Attention: Skpskp Held A Certain Activity To Buy Shoes Has Rolled Up To Become A Multimillionaire?

Yesterday, I was pursuing drama at home. My friend suddenly sent a message asking me whether I would like to go shopping in SKP.
As soon as I see SKP, I think of the melon I saw two days ago: when SKP held an event and saved 10 million yuan to be eligible to participate, someone complained about buying a pair of fake Nike & off white co branded shoes
SKP's response is: their purchase channel is official. After a comprehensive investigation of the same batch of stocks, they are all genuine products. After all, his family is almost the top in Beijing ? Ms. Meng Qiqi, the founder of Versailles, wants cue once every five microblogs.
This news impressed me a lot, not because of SKP, but because: these days, buying shoes has become a multimillionaire? Will this group of people also go to the shopping mall in line to buy the fashion brand co brand?
　　 Why do multimillionaires like off white?
Those who used to like off white were the most typical group of Chaozhou people. They like the "tide" of their own, pay attention to famous people and fashion pioneers in the fashion circle.
Since virgin alboh founded the brand in 2013, it has been popular with the support of a vote of trendsetters.
How do Chaozhou people wear fashion cards? Off white has a distinctive feature: it does not remove the anti-theft buckle on the shoes.
When you see a person wearing shoes with anti-theft buckle going out, there are nine times out of ten: this person is trying on shoes, while the clerk is not paying attention to slip out?
And the heart of Chaozhou people: look at the shoes of elder brother, they are right! Look at the shoes brother is wearing, expert! As if it's not a burglar buckle, it's a badge of the certification trend.
If you can't help looking at it more, he will think you know him or be fascinated by his shoes（ No, you don't understand.)
This "confusing behavior" is the official off white way to use the buckles: "cut the tie" or "leave it alone.". Cutting is a routine operation. It is meaningful to emphasize "keep it".
So off white cheered up, and Chaozhou people flocked to it. Anti theft buckle became one of Off White's representative works. SNKR app has investigated the problem of not removing the anti-theft buckle on the shoes. The picture is the joint name of ow and Nike. Of 374000 people, 72% chose not to remove it.
A small anti-theft buckle, not only implies that the shoes are genuine, but also implies that the wearer is very fashionable and understands the tone. If you think it is only used to prevent theft, people will despise it: it seems that you really don't understand.
But it's easy to make an own dragon: Justin Bieber went out wearing ow shoes with anti-theft buckle, and was thought to be stolen goods by the police. Bieber went home and complained to Virgil on INS: "you kill me, man! Your design almost caught me
But it's obvious that the trendsetters are in pursuit of hot fashion and fashion trends, and off white has the ability to make blockbusters. As mentioned above, the co branded shoes with Nike were first launched in 2017, because the first ten shoes were launched, named "the ten".
How popular is this joint name? The most classic aj1, sold for 8500-10000 yuan in China, was once fried to 50000 yuan, and sold out immediately.
Another popular item is an industrial style yellow belt released in 2016, and few Internet bloggers have not worn it.
Even if you haven't bought off white, you've seen high-resolution off white elements like crossed double arrows, double quotes, and black and white zebra slash stripes.
We media "Xiaoke theory" said that when we pass the zebra crossing, we unconsciously associate off white, which is to "add bricks and mortar" to the public relations task of the brand.
In the past two years, off white's customers have had a number of "atypical trendsetters": high-income groups, especially the 30-40-year-old self-employed uncle of Beijing Shangguang.
How does off white attract these people? The first reason, I would like to call it the law of same-sex attraction between rich people and expensive brands.
Nowadays, it is very common to sell a fashion brand T-shirt for several hundred thousand, but off white is more expensive than many fashion brands. The average price of clothes is between 50000 and 30000, and most bags are more than 10000.
For this group of people, off white is easy to buy without pressure, and is not afraid of the risk of losing its grade like wearing some cheap and fashionable brands（ Of course, many rich people dress more casually than ordinary people
Their contribution to off white's sales is no less than that of the brand's original target consumers.
Generally, these people are also light fashion enthusiasts. They have certain requirements on dressing and dressing up. They want to wear more fashionable, more personalized and younger, and even for the purpose of "seducing girls". With off white and a Porsche 718, it's not as vulgar as a "nouveau riche.".
At the same time, compared with some more experienced and purer trendsetters, they don't want to dress too "sub" or innovative, and they don't want to wear too few brands. Off white is just a good choice to be well-known, tonal and fashionable.
The analysis of "the trend is full of beasts": many people of the new generation are no longer satisfied with a series of classic fashion brands such as supreme and stussy. In order to form differences with others, they do not hesitate to pay a higher price. They need to maintain the street style and seek high street brands with higher group identity. Off white is obviously in the middle of it.
Anyway, when we go to Sanlitun now, the young people who wear off white and the uncle really account for half of each other, and even more of the latter. Moreover, the off white brand itself is more and more catering to the above-mentioned "atypical trendsetters" than the "typical trendsetters".
　　 How does off white make rich people crazy?
Off white started with fashion, but from the beginning, it had ambition to be a high-end luxury brand. It is more fashionable and younger than traditional fashion brands and more advanced than ordinary fashion brands. In the past two years, it has become more and more mature commercial luxury brands. It all depends on the layout of Founder Virgil.
Virgil alboh is well known. She was a stylist for rapper Kanye West and became the art director of LV men's wear three years ago. He has a group of celebrities and friends, and is good at playing with social networks. He has more than 6 million ins fans. He is a proper fashion circle, fashion circle celebrity and opinion leader. As a foreign designer, he even opened a little red book.
How does Virgil run off white? He first covered the brand with the shell of street trend, attracted the most primitive trendy customers, and laid a good foundation for brand tonality. It's very important to make fashion trends (such as not removing the anti-theft buckle) and popular models (such as the ten co branded series and yellow belt). There's also a killer: Star contacts and goods.
Off white is popular, half the credit of Kanye West. Both Virgil and Kanye worked as interns in Fendi. When Virgil was still unknown, Kanye recruited him into his own team. Later, Virgil founded off white, and Kanye was incarnated as a wild spokesperson. Kanye was a wind vane in the fashion circle. He was easy to wear anything.
And Bieber, even though he was almost arrested by the police when he went out wearing anti-theft buckle shoes (no), he still strongly supported this bro, even on such an important occasion as marriage. At that time, the wedding dress that Hailey wore was custom-made by off white.
There are also many off white fashion icons in Asia. Quan Zhilong often wore this brand in 2014. A male star named Wu (who has been detained) also became good friends with Virgil at that time. He liked off white clothes. Virgil sent him many times. Later, he became the spokesman of LV and was said to be Virgil's strong recommendation.
When street trends became popular, Virgil took the second step: high end luxury. He said that he was a child who grew up in polo shirts and knew the meaning of expensive clothes. In his mind, off white is not only street clothes. "Street clothes are always considered cheap. I just want to create value and connotation for them and make people believe in them."
So off white pricing goes straight to luxury goods. Over the past few years, off white has been making neighbors with Gucci, Prada, LV and other high luxury brands on the list of LYST fashion brands. Sometimes, it is even more beautiful than them. It once won the first place for three consecutive quarters - the price is also no loss.
But Virgil's design itself is controversial. Some people call him "Karl Lagerfeld of the millennials", but he also has a characteristic that he likes to carry out secondary transformation on the basis of existing items. He said that this is the inspiration from Duchamp, but many people think that it is plagiarism.
Before off white, virgin worked on a water testing brand Pyrex vision, which only printed Pyrex letters and simple patterns on the basis of champion shorts, and the price increased several times.
His "3% theory" is even more famous: it only needs to change 3% of a design to turn it into a new design. Some people think that he is a genius who is good at deconstruction, while others don't like it. They think it's a better way to package plagiarism and misappropriation?
This is also the general trend of the so-called Street clothing: homogenization is serious, many people are used to "bring the doctrine" and simple label, logo, once said to be "spend the most money to install the lowest X".
And Virgil says, "streetwear is dead." I don't have to choose between haute couture or streetwear. My brand doesn't have to be limited to one side, it can just stay in the gray zone.
But I think Virgil is a chicken thief. When working together in design, you don't have to pay attention to the homogeneity defects of street clothes; When setting the price, do you want to be attached to luxury goods?
However, it's really amazing to be able to successfully market these products and let many people buy them: at present, off white has more than 10 million fans on INS, only 2 million less than supreme in rotten street.
The fear of God and Bieber's drew house are also the most popular brands in the past two years, but their size is not comparable to that of off white.
From 2013 to 2019, the sales volume of off white has increased by 5000 times to 300 million euro in six years, which is quite different from other street fashion brands which claim to be more pure.
Not long ago, off white was acquired by LVMH, which is closer to Virgil's dream of becoming a luxury brand, and also closer to those rich people who are keen on buying luxury goods.
Maier Yip, founder of Manyi communication consulting company, said in an interview with jingshe business observer that "I think off white really has reasons to expand its product line", and believes that young trendsetters, especially those who are well-off, are the new targets of off white in the next five to ten years.
But I have only one question: if one day off white becomes more and more like LV, will the rich buy off white or LV?