Ikea's Off White Collection

On November 1, 2019, the major furniture store IKEA launched an Off White collaboration. This collaboration included grass rugs and other basic furniture. I believe the main goal of this collection is to give IKEA exposure to the younger demographic. Since Off White is a brand that especially appeals to the youth, his makes sense. Lines have also formed in the early morning of its release due to the tremendous demand and hype. Resale has also occurred after the release since everyone bought the entire stock of his collection. I can conclude that IKEA's marketing strategy was to introduce IKEA to the younger demographic as well as give off the appearance of their other products as fresh and trendy. I think this is an incredibly clever strategy that can make IKEA millions. Off White being looked as a brand that the rich can only afford makes people see IKEA to not be the company that sells cheap low-quality furniture but as a trendy company that sells quality. Personally, this collaboration makes me want to wait in line for hours just to get my hands on anything. This is the case with lots of people who are into designer-streetwear. It also looks pretty edgy and cool which is a clever marketing strategy on IKEA's part. Keep in mind that the grass rug is a couple hundred dollars itself. Think about how much revenue IKEA can bring this month!
The words "wet grass" on the rug are also so distinct that you can point out this rug from a distance which targets attention seeking customers which is basically everyone on this planet who wants to look cool.  The rug also looks memorable which appeals to many who want furniture that makes an impact on their guests. Trust fund kids will also want this furniture collection to show off. Overall. this is incredibly genius and many companies should try to incorporate everyday to high end.











December 8, 2019