SECTION SIX
Competitor analysis
Business
name
Karen
Millen
Product/service Pricing
offered
strategy
Women’s wear,
accessories,
footwear,
wedding wear.
Premium
pricing
strategy
Strengths Weaknesses
They have a good
quality of clothing
which they are
known for and
means consumers
are willing to pay a
premium price. No menswear
collection which
means they’re
missing a market
which their
competitors are
reaching.
Sophisticated
designs No children’s wear
collection which
means they’re
missing a market.
Consumers may
choose to shop
elsewhere to save
money.
Reiss
Women’s wear,
menswear,
accessories,
footwear,
eyewear and
fragrance,
Premium
pricing
strategy
Good quality
clothing so
consumers will pay
premium rice and
be happy with
product.
Classic designs
which do not go
out of fashion.
They have a
sophisticated
brand image which
is desirable for
consumers.
No children’s wear
collection which
means they’re
missing a market.
High price point
means they may miss
out on certain
consumers.