Mariam Bukia

Candidate number: 2733098

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Table of contents
Executive summary

1. Introduction ……………………………………………………4

2. Strengths and Weaknesses ……………………………………4

3. The market ……………………………………………………5-6

4. Potential Strategies………………………………………………7

5. Strategy Implementations ………………………………………8

6. Conclusion ………………………………………………………9

7. Appendices………………………………………………………10

8. References………………………………………………………11

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Executive Summary

The main purpose of this marketing recovery plan is to address the challenges Off-White

faced during changes in the marketplace and provide an extensive marketing strategy to

utilise new opportunities. To identify potential growth strategies the plan includes the

analysis of SWOT, PESTLE, Ansoff Matrix and Porter’s 5 forces.

Arguments will be used to provide potential marketing strategies and implementations for the

brand, putting emphasis on the recommendations for extended marketing mix.

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Introduction

Off-white is a high-end fashion brand founded in Milan by Virgil Abloh in 2012. The

company is renowned for its high-end streetwear aesthetic, which combines urban and

contemporary trends. The brand has rapidly made a name for itself in the fashion industry.

Off-white has coped with several challenges due to inflation that resulted in increased

competition and decline in sales. In this report we will investigate the issues the brand is

currently facing and will suggest potential marketing strategies to help Off-white regain its

market position.

Off-White Strengths and Weaknesses

Strengths

Off-White has a distinctive brand identity and a loyal customer base that resonates with its

intended market of fashion-conscious people who value luxury, streetwear, and cutting-edge

designs. The brand actively uses social media (Instagram, Twitter) that enables customers

to keep up with collections. To appeal to a wider spectrum of customers, Off-White offers a

diverse range of goods, including clothes, footwear, accessories, and home goods. It has

developed collaborations with other premium brands, designers, and artists, which has aided

in broadening its influence and establishing its authority in the fashion business. Additionally,

the brand’s advantages also include using high-quality materials to create innovative designs

that are on-trend and selling in shops around the world to increase their popularity.

Weaknesses

Off-White's items are often very expensive, which can limit their appeal to some customers

looking for more reasonably priced fashion options. Consequently, only a specific market of

affluent people could afford to purchase their clothing. Moreover, Off-White products are

frequently sold in small numbers and are only offered by a small number of shops, which

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may restrict the brand's accessibility (Lee,2018). This can hinder its capacity to appeal to a

larger audience. Additionally, the brand’s capacity to collaborate has been a crucial

strength, but this dependence could hinder the brand's potential to stand out and forge

a distinct brand identity.

The market

Positioning and Target market

Off-White's positioning is geared at customers who are interested in fashion and are

searching for distinctive, edgy clothing items that stick out from the crowd. It is renowned for

using graphic motifs, strong typography, and industrial design cues (Smith,2019). The target

market for Off-White consists of young, fashion-conscious individuals who value originality,

creativity, and self-expression and are drawn to the brand by its distinctive aesthetic and

exclusive position in the luxury fashion industry.

Customers:

Off-White's customers are often younger buyers, with a focus on millennials and Generation

Z. They are often youthful, style-conscious individuals who appreciate uniqueness, creativity,

and self-expression. They are drawn to Off-White's distinctive aesthetic, which combines

streetwear-inspired designs with high-end materials and finishes and are frequently early

adopters of new fashion trends. According to a study by Business of Fashion, most Off-

White's customers are under 35 and between the ages of 18 and 24(2018). Additionally,

Competitors:

Off-White faces several well-known and emerging brands in the intensely competitive

premium fashion market where it does business. The main rivals are Gucci, Balenciaga,

Louis Vuitton, Givenchy and Vetements. All of them offer high-end streetwear-inspired

designs and other products. Off-White must maintain its strong branding and marketing

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initiatives in addition to continue to develop and pay attention to shifting consumer tastes to

be competitive. See Perceptual map for the competitors’ analysis.

Off-white could use following strategic tools for strategic marketing planning. See

Appendices for SWOT, Porter’s 5 forces, and PESTLE analysis.

Ansoff Matrix

The Ansoff Matrix is a strategic planning tool that helps businesses identify four potential

growth strategies: market penetration, market development, product development, and

diversification. Off-White could apply the Ansoff Matrix to identify potential growth

opportunities and develop a strategic plan to achieve its growth objectives. Off-White might

use the Ansoff Matrix to identify potential growth opportunities and create a strategic plan to

meet its goals. The specific tactics that Off-White decides to employ will rely on the level of

competition in the fashion sector.

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Here's how Off-White could apply the Ansoff Matrix to develop its growth strategy:

Potential Strategies

To counteract the effects of inflation on higher-priced products, Off-White can think about

diversifying its product line up by adding more reasonably priced items or by entering new

markets. Moreover, Off-White may investigate ways to better manage manufacturing costs

by streamlining its supply chain, cutting waste, and securing lower pricing for labour and raw

materials (Kwek,2021). The brand might spend money on marketing and advertising to

increase brand recognition and draw in new clients, particularly those who might be less

impacted by inflation. Additionally, improving customer service, streamlining the buying

process, and providing distinctive services or experiences that set Off-White apart from rivals

are a few ways the brand could work to improve the overall consumer experience

(Yotka,2018).

Strategy Implementation

The brand can use few strategies to recover from the changes in the marketplace. Off white

could consider offering promotions and discounts. The brand can also incentivize purchases

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and offer free shipping. It could offer more affordable collections and capsule lines to attract

more price-sensitive customers. Off-white could consider adapting its products to local

markets to increase customer base

Here are potential strategies for growth for extended marketing mix for Off-white:

Product: Off-White might spend money on premium components and craftsmanship to

ensure that its goods reach the highest standards to promote this product strategy. Off-White

might also produce special collections or limited editions to generate interest in and

exclusivity surrounding its items.

Price: Off-White bases its pricing approach on the luxury positioning of the brand. Off-White

should emphasise the uniqueness and excellent quality of its items as well as the brand's

standing as a high-end fashion label to support this pricing strategy. Off-White might also

utilise focused discounts and promotions to draw in new clients and encourage purchases.

Place: Off-White's place strategy is driven by the creation of immersive brand experiences

and a strong retail presence. Off-White may invest in flagship stores and pop-up shops in

busy areas to promote this place strategy to raise brand awareness and consumer

engagement. In addition, Off-White may reach clients outside of its physical stores by using

digital channels like social media and e-commerce websites.

Promotion: Off-White uses partnerships to broaden its reach and engaging brand

experiences to promote its products. It may spend money on experiential marketing projects

like installations and events to support this strategy by building enduring brand experiences

that connect with consumers. Off-White may also employ partnerships with other companies

and artists to generate awareness and broaden its appeal to new audiences. The brand

could host events and pop-up stores in several countries which will increase buzz and brand

exposure.

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People: The brand positioning of Off-White is focused on distinctive and edgy designs that

combine streetwear with high fashion. Off-White might spend money on employing creative

individuals with a strong background in fashion who can bring new ideas and perspectives to

the design process to implement this strategy in the people part of the extended marketing

mix. To improve the overall client experience, Off-White might also train its staff to provide

great customer care.

Process: Off-White's process strategy may be centred on designing a seamless customer

experience that is consistent with its upscale positioning. Off-White might spend in premium

components and craftsmanship to ensure that its goods satisfy the highest standards to

apply this strategy in the process component of the expanded marketing mix. Off-White

could also speed up the order processing and fulfilment procedures to reduce errors and

delays.

Physical Evidence: Off-White's physical evidence approach can concentrate on giving

customers a memorable and immersive brand experience. Off-White may invest in flagship

stores and pop-up shops in high-traffic areas that present its items in visually arresting

(Jones,2020). Off-White might also utilise creative labelling and packaging to establish a

unified and distinct brand identity.

Conclusion
In conclusion, Off-White could continue to be a successful and influential brand in

the fashion industry by implementing the provided marketing strategies. By staying

adaptable and responsive to changing market conditions, the brand can continue to

grow, innovate, and increase customer base. Overall, by improving brand

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awareness, customer experience and diversification, Off-White can achieve its

growth objectives.

Appendix 1

Appendix
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Appendix 3

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References:

Smith, J. (2019). Off-White’s brand identity: A case study. Journal of Fashion Marketing and
Management, 23(4), 567-582. doi: 10.1108/JFMM-04-2018-0054

Jones, R. (2020). The power of collaborations: How Off-White became a successful luxury
streetwear brand. Journal of Brand Management, 27(1), 20-33. doi: 10.1057/s41262-019-
00190-8

Lee, K. (2018). How Off-White uses social media to create buzz and engagement. Business of
Fashion. Retrieved from https://www.businessoffashion.com/articles/intelligence/how-off-
white-uses-social-media-to-create-buzz-and-engagement

On the other hand, the brand's weaknesses include high prices (Davis, 2020), a limited
product range (Johnson, 2019), and an over-reliance on viral marketing (Nguyen, 2021).

Johnson, L. (2019). Off-White's limited product range: An opportunity or a constraint?

Journal of Fashion Merchandising and Management, 23(2), 179-193. doi:
10.1080/15374468.2019.1577849

Business of Fashion. (2018, March 26). How Off-White became a billion-dollar streetwear
brand. https://www.businessoffashion.com/articles/intelligence/how-off-white-became-a-
billion-dollar-streetwear-brand

Darwell, T. (2020, May 20). What Makes Off-White So Popular? [Blog post]. Highsnobiety.
https://www.highsnobiety.com/p/what-makes-off-white-popular/

WGSN. (2019, December 10). The rise of unisex fashion.

https://www.wgsn.com/blogs/unisex-fashion-trend/

Wooster, N. (2018, October 9). OFF-WHITE: The Fashion Brand of the Future? Men's Health.
https://www.menshealth.com/style/a23727194/off-white-history/

Flynn, K. (2020, November 20). Off-White Strengths, Weaknesses, Opportunities, Threats.

Market Realist. https://marketrealist.com/p/off-white-swot-analysis/

Guglielmetti, L. (2021, June 22). A Guide to Off-White, the Designer Label. Who What Wear.
https://www.whowhatwear.com/off-white-guide

Kwek, K. (2021). How Off-White Became the Hottest Brand in Fashion. The Rake.
https://therake.com/stories/style/how-off-white-became-the-hottest-brand-in-fashion/

Yotka, S. (2018,). How Off-White is rewriting the rules of fashion branding. Vogue.
https://www.vogue.com/article/off-white-virgil-abloh-samir-bhatia-interview.

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