“Report”
“catalog” Brand History-----------------------------------------------“02” Timeline-------------------------------------------------------“03” Logo------------------------------------------------------------“05” Target Audience--------------------------------------------“07” Positioning---------------------------------------------------“08” Identity---------------------------------------------------------“09” Equity----------------------------------------------------------“11” Value Chain--------------------------------------------------“12” Market Performance---------------------------------------“13” STP Analysis--------------------------------------------------“15” SWOT Analysis----------------------------------------------“17” Suggestions--------------------------------------------------“19”
OFF-WHITE is a luxury streetwear fashion first founded as "PYREX VISION" by Virgil Abloh in Milan, Italy in 2012. Since PYREX VISION was facing controversy and criticism at that time, Abloh rebranded the company as Off-White, which he describes as "the grey area between black and white as the color off-white. The products include clothing, shoes, accessories and furniture, and the basic elements of the prodcts are composed by quotation marks, zip ties, and four-way arrows that create a cross, and these labels have collaborated with Nike, Levi, Jimmy Choo, IKEA and Eâvian.
“ TIMELINE ” 2 0 1 4
Men SS 2014 Women FW 2014
x
2 0 1 5
2 0 FW 1 Men “DON’T LOOK DOWN” Women “SLIT ENDS” 6
SS Men “MOVING STILL” Women “NEBRASKA”
2 0 FW 1 Men “YOU CUT ME OFF Women” YOU’RE OBVIOUSLY 7 IN THE WRONG PLACE
SS Men “BLUE COLLAR Women ”OFF DAY”
SS Men “MIRROR MIRROR” Collaboration with NIKE, Women “ ROSES OF WAR” project name “The Ten”, FW Men “SEEING THINGS” Women ”NOTHING NEW”
August, collaboration with A$AP Rocky, with his label AWGE. Collaboration with CHAMPION,
“AIR” Off-White™ for NIKE “AIR JORDAN 1” Beaverton. Oregon USA c. 1985
2 0 1 8
SS Men “TEMPERATURE Women ”NATURAL WOMAN” FW Men “BUSINESS CASUAL” Women ” WEST VILLAGE“
2 0 April, collaboration with IKEA on furniture 1 June, collaboration with RIMOWA, a transparent suitcase in limited edition 9 Partnered with Jimmy CHOO, create SS collection inapired by Lady Diana Feb, collaboration with MCDONALD
2 0 FW 2 Men “PUBLIC TELEVISION” Women ”HIS&HERS” 0
SS Men “JIM STARK
SS Men “PLASTIC” Women “METOR SHOWER FW Men “TORANDO WARNING” Women :SLIGHTLY OFF”
“Target Audience� Demographic information
Gender: male, and female (unisex) Age: 18-27 (millennials) Education: university-level education or higher
Psychographic information
Economic: upper class to middle class Lifestyle: street/hip-pop style
Behavioral information
High-status people, who make frequent purchases without considering the product's price, and usually have high loyalty. Middle class people, who make purchases only few times a year, generally will look for discount.
“Brand Positioning� Premium Off-White often collaborate with different brands, such as NIKE, IKEA and a variety of brands. In order to satisfy stylish customers who desires for new combination. Due to their target audience is millennials, Off-White uauslly follow seasonal trends to release new products, at the same time, Off-White tends to offer a lifestyle experience. The price range is pretty wide, from the cheapest to the most expensive, price reduced only in the sales period, which usually happen twice a year.
“Brand Identity” Famous for black and white striped print logo, Off-White is one of the successful streetwear that attracts audience around young age group. Defining the gray area between black and white as the color Off-White" said Abloh, the spirit and the core of Off-White. In Off-White's later collection, he added quotes‚ an element to his products, because Abloh believes that everything that leaves in the quotation mark remains to be indefinite, meaning there is always rooms for questions. This concept matches with the ideal of the brand‚ giving people space to go with their own creativity.Off-White is intimate to millennials because of their innovative way of thinking,and willing to listen to kids in this generation.
“RESORT 2020”
“Brand Equity”
Brand Loyalty Off-White has a very strong loyal customer base and this is for several reasons. The brand always has creative and unique designs that allows customers to have passion wait for new products and willing to buy. Customers are attracted by the avant-garde design, and the fashion-forward position that Off-White stands for, Off-White is not only a brand. Off-White is a pioneer that merges streetwear culture with premium fashion, that’s why customers are willing to follow them.
Perceived Quality For the appearance, the design will change from season to season, which makes products become unique and different from each collection. For the fabric, the core value of the brand is to made from the best available and particular opinion regarding fabrics. From the customer aspect, Off-White is excellent with aesthetic because of contemporary design, and also excellent for the material due to the control of the quality
Brand associations
Off-White is associated with color such as black and white, logo elements such as striped lines and quotation marks with bold print, customer segment such as young age group, product characteristic such as fashionable and the brand concept such as leaving rooms for people to express their own creativity.
Brand image
Most of the customers who buys Off-White feel fashionable and unique from others, because of the contemporary design and creative way to express the beliefs from products.
Brand Value Chain
Marketing Program Investment Product
Clothing, Activewear, Bags, Accessories, jewelry, bags, shoes and underwear.
Communication
The marketing strategy of Off-White is to collaborate with various brands to attract different customers, and using social media to promote and communicate as a brand in this generation. One of the successful marketing strategies is using the power of celebrities to increase brand fandom.
2018©
OFF-WHITE c/o Virgil Abloh™ Defining the grey area between black and white as the color Off-White™
Trade
Support online shopping but also have stores around worldwide.
“Association” Brand name
“Association” Attitiudes
“Off-White” is derived from Abloh‚ purpose to distinguish the grey area between the black and white areas.
High satisfaction due to the unique design and high-status image.
Quotation marks & stripes
Customers have high brand loyalty and would recommend Off-White to others because of the great shopping experience.
Symbol Slogan
Defining the gray area between black and white as the color Off-White
Character
Attachments
Fashionable‚ Luxury, and Trendy
2018©
OFF-WHITE c/o Virgil Abloh™ Defining the grey area between black and white as the color Off-White™
2018©
OFF-WHITE c/o Virgil Abloh™ Defining the grey area between black and white as the color Off-White™