Brand Extension - Off white case study PDF

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Brand Extension: OFF-WHITE Case Study

OFF-WHITE

Company profile: Off-White is a recent luxury streetwear brand founded by Virgil Abloh in 2012. It is carried at Le Bon Marché, Selfridges and Harrods. This brand is mainly known for its constant use of “quotation marks”, yellow industrial belt buckles and the striped logo. Target: OFF-WHITE’s target customer is well-off, between the ages of eighteen through the early 30s. Products: Street style clothing for men and women, sneakers, handbags, other accessories.

Brand extension strategy – Moderate Innovations OFF-WHITE BEAUTY. OFF WHITE has developed a small range of makeup products. The aim is to facilitate the choice for customers who are used to feeling overwhelmed when going to pick out products. The offering encompasses four different areas: “EYES”, with mascaras and eye liners; “BROWS”, which involves eyebrows gel; “SKIN, that offers foundations and powders; “LIPS”, with lipsticks and lip glosses; “ACCESSORIES”, such as makeup bags. OFF-WHITE uses social media, notably Instagram, as its main marketing strategy to promote its beauty collection. OFF-WHITE LIGHTER. OFF-WHITE has proposed a useful lighter in three color options: white, yellow, black. It has been projected with the purpose of complementing an OFF-WHITE outfit with an extra accessory, in addition to serving as a traditional lighter when smoking or lighting incense. OFF-WHITE’s lighter costs around $300 being placed in the U.S. market as a high-end quality product. It is considered a must product for customers who appreciate lighters and have a high income. The special item is advertised through social media, magazines and street posters in major cities such as London, New York and Hong Kong. These innovations belong to the second level of creativity: it is characterized by new propositions and the well-known iconic elements are reinterpreted in new categories. Customers who know the brand philosophy are attracted by these novelties by OFF-WHITE.

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