OPPORTUNITIES FROM INDIRECT COMPETITION: • Create a competitive advantage over large competitors such as Zara, Mango, Gap, and Uniqlo, by creating a sustainable swimwear line • Offer sustainable swimwear year long, both online and offline, as Zara, Mango, and Uniqlo are seasonal • Communicate aggresively through H&M’s recycling bins and banners that recycled garments will be used for Conscious production and Conscious swimwear • Release trendy, color variety, and size adaptability for everyone, as H&M targets everyone • Have an easily accessible and customizable web experience, with Size, Price, Color, and Product type • Inform viewers and in-store consumers well on how the products are sustainable (in a fun way-like Monki) • Advertise the Conscious line in general and more specifically the swimwear line more, as competitors have not
THREATS FROM INDIRECT COMPETITION: • H&M’s biggest competitor, Zara, may release sustainable swimwear with their sustainable line ‘Join Life’-therefore, H&M has to maintain control over their product category in terms of awareness and desire • Other competitors, other than Zara, may create a better product strategy than H&M Conscious Swimwear • Uniqlo could invent or invest in new sustainable swimwear technologies and attract consumers as they are known for their special technological materials • Those who are brand loyal to Mango, Zara, Gap, or Uniqlo will have to be attracted by H&M, otherwise brand loyalty will continue
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