Running head: OFF-WHITE FASHION BRAND 1

Off-White Brand
 OFF-WHITE FASHION BRAND 2

Executive Summary
Off-White is a fashion brand that embraces the comfort of different groups in the society. Its
commodities fit into the tests of the young and old generations. Also, it majorly embraces the
needs of the urban residences as they are exposed to the trends and fashions in the modern
environment. The brand’s strength is based on customer service and connection with target
audience. The brand was based on the combination of street wear and designer fashions and
therefore, it combined different types of classes in the society. Off-White revolutionizes the
fashion industry as it places the interests of the customers before its own. Furthermore, it
bases its operation on the psychology and loyalty of the clients unlike its competitors that are
profit oriented. The Off-White brand embraces the new technology in its operations. Most of
the customers are located on the social media platforms, which forms an avenue for
marketing purposes. Its huge following in Instagram and Facebook offers room for
advertisements and communication with the clients. Additionally, the brand embraces the E-
commerce platforms to meet the rising competition in the fashion industry.
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Contents
Executive Summary...................................................................................................................2
1. Introduction........................................................................................................................5
2. Industry Background..............................................................................................................5
3. Marketing environment..........................................................................................................6
3.1 Micro-environment...........................................................................................................6
3.1.1 Company........................................................................................................................6
3.1.2 Customers......................................................................................................................6
3.1.3 Competitors...................................................................................................................6
3.2 Macro-environment..........................................................................................................7
3.2.1 Demographics................................................................................................................7
3.2.2 Culture...........................................................................................................................7
3.2.3 Technology....................................................................................................................8
3.2.4 Social trends...................................................................................................................8
4. Segmentation, Targeting and Positioning..............................................................................8
4.1 Segmentation....................................................................................................................8
4.2 Targeting...........................................................................................................................9
4.3 Positioning........................................................................................................................9
5. Marketing Mix.......................................................................................................................9
5.1 Product..............................................................................................................................9
5.2 Price................................................................................................................................10
5.3 Place................................................................................................................................10
5.4 Promotion.......................................................................................................................10
6. Conclusion............................................................................................................................10
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1. Introduction
Off-White is an Italy based brand established in 2013. The brand embraces the international
market and as such it has several outlets in more than eight countries to reach the target
consumers. Off -Brand’s international marketing journey commenced in Hong Kong where
the first store was introduced (Kalbaska, 2019, p.32). The brand's main products include
belts, footwear, garments, handbags, and T-shirts. The brand extends beyond the fashion
industry and incorporates lighters with three main colors which are black, white, and yellow
(Kalbaska, 2019, p.34). Further, the brand uses modern advertising techniques like social
media platforms and magazines. Off-White embraces the celebrities in marketing the
products and it seeks to expand to generation Z. the brand's unique stylish approach is the
main pillar to its success as its competitors embrace common trends in the fashion industry.
The high sense of fashion depicts that the main target consumers of the brand live in the cities
where appearance and sense of style (Mrad & Cui, 2017, p. 1941). The market is not limited
to the young generation as aged but trendy consumers whose aim is comfort are featured in
the off-white current and emerging trends. Similarly, the styles under the brand are directed
towards the high class in the society as they seek to identify with the new and unique trends.
Abloh initially owned Pyrex vision from which he gained the experience to run his new
brand. Off-White was directed to the youth and young generation of both genders. The
components of this brand were directed to the Y generation (Sand, 2019, p.80). It further
incorporates the components of the old and the new generation, and as such, it is considered
the most inclusive brand regardless of its short period of existence. Since its inception, the
Off-White brand has engaged in 22 fashion shows to widen the scope of knowledge of its
components and sense of style for both male and female genders (Sand, 2019, p.86). The
brand features the selection of some celebrities such as Princess Diana (Martina & Vacirca,
2017, p.49). Apart from clothes, the brand further diversifies in other areas of fashion like
belts and shoes.
Off-white embraces the footwear market to increase its initial market scope. The Off-White
brand uses a stripped logo with which the consumers identify with. The loyalty of the
consumers boosts with their positive and emotional attachment with the logo of the fashion in
question. Aaker's model is the reasoning behind this approach (Sand, 2019, p.86). The brand
prides itself on utilizing high-quality raw materials to entice consumers and has a competitive
edge over their competitors.

2. Industry Background
The fashion industry is made up of different apparels. Initially, the apparels were sold in
wholesale, and retailers were limited. The growth in demand and change in tastes and
preferences of consumers was the basis of several brands and retailers that were directed
towards meeting specific customer needs (Sand, 2019, p. 80). With the rising competition, the
companies structure their strategies towards attracting the maximum number of clients in a
bid to meet their growing and changing needs. The Off-White brand is based on the needs of
the consumers concerning new trends, comforts, and personalized fashion techniques. The
uniqueness of the brands makes the consumers to identify with it and thus boosts its sales and
profits. The Off-White brand has been in the industry for the past five years and its
performance is impressive as compared to those of its competitors (Kalbaska, 2019, p.18).
Thus, the main reason behind the great performance is its customer orientedness and
connection through social media platforms.
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3. Marketing environment
3.1 Micro-environment
3.1.1 Company
The company is made up of various stakeholders and other sub-elements that affect the
operations of the business internally. Off-White company is made up of various actors that
are much close to the business (Jarach, 2017). This microenvironment affects how Off-White
serves its suppliers, buyers, owners and how it regulates its resources. Off-White should
ensure that the environment in which they operate is conducive to enable them in conducting
their business with ease. They must ensure that various groups that constitute the internal
environment work in harmony to enhance the satisfaction of their customers. 
Suppliers affect the operations of the company as they are responsible for supplying the
resources needed by the company to produces various products. If suppliers fail to supply raw
materials to the company, the operation of the company is affected negatively (Woods, 2017).
The company’s employees are also a key element in a company that affects the operations of
Off-White fashion company. The company ensures that its employees are well satisfied. This
is mainly done by providing their employees with good financial and non-financial benefits.
Human resources are crucial in the success of Off-White and when not well cared for can
lead to a decrease in the organization’s profitability. Company structure also affects the
operations of a business (Camilleri, 2018). The owners of white ensure that they set up
effective systems.
3.1.2 Customers
Customers affect business operations internally. Customers are mainly people who consume
the company’s product. A business with no customers is not a business. Off-White ensures
that their customers are satisfied in terms of preference (Hayat et al., 2019). They encourage
brand innovation to ensure that their consumers are satisfied. Incase customers get
dissatisfied with the products offered in a company, they can shift to another company thus
affecting the business negatively. Off-White ensures customer loyalty is created to ensure
that it can retain its customers. Good products with the good quality offered by Off-White
companies give them an advantage as their customers recommend their products to their
friends (Kennedy, 2016).
The goal of off-white companies is to offer maximum satisfaction to their customers to
encourage them to purchase more of their products (Fan et al., 2015). Companies that offer
good customer satisfaction benefits from a good reputation. When customers are not well
satisfied, they can lead to the closure of business as companies largely depend on the
customers to survive. As a way of increasing good customer relations, they ensure that there
is good communication, especially through social media thus giving their customers a chance
to be connected with the brand (Ang and Rusli, 2018). To enhance success in Off-White
company the management aims at increasing customer loyalty and customer stickiness.
3.1.3 Competitors
Competitors affect the internal operations of off-white company. The competition mainly
arises when another firm offering the same product is set within the same marketplace of a
company. Off-White have many competitors who offer the same line of fashion products thus
acting as a threat to the business (Juzbasic, 2017). The top competitors of Off-White include
Gucci and Balenciaga. Off-White company ensures that it gain strategic advantage by
ensuring that they position their offerings strongly against Gucci and Balenciaga offerings.
When a company fails to focus on the competitors they can easily be forced out of the
market. They ensure that they are more innovative to ensure that their products remain unique
 OFF-WHITE FASHION BRAND 6

which evident when this company made the logo belts and the sunglasses that helped them
gain more competitive advantage (Andaleeb, 2016). 
 
Off-White have a goal of ensuring that they win the market share by ensuring good prices of
their products and creating new products. Competition services as a way of assessing whether
the business provides quality goods or not (Camilleri, 2018). A weak company producing
goods of low quality cannot be able to thrive in the market. The competition which exists in
the fashion industry has affected Off-White both positively and negatively. Through
competition Off-White has been able to become much innovative thus coming up with new
brands that make them earn a lot of profits (Jarach, 2017). Competition has also enabled off-
white to serve their customers well and they have been able to understand their strengths and
weaknesses in a better way. 

3.2 Macro-environment
3.2.1 Demographics
Demographics are statistics that brands like Off-White record and maintain about company
clients and customers. These statistics are usually used to identify variations in personal
characteristics among the customers. Such statistics include gender, age, race, education,
income, and occupation. Demographic data is utilized in getting a better understanding of
customer needs (Sand, 2019, p. 81). Additionally, demographic data is used to identify the
main purchasing groups basing on a national or regional or even global context. Marketers
usually link different factors to define a demographic profile which offers enough details
regarding a particular member of a group. They place the customers into groups to aassist
identify what group the corporation nneeds to target their products to (Kalbaska, 2019, p.33).
For instance, due to Off White’s online presence, its products need individuals with the
know-how of technology to access information to its products.
Another target market for Off-White products includes individuals with high income, which
explains the presence of Off-White stores in affluent and urban areas. However, the low
income earning youths sacrifice to meet the growing demands of the fashion world. The off-
white brand has loyal fans and customers who find delight in regularly purchasing the newly
introduced products. Both the male and the female in the social world are catered for by the
off-white brand (Kalbaska, 2019, p.35). The products are designed according to the needs of
the genders in question. Both the young and the old fit into the consumption of the Off White
commodities as they are brought together by the element of fashion, comfort, and uniqueness
in their social environs. However, the young generations are more dominated in the brand as
they take special consideration of the appearances based on the acceptance of their peers
(Sand, 2019, p. 81). Therefore, the young are likely to purchase products from this brand
based on the recommendations of their circle of friends. Furthermore, the level of education
and exposure of the clients depends on their willingness to purchase these products. The Off
White brand is directed towards the exposed individuals in the urban centers who are likely to
be more educated than those in the rural areas (Kalbaska, 2019, p.37). Markedly, one has to
understand and embrace the element of fashion before purchasing off-white products.
3.2.2 Culture
Culture encompasses extrinsic factors which affect how a consumer makes consumption
decision. Usually, culture is imposed by other people on a consumer. Marketing culture
includes customs, beliefs morals values of a particular section of individuals and in some
cases identifies a consumption pattern of a nation or region (Kalbaska, 2019, p.18). Customer
culture is a marketing strategy that takes into consideration the relationship customers
develop with particular items or services. In the case of Off-White, the trendy fashions
 OFF-WHITE FASHION BRAND 7

embrace both the traditional and modern cultures as they fit into both environments. The
fashion industry takes advantage of the capitalist economy where the products are geared
towards influencing the consumer purchase decision (Sand, 2019, p. 81). During the era of
social media, the Off-White brand has gained traction among media users. The trend is
attributed to the mass marketing techniques that are directed towards meeting the target
audience in the online platforms. Therefore, the current information technology positively
impacts the awareness of the products. The virility of the Off White trends plays a great role
in marketing them across different generations that are brought together in social media
platforms like Facebook and Instagram. Most target consumers regularly use these platforms
and any new trends are easily shared across the target population (Martina & Vacirca, 2017,
p. 43). The internet is the new world market and the company has to keep abreast with the
technological advancements.
3.2.3 Technology
Off-White embraces advanced technology in both advertisements and transactions. They use
e-commerce platforms and fraud prevention technologies in their transactions to guarantee
the security of the employees and clients (Juzbasic, 2017, p. 29). They have their information
on different websites where they embrace the website visitor tracking technologies to monitor
the traffic of potential customers. They further use email marketing technologies which serve
to increase the extent of awareness and number of consumers. They inform the consumers of
the available and new trends in the fashion industry under the off-white brand. These
platforms are crucial in enhancing the connection between the brands and the already existing
clients (Shukurova, 2018, p. 11). Accordingly, through regular communication, the
consumers feel valued, and as a result, they reiterate by remaining loyal to their brand. Also,
through their satisfaction, they encourage their friends and relatives to embrace the off-white
brand.
3.2.4 Social trends
Most social media users rely on the information provided on these platforms to make their
purchase decisions. In this case, Off-White utilizes the huge following on platforms like
Instagram to pass the required information to the potential clients (Sand, 2019, p.89).
Instagram is made up of young people who use it as a credible learning source to meet their
fashion cravings (Sola-Santiago, 2017, p. 46). Therefore, Off-White platforms come up with
creative content to meet the needs of the curious teenagers who seek to explore the fashion
industry and as such, the brand increases its following. Currently, the huge following is
attributed to success in business, and thus, the Off-White brand is assured of a bright business
future due to the readily available audience of target customers.

4. Segmentation, Targeting and Positioning

4.1 Segmentation
Market segmentation deals with breaking down a large market into units that are small and
with characters that are the same (Woods, 2017). Off-White company has segmented its
market based on five bases. The demographic segment of the off-white company involves
people of generation Y in terms of age. The company also targets women as they are believed
to spend more of their money on fashion. This demographic segment includes people of
middle- and high-income earners as they will be willing to spend a portion of their income on
buying luxurious goods such as handbags. The geographic segment is also a segment used by
off-white where they have opened up more of its branches in Milan Italy. This is as a result of
the favorable physical climate of the area and the availability of the market (Hayat et al.,
2019). Off-White also has a psychographic market segment which mainly targets people of
 OFF-WHITE FASHION BRAND 8

high social status. The market has been broken down even based on the behavioral in terms
of the frequency of purchase. 

4.2 Targeting
The off-white company targets the consumers who are fashion lovers and therefore more
focus has been concentrated on them to ensure their needs, tastes and preferences are met.
Off-White has a large market that is heterogeneous and it is this market that the company
distributes its products. Off-White clearly understands the business to business channels in
the general market through which it reaches its customers. The company should identify the
market which they want to serve. This is the point through which research and development
come in place as the company tries to identify and weigh markets so that to venture into the
less risky and profitable markets (Muzellec et al., 2015). Every segment is evaluated to
determine the value which exists in every market segment. Every segment is examined and
measured to determine their attractiveness in the market and once this is done, Off-White is
now ready to take up the market segment of their choice.
Considering the segmentation strategy used by Off-White, it has a niche market that it serves
in which the company targets generation y and z segments. The company provides the needed
products to them including belts, footwear, garments, handbags, and T-shirts which possess
specific, differentiated and unique features when compared with other products from
footwear companies (Camilleri, 2018).
Some of the target strategies the company uses while reaching its target market include but
not limited to; aggressive marketing is one of the targeting strategies used by the company to
create awareness to its targeted consumers about the products they offer (Mullakhmetov et
al., 2016). In its products, Off-white has made its consumers received customized products
where target consumers are given a chance to receive desire products with own signature
such as T-shirts with own name.
Off-White has also sponsored various groups with its products. Off-White has the objective
of being the company that offers stylish and fashionable products by getting its products
advertised by celebrities to make their products appear victorious than those of competitors
(Hayat et al., 2019).

4.3 Positioning
A company has to come up with products which possess superior and exceptional features to
create to position themselves better and create a positive image in the mind of its target
customers. Customers have to internalize the image created and relate it to the products
offered to them. the positioning of a product is done in two folds, that is, customers and
competitors (Andaleeb, 2016). 
Off-White uses a superior advertising strategy which has made the company to record a large
market share. Adopting new strategies will grant Off-White an exceptional experience with
its advertising campaign which will be different from earlier campaigns (Ang and Rusli,
2018). The company has to conduct marketing research which will enable them in adopting
strategies for positioning its product to that of competitors.

5. Marketing Mix
5.1 Product
A product can be defined as any distinguishable element which is essential in fulfilling the
needs of consumers (Mullakhmetov et al., 2016). Off-White offers a wide range of products
among them being belts, footwear, garments, handbags, and T-shirts. Off-White should opt
 OFF-WHITE FASHION BRAND 9

for a product line that will enable them to reach more audiences especially the celebrities,
generation y, millennials and generation z who embrace new fashions. The company has
devised new ways in which they will serve their customers through segmentation where they
have developed various fashion designs to meet the tastes and preferences of their consumers.
Off-White products are usually directed to youths and the young generation of both genders.
The Off-White brands are designed in a unique stylish approach and this has earned the
company a competitive advantage in the market (Camilleri, 2018). Also, the brand variety has
increased the market scope with its product price being made affordable to customers. 

5.2 Price
Off-White has a pricing strategy that is in variance with that of the competitors. There is stiff
competition in the fashion industry where Off-White operates and this has been a challenge to
the company when trying to penetrate new markets since the prices are very high (Kennedy,
2016). This means that Off-White has to devise a marketing strategy that will be cost-
effective to reduce the cost of operation and thus the prices of the products offered will be
favorable and competitive in comparison to those of competitors. Prices set should not be too
high as to send off the customers away and at the same time, it should not be too low to bring
suspicion about the quality of products offered (Jarach, 2017).

5.3 Place
Off-White has to determine carefully the place where their products can be accessed and it is
through this juncture that distribution methods will be identified to ensure consumers have
access to the company products and offerings. The company has plans to extend its services
throughout Italy by opening more stores and franchises to reach target customers and other
market buyers (Andaleeb, 2016). The distribution channels will be useful in product
packaging and delivery. There has to exist a good rapport between the company and the
suppliers in the fashion industry if Off-White wants to penetrate any given market effectively.
The company should choose those suppliers who have a clear understanding of the market
(Juzbasic, 2017).

5.4 Promotion
There is a need to create awareness about the products a company is offering. Otherwise, no
one will know about the existence of a brand unless there is massive product promotion
through advertisement, personal selling among other promotion techniques (Hayat et al.,
2019). Promotion is a useful tool in the marketing mix as it facilitates the dissemination of
information to make customers aware of the products being offered by the company as well
as other important information about the company. the new product line will be crucial for
the company to create awareness through the use of campaigns (Woods, 2017). The company
has to use various promotional offers such as discounts and gifts to their customers if they
want to increase their share in the market.

6. Conclusion 
In conclusion, the operations of a business are highly affected by the environment in which
the business is operating. The factors that affect a business externally are known as the
microenvironment factors and factors that affect the internal functioning of a company are
known as the microenvironment factors. The main Macro environment factors that affect
white fashion company are the demographic factors, cultural factors, technological and social
factors. The miro environment factors include the company, customers and the competition.
Both the micro and macro factors can affect the business either positively or negatively. Off-
White company has segmented its market into various categories through breaking down a
 OFF-WHITE FASHION BRAND 10

large market into units that are small and with characters that are similar. The company
targets the generation Y and generation Z individuals. The company has applied a good
marketing mix by focusing on their product, place, people, and promotion.
 

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