Marketing strategy p.21

Competition analysis

Differentiation and USP

The direction in which the brand Mia Vickery is heading with this new marketing campaign is to gain recognition as a sustainable brand which is still stylish and not your typical minimalist design.

As part of the sustainability characteristic of the brand, the unique selling point is that the garments are made to be customisable by the wearer. This promotes longevity and vastity of styles that can be created by one item of clothing, all coherent with the trend of slow fashion.

Each garment is hand-made, meaning every piece created is unique and limited to a certain amount being sold, creating a sense of exclusivity and urgency to purchase them.

Competitive advantage

The competitor advantage the brand Mia Vickery has are that there are no local brands in direct competition as a sustainable brand. There is a huge opportunity to claim that area in the local market being an established brand but still having room to grow as a new brand. Another advantage which is aimed at gaining new customer interest is the price which is lower than competitor brands, without sacrificing on quality. Prices can be changed in future collections, however the goal is to gain positive customer relationships through good quality garments. Once this is gained, prices can easily be increased with increased interest.