OPPORTUNITIES & THREATS FROM INDIRECT COMPETITORS----------------------------------------P

70 • Create a competitive advantage over large competitors such as Zara, Mango, Gap, and Uniqlo, by creating a sustainable swimwear line

OPPORTUNITIES FROM INDIRECT COMPETITION:

• 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