PRODUCT & PRICE CONCLUSION-----------------------------------------------------------------------P

Overall, based on the analysis, these are the facts:

PRODUCT: • There is more Conscious references and categories than Conscious Exclusive • The Conscious and Conscious Exclusive line is included in 8% of total womenswear • Conscious is approximately 7.88 % of women’swear • Conscious Exclusive is approximately .25% of women’swear

• Women’s Swimwear takes up 4% of women’swear

PRICE: Women’s Consious line: 1.99-199 eur. Least priced: Personal-care products Highest priced: Dresses

Women’s Consious Exclusive line: 12.99-89.99 eur Least priced: Bras and Underwear Highest priced: Coats, Pants, and Dresses

In terms of the most referenced products in womenswear, a price analysis is determined based on Womenswear to Conscious and Conscious Exclusive pricing (Annex: Figure 3). Based on the price comparison, and statements found from H&M such as “ H&M is not passing on the extra cost of more sustainable materials to its customers” and that they brand has“been working with organic cotton for a really long time, and that extra price is not paid by the consumer but rather by us. We believe that that is simply an investment in the product and in what our customers are expecting from us,”(Diderich, 2017); it proves that their Conscious line is not not meant to be priced higher than their normal garments, although their Conscious Exclusive line is is meant to be more exclusive, artistic, and innovative.

The Exclusive line is around 85% more, in price, than the Conscious.

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