BPI 1 - OFF WHITE Creative Report - Harry Allen

"CREATIVE REPORT INSIDE"

HARRY ALLEN - 19077097 BUYING & PRODUCT INNOVATION 1 FASHION BUYING & MERCHANDISING

"CONTENTS" PAGES: 1/2 - Introduction & Brand Overview 3 - Consumer Profile 4/5 - Competitor Profile 7 - SWOT 9/10 - Current Market & Market Trends 13 - The 5Ps 15/16 - Range Plan 17/18 - AIDA Model 19 - Sourcing 20 - Conclusion 22/23 - References

"THE BLUEPRINT"

The direction of this creative report is to analyse and explore the current market and market trends surrounding the Milan based luxury fashion house Off White. Tapping into the companies USP to develop a range which will address the gap in the market and supply the demand for high quality, luxury sportswear. Going forward, a clear rational outlining the strategic direction with relevant reasoning, development of a four to five item range plan with supporting evidence on how the supply chain will be managed, accompanied by a dual sourcing strategy and future progression of the line. All sustained by a variety of research together with appropriate theories and models.

PAGE 1

2013, Pyrex Vision returns as Off White, Founded, Virgil Abloh, Menswear, Zip tie, Highend fabric, Streetwear Silhouettes.

2012, Pyrex Vision, Virgil Abloh, A series of Champion basics and Ralph Lauren deadstock, screen-printed, Supersimple graphics, Collegiate lettering, Renaissance artwork.

2014, Womenswear, Debut, Paris Fashion Week, LVMH prize finalist.

2015, LVMH, Finalist, Loses to, Jacquemus.

2016, Off White, Opens first concept store, Aoyama district, Tokyo.

2018, Virgil Abloh, Artistic director, Louis Vuitton, Menswear.

2021, Virgil Abloh, Passes Away, November, Age, 41.

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"CONSUMER PROFILE" DEMOGRAPHIC NAME

DANNY

AGE

21

GENDER

MALE

EDUCATIONAL STATUS

UNIVERSITY STUDYING BUSINESS

WORKPLACE

PART-TIME EVENTS PROMOTER

"MANCHESTER"

"STUDYING" “RAVING" PAGE 3

"COMPETOR PROFILE" BALENCIAGA Balenciaga is a Spanish luxury fashion house founded in 1917 based in Paris. Much like Off White they have a very distinct brand identity but dominate the streetwear hype culture, with the infamous “Triple S” sneaker and oversized hoodies. Brand ambassadors include Justin Bieber and Kim Kardashian

1

THE DEMNA EFFECT

After taking over from alexander Wang in 2015, his first collection debut in 2016, revisiting Cristobal’s aesthetic and brought it into the twenty-first century with puffer, cagoules, and denim jackets

Before the popularity of the Triple S sneaker the most hyped item everyone was purchasing from Balenciaga was the “Race Runner” sneaker, a combination of suede, mesh, and leather with its track-style streamline design made it a staple in the wardrobes of celebrities, influencers, and millennials.

HYPE CULTURE

2

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3

BRAND AMBASSADOR

The 2021 annual Met Gala was a monumental night for Demna and Balenciaga as the public seen what we could maybe describe as his muse; Kim Kardashian, walk the red carpet in literal head to toe Balenciaga. An all-black morph suit worn as a second skin underneath a cult classic oversized T-shirt was the beginning of a new era for the brand.

4

A NEW ERA

A new era for Balenciaga is pending…In early 2022 they started a clean slate on their social media removing any previous posts from the brand indicating something new is coming.

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"SWOT" Intentionally, a SWOT analysis is to strategically plan and manage the strengths, weaknesses, opportunities, and threats associated with that business and its competitors by evaluating internal and external factors which align with their positioning within the current market. For example, the internal factors would include looking at Off White’s strengths and weaknesses within the businesses environment to drive improvement and upkeep a strong grasp on the consumer leading to more heightened success. As for factors that apply externally are the opportunities and threats, these are ones in which the company are unable to control such as, conditions apparent in the industry marketplace environment and competitors. "STRENGTHS" for Off White would include the use of the highest quality materials paired with impeccable garment construction, being a trailblazer for the most unique and innovative streetwear styles and most recognisable designs, available worldwide with products instore and online, and the overwhelming social media presence.

"WEAKNESSES" would begin with the absence of brand transparency regarding ethical sourcing of materials and manufacturing practises as there is no explanation available to the public, the pricing of products limits the accessibility and only makes Off White available to a minority with T-shirts ranging from £270-£340 currently, limited stock and obscure sizing makes it increasingly difficult to obtain popular items. "OPPORTUNITIES" could include collaborations with other luxury brands an example of this would be Louis Vuitton X Supreme and Gucci X Balenciaga or mid-tier high street brands such as H&M who have collaborated with the likes of Balmain and Kenzo in the past, publishing an annual brand report allowing insight into operations and growth.

"THREATS" millennials and Gen-Z being the luxury markets most predominant customers high price points may discourage them from making purchases, and their ever-growing concern for ethics and environmental impact Off Whites continued use of leather and other exotic animal hair may leave young customers taking their custom to other more ethical brands.

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"HONG KONG"

"LONDON"

"MILAN"

"TOKYO"

(Figure 2: HYPEBEAST, 2020)

“CURRENT MARKET" The current market in which Off White sits is predominately situated in the luxury streetwear market with its styles on the more conceptual end of the spectrum separating itself from other luxury brands who have a more classic simplistic style, however we have seen a cross over of streetwear influence into more established brands such as Balenciaga taking inspiration from their roots and using the heavily construction of haute couture and adapting it to appeal to a younger market as Off Whites founder Virgil Abloh implicated into Louis Vuitton bringing influence from his own brand and Kim Jones before him with his LV X Supreme collaboration just months before Abloh took the reigns putting the foot in the door. The four P’s can be used to assess the marketing mix of the current market these include product, price, place, promotion. In terms for Off White the products stretch from ready-to-wear T-shirts, jeans, jackets, hoodies, and accessories for men and women and a women’s haute couture line. Price is luxury tier with T-shirts starting at £270 but the quality is reflective of the price which is why millennials and Gen-Z are investing in these pieces. Place refers to where Off White is available to purchase which would be online, in-store across all continents and from third parties such as concessions and third-party websites like Farfetch.com and many more. Promotion can be explained through the AIDA model.

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“MARKET TRENDS" -

Colour palette A/W 23/24

Men's Active Creative Reset Snow Sport A/W 23/24 Men's Active Apparel A/W 23/24

The direction behind these two upcoming trends for the autumn winter 23/24 emphasises the shift towards functionality and wellbeing whilst incorporating the growing popularity of a crossover of styles that can be functional in the snow and the city. The materials should reflect this shift being more functional and colours to uplift mood moving away from the generic sports activewear colours black, grey, navy which is typically seen in this sector for men. Outdoor exploration and snow sports is predicted to increase dramatically in the next year so planning to anticipate these changes is the key to success, China in particular; one the luxury markets most frequent customers worldwide.

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"EVERYTHING I DO IS FOR THE

17-YEAR-OLD VERSION OF MYSELF" VIRGIL ABLOH 1980 - 2021

"STRATEGIC THINKING THE 5PS" As Off White is one of the leaders in luxury streetwear on the market, their business strategy could remain the same for this moment in time but as the fashion industry moves forward with initiatives such as reducing was by limiting the number of products sold and finding new ways to ethically and sustainably producing garments the brand must plan further ahead and work on implementing initiatives to remain in the top position. The 5Ps is a strategic model invented by academic Henry Mintzberg in 1987.

His intent was to allow businesses to use the model when creating their business strategy. The 5Ps model includes 5 main points to aid in developing a business strategy.

"PLOY"

"PLAN" "PATTERN" "PERSPECTIVE"

"POSITION"

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"PLAN" With due deliberation after consulting WGSN in comparison to the current men’s activewear range the final decision to extend the line is to add 4 versatile pieces to address the trends and launch for autumn winter 23/24.

The extension of the line will include a performance hoodie, expandable base-layer, adaptable trouser/jogger, and an insulated shell/cagoule jacket. The uniqueness of this range allows it to stand out amongst other similar lines however as it is a crossover between ski and city it allows it to be more adaptable and wearable all year round for the consumer.

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"ADJUSTABILITY"

With the growing interest in leisure and snow sports especially in the Chinese consumer market which equates to a large population of luxury sales brands such as Moncler and Canada goose have a firm and successful position in this market, and with Louis Vuitton released their own line of active/ski wear consumers want investment pieces which they don’t feel guilty about parting with their disposable income. The demand for adjustable multifunctional clothing is growing and if you become the first business to bring that to the market at a high standard and reflective price, it will set the bench march for other designers to follow suit and attempt to create something new or of the same calibre.

Millennials and Gen-Z alike are all about comfort, functionality, and style unlike the older generation they want something that is adaptable to their surrounding and lifestyles whilst still giving that high fashion edgy streetwear aesthetic that is still relevant. As for sizing this allows it to be customisable to that individual so that they can buy a standard fitting size and customize the fit to be more loose or close cut to the body with Velcro and clasps and removeable pieces therefore making it unique.

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"AIDA" Attract and draw awareness to your product

Interest your customer with marketing and information

Desirable product offerings to meet their needs Actions made by the consumer to purchase

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The AIDA model essentially aids the buying process to help companies understand an individual’s decision making journey when purchasing a product which in turn becomes the whole focal point on which that product is designed and marketed giving it a larger chance of success with the targeted consumer.

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"SOURCING" A reliable supply chain management is key to a good business model as it allows you to have a margin for error is your supply chain unexpectedly becomes interrupted. The way it works is that you would supply perhaps 60% of your inventory from your base manufacturer and the other 40% from a competitor, although companies would prefer to use proximity sourcing or source 100% from a trusted manufacturer it is just not reliable as the world is constantly changing and evolving. With the Covid-19 pandemic supply chains were interrupted as ports closed and business became more difficult moving products from one country to the next, to avoid this the dual sourcing strategy allows brands to have a constant flow of product which is uninterrupted therefore reducing the risk of a complete halt of production if that sole manufacturer can not deliver your product within the lead times agreed due to unforeseen circumstances. Yes you will only receive 40% of your product but that will account for a massive loss in sales and missed opportunities if all your product was delayed from one factory

PROS -

The main pro is reduced risk and not putting your eggs in one basket therefore company revenue will not take a hit

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Vendors cannot have too much leverage on the prices they charge you as they are aware you are able to source somewhere else for possibly a better deal

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It allows you and your suppliers to innovate rather than playing it safe and producing product in the same factories year after year

CONS -

Additional shipping costs will add to the overall price based on the geographical location of your vendors

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Individual spending between two factories will cut down the chance of getting a reasonable price on what would usually be a bulk order so you have less leverage to negotiate than what u would if you were obtaining 100% from one vendor

-

Dual sourcing will require more time and focus to manage both suppliers at the same time and remain in sync, so all your product reaches completion simultaneously.

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"CONCLUSION" With the relevant investigation of research that has been conducted of the current market of which Off White belong to and their target consumer, alongside upcoming market trends and a range of theories and models and a plan directed to meet the opportunity given, overall, the conclusion to design and produce a snow-city activewear range that falls under the sportwear sector would deliver a strong 4-piece multifunctional range to the millennial and Gen-Z markets. Focusing heavily on our consumer base in China and using the success and social media output is this area to springboard the success over to the western hemisphere. It is a very clear direction to enable to move the brand forward, with travel opening and restrictions becoming less frequent and younger customers choosing snow over sun to create an Instagrammable well-travelled aesthetic social media feed. All garments will reflect the quality in the price though the costliness was discussed the multifunctional aspect allows them to have an all-yearround wearable piece that holds up and is made with durable materials to stand the activewears adventures in high impact environments. With opportunities to expand the future of the range into other sports sectors with celebrity endorsements much like the Nike Off-White range and Serena Williams, it is clear this will be a strong selling point for the brand.

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"REFERENCES" Tiffany, K. (2018). How Virgil Abloh made Off-White the hottest fashion brand in the world. [online] Vox. Available at: https://www.vox.com/the-goods/2018/10/30/18027074/off-whitetimeline-history-luxury-streetwear-virgil-abloh Highsnobiety. (2017). Virgil Abloh’s Pyrex Vision Brand Is Still Alive | Highsnobiety. [online] Available at: https://www.highsnobiety.com/p/virgil-abloh-pyrex-vision-original Highsnobiety (2012). Off-White: What You need to Know About the Clothing Brand. [online] Highsnobiety. Available at: https://www.highsnobiety.com/tag/off-white/ Recommend. (2021). Luxury Brands: Industry Trends in 2022 Recommend. [online] Available at: https://recommend.pro/luxurybrands-industry-trends-in-2022/ Nichols, K. (2022). 7 Key Fashion Trends That Will Dominate in 2022. [online] Who What Wear UK. Available at: https://www.whowhatwear.co.uk/resort-fashion-trends-2022 Laura Lajiness Kaupke (2022). The 5 Biggest Activewear Trends Of 2022. [online] The Zoe Report. Available at: https://www.thezoereport.com/fashion/activewear-trends-2022

Ltpgroup.com. (2022). LTP Group. [online] Available at: https://www.ltpgroup.com/story/3-must-know-trends-shaping-thefuture-of-athleisure-for-spring-summer-2022 Good On You. (2021). How Ethical Is Off-White? - Good On You. [online] Available at: https://goodonyou.eco/how-ethical-is-offwhite/#:~:text=Animal%20welfare,it%20comes%20to%20animal%2 0welfare.

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Conner Industries (2019). Dual Sourcing: Is it a Gamble for Supply Chain Managers? | Conner Industries. [online] Conner Industries. Available at: https://www.connerindustries.com/dualsourcing-is-it-a-gamble-for-supply-chain-managers/ Conner Industries (2019). Dual Sourcing: Is it a Gamble for Supply Chain Managers? | Conner Industries. [online] Conner Industries. Available at: https://www.connerindustries.com/dualsourcing-is-it-a-gamble-for-supply-chain-managers/ Wgsn.com. (2020). Design Capsule: Men’s Active Creative Reset Snow Sport A/W 23/24 - WGSN Fashion. [online] Available at: https://www.wgsn.com/fashion/article/92870?show=35285808 Smart Insights. (2022). The AIDA model and how to apply it in the real world - examples and tips. [online] Available at: https://www.smartinsights.com/traffic-building-strategy/offerand-message-development/aidamodel/#:~:text=What%20is%20the%20AIDA%20model,in%20maki ng%20the%20final%20purchase.

"THE END"