Brand positioning strategies and competitive advantage of ...
Competitive Brand Analysis
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Transcript of Competitive Brand Analysis
Competitive Brand Analysis
Why you chose the brand:J.Crew is an iconic brand that is known for it’s timeless style
What you find most impactful about their identity:Their ability to mix masculine and feminine characteristics.
J.Crew has positioned themselves as an unforgettable brand
What causes/culture about the brand appeals to you:-Enjoys the finer things
-Classic style-Comfort is key
-Mix of country and city
BRAND IDENTITY PROFILE:
lazy sundays
hiking
diy projectsfarmers markets
home decor
eating healthy
high endaccessories
girls night
Competition
-Price Point: Bridge
-Pricing: Lowest - $14.50 (hair accessories)
Highest - $365.00 (wool jacket)
-Availability: BayshoreMayfair
-Price Point: Better
-Pricing: Lowest - $24.50 (sunglasses) Highest - $188 (wool peacoat)
-Availability: Bayshore Mayfair
-Price Point: Better
-Pricing: Lowest - $59.50 (scarf) Highest - $250 (cashmere sweater)
-Availability: Bayshore Mayfair
Shopping Report
Color Stories:
J.Crew - Red, White, BlueMetallics, Neutrals, Army Green
Ann Taylor LOFT - Blue, Purple, Pink/BlushGrey, Green, Beige
Banana Republic - Black, White, Burgundy Khaki, Grey, Green
Trims and Details:
J.Crew - • Textures: wool, leather/lace details• Classics • Romantic/Feminine graphics• Statement jewelry
Ann Taylor LOFT - • Textures: woven, cotton blends• All over abstract prints• Romantic details (lace)• Statement jewelry
Banana Republic - • Textures: wool, leather, suede (details/full)• Printed bottoms, winter florals• Details: zippers (tops and bottoms)• Shoes and Perfume• Statement Jewelry
Fit Analysis
Knits and Tees
• Pop Art Rose Tee
-Onyx Ivory or Ivory(online)-Cotton -Sizes Available
In Store: small(4), medium(1), x-large(1)
Online: x-small - x-large-Broken Sizes: medium - x-large-Differences Between Sizes
X-large seemed “boxier”
Product
x-large
medium
In-Store Online
Customer Comments
Trend Report
Fall 2014: Turtlenecks
Marc by Marc Jacobs Louis Vuitton Calvin Klein
Runway…
Salvatore Ferragamo
CURRENT TREND
Street…
Make it…
Spring 2015: Neck Scarves
Saint Laurent Costume National Paul & Joe Anna Sui
Runway…
FUTURE TREND
Street…
Make it…