Competitor Analysis “I’m not trying to do something different, I’m trying to do the same thing but in a different way.” (Vivienne Westwood, n.d)
The brands product offer is how it differentiates itself from other competitors, with the core values challenging the common perceptions of fashion. Westwood is an avant-garde, contemporary brand that doesn’t follow the mainstream trends of society. Its image has remained strong from the 1970s with heritage and history relating to contemporary issues and historical themes in the brands collections. Its price margin falls into the luxury category, also the highend market with the new, see now- buy now trend on the capsule 20 piece uni-sex collection. There are competitors which are in a similar market, but there is no other brand that has a comparable identity, so it is difficult to say which brand is direct competition. A brand that offers competition is Alexander McQueen. With a reputation for being bold and fierce, having extensive creativity, with avant-garde with whimsical modern collections. Although they have a similar target audience, luxury price point, and history in British tailoring, McQueen is on trend unlike Westwood not relying on historical references. The weakness of McQueen being the collections are haute couture, and mostly for exclusive clientele, whereas Westwood is more accessible and has ready to wear fashion. Christopher Kane who also Is known for expert tailoring and innovative designs. His price point is similar with a comparable budget, however the brand launched in 2006 and being relatively knew on the luxury market, it is not as established as Vivienne Westwood. Kane has no clear brand history or identity as rich as her brand holds. Paul Smith, another iconic British designer who is a high-end market competitor. Smith has a distinctive look which is signature to the brand, but the target market is limited to UK only, although they have direct competition as they have the same target market.
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