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Meet Virgil Abloh, founder of Off-White:
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Off-white’s catwalk shows grab the media’s attention, with A-list front rows and a top model line-up (Vogue, 2017). This press attention alerts the public to Off-White increasing brand awareness, and reiterates the message that Off-White is a luxury fashion brand.
220: ANna Wintour (With Virgil Abloh)
222: Kendall Jenner
221: Kanye West and Kim Kardashian-West
223: A/W 17/18 Womens show
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Off-White collaborate with a mixture of streetwear and high fashion brands. This alignment of brands reinforces the balance of the Off-White brand ethos, urban yet luxury style (Highsnobiety, 2017) (The Sole supplier, 2017). This marketing strategy is like that of Supreme.
224: Moncler
225: Nike
226: Nike
227: Levi's
Social media:
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Instagram
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Twitter
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Vimeo
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Pinterest
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Soundcloud
(Off-White, n.d.)
Off-White use Soundcloud and Vimeo to upload the music and videos from their runway shows. This is a unique feature compared to the other brands. Kenzo also hosts fashion shows, but doesn’t have accounts on either site. This makes Off-White more accessible and engages a different scope of consumer, giving off the impression that they are a brand that aim to inspire.
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