Group 7- Johnny Zhou, Sora Wu, Caroline Ji, Betty Wang, Nicole Zhou
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MASSIVE X presentation to DesignBall team
Introduction
Master of Architecture
A close friend of Kanye West
Found Off-White in 2013
Virgil Abloh
CEO & Founder
It’s cultivating a sort of avant-garde and cult apparel that merges streetwear culture with premium fashion, like reaching a common ground between the two extremes. The brand name itself has an echoing take – it is defined as the grey color zone in between black and white.
Brand Ideology
2021 07 LVMH took 60% stake in Off-White
LVMH
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MASSIVE X presentation to DesignBall team
Logo
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MASSIVE X presentation to DesignBall team
Ideology
Mission Statement: “Brand as product”
Mission Statement
Product Concept
Product Concept: All products combine the ideas of streetwear, luxury wear, art, music and travel into one brand, forming a comprehensive and luxury street lifestyle.
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MASSIVE X presentation to DesignBall team
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Balenciaga
Supreme
Vetements
Advantages:
Bigger market.
Intensive employment of online selling.
Primary Competitors
Luxury Streetwear brands
Disadvantages:
High price-level may discourage some young consumers.
Not suitable for conservative older consumers.�
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MASSIVE X presentation to DesignBall team
Heritage Luxury Brands
Affordable Streetwear Brands
Advantages:
existing good reputation
Disadvantages:
little emphasis on online distribution.
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Advantages:
price-friendly
Disadvantages:
major contribution to pollution and worker exploitation.
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Secondary Competitors
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MASSIVE X presentation to DesignBall team
External Environment
Social
Technology
Environmental
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MASSIVE X presentation to DesignBall team
SWOT Analysis
Strengths
- brand image is instantly recognizable
- Virgil’s personal influence (free advertising)
- On trend designs
- Strong social media presence–10 million Instagram followers
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Weaknesses
- Vulnerable to frequently changing trend
- Over-reliance on logos (causes lack of attention to other design aspects)
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Opportunities
- The majority (97%) of young consumers use social media as a top source of shopping inspiration
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Threats
- Many luxury brands continue to tap into streetwear, leading to a more severe competition.
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MASSIVE X presentation to DesignBall team
Website imaginary-tv: displays new collection stage shows, live music performance, product-related videos
Highlight competitiveness: a youthful yet premium brand in the fashion / luxury industry
Communication: culturally based on hip hop & centered on the Black community (racial minority)
reinforce category: street style / fashion / luxury
Identity: a young, lively brand full of creation
Positioning Strategy
Heritage (symbol)
Brand Mantra
Brand Image
points-of-difference
Essence (product)
more innovative methods & less traditional advertising
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MASSIVE X presentation to DesignBall team
Sunglass
Jewelry
Suitcases
Homewares
Product Strategy
Product Variety
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MASSIVE X presentation to DesignBall team
High-frequency cooperation with other brands makes the best use of the integration of new stylish design and already-mature products.
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Product Strategy
Co-branding
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MASSIVE X presentation to DesignBall team
Pricing Strategy
Premium Pricing Strategy
Luxury Brand Pricing Comparisons
Consumers perceive that the product is a luxury product and has exceptionally high quality or exclusive design.
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MASSIVE X presentation to DesignBall team
Pricing Strategy
To attract its primary consumers-- the millennials, designer Alhob create a cheaper collection titled 'For All’ with clothes at lower price points ($95 to $170 as opposed to the traditional $300 to $800 range), to expand its consumer base.
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Tiered Pricing Strategy
Sales Volume – Sales Price
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MASSIVE X presentation to DesignBall team
🡪 Incorporate street culture into online shop
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Stores: A multipurpose event venue for fashion shows, concerts or parties
Location: 63 stores worldwide
🡪 “Gateway Drug”
Offline Store
Online shop
Retailer
Luxury retailer: only in high-end retailer stores
Mass retailer: doesn’t partner with them
🡪 “Well-established but elusive”
Place Strategy: Omni-Channel Distribution
Pairs store
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MASSIVE X presentation to DesignBall team
Celebrity effect – the ability of famous people to influence others.
Celebrities add credibility and glamour to the brand.
Gen Y & Z value highly on new fashion brought by influencers more receptive to brand messaging on the social and mobile media platforms.
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Promotion Strategy
Celebrity Posts on social media
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MASSIVE X presentation to DesignBall team
Catch onto a fad or scheduled event
�Social media “hotspot’’—emotionally and aesthetically appealing to encourage image sharing of the store through social media.
�Photo booth service—take snapshots and share online.
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Promotion Strategy
Pop-up Stores
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MASSIVE X presentation to DesignBall team
Build the brand image, push for new products
Align with the upcoming release of the collection
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Promotion Strategy
Billboard
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MASSIVE X presentation to DesignBall team
Target Strategy
Expand consumer base:
Explore new channels:�Set up official shopping sites on social media such as Instagram
Product Strategy
Distribution Strategy
Moving Forward
Balenciaga Ins store
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diversify product categories:
· Include products that are not traditional luxuries, like phone cases and headphone cables
· Make specialized product catering to different cultures to extend market abroad
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LV phone case
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Dior limited edition China tote bad
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MASSIVE X presentation to DesignBall team
Works Cited
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MASSIVE X presentation to DesignBall team
Q & A
Photo by Sasha • Instagram.com/sanfrancisco on Unsplash
Photograph is public domain. License info:
All photos published on Unsplash are licensed under Creative Commons Zero and Unsplash License which means you can copy, modify, distribute and use the photos for free, including commercial purposes, without asking permission from or providing attribution to the photographer or Unsplash.
CREATIVE COMMONS ZERO: http://creativecommons.org/publicdomain/zero/1.0/
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MASSIVE X presentation to DesignBall team