Question+4+-+Competitive+analysis


 * || ** Victoria’s Secret **  ||  ** La Senza **  ||  ** Fredrick’s of Hollywood **  ||  ** Lululmeon **  ||  ** Nike **  ||  ** Adidas **  ||
 * ** Quality ** || High  ||  High  ||  High  ||  High  ||  High  ||  Medium  ||
 * ** Price point ** || Affordable  ||  Expensive  ||  Expensive  ||  Expensive  ||  Affordable  ||  Affordable  ||
 * ** Brand value ** || High  ||  Medium  ||  High  ||  High  ||  High  ||  High  ||

//__ Competitive Analysis: Victoria’s Secret __// Victoria’s Secret is a very well known brand around the world. They have their own fashion shows, which in their industry are exclusive only to them. None of their competitors hold those cards when trying to compete with them. Victoria’s Secret uses fashion models to appeal to their customers and to attract them to their products. They also have sub-brand named ‘PINK’2 which sells more age-appropriate clothing to younger girls. Their main aim is to transition the target market into their adult-oriented ‘Victoria’s Secret’ as they grow older. __ La Senza: __ Owned by the same parent company as Victoria’s Secret, Limited brands. La Senza has a price point lower than Victoria’s Secret and is therefore considered a lot more affordable. Victoria’s Secret has a smaller selection available at their store unlike their online shop, they do this to provide their customers with a more intimate shopping environment unlike La Senza which actually carries a lot more variety at their stores. They offer high quality lingerie at affordable prices aimed at the middle upper class. Their target market is the tweens, the kids and teenagers who are within the ages of 8-14. This is considered competition for Victoria’s Secret sub-brand ‘PINK’. __ Fredrick’s of Hollywood: __ The biggest competitor of Victoria’s Secret in the USA. They aim for the same target market. FOH is currently looking into developing into an expanded sexy lifestyle brand // through store and product licensing arrangements, both internationally and domestically // 1. The downturn of the economy is detrimental to them, just as it is to VS. The prices compared to VS are fairly similar. As stated before, FOH markets its lingerie apparel as more racy and offer products for special occasions rather than everyday, which as a result has stopped the brand from taking off, but despite this it, still proves to be a strong competitor for VS.

//__ Competitive Analysis: Lululemon __// Lululemon has strong brand equity, which allows consumers to distinguish their brand from competitors just by looking at the logo. They are known for their high quality products and they try to incorporate technology into their products, such as… Although Lululemon has brand recognition, it is typically perceived as being a “female only” store, but their products do cater to men as well. Some customers perceive Lululemon’s product pricing to be too high, while others perceive it as being a fair price for the quality that one is receiving, as well as the features and benefits. Lululemon has a limited amount of physical stores, which can make it difficult for consumers to reach their product. After a thorough analysis of the brand, we have determined that two key competitors of Lululemon would be Nike and Adidas. __ Nike and Adidas: __ A big advantage that Nike and Adidas have over Lululemon is that they have a wide assortment of products, which can cater to any type of consumer. Nike and Adidas are both involved in sponsorships, which gives their brand more recognition in the public eye over Lululemon. Nike and Adidas are both well-established companies that have been around much longer than Lululemon. Men and women can both relate themselves to Nike and Adidas products because of their diverse range of products. On the other hand, when a person thinks Lululemon they automatically perceive it as being a yoga-focused brand that only has female clothing. Adidas strives to be environmentally friendly to make their products recyclable and production that is less harmful to the environment. Nike has been involved in a lot of criticism by the public, as they have been accused of running sweatshops in developing countries, such as India and China. They have also been criticized for not paying their factory workers fairly and as a result they have violated many minimum wage laws because of their unethical acts. // Xase:foh frederick //. (n.d.). Retrieved from [] School. (n.d.). //Victoria//. Retrieved from http://www.victoriassecret.com/pink