Z fashion conscious woman. A woman to who follows the current fashion trends and what the latest reality stars are wearing. The consumer would either low income to which can only afford fast fashion clothing. I think that the consumer would be living with their parents or possibly a student, living in rented accommodation who likes to look for a bargain.

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AN I T BRAN

INTRO TO NDING

The brand name “Off-White” originated from Abloh’s effects 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. According to Cardenas (2017), Off-White is an example of how effective imagery and logos can establish brand identity. When the brand’s name is covered on the product, can people still tell its Off-White. The use of diagonal lines, simple citations and a limited colour scheme all form the brand’s specific trademark. With research on the Aaker’s model, this topic would fit into the category ‘Brand as a symbol’ which supports that if a brand has a strong visual presence, consumers find it easy to follow the brand and connect with future collections.

H&M has a clear, credible and memorable message which accomplishes through its many different elements in branding. Firstly, the name H&M stands for H&M stands for Hennes & Mauritz. By using H&M, it keeps it simple and yet a bit mysterious since they are just letters, not full names. The logo itself is also simple, consisting of two red letters H and M, both red with “&” sign in between them. It is easily identifiable and has led to be one of the most significant trademarks in the fashion industry.

Many of the Virgil Abloh customers relate to him being someone who understands the state of fashion in modern day. He stays recognisable by using of font – Off-White’s typography is very plain and minimalistic.

Psychologically humans are triggered through words, colours, offered and fonts. “People buy on emotion” Off-White’s unique selling Point (USP) is their innovation how exclusively distinctive and fashionable their merchandise is. This is how Off-White regulate their business tactics to complete with their competitors, which is mainly Balenciaga. Balenciaga is a fast-growing with an increase rate of 49% in sales, brand and was the top-selling and most searched brand in 2017. With H&M being a fast fashion brand, it has many competitors including new look and forever 21, the sustainability of the brand is helping gain more and more customers as the new consumer wants to their clothes to be eco-friendlier.

Both of these brands would collaborate together well because I think that they both look at streetwear and I feel like they both used a wide range of colour schemes in order to help suit multiple style and a wider range of consumers. I also think that with the consumer generation ongoingly changing I feel like both if these well-known brands have managed to achieve this and because of this have been able to stay successful over the years.

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OFF-WHITE PROFILE

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Off-White is a luxury brand fashion label established by an American designer Virgil Abloh. Virgil Abloh was born in 1980 in the USA and is an American fashion designer and artist, who has recently been awarded as head creative director of Louis Vuitton’s men’s wear collection, but Abloh is mainly known for being the chief executive officer of his Milan-based la-bel Off-White, which house he founded in 2013.

Abloh, worked in Chicago street fashion, which introduced him to international fashion with an apprenticeship at Fendi in 2009 alongside rapper Kanye. Off-White was incorporated in Milan, Italy in 2012, where it became to be retailed in fifty independent stores and is carried by stores including Barneys, Selfridges and Harrods.

Abloh began his first fashion house which was his second business in 2013 with the luxury streetwear brand Off-White. The message behind the company was described by Abloh as “the grey area between black and white as the colour off-white”.

The Off-White clothing line can be identified through its trademark quotation marks, zip-ties, industrial tape. According to Cardenas (October 2017), Off-White is an example of how logos can establish brand identity in a simple but effective way.

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When the brand’s name is covered on the product, people are instantly able to tell its Off-White. The use of diagonal lines and a simple colour scheme all form the brand’s specific look, which leads it to having a well branded identity, and having its recognition we know today.

The company was first founded as “PYREX VISION” by Virgil Abloh in the Italian city of Milan in 2012, which was rebranded after Pyrex Vision received backlash after printing “PYREX 23” on the classic Ralph Lauren rugby flannel silhouette and reselling them for a price starting at $550.

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From my research, I would say that Off-White is definitely more of a luxury brand, which caters for more of a generation–Z target market as they are known to have the biggest disposable income in 2019. The target consumer of Off-White tends to be both men 20 – 30 age range who are high earners as the price point is £300 or more with the garments being sold, Generation Z appear to be the main consumers of the brand who have a lot of disposable income who see shopping as more of an investment into buying their garments. However, a high percentage of the total consumers for the fast progressing brand population tend to be is Asian whom over the past 15 years have grown to be the biggest buyers of houte couture garments. The result of having a high percentage of consumers being Asian has led to many retailers producing garments being tailored to fit the typical small Asian frame. This may be their typical consumer; however, the stores appearance brings in a huge variety of different generations because of its moderns and updated way of a retail store.

THE OFF-WHITE CONSUMER 33

H&M is a Swedish retailer and is one of the world’s most recognisable fast fashion brands.

It’s the second largest retailer in the world, it is one of the first big fast fashion brands which have changed their ways more sustainable.

The history behind the brand begins where the company was founded by Erling Persson in 1947, when the brand opened its first shop in Sweden. The fast fashion brand was formally known as Hennes, exclusively sold women’s clothing, when over the years began expanding to all genders. In 1968, Persson acquired the hunting apparel retailer Mauritz Widforss, which led to the inclusion of a menswear collection in the product range and the name change to Hennes & Mauritz, which lead to its most well-known name H&M. The two-letter domain was registered in the early 1990s, which finally helped the opening of the first United States store on 31st March 2000, on Fifth Avenue in New York which began the of the expansion outside of Europe.

After over 70 years in business, H&M now owns just under 3000 stores at the end of 2012.

While the company has made definite progress on its 2013 commitments, it has come in for some recent criticism. In 2018, factories that supply H&M were named in reports by Global Labour Justice detailing abuse of female garment workers, which earlier this year labour rights like the Clean Clothes Campaign pointed out that H&M has not delivered on its 2013 promise to pay 850,000 workers a living wage by 2018.The mass market brand has announced that it hopes to become 100% ‘climate positive’ by 2040 by using renewable energy and increasing energy efficiency in all its operations. With a hugely popular brand like H&M emphasising sustainability, it is hoped that it is a jump which many other brands will follow.

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H&M PROFILE 35

THE H&M CONSUMER From researching H&M, in menswear I would say that their typical consumer would be a more millennial/Gen Z man or a male aged around 15-25 and is fairly fashion conscious, to which follows fashion trends from celebrities and influencers in order to feel accepted in society. However, maybe don’t have a good enough income to spend money on higher end and luxury clothing. The brand target would be Gen-Z as the store is known for having edgy and bright colours which is something this generation like. The target consumer of H&M tends to be more women but also men 15-25 age range who are more of a low earning who are possibly more of a student. The stores pricing is more on the reasonable pricing side as being targeted to teenagers help the consumers being able to afford the products and garments.

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AN OVERVIEW OF ME

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ENSWEAR

Over the years in fashion, the menswear market has increased massively, as the whole aesthetic has changed dramatically. Evidence shows that around 60% of men have said that they felt ‘more attractive’ when they were wellgroomed, while around 21% said that they think a good role model should ‘look after his appearance’ (Mintel UK, 2017).

On other reports, the growth in the menswear market has been encouraged by the industry’s quick response to ongoing changing trends. As more retailers are entering the menswear market, men have more of a choice of products with styles and sizing. To which I think states an encouragement in having to keep up with trends in order to almost fit in with the ideal male look, of how to act and appear in a certain way. Compared to women, I think they have worked harder in order to be able to be how they’d like to be represented in the fashion industry and I think womenswear is much further ahead than men.

Over the past decade there has been a huge increase in online shopping which could be contributed to more men purchasing clothes, as around a quarter of men said that they would like to get their clothing directly from a social media site, after seeing it being worn or shown by influencers. This shows that quick-buy options, that are now being shown more on social medias and websites are majorly helping with with the evolving technology and consumer-brands.

“Millennial’ males spend more on clothing each year than other men”, (Pragma, whitepaper 2017), in my opinion I think that this is due to the huge disposable income and the more recent consumer prioritise more materialistic over marriage and starting a family.

There is a demand for a wider range of specialised fittings.

Men that care about how they look, they want that perfect fit in order to show that they can afford a more custom look.

The ideal look would be adjusting the torso to getting that perfect half-inch of shirt cuff under the suit jacket, be prepared for more choice to complement the male structure.

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“THESE IDEAS JUST HAPPEN TO BE REAL”

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MY COLLABORATION

Many of the Virgil Abloh loyal customers relate to him as he understands streetwear and the overall evolving fashion world. In regards competitors, OffWhite main competition is Balenciaga. Balenciaga is a fast-growing with an increase rate of 49% in sales, brand and was the top-selling and most searched brand in 2017. H&M also experiences competition being a fast fashion brand, it has many competitors including new look and forever 21, the sustainability of the brand is helping gain more customers as the new consumer wants to their clothes to be eco-friendlier.

I think that with these two brands coming together, I believe it would benefit them both very well. I think many people would be surprised at these specific brands collaborating and it would cause a lot of attraction and many would be interested at how it is constructed and pulled through

consumer generation ongoingly changing I feel like both if these well-known brands have managed to achieve this and because of this have been able to stay successful over the years. Within both brands the customer is always the focus, from the design process to the shopping experience. Understanding and meeting the customers’ needs is at the core of everything they do. They want their customers to feel confident they are getting the best possible deal.

I think that from a collaboration, the designer would gain a lot more recognition with a wider range of audience and I feel that the designer’s unique way of thinking when it comes to designing will help his status and his loyal consumers. Being in a collaboration with a very well-known mass market brand will help with his own brand Off-White and his rapid progress in the fashion industry and will help it move even more forward.

H&M and Off-White would be good brand to collaborate together as I think it would collaborate together well because I think that they both look at streetwear and I feel like they both used a wide range of colour schemes in order to help suit multiple style and a wider range of consumers. I also think that with the

Moving forward, I am going to look deeply in menswear, and both brand past collections and way which the brands relate and I can find way to blend them both well together‌

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SUSTAINABILTY IN INDUSTRY Approximately over one billion garments are thrown away each year due to mass production. It is said that material production all together is to produce more CO2 in a year than global flights. Sustainability has become more important from ongoing trends in womenswear, which mainly is to gain consumer interest and sell. However, in menswear a number of brands have introduced a sustainable approach and is becoming more needed, as it is something which the majority look for. Many big trends show men generally prefer to do their research before a purchase and find value in brands that have transparency in order to trust in how they source and produce their clothing.

Due to the fast increase in demand of clothing, making excessive changes are becoming more necessary. In the high-end and luxury markets it’s possible for them to absorb the costs and alter price points in line with production, whereas it’s the high street with smaller budgets, pricing is hit the hardest, and many mass market brands are falling behind int this. In looking into sustainability in the fashion industry, I think throughout my collaboration, it is important to look hard at making sure there isn’t over-production happens which creates waste and has a huge impact on the environment. I will also make sure I keep the collaboration transparent in order to show the public that its more quality over quantity in order to intrigue the target market into understanding the new ways of the fashion industry. Throughout my research I am going to look at combining a luxury brand and a fast fashion brand which has over the past few years already began to use more sustainable strategies and how a collaboration can alter the sustainability of a more luxury brand in order to boost the eco-friendly trends.

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The first type of denim to be created was known as dungaree were produced in India hundreds of years ago, denim itself was first produced in the French city of Nîmes under the name “serge de Nîmes.

The most common denim is a dark blue denim, however over the modern years there has been a rise in a more colourful looking using vibrant colours of denim in jackets, trousers and other garments.

This is a result of a huge increase in popularity of festivals and raves for Generation-Z and millennials which a bold look is essential. The typical item of clothing for denim is jeans, which ranges from a tight fit to a bootleg fit to a completely baggy look which was a signature look in the 90’s influenced by the rise in street dancing from popular rappers.

Looking into depth in denim, denim is a quality material which will is versatile, which means it will last and is easy to reuse. I feel that the ideas of making garments from denim, will have lasting use and users will be able to reuse in case of wear and tear.

I feel that it is an iconic look of the 90’s as it was the era where not just jeans were being made with denim. I think that the colours of denim would fit both brands well as it is a look where it’ll be lasting in fashion and there is so many uses.

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THE 90’S Designers such as Marc Jacobs and Alexander McQueen look at grunge as a trend and took inspiration from the gritty streets. The classic pretty girl models being replaced with more controversial look like Kate Moss, which started a domino effect of the new 90’s trend.

Dark colours were the typical look, some of the go-to looks consisted of black or dark red pleather pants, animal print clothing, halter tops, metallic clothing, crop tops, tube tops, maxi coats, maxi skirts, knee boots, and boot-cut dress pants, which has influenced todays fashion massively.

With the streetwear being a vital part off the 90’s, it is a crossover in both off white and H&M, it is a perfect link between my two brands and will help me find a way to bring both aesthetics together. I will Find new and unique ways to use this link to my advantage as I believe the colours, sizing and prints are fashionable and perfect to show a new, bold look for menswear.

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GENDERLESS Across the world, we’re already seeing a rise in genderless fashion – such as the gender-unspecified outfits walked down Givenchy runways during recent fashion weeks.

Slowly rising since the 1980s, many in the industry predict the gender-fluid trend will become mainstream in the oncoming years as it so huge now. In the modern day, it is becoming more and more popular where men and women choose to wear clothing that is initially meant for the other. It is a trend which women may want a more oversized look and men want a tight-fitting look as the tailoring between both is very different.

As a minority of menswear is becoming more gender fluid and is a way of becoming more accepting of sexualities and genders of today. I think that the main focus will be on how clothing fits, feels and looks, not on a more flamboyant look of a more masculine colour and build. Bringing this to my attention for my own collaboration, I want to have a sizing which is fitting for men but can be used for women’s and a colouring which is flattering for anyone as I think that is going to be the eye-catching side and will benefit my collaboration.

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MY TARGET CONSUMER The ideal consumer for my collaboration would be a male within the age range of 18-25 years old. They would like in a more urban area, specifically a more city life as the luxury brand I am looking into is a global market which is widely recognised. The ideal consumer would be a full time student specifically near the end of university as I feel the aspired price range is something which couldn’t be easily afforded, I would imagine that my ideal consumer would be part of a middle class family to which have always been able to afford the luxury side of life and have still got a huge disposable income, as both parents would have highly qualified full time job. My ideal consumer wouldn’t be used to a more fast fashion brand but the luxury side would be eye-catching for them. The sustain-ability side to my brand is something which my ideal consumer would understand and appeal to as I think this age range is and was very much educated about problems with the environment. Un-derstanding the sustainability side to the collaboration would encourage my ideal consumer to spend that little bit more on the quality in order to invest in and last them for many years. I think my ideal consumer would also be interested in more vintage styles as my luxury side is very retro and I feel they would want to feel edgy and cool in order to feel accepted in society.

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INFLUENCE Throughout my collaboration I have looked into various area which I want to be inspired by to put together my ideal look. After looking at both brands in depth and looking into my 20 words. I decided I wanted to look into the 90s as my luxury brand is almost its go-to look in terms of the streetwear style and over all aesthetic. The signature 90s look consists of flesh showing outfits but can also have a loose fitting look which I think is still a popular look today. Looking into this time period, after looking into materials, trends and thinking how I can use this into sustainability. I wanted to go into a throwback look with old TV as both brands in the past have done work with animated shows and used it to their advantage to stand out as it’s a different route which has in the past been successful. I think that this would be a good way to bring both brands together and give them a mutual look recognisable to their brand. A animated show which I am going to look at is ‘Rugrats”. It is a show which shows the world from a baby’s point of view. Where the world is huge compared to them. I personally think the colour scheme used in this show would be perfectly complimented by Off White’s aesthetic. H&M and Off-white are renowned for their unique yet bold way to stand out from competitors and this would be an ideal way to show this.

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HISTORY OF COLLABORATIONS I looked at my two brand at their previous collaborations with brands in order to visually look at how I can link both together using an iconic 90’s tv show...

Beginning of 2020, H&M brought out a bold and edgy collection with merchandising iconic noughties show ‘SpongeBob SquarePants’ which involved distorting the characters onto garments to give a fresh yet well noticeable look.

For winter 2019, Off White put together a collection after joining forces with ‘The Simpsons’. The brand looked at unique ways to make their own brand recognisable and celebrating an world famous tv show anniversary.

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Since 2019, H&M have been continually bringing out Disney inspired collections.

‘Disney’ is a tv company which has been huge since being released in the 50s and has always got a huge number of supporters. H&M collaborating with Disney has benefitted their brand massively as there is always a large number of loyal customers which would buy anything associated with Disney.

THE NAMING AND THE LOGO

Once I got my idea of what route I wanted to explore and look into, I began looking at a name for my collaboration. I wanted something which was vague and simple to reflect the classic Off-White aesthetic but also something which would stand out in H&M stores. I finally decided on the name ‘it’s a “90’s” thing’. With this name I feel it represents both of brands well, with an even appreciation for both brands. For H&M, as their target consumer is aimed at teens and young adults who are known for sarcasm and attitude and I feel that’s the vibe my name gives off. For Off-White, the use of quotation marks and vague suggestion of what knowing what to expect within the collaboration, links well to Off-White aesthetic.

ITS A “90S” THING

Once I got my name together, it was time to put together my logo. For my logo, it was important to include all aspects of my collaboration in order for it to make sense when combined together. Beginning with the Off-White logo and H&M logo, I looked for ways two recognisable images to the brand looked well together with colour, style, and overall appearance. For Off-White I used the traditional cross symbol which is easily associated with the brand by loyal customers and I think it structures out my logo which helps it remain bold. For H&M, I wanted to include the very recognisable red text logo in order to give some bold colour and to break sort of gender boundaries, as red isn’t considered as a masculine colour and I feel this with help make my collaboration stand out and appeal to everyone. With my cross-over with my two brands being an iconic 90’s cartoon, I felt that it was necessary to bring in a character or recognisable image in order to bring it all together. Once I found the character, I was going to use within my logo I modified it to my liking and in order to give my own twist to fit an aesthetic which fits both brands well and is eye-catching to my target audience.

Looking into croquis, it was a way which I could explore the sort of aesthetic my consumer profile would be interested in and could potentially ne interested in. it was important to me to look deeply into all aspect of both brands in order to be able to explore new dynamics of femininity and streetwear as I think it would be a bold and unique way to show new possible branding and design technique to boost market sales. This reflects well into my “it’s a “90s” thing’ as I wanted to look at possible throwback trends which could be rediscovered in my collaboration, which I think is an interesting way to make sure I leave no corner not looked at.

My target consumer, I think that my ideal consumer for my collaboration would be someone more of a generation–Z target market as they are both the same age which is targeted by both brand and as they are known to have the biggest disposable income in 2019, I think it will be the target market who will be most interested and more likely to purchase. The target consumer of Off-White tends to be both men and women 18-25 age range who are high earners as the price point is £300 or more with the garments being sold, Generation Z appear to be the main consumers of the brand who have a lot of disposable income who see shopping as more of an investment into buying their garments. Where the target consumer for H&M tends to be more women 15-25 age range who are more of a low earning who are possibly more of a student. The stores pricing is more on the reasonable pricing side as being targeted to teenagers help the consumers being able to afford the products and garments, and I think a target for Gen-Z will benefit both brands well.

CROQUIS

THE COLLECTION

Here is my final collaboration, I put together a range of garments which combine both of my mass-market and luxury brand whilst also having an element of sustainability. Overall, my ‘It’s a “90s” thing’ collaboration was all about reflecting the throwback era and looking particularly at iconic cartoon ‘Rugrats’ and I wanted to create male garments which showed off a childish yet chilled look.

For my hoodie, I wanted to go for a plain but colourful look as I think it would suit men of all body types and also men who have completely different interest would enjoy. I think the unique use of imagery down the arm is something not seen a lot in clothing but a way which is effective and bold which I think the colouring will be eye-catching. The Off-White and H&M strip on the chest of the hoodie I think just brings it all together to show off the brands and gives bold credit which I think both brands would appreciate. I edited this piece in Photoshop, using images which I edited in another window in Photoshop which I then moulded together giving my aspired result.

For my T-shirt, I wanted a plain T-shirt with an almost neon colouring on the front. The imagery of Rugrats character “Reptar” is also used on my logo, however, I edited a further two shots of the character to show Reptar’s personality which I think shows a side of masculinity which I think the more boyish males would enjoy. I then put the logo on the neck of the T-shirt to show off the brand which would be appreciated from both sides of the brands.

I edited my images in Photoshop, where I was able to choose the correct positioning for it all to combine and complement each other.

I then created two caps which I wanted to make slightly more entertaining. For these I searched for images of show scenes, where I found the youngest baby characters from a lower angle shot looking down, and a shot of all the character on a dinosaur ride wrecking their garden where I then edited to give a sketch look as I wanted to give a scary feel. I think this will appeal well to my target consumer as it is unique and bold which I think my audience would enjoy wearing. Although not seen, the logo will be just above the traditional Velcro adjust strap at the back to show off the branding, which is something the consumers look for. The material for the caps is going to be made out of recycled denim jeans which I think would give a retro look which would really show off the 90’s streetwear vibe which is constantly portrayed by Off-White. I edited my images in Photoshop, where I was able to choose the correct positioning for it all to combine.

Finally, for my denim jacket, I wanted a more casual look to really show off the recycled denim which would’ve been patched together, and I think that is a bold element which needs to be shown as much as possible. A benefit of the jacket being recycled denim is that it can be further recycled once worn and torn and can continuously be recycled in order to help introduce sustainability in menswear but to also help with waste. To bring to cartoon to prospective, I wanted again to have a controversial look of the cartoon, which I then found a picture of character ‘Chuckie’ which is presented on the back of the jacket. The edit of Chuckie was to give a more edgy aesthetic as I feel this bring the whole design together in terms of colour scheme and overall appearance. The brand strip along the top of the back will be patched on top of the patchwork as it will help make the brands pop and be more recognisable. I edited my design in photoshop, where I was able to adjust colours, sketch lines and positioning of the buttons to help bring my entire design together.

THE PACKAGING For my packaging, I wanted to have a bold and gets straight to the point look. For my labels, I understand that both of my brands use their logo as a stand out element of the overall appearance so as one side of my label I just included the collaboration logo and I think that it gives a sophisticated and elegant look which relates well to the luxury side of the collaboration. The other side of my label I used the two-brand strip which I created in order to give the consumer an indication of the brands and the collaboration. I think that even this side shows a professional look which relates well to the Off-White side. I edited my label in Photoshop, I edited them onto my labels to give a bold, recognisable yet professional look which is important to me for my luxury element of the collaboration.

For my bags, which will be what the garments are bagged into once purchased. In my opinion the packaging is just as important as the garments as it is almost an element of advertising and branding which one consumer are seen with them it will encourage more people to go and look. Again, I wanted a more minimalistic theme as I wanted to keep with the professional look and easy recognisable. I edited my label in Photoshop, I edited my recently edited pictures of Rugrat characters then I edited them onto my labels to give a bold, luxury brand look which is important to me for my luxury element of the collaboration.

My packaging is going to be made from recycled paper to keep to the eco-friendly theme as it is important to keep all aspects sustainable in order to keep the brand sustainable. I think that using paper as bags, will appeal to consumers as they will see the recycled paper logo and will see that the brands are trying to appeal to the new trend which will help gain future brand loyalty.

It’s A “90s” thing

THE BRANDING Throughout my entire collaboration, my message behind it is about being able to understand sustainability in both mas- market and luxury brands and how they can adapt their resources in order to still be able to make bold collections and bringing a better understanding to consumers and other brands about being more eco. I think that it is a part which not all brands understand, and consumer aren’t educated enough about. It is important to know the damages of clothing to help others join in on helping to recycle clothing and bring new ways of helping the environment.

Looking deeper into my collaboration at the branding side to it, I feel that it is important to plan out all aspects so that an element of organisation is in check.

Firstly, looking at price point, I think it would be sensible to look at Off-Whites price point more than H&M as I think that it’s important to have quality over quantity. I think this because as there is a huge over production issue in the fashion industry, it is important to make garments which will be able to be used over a long period of time and then be manufactured well enough to be recycled which I think is most important to me about my entire collection.

For my collection I think it would be a good to launch my collaboration in only a handful of stores in major cities to just promote the collaboration and tease it at first then gradually grow to promote the message behind the collaboration. to avoid mass production, I think I would like my collaboration to be primarily online as I think this will help show results of popularity and will help improve online presence for both of my brands. For marketing, I think that it is something which should be mainly shown on adverts and posts on social media as it is a huge part of my target consumers interest and I think if influencers and adverts show and educate my collaboration to consumers, it will help boost further transparency which will be hugely appealing to my consumers.

In conclusion, I think that my collaboration between both of my brands would be a unique yet successful mix of organisation, control, quality with a bold element of creativeness, which I think suits well with the sustainability of my collaboration. Both of my brands are very understanding of their consumers in regard to their everyday life and interests and gives them exactly what they expect, which I think my collaboration give them something they need to don’t expect. I think that the collaboration is going to bring the strength of Off-Whites loyal consumer case and remarkable identity in the fashion world to a mass-market brand in which struggles to keep up with the quick changing face of fashion.

I think that the collaboration will bring a casual spin to H&M, whilst still keeping the sustainable and well-polished elements. Conceptually, Off-White will market the collaboration as an eco-friendly collaboration which sustainability is yet to be introduced to the brand. This is a key part in the collection, therefore needs to be hugely promoted to give a definite understanding of the message. As the target is menswear, I think it is important to show a bold look of genderless as it highlights society’s values aiming at a 18-25 year old audience.

TO CONCLUDE

BIBLIOGRAPHY

• https://www.serie-noire.com/en/diary/diary/off-whiteco-virgil-abloh-introduction • https://www.vox.com/thegoods/2018/10/30/18027074/off-white-timeline-history-luxury-streetwear-virgil-abloh • https://about.hm.com/content/dam/hmgroup/ groupsite/documents/en/hm-way/HM%20Way_en.pdf • https://en.wikipedia.org/wiki/Sustainable_fashion • https://www.sustainablefashionmatterz.com/ what-is-sustainable-fashion • https://www.businessoffashion.com/articles/tags/ topics/menswear • https://www.theexplorer.no/stories/creative-industries/norwegian-fashion-setting-a-sustainable-standard/?gclid=Cj0KCQjw6sHzBRCbARIsAF8FMpXbL6bCWqTBmcFtIa1-hREUvyYXLIADfAo-HEf8RQ56uXoURWIZy7oaAq1HEALw_wcB • https://en.wikipedia.org/wiki/Denim • https://en.wikipedia.org/wiki/1990s_in_fashion