Off White - Makeup Brand Extension

" BRAND EXTENSION"

OFF-WHITE c/o Virgil Abloh

" OFF-WHITE BEAUTY"

" SOL VEGA" " QUILVIANA RODRIGUEZ" " MADDIE MOORE"

FASM 215 PROFESSOR MARY NORTON

" INDEX" " INDEX" " INDEX"

" COMPANY OVERVIEW" " TARGET COSTUMER"

" EXTENSION CONCEPT" " EMERGING TRENDS"

" KEY COMPETITORS"

" PROPOSED LOCATION" " POSSIBLE EXPANSIONS"

" PROPOSED POP-UP / INTERIOR" " PRODUCT ASSORTMENT" " MARKETING STRATEGY" " AMBASSADORS"

" COMPANY OVERVIEW" OFF-WHITE is a luxury streetwear brand founded by Virgil Abloh in 2012 and is carried at Barneys, Selfridges, Harrods and Le Bon MarchĂŠ. The brand is known for its use of the ?quotation marks?, yellow industrial belt buckles, and the four-way arrow, and striped logo.

The company first started as PYREX VISION but was rebranded as OFF-WHITE which Abloh described as the grey area between black and white. On the website, the company says that the ?fashion label is rooted in current culture at a taste-level particular to now. All products are based on a concept that adapts from season to season. The result is to be a young brand embracing the now in a sophisticated manner?

(Off-White). Since its beginning, the company has manufactured its clothing in Milan and has shown at Paris fashion week. From collaborations with Nike, IKEA, Warby Parker, Moncler, Converse, Timberland, Takashi Murakami, and many more, OFF-WHITE has made a name for themselves, in more than just the fashion world.

In August of 2019, it was announced that Farfetch purchased the parent company of OFF-WHITE for $675 million taking them under their wing.

" TARGET COSTUMER"

OFF-WHITE's target customer is between the ages of eighteen through mid millennial years (the early 30s) who love high-quality items.

With OFF-WHITE's street style, the clothing is made for the laid back, sweatshirt, and sneakers look with more comfortable clothing rather than uncomfortable high fashion.

With this brand pricing, the consumer is well off, living comfortably and prefers more of a relaxed lifestyle. And liking name brand items, they do not shy away from designer and luxury.

" EXTENSION CONCEPT"

You are constantly being thrown brands your way offering an almost oversaturated market of makeup products filled with everything and anything imaginable. From brushes, eyeshadow palettes to blush and mascara, it can get very overwhelming making it harder for the consumer to figure out which product to buy.

OFF-WHITE makeup makes that decision easy for you. With our small range of products, we have designed them so the consumer doesn't feel overwhelmed when going to pick out products.

Offering a small variation within the categories of " SKIN" , " EYES" , " LIPS" , and " BROWS" , we believe in the basics and building upon those. We are a fashion label rooted in the now, so we are taking on the makeup world to lessen its intensity.

" EMERGING TRENDS"

" Natural" Lately, we are seeing the natural makeup or minimal makeup trend. With more focus on skincare, people are ditching their heavy foundations and smokey eyes for something lighter that will let your skin breath. " Euphoria" Ever since the HBO show " Euphoria" has come out, we have seen more glitter and color imaginable. On the show, the cast is shown wearing gems and gloss to complement their glittery eyes, and eyeliner. Especially during fashion week, this trend graced the runways of designers such as Pyer Moss and Chromat.

" KEY COMPETITORS" " Fenty Beauty" Fenty Beauty launched in September of 2017 by Rihanna. With them being known for their inclusivity, they offer a wide range of foundations and concealers, catering to all skin types. Their products are designed to be buildable but lightweight making your skin look natural.

" Tom Ford" Tom Ford Beauty launched in 2006 with the success of their first fragrance " Black Orchid" and " Fucking Fabulous" . Since the success of the fragrances, the companies beauty side has skyrocketed with the popularity of the lipsticks as well. Now in 2019, the makeup is sold at Neiman Marcus, Nordstrom, and Bloomingdales to name a few.

" Givenchy" Givenchy Beauty is known for its bestsellers such as their lipsticks, lip vinyl, and eyeshadow palettes, with their latest makeup drop, called the " Red Line" , being called whimsical and elegant. Givenchy utilizes colors and shimmer in their collections as well as having the basics of eyebrow pencils and mascaras.

" Marc Jacobs" In 2013 Marc Jacobs launched his beauty line with 120 products. Now in 2019, it has over 150 products and a stocklist including Sephora and Net-A-Porter. With a cult following of his " dew drops" and " velvet lash primer" , Marc has made a name for himself in the beauty community offering a wide variety of products to his consumers.

" PROPOSED LOCATION"

Milan Pop-Up The first popup location would be in Milan where it all started. With our roots here, the pop-up would be housed in a 3-dimensional structure of the logo.

Only a few people would be allowed in at one time with four sales associates providing their undivided attention to each customer. Makeup would be for sale as well as makeup accessories including 2 bags and limited edition t-shirts only available at the pop-ups. With Off White being such a huge brand, we have the perfect target market of the European youth, with our clothing appealing to them. With our makeup appealing more of a feminine crowd, the limited edition t-shirts appeal to every gender.

After the pop-ups are over, only the makeup would only be available online.

" EXPANSIONS"

" PROPOSED POP-UP"

" PROPOSED POP-UP"

" PROPOSED POP-UP"

" PROPOSED POP-UP"

" PROPOSED INTERIOR"

" PRODUCT ASSORTMENT" " EYES" Eyeliner ($25) Black, White, Yellow Mascara ($30) Black

" SKIN" " LIPS" Lip Gloss ($35) Lipstick ($40) Scarlet, Pink Mauve

Blush ($40)

" BROWS"

Pink, Nude

Gel ($35)

Finishing Powder ($48)

Brown, Black, Blonde

Face Tint ($48)

T-Shirts ($350)

Makeup Bag

" FACE"

" STUFF" ($350)

" MAKE UP"

" MAKE UP" ($250) " BRUSH SET" ($120)

" ROUTINE"

" MERCH" " MERCH" " MERCH" " MERCH"

" MERCH" " MERCH" " MERCH" " MERCH"

" GROUND MARKETING" " GROUND MARKETING" " GROUND MARKETING" Billboards and print ads will be the main source of ground marketing that Off-White will use. With the rise of print magazines, ads will grace the pages of Vogue, Elle, and Nylon promoting the brand.

For the beginning stages of billboard promotion, a simple white billboard with the logo, QR code, and a few instructions will be on bus stops. When customers follow the instructions it will take them to a website with a countdown clock and a hashtag at the bottom. As it gets closer to the launch date, January 1st, posters with ads for the makeup will appear, making it clear to the consumer that Off-White has launched a beauty extension.

" ONLINE MARKETING" " ONLINE MARKETING" " ONLINE MARKETING" Utilizing the power of social media, Off-White will use Instagram as their main marketing strategy, sending out updates on new products, launches, and possible pop-ups to their followers. Also, the use of ambassadors will come into play with them posting about products and giving sneak peeks of upcoming collections.

" AMBASSADORS"

Ambassadors will post 6 pictures within the first 6 months of the opening. They will also post an Instagram story of them getting ready with the products, showcasing how they use them, for the first 6 months.

Ambassadors will also participate in 2 ad campaigns, attend Off-White events, and fashion shows.

" AMBASSADORS" " AMBASSADORS" " AMBASSADORS" " Billie Eilish" " Serena Williams" " Hailey Bieber" " Bella Hadid"

" OFF-WHITE BEAUTY"