University Fashion Marketing Report: Off-White Competitive Analysis

This report analyzes the competitive advantages of the luxury fashion brand Off-White. It explores how Off-White leverages social media, collaborations, and innovative ideas to maintain its position in the competitive fashion industry. The report discusses the brand's sustainability strategies and how it can survive through evolving market preferences. It highlights the importance of engaging with customers, assessing market demands, and utilizing celebrity endorsements, exemplified by their work with Rihanna, to attract a wider audience and ensure long-term success. References to key academic sources support the analysis of the brand's strategies and market position.

Running head: FASHION MARKETING
FASHION MARKETING
Name of the Student
Name of the University
Author Note

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Introduction
The main aim of this paper will be discuss about the competitive advantages of the
organization of Off-White organization, along with the sustainability that will be beneficial to
the organization. The process through which the brand can be survived, along with the
creative approach that need to be followed by this organization.
About the Organization
Off-White can be termed as a luxury level brand from Italy which was founded in the
year of 2012. The head quarter of this business house is in Milan, Italy and the number of
stores that are present in the whole world are 49. The products which are sold by this brand
includes clothing, accessories, branding, shoes and furniture. The business house also possess
collaborations with other fashion giants like Nike, Jimmy Choo, Levi, Evian and IKEA
(Off---white.com).
Competitive Advantages
The main competitive advantage that is enjoyed by this business entity is the
popularity that is followed by the brand on popular social media platforms like Instagram. It
can be stated in this context that advancement of technology has increased the usage and
popularity of online social media platforms like Instagram, twitter and Facebook (Bowon).
Apart from this, collaborations with branded and globally reputed business houses like Nike,
Jimmy Choo, Levi, Evian and IKEA.
Apart from these, customers need to be more engaged with the fashion brand, where
they can make aware about the new arrivals in a unique way. Usage of unique and innovative
ideas will help to engage more people with this globally renowned brand. Fashion industry is
one of the most competitive business sector and maintaining the competitive advantage can

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be made by usage of unique and innovative ideas. And these advantages can be made
sustainable over the coming years by implementation of these unique and innovative ideas.
Survival of the Brand
The survival of the brand can be made by engagement of more people to the brand
along with offering new and innovative fashion accessories into the market places where the
brand is present. The alterations and ever-changing needs and demands of the people need to
be assessed and analysed in the global market places and where the company is present so
that clothing, accessories, branding, shoes and furniture can be made according to their
demand. This will help to expand their reach to the ultimate customers as well as increase the
revenue earning for the company (Nenni, Maria Elena, Giustiniano and Pirolo).
Celebrities who are famous globally need to be engaged with the organization in the
context of celebrity endorsements, which they have done with Rihanna. This will help to
attract the young people from the market place and prospects can be turned customers of this
globally reputed brand (Stefano et al.). The changes in the market preferences will not affect
much if the celebrities are engaged with the company. The celebrities who possess the power
of crowd pulling need to be associated with the brand, so that in case of any changes in the
tastes and preferences among the customers, they can be attracted with those celebrities. This
will help them to sustain for a long time in the market.

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References
Brogi, Stefano, et al. "The effects of online brand communities on brand equity in the luxury
fashion industry." International Journal of Engineering Business Management 5.Godište
2013 (2013): 5-32.
Kim, Bowon. "Competitive priorities and supply chain strategy in the fashion
industry." Qualitative Market Research: An International Journal 16.2 (2013): 214-242.
Nenni, Maria Elena, Luca Giustiniano, and Luca Pirolo. "Demand forecasting in the fashion
industry: a review." International Journal of Engineering Business Management 5 (2013):
37.
Off---white.com. (2019). [online] Available at: https://www.off---white.com/en/IN [Accessed
10 Dec. 2019].

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