Competitors

The Fabricant is an Amsterdam based digital-only fashion house. Specialising in photo-real 3D fashion design and animation. The Fabricant is an direct competitor, as since establishing it has formed collaborations with sportswear retailers such as Puma, as well as the luxury market.

LAUNCH

PRICE RANGE

INNOVATION

MARKETING CAMPAIGN

Company was founded in 2018 by Kerry Murphy. The digital iridescence couture dress was launched in 2019.

Collaborating with many fashion brands, commission prices vary in work. The iridescence digi-couture dress sold for $9500 at auction.

Technology is key in maintaining the run of the business. They use Generative Adversarial Network (GAN), which is an algorithm that analyses images and produces new designs. This is how The Fabricant develop a completely unique fashion offering.

Utilises major fashion publications and editors to gain coverage.

Email newsletter sign-ups for ‘digital drops’ (direct to consumer).

Actively blogs on their latest innovations and projects to keep both consumer and industry engaged (creates apprehension and excitement).

59K* 4.8K* 1.1K*

SOCIAL ENGAGEMENT

Table 4: Competitor profiling of The Fabricant. * are figures based on primary research in February 2021.

YOOX NET-A-PORTER GROUP, the world leader in online luxury and fashion, is piloting Digital IDs in a first move to roll out the technology across its private label collections from 2021 onwards. The group are a direct competitor of Rains, offering similar product, as well being one of the retailers concessionary brands.

LAUNCH

PRICE RANGE

INNOVATION

MARKETING CAMPAIGN

December 2020, made announcement YOOX NET-A-PORTER group would be offer digital swing tags on garments (for roll-out over 2021).

The concept will initially be on private label collections. Price varies between brand but no additional costs will be incurred on products for new innovation.

Scanning the swing tag will unlock services to customers such as product care directions, repair and recycling of the garments. Partnership with Eon and leveraging its CircularID™ Protocol. This digital passport initiative is set to display the transparency of the brand and products.

Utilises major fashion publications and editors to gain coverage.

Actively blogs on the YOOX NET-A-PORTER group page, on their latest innovations and projects to keep both consumer and industry engaged (creates apprehension).

SOCIAL ENGAGEMENT

15.5K* 116K* 1.6M*

Net-A-Porter

Table 5: Competitor profiling of Yoox Net-A-Porter Group. * figures based on primary research in February 2021.

INDIRECT COMPETITOR

SAVE YOUR WARDROBE is a digital wardrobe app, focused on aiding users manage their existing and new products, in a sustainable and organisational way. This is an indirect competitor for Rains.

LAUNCH

PRICE RANGE

INNOVATION

MARKETING CAMPAIGN

SOCIAL ENGAGEMENT

It was established in the UK market in 2015 by Hasna Kourda.

Free to download, and use the app, as well as web browser.

Uses artificial intelligence (AI) to build a digital version of users wardrobe.

App extension partners for repairs, alterations etc, which encourages the extension of product life-cycles for a more circular offering,

Highly focused on social media platforms, sharing content across all channels of display inspirational imagery, media coverage and events used to promote SYW.

Also has engagement with fashion futurists in blogs and podcasts.

5K* 1.8K* 7.9K*

Table 6: Competitor profiling of Save Your Wardrobe. * figures based on primary research in February 2021.

Key weakness: appear visually archaic, through the reuse of ecomm product shot stills. This lacks interactivity and engagement with users, which ultimately could determine the app becoming unused, or uninstalled by the consumer.

UNIQUE SELLING POINT

Whilst recognising that the industry is starting to adopt digital fashion, the use of CircularID™ tagging on physical garments and in-app wardobe organisation, the eBox from Rains differentiates from competitors, as it embodies a combination of all three. The eBox from Rains will be operating as the first phygital clothing collection to launch in the market, offering an end-to-end process that benefits both supply chain management as well as consumerfacing interactivity with product.