OPPORTUNITIES FROM DIRECT COMPETITION: • Opportunity to have a wider sustainable swimwear range (non-seasonal), than for instance Oysho with 11 swimwear garments • Provide trendy, unique looking, elegant pieces for consumers who would normally go on Asos or visit other competitors, but will be able to shop online or in physical stores to attain that with H&M • 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 new Conscious swimwear online and offline agressively, as competitors have not • Communicate the fact that H&M’s recycling program is used for the making of recycled swimwear, as competitors do not • Use Runway Videos displaying videos of swimwear online, as Asos does • Show diverse swimwear models, such as those of Asos
THREATS FROM DIRECT COMPETITION: • Already established sustainable swimwear competitors have trust and perhaps brand loyalty from consumers • Direct competitors (using sustainable swimwear), such as Oysho, Weekday, Asos, and Monki have trendy swimwear with competitive prices to H&M • Asos is one of the leading online retailers, with the most, out of all competitors, sustainable swimwear. They are also the trendiest, and have the widest variety for everyone. H&M will have to create a wide product offering online in order to compete. •Asos’ price are the most competitive, H&M will have to monitor their prices
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