Vetements x humains
| 16
7.
Online Competitive shop This primary research method is a useful tool for buyers to analyse product offerings from competitors and make note of any missing trends from their own ranges(Gowerek, 2007:20).As I have no access to a Vetements retailer, or a retailer selling its competitors garments, I decided to carry out an online competitive shop looking at Vetements in comparison to Yeezy, Off White, Balenciaga and Supreme (see appendices, figure 4). My takeaway was the broad range of players within the luxury streetwear market. Yeezy, Supreme and Off-White offer similar, but cheaper product which will inform my costing choices. Extensions of existing product lines will be available at a slight reduction to maintain brand exclusivity. Equally, I will offer more fashion forward colourways and a larger size mix (XXS-XXL) in light of increasing obesity in young adults, in addition to calls for size inclusivity as found within my consumer analysis.
(Vetements, 2016)
