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Monte Carlo
Competition Analysis
WOMENSWEAR
DENIMSFORMALWEAR
SMART CASUAL
S
SPORTSWEAR
COMPLETE WARDROB
E SOLUTION
S
Understanding the competition spectrum
Levi’s
Wrangler
Lee
Louis Philippe
Van Heusen
Blackberrys
Peter England
Puma
Adidas
Nike
Reebok
Wills Lifestyle
Provogue
Zara
Mango
CASUAL
WEAR
United Colors
of Benett
onFCUK
Ralph Lauren
S. Oliver
ColorPlus
Allen Solly
Esprit Pantaloons
Westside
Womenswear Brands
ZaraMango
Zara deliberately does not advertise, preferring to invest instead in opening new stores.
With its “fast-fashion” concept of production, stands out in the
industry, and reputation preceded its India launch. As a fashion
imitator, translates musts of high fashion houses into affordable
clothing for the modern woman
Unlike Zara, advertising is key to strategy, and Mango uses
celebrities like Kate Moss and Scarlet Johannsson to
collaborate on collections. Proposing that clothes be both
fashionable and practical, it aims at the modern woman who
wants to be in, without being the “fashion victim”
S. Oliver
S. Oliver, the German retailer, provides complete wardrobe solutions, but is
focused more on the women’s apparel line in India. Running the “Colour Me
Casual” campaign right now.
Communication in the category shows subtle differences between brands, depending upon the key strategy and philosophy.
Targeting the young, fashion conscious modern woman (20-35 years of age), sex appeal, mystery and trend-setter are the talking points
With probably the exception of Levi’s (Go Forth Campaign),COMMUNICATION IN THE CATEGORY TENDS TO LOOK THE SAME
Targeting the Youth (SEC A, 18-25yrs), Rebellion, Toughness and Roughness have been the key focus areas for denim brands
Denim Brands
Levi’s
Wrangler
Lee Cooper
Levi’s current global campaign, “Go Forth”, speaks to the youth which wants to make a mark for itself. Leverages upon emotional
appeal rather than functional benefits, since the brand is well-
established
Current campaign has a similar look and feel as Levi’s; however,
incorporates more functional benefits in communication too,
like comfort
Trying to position itself as a “macho brand”, positioning on
ruggedness and toughness
Louis Philippe
Formal Wear Brands
Van Heusen
Imagery in the category tends to look similar for all brands, with sophistication, elegance and class being the platforms upon which
communication is based
Blackberrys
One of the most premium brands in the formal wear category, is aimed at the
stylish, discerning modern man (lates 20’s to late 30’s). The brand has recently expanded to
include complete wardrobe solutions, and
even a women’s line
Aimed at a younger, TG than those of Van Heusen and Louis Philippe,
Blackberrys is aimed at the fun-loving, well-groomed male of today who wants
to stand out from the rest.
The Louis Philippe TG is a sophisticated, discerning and brand conscious male in his 30’s and early 40’s, who wants to flaunt the fact that he has arrived in
life. The Louis Philippe lifestyle represents one who has elegance, class
and status
The communication in the category appeals to a refined yet relaxed, outgoing TG
Fun, relaxation and sophistication are the themes around which the communication revolves
Smart Casual Brands
ColorPlus
ColorPlus has a very strong, masculine image, and caters to the SEC A, late 20’s to late 30’s TG. Launched in 1993, is one
of the most easily recognized brands in the premium ready-to-wear
market for men’s apparel in India.
Allen Solly
Ralph LaurenRunning current campaign on the theme, “Friday
Dressing”. Includes smart casuals for both mena and women for
office wear
Ralph Lauren is a brand which embodies such elements as quality, luxury and sophistication, without being flashy or
faddy. One of the most premium brands in the smart casual category, is aimed at the well-heeled, brand –conscious
consumer
Differentiation in the category comes from how the brand focuses its position on sports
Athletic spirit, fitness and fashion are some of the key focus areas
Sportswear Brands
Globally, Nike has always been associated with sports and
promoting the sporting spirit within each individual, and India is
no different, with ad campaigns utilizing sportsperson, usually
cricketers
Puma
Puma has its focus squarely on fashion, promoting sportswear as a
fashion-forward category. The current campaign utilizes Mallika Haydon as the brand ambassador
Reebok
Reebok is focused on fitness, and utilizes celebrities like Bipasha Basu in its campaigns, who are known for their commitment to
fitness
NikeAdidas
Currently running the “Bring it On” campaign which celebrates
the indomitable spirit of athletes. Has a clear focus on athletes and
sports, much like Nike
Casual Wear Brands
United Colors of Benetton (UCB)
With a strong presence in both menswear and well as womenswear, UCB caters to an audience looking for an array of exciting designs and colours, with upto-date trends and
styles. Its advertising famously uses models of various races
French Connection UK (FCUK)
Purely aims at providing fashionable yet comfortable
clothing. Currently runs stark, grainy, black and white, and
of course, irrevernt advertisements centred
around two chic and idealised figures: "The Man" and the
"The Woman".
ESPRIT
With a vibrant yet upmarket brand image, Esprit utilizes
celebrities in its advertisements, most notably Gisele Bundchen for
its current campaign
Category is not much differentiated in terms of offerings, but shows differentiation in communication, dependent upon the brand
philosophy CHIC OFFERINGS, COLOURFUL AND COMFORTABLE ATTIRE, AND A
PLAYFUL ATTITUDE are some of the key observations in the communication tone
Provogue
Wills Lifestyle
Complete Wardrobe Solutions
Has used Bollywood celebrities traditionally (currently Sonakshi
Sinha) , and is a brand with a irreverent, youthful attitude
Associated with various fashion events and labels, the Wills
Lifestyle consumer is some0ne looking for chic, trendy solutions
for his/her wardrobe needs
Westside
Currently running the “Endless Possibilities ” campaign with
Giselle Monteiro, speaking for the exciting and colourful variety of
apparel choices
Pantaloons
Utilizes celebrities like Lara Dutta to speak for a brand
which stands for a chic, glamorous wardrobe
The category communication looks by and large similarThe TG portrayed in the ads speak for a consumer who is trendy and
wants to stand out form the crowd