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