Market

A market is the total number of customers for similar products. Both Supreme and OFF White want to reach out mainly to the millennials however their target is variable. Supreme targets men between the age of 15 and 40. Their clothes and shoes are designed for men but on the other hand they also produce miscellaneous and diversified objects which are available for both men and woman. OFF Whites’ collections are designed for both men and woman, millennials to niche.

Channels of distribution

Supreme products are difficult to reach out to. Their products are dispatched mainly online through their website. As of today, they have a total of 6 stores in the world. Their channel of distribution is direct. OFF White’s products are mass marketed and easy to access. In the world there are 35 OFF White stores and multiple resellers. (ex. Colette, Harrods, Selfridges, Barneys, Le Bon Marché). OFF White is using indirect and direct channels of distribution. (OFF White, 2018)

Materiality/Product quality and price

The quality of Supremes products can range from low to high. When they directly produce the product (ex. T-shirts, shoes etc. ) they use standard quality materials. More specifically their main objective doesn’t revolve around the research of high-quality materials. This is why Supreme products on their own are average in price and so more affordable. However, when the brand collaborates with luxury brands such as Louis Vuitton the quality of the product is perceived to be higher. These collaborations do not only determine the increase of quality of the product but also the exclusivity. As a matter of fact, when Supreme dispatches a collection done through a partnership the price of the collection increases drastically. The value of the brand is very strong due to the perspective that the consumer has towards it. OFF White values the utilization of high-quality materials and its products are sold at a high price. By high price one can compare prices of brands such as Givenchy and Balenciaga. When OFF White collaborates with other brands the price of their product does not vary drastically compared to its mono brand collection.

Media and publicity

Supreme has never relied on standard advertisement to create brand awareness. The brand has never been publicized on fashion magazines or through mass media. The brand is so embedded and strong that people know about it without it being constantly advertised. Supreme publicises its products through their online website or through Instagram. They also rely a lot on their consumers to post the different products and so to create a buzz. OFF Whites’ creative director Virgil Abloh uses social media such as Instagram and twitter to reach out to the young generation. On the other hand, differently from Supreme, this brand also uses the strong impact of fashion shows, with the involvement of famous celebrities, to be known by not only the young but also a more niche and higher aged consumer.