Competition analysis p.14

Product

The products range from tops, jumpsuits, trousers to skirts. The products are a reflection of the brand’s values; classy and flattering yet comfy garments. The signature items which Mia Vickery is known for are the customizable and flowy trousers and jumpsuits.

Price

The price covers production costs which are slightly higher since fabrics are bought in small quantities for one-off designs. The company uses strategic pricing strategies and price the products similar to competitors. The price is slightly lower since it is a relatively new brand and has less brand recognition compared to its competitors, making it more attractive to new customers. The price range starts from €20 on smaller items such as the tie up tops and goes up to €120 on full pieces such as jumpsuits.

Place

The brand is mostly online based which is the most suitable for a start-up brand. This allows a place for international customers as well as local. There is also a studio location for fittings in Malta where the company is based. There have been several pop-up stores around Malta during fashion events. They have recently partnered with a local fashion outlet to sell remaining garments from the previous collection.

Promotion

Promotion is one of the main marketing strategies to help strengthen the brand’s identity. Every promotional strategy reflects the brand values and ideals such shooting in locations to embrace the natural beauty of the mediterranean island and the models or taking part in events which promote sustainability and contributing to local charity events.