Competitive Analysis

Viktoriia Lebid

BCBG MAX AZARIA DRESSES

Bon Genre, 

Vogue calls Ukrainian Embroidered Vishivanka Dress the Hottest Trend

February 4, 2016

Market ScanAspirational Inspirational Direct Competitors

AspirationalValentino Narrow Breadth Deep

assortment mainly focused on couture dresses

Luxury, impossible to duplicate

Sparks creativity & innovation for future product development

Inspirational Vince.

Broad Breadth Shallow Depth Fashion Forward Designs are

keeping up with aspirational retailers

Attainable in mirroring assortments in future product development

Direct competition Wide Breadth, Deep Assortment

Overwhelming variety of trend-right dresses for every occasion

Lower quality merchandise, poor customers service - no returns only exchanges

312 stores across U.S. majority of same layouts, black/white designs

Key items: Embodied V-Neck dresses and tunics

Narrow breadth, Shallow Depth Assortment Namesake retailer showcasing the

designer’s chic upbeat dresses Similar price range to BCBG Max Azaria Less product assortment; comparatively

sophisticated dresses of a better quality Outstanding customer service and return

policy 140 stores in U.S &175 internationally Colorful store designs, Different layouts

Direct competitionSTORES LAYOUTS &

DESIGNS

AspirationalCall out item:

Valentino 2016 Two Piece Dress Inspired by Ukrainian national spirit of embroidery

and ornaments$ 5,350.00

InspirationalDesigns are keeping up with

aspirational retailers

WASHED SATIN EMBROIDERED V-NECK

DRESS$495

ADREN FLORAL EMBROIDER-ED

TWO-PIECE DRESS

$388

Direct CompetitionAMY FLORAL EMBROIDERED JEWEL- NECK DRESS $325

Direct CompetitionBEBE EMBROIDERED GEORGETTE V-NECK DRESS BLACK/WHITE $299

Trendy Neckline Shapes: “Jewel” “V” “Tab”

Ukrainian Embroidery Ornaments Trend

“Hollywood Stars opened their “Parade of

Embroidery”

“Street.

Love. Wear. ”

BCBG MAX AZARIA DRESS IDEAS FOR FUTURE APPAREL DEVELOPMENT