SWOT ANALYSIS​

STRENGTHS: Off White already offer a few different methods of marketing – through e-newsletters which tell the consumer about new and exclusive events, new collections etc. Aside from this, they also have a very large following on social media (1.1 million followers on Instagram) – they use this to their advantage, advertising photoshoots and advertorials which have more than often been put together by other people. They also post pictures of consumers in products as well of the components of some of the products. Their other methods of advertisement include art exhibitions which they merge with pop up shops to showcase their most new and exclusive products before letting people buy into the products – showcasing at venues such as Dover Street Market.

 

WEAKNESSES: A weakness of Off White’s method of advertising is that their marketing tactics are so personalised and bespoke (eg. one known marketing campaign) that unless the consumer uses social media, it’s hard for people to find out about the brand. Also from the researcher’s observations, Off White don’t send out many newsletters via e-mail. Over a span of approximately three weeks, only two newsletters were sent.

 

OPPORTUNITIES: There are many opportunities for Off White to broaden their marketing tactics especially – there is a possibility for the company to move towards the general method of marketing (eg. online advertising, television advertisements etc). This could enlarge their customer base.

 

THREATS: The lack of marketing material sent to consumers can be seen as a threat, as this gives companies the room to get to consumers before Off White does and in turn may lead the company to lose out on sales. Other threats include the Off White store being situated in the back of Selfridges may be a threat as they are not the first store consumers see.