Penetration Positioning Competitors USP

Positioning Map

Based on research I’ve identified competitors on factors as product style and high-end price, which targeting sociable adults, with a development strategy to become youthful, designing abstract women and menswear collections like Etro, Alexander Wang, Marni, that distributing in the same thriving area of Lisbon.

JW Anderson positioning will be defined in conformity with brand personality, vision and values, focused in its USP: genderless concept handcrafts styles, and sophisticated British culture.

Point of parity from competitors: diversity collection that covers highend/luxury market levels with a multi-channel distribution and similar customer profile.

Point of difference from competitors: high quality diversified products, creative and unique designs, and tailoring, support from LMVH resources and focus on a clear brand identity.

The brand will enter in the target market through a customer interacting strategy, collaborating with young artists, and keeping the brand’s artistic and inclusivity signature.

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