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MICRO ANALYSIS
MICROANALYSIS
A report indicates that the discount market is falling by 2.7 percent and full price fashion is showing a growth, providing an additional £483m to the market (Tooke, 2017).
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Glen Tooke reported that although consumers are spending more each time they shop, they’re shopping less regularly, therefore brands should be planning ahead of time in order to gain consumer attention to ensure for long-term growth (Tooke, 2017).
The State of Fashion reported that consumers are shifting away from the mid-market and separating to the higher and lower ends of the spectrum. (Amed et al., 2017). They predict that the shift from mid-market will benefit the value sector, which in turn could put Boden at risk (Amed et al., 2017).
Brand positioning
Graph 5.
The graph comparison signifies that Boden sits in the high price and high quality sector. This puts them in direct competition with companies like WhiteStuff, Joules, SeaSalt and Mint Velvet. However these companies have more visible physical stores, as presented on table 6, page 26.
