Competitor Analysis

For this analysis, I decided to look at another popular streetwear brand, Off-White. This brand is similar to Gosha Rubchinskiy in that they are taking the fashion world by storm and increasing the popularity of ready-to-wear clothes on and off the runways in both women’s and menswear. Virgil Abloh, the brand’s founder and designer, is a well-known jack of all trades. Along with the supervision of Off-White, he’s most known for being Kanye West’s creative director, as well as a DJ, and a show producer. With an extensive clothing catalog of wildly printed tees, hoodies and flannels, Off-White is setting new standards in urban fashion and streetwear. Off-White is a younger brand than Gosha Rubchinskiy, having debuted in 2013, which is impressive when considering its social media presence and how that’s helped increase its worldwide appeal.

Off-White has high fashion retailers selling their clothes, similar to the likes of Gosha in Dover Street Market and Barney's, but they also have an impressive website with moving visuals where the visiting consumer can shop, watch runway shows of recent collections, sign up for a newsletter, and much more. Off-White’s Instagram presence is phenomenal, in both content and logistics. Compared to Gosha’s 384,000, the follower count for Off-White totals to around 2.6 million and continues to grow pretty rapidly. The account is updated very frequently as there are multiple posts in a day. They also have a Twitter account, but a majority of the tweets are just cross posted from Instagram to promote the photos. The posts on the Instagram account promote all of the enthralling aspects of the Off-White brand: editorial features, backstage runway shots, product pictures, and more. There are also posts about the making of the designs, celebrities dressed in their products, events that Off-White is hosting or sponsoring, and exclusive pictures from collection campaign photoshoots. The engagement from followers on the posts is also something to point out, as there are thousands of likes, and comments of praise and people tagging their friends.