Instructions
A brand positioning map is a great tool for new and existing brand to find opportunities in the competitive fashion market.
For this module’s assignment, select a group of competitors and evaluate their competitive advantages to develop a positioning map for the selected fashion category or segment. Provide a summary of the following:
1. Select a group of brands from the list below or choose a category of your own interest and select at least five (5) brands that are competing in that segment or category:
o women’s contemporary brands: Vince, 3.1 Phillip Lim, Citizens of Humanity, Michael Kors, Kate Spade, Elizabeth and James, rag and bone (or others)
o denim brands: Levi’s, Lee, Wrangler, Guess, Diesel, True Religion, Hudson Jeans (or others)
o active sportswear brands: Nike, Adidas, Puma, Reebok, Under Armor (or others)
o american casual brands: American Eagle, Abercrombie & Fitch, Gap, Aeropostale, Hollister, J Crew (or others)
Other categories you might choose from to create your positioning map:
o yogawear brands
o streetwear brands
o menswear brands
o kid’s wear brands
o shoes brands
o cosmetics brands
o luxury brands
2. Evaluate the brands within the category and identify important competitive factors—the characteristics or qualities that these brands are competing with.
3. Create a simple graph by drawing a square and dividing it into four quadrants. Select the two most important competitive factors and define the range of each factor (e.g., expensive versus cheap, classic versus casual). Label the X-axis with one criteria and the Y-axis with the other. Label each end of each axis with the extremes.
4. Place all brands in the positioning map.
5. Identify positioning opportunities on your map, and explain them.
