March 26, 2024 ( Revised On July 16, 2024 )

October's Very Own (OVO) Marketing Strategies and 4 Ps

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October's Very Own, or OVO for short, has become a cultural and musical powerhouse in Canada. The trio, Drake, Noah "40" Shebib, and Oliver El-Khatib have perfected the art of building buzz, attracting followers with a combination of originality and cultural relevance.

Photo by Mahjur Ahmed on Unsplash

OVO Evolution

OVO started out modestly, serving as a venue for Drake and his crew to display their artwork, fashion, and music. The brand's initial major venture into garments was the Chilliwack Parka, a collaboration with Canada Goose that laid the groundwork for future expansion. In order to promote the brand and communicate with fans, the OVO Blog was created. This set the stage for the company to enter the fashion business.

The OVO webshop's 2012 launch was an important turning point for the brand, marking the beginning of its digital expansion beyond. Working with well-known labels like Roots and Canada Goose helped establish OVO as an authority in the fashion business, where its distinctive combination of streetwear style and premium craftsmanship quickly became recognizable. The brand's cultural resonance was further enhanced through partnerships with prominent Canadian groups, such as the Toronto Raptors. These partnerships established a strong connection to Drake's homeland and its thriving sports scene.

In 2014, OVO reached a major milestone with the launch of its main brick-and-mortar store in Toronto. This gave fans a physical place to experience the brand's sound and vibe. Collaborations with Jordan Brand and other prominent partners were among the many seasonal collections and product offers that OVO continued to develop. The company's global streetwear dominance was further cemented when it opened pop-up shops and flagship stores in major cities such as New York, London, and Los Angeles.

Strategic partnerships with well-known artists, such as Takashi Murakami, allowed OVO to sustain its momentum and demonstrate its adaptability and appeal across several industries. In addition to Drake's never-ending musical pursuits and his capacity to charm audiences throughout the globe, the brand's continuous success was driven by its expansion into new regions and the introduction of exclusive collections.

The retail footprint of OVO grew in new regions as the company kept opening flagship locations throughout North America, establishing itself as a leading streetwear brand in the West. Collaborations with labels such as Medicom and DSQUARED2 demonstrated OVO's dedication to pushing the limits of conventional streetwear and establishing new standards in the fashion business. The consistent success of OVO's music and the devotion of its fans have allowed the company to maintain optimistic sales forecasts even in the absence of new album releases.

OVO Branding

Photo by Joshua Chua on Unsplash

OVO has a number of advantages that have helped it become a well-known lifestyle brand worldwide. First off, thanks to smart partnerships and collaboration, the brand has grown remarkably, going from being a record label to a major force in fashion. Another important asset of the company is its direct-to-consumer business strategy, which gives OVO authority over the quality of its products and client interactions while cultivating a feeling of exclusivity and authenticity among its target market. Furthermore, OVO's skillful use of social media sites like Instagram has been crucial to the company's product promotion and fan interaction. OVO further enhances their brand appeal by creating excitement and anticipation for future releases through partnerships with sports teams and influencers.

Still, in order for OVO to continue growing, a few issues must be addressed. One such flaw is the e-commerce website, which has drawn criticism for having a dated and uninspired design. This restriction can make it more difficult to make sales online and negatively affect the general customer experience. The brand's squandered chances in online marketing tactics are another cause for concern. Even with its robust social media presence, OVO could improve conversion rates and increase engagement by honing its digital marketing strategies and making better use of partnerships.

OVO should take into account a number of suggestions in order to solve these flaws and build on its advantages. First off, improving the e-commerce website's appearance and user experience would improve the brand's perception and appeal to its intended market. Furthermore, improving digital marketing techniques, such as influencer relationships and social media campaigns, may help increase engagement and boost conversion rates. In conclusion, OVO needs to persist in utilizing its robust social media presence to exhibit captivating material and generate enthusiasm for upcoming releases, ultimately propelling sales and brand recognition to unprecedented levels.

OVO Marketing Strategies (4Ps) 


OVO carefully designs its products to reflect a blend of streetwear and premium style, appealing to a wide range of customers. Because every product embodies the brand's dedication to authenticity, creativity, and quality, OVO is highly sought-after. A wide range of apparel items, including T-shirts, hoodies, sweatshirts, jackets, slacks, and shorts, are available in the brand's product line. Every piece of clothing in this collection embodies OVO's distinct style and look thanks to its distinctive designs, high-quality materials, and meticulous attention to detail. Apart from clothing, OVO provides an assortment of accessories that go well with its clothing collection. These accessories, which range from headgear like bucket hats, beanies, and caps to purses, backpacks, wallets, and phone covers, give any ensemble an extra dose of flair and usefulness. 


In terms of price, OVO presents itself as a premium brand, charging higher prices that reflect its high quality, skill, and cultural status. Even though OVO's prices are higher than most, it offers a good deal by having unique designs, limited releases, and collaborations that appeal to its target audience. This smart pricing approach not only supports the brand's reputation as a leader in high-end streetwear, but it also makes people think it's more valuable and desirable.


When it comes to location, OVO carefully considers where to put its flagship stores and pop-up shops, focusing on major global cities and hubs of culture. OVO improves brand visibility, accessibility, and experiential appeal by setting up shop in these places, letting customers fully engage with the company's values and way of life. Moreover, OVO's focus on developing immersive retail experiences is consistent with its dedication to fostering a sense of community and acceptance among its supporters.

One of the best examples of OVO's ability to engage people is the launch of its stores at Yorkdale and Eaton Centre in Toronto. The brand uses clever social media leaks and partnerships with events such as OVO Fest to encourage people to interact and take part in the story. This strategy mimics the purposeful build-up of anticipation present in Drake's songs, ramping up until it hits a peak.

Drake's reputation certainly helped OVO succeed, but the brand's influence and endurance go beyond his fame. OVO gives its followers a feeling of exclusivity and insider status through the meticulous curating of its image, which extends from its stylized owl emblem to its product offers. Through partnerships with a wide range of brands, such as RBC and Canada Goose, and the development of storefronts in significant cities, OVO has increased its presence both domestically and abroad over the years. These partnerships serve to both strengthen OVO's Canadian identity and increase its attractiveness internationally by showcasing its capacity to grow beyond national boundaries without sacrificing its core values.

As OVO sets its sights on further global expansion, particularly with the opening of its first store in Asia, the brand remains poised to continue its legacy of generating hype and establishing itself as a dominant force in the global lifestyle market. With its distinct blend of music, fashion, and culture, OVO is primed to leave an indelible mark on the international stage.


In order to reach a wider audience and strengthen its brand identity, OVO uses a mix of conventional and digital marketing tactics in its promotional campaigns. OVO leverages several channels to enhance its visibility and influence across a wide range of audiences, including social media sites like Instagram and collaborations with athletes, singers, and influencers. OVO generates excitement and buzz around its brand by putting up high-profile events like OVO Fest and working with well-known athletes and artists. This strengthens OVO's position as a cultural phenomenon and increases demand for its products.

The foundation of OVO's marketing approach is its social media presence, which draws viewers in with interesting content and well-thought-out partnerships. OVO, which has 1.6 million Instagram followers, frequently posts eye-catching images of new product releases and collections. Using subtitles like "Available Online, on the OVO App or In-Store tomorrow" builds customer anticipation, which frequently results in new releases selling out quickly. OVO is also praised for their visually appealing social media pages, which include excellent graphics that draw in followers. Users may effortlessly make purchases straight from Instagram thanks to the website link included in the account's bio, which enhances the seamless buying experience.

Source: @octobersveryown instagram

OVO's social media strategy has drawn comparisons to Supreme because of its resemblance in utilizing artistic imagery to announce goods drops and provide links to the brand's website. Even though Supreme has a far greater Instagram following, analysts are optimistic that OVO's growth as a brand and Drake's influence will help it achieve similar success. By using social media strategically, OVO is able to fortify its relationship with its audience and uphold its reputation as a forward-thinking, aspirational brand.

OVO's partnerships, combined with its skill on social media, enhance its standing as a pioneer at the nexus of fashion, music, and sports culture. The NFL and OVO have collaborated, marking an exciting new chapter in the history of sports-inspired fashion. Expected to generate excitement among fans, the limited-edition gear collection includes T-shirts, sweatshirts, and jackets emblazoned with the emblems of NFL clubs as well as the recognizable OVO owl insignia. Influential musicians like Lil Wayne and Benny the Butcher, who are representing their respective teams, enhance the vibrancy and involvement of the campaign. The participation of NFL players from Canada, such as Jevon Holland and Neville Gallimore, highlights this partnership's appeal to a global audience.


With limited-edition clothing that features recognizable club symbols and the OVO owl logos, the partnership between OVO and the NFL promises to generate buzz among sports fans and represent an interesting foray into the worlds of fashion and sports culture. OVO's ability to flawlessly blend fashion, music, and sports is demonstrated by this relationship, which further solidifies OVO's status as a leading lifestyle brand. 

Source: OVO Website

The NFL's choice to work with OVO is a calculated acknowledgment of the company's deep cultural, musical, and sporting connections. This genuine synergy paves the way for upcoming partnerships that will supply products for each of the 32 NFL teams. OVO has a proven track record of combining fashion and sports culture, as evidenced by its successful relationships with FC Barcelona, the Raptors, the Maple Leafs, and Toronto FC. OVO's status as a top brand is further cemented by its most recent partnership with the NFL, which promises an amazing collection of gear for fans to enjoy.

Drake, Noah "40" Shebib, and Oliver El-Khatib's strategic vision has helped October's Very Own (OVO) establish itself as a cultural and musical force in Canada and abroad. Staying loyal to its roots while embracing innovation has allowed OVO, which started as a platform for music and art, to grow into a worldwide lifestyle brand with an unequalled capacity to build hype and draw fans.

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