DIRECT COMPETITORS ANALYSIS----------------------------------------------------------------------P

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D I R E C T C O M P E T I T O R S : S U S T A I N A B L E S W I M W E A R

This document analyzes the mentioned brands mostly with what they carry for Spain, and also was conducted throughout February; therefore, many brands had not yet released their S/S Swimwear products. This supports why there may not be a wide range of swimwear references for some brands who distribute seasonally.

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Declaration:

“We are committed to a future that respects our planet. We work with suppliers who guarantee greater quality with a lower environmental and social impact.”

(Oysho, n.d.)

Simplistic

Trendy Femenine

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PRODUCT: (Oysho, n.d.)

• 3 Bikini Tops • 5 Bikini Bottoms • 3 Swimsuits • 61 Others (beach wear apparel)

PRICE: (Oysho, n.d.)

• Bikini Tops: 17.99-19.99 eur • Bikini Bottoms: 11.99-14.99 eur • Swimsuits: 35.99 eur • Others (beach wear apparel): 15.99-35.99

• 71/ 165 swimwear references are Sustainable= 43% of collection is ”Sustainable”

• • Colors: Greens, whites, blues, browns, blacks, and reds

PLACEMENT:

• 44 markets with over 600 stores worldwide, selling online in over 32 markets via its website (Inditex, n.d.)

• Sizing: XS-XL, 35-41

• Materials: Recycled polyamide & Recycled polyester

SUSTAINABILITY:

PROMOTION:

• Instagram: 1.7 m followes (Instagram, n.d.) • Facebook: 3.2 m followers (Facebook, n.d.) • Youtube: 4.8 k subscribers (YouTube, n.d.)

• No other promotion for their “Join Life” products or swimwear

• Does not communicate on website that the garment being viewed is of recycled polyamide or recycled polyester. There is no communication of why it is “Join Life”’.

• “Join Life” Sustainability project • In-store recycle bins • Goal of zero waste by 2020 • 91% of stores benefit from an eco-efficient business model • Recycled packaging (Martinez-Maxima, 2018)

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“Life moves in circles, fashion should too. Enter the Lazy Loop: easy ways to make fashion more sustainable. From things we’re working on at Monki, to things you can do as a fashion lover and things we can do together.”

(Monki, n.d.)

“Made from 80% recycled polyester, this swimsuit is a real catch! Featuring a rounded neckline, a deep back and a pink shade with blue and green leaves. Let's make a splash, shall we!”

(Monki, n.d.)

Fun

Trendy Detailed

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PRODUCT:

• 17 Bikini Tops • 39 Bikini Bottoms • 16 Swimsuits • 2 Others (bags, sandals, beach wear)

• 74/ 107 swimwear references are Sustainable= 69% of collection is ”Sustainable”

• Colors: Black, blue, green, turquoise, purple, red, orange, pink, yellow, white

PRICE:

• Bikini Tops: 15-18 eur • Bikini Bottoms : 8-12 eur • Swimsuits: 20-30 eur • Others (bags, sandals, beach wear): 6-35 eur (Monki, n.d.)

PLACEMENT:

• Sizing: No size filter available, although XS-XL when clicking on garment • Monki currently operates over 115 stores in 14 countries. (Deslandes, 2018)

• Materials: Recycled polyamide & Recycled polyester (Monki, n.d.)

PROMOTION: SUSTAINABILITY:

• Instagram: 590.2k followers (Instagram, n.d.) • Facebook: 207k followers (Facebook, n.d.) • Youtube: 1.7k subscribers (YouTube, n.d.)

• No other promotion for their “Monki Cares” products or swimwear

• Great at informing the website viewer that each swimwear piece labeled ‘Monki Cares’ is made of, for instance, 94 % of recycled polyester.

• “Monki Cares” Sustainability project Encourages people to wash their clothing less and make do with what they have longer • In-store recycle bins • To only use 100 percent recycled or sustainably sourced materials by 2030 (Hendriksz, 2017)

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“Eco Edit is a curated destination within the asos.com website where customers can buy pioneering sustainable fashion, beauty and jewellery goods. We are continuously reviewing our buying habits so that customers don’t have to change theirs.” - Simon Platts, ASOS Sourcing Director

(Asos PLC, n.d.)

Trendy Size inclusivity

66 Uniqueness

PRODUCT:

• 61 Bikini Tops • 43 Bikini Bottoms • 37 Swimsuits • Others: NA (Asos, n.d.)

• 141/ 2,174 swimwear references are Sustainable= 6.5% of collection is ”Sustainable”

• Colors: Yellow, blue, white, brown, multicolor, orange, black, red, pink, green, violet

• Sizing: EN 30, EU 32-36, XS-XL, ES 80AES 100 G, ES 100 FF-G cup size UK

• Materials: Recycled polyamide & Recycled polyester

PRICE:

• Bikini Tops: 10.49- 64.49 eur • Bikini Bottoms: 8.99- 96.99 eur • Swimsuits: 17.99-44.99 eur • Others: NA (Asos, n.d.)

PLACEMENT:

• No physical stores, only Online • Ships to over 200 countries worldwide (Asos, 2019)

SUSTAINABILITY:

PROMOTION:

• No promotion for their sustainable swimwear was found

• Website navigation is not easy for people to find sustainable swimwear. They have to google “asos sustainable swimwear” to get to a page where then you have to filter it into swimwear categories. • “Eco Edit” by Asos • Products must contain at least 50% sustainable fibres • All items sold support a range of initiatives for people and the environment • Most of our ASOS swimwear is made from sustainable fabric made with recycled yarn (Asos, n.d.)

• Good at informing consumers that the product is sustainable when viewing the product.

• A plus is being able to view each swimwear piece on a model catwalk video.

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“We are very proud to announce the introduction of our first swimwear collection made from recycled waste materials,” said Weekday creative director Louise Lasson. “It feels really great to be able to give our customers such a nice looking and versatile collection, made from low-impact materials.”

(Wightman-Stone, 2017)

68 Sharp simplicity Vibrant colors

PRODUCT: PRICE:

(Weekday, n.d.) • 20 Bikini Tops • 20 Bikini Bottoms • 19 Swimsuits • Others: NA

• Bikini Tops: 15-20 eur • Bikini Bottoms: 10-12 eur • Swimsuits: 25-35 eur • Others: NA (Weekday, n.d.)

• 59/65 swimwear references are Sustainable= 91% of collection is Recycled/”Sustainable”

• Colors: Black, blue, green, turquoise, purple, red, orange, yellow, white

PLACEMENT:

• 38 stores in 10 countries, and sells to 18 countries online (H&M Group, n.d.)

• Sizing: XS-XL

• Materials: Recycled polyamide & Recycled polyester

PROMOTION:

• No promotion for their sustainable swimwear was found

• First thing one would see when entering “Swimwear” are moving banners on swim pieces stating “Recyled Material”

• Are clear on product information, online, if it is recyled polyester or polyamide and how much % (normally 92%)

SUSTAINABILITY:

• Has a “Sustainability” information page on their website • Aims toward sustainability aim is for all cotton in our range to come from recycled or sustainable sources by 2020 (Weekday, n.d.)

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