BRAND POSITIONING MAP

I have included these value fashion brands in order to understand the wider market. Many of my customers will shop here for their everyday essential clothing items.

I have positioned my brand fairly in-line with my premium (direct) competitors. However, in terms of price, Missfits will be priced slightly lower. I will do this because then I can attract customers from mass market brands (such as Zara).

In terms of fashion, Missfits will be more fashionable than its’ competitors, aspiring to be like Gucci and Dolce and Gabbana.

Doing this allows my brand to be accessible, yet exclusive enough that young women will want to be seen wearing Missfits.