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COMPETITOR ANALYSIS Whilst analysing Givenchy it became clear almost immediately that much of their competition sit within the same parent company, LVMH. Givenchy operate within the same market as the very brands they compete against, but the best way of measuring the competition was through high street to luxury pricing against the traditional to street style image of the brand. By reviewing this I was able to develop a grasp on why Givenchy sits where it does within its market and how certain marketing strategies and opportunities for the brand can alter their positioning when market mapping. Givenchy have both direct competition and separate less threatening forms of competition. Known for the architectural lines of the garments, Givenchy has high street brands that can imitate and take inspiration from their latest collections and begin marketing their own designs at a more affordable price in high street stores. Whilst this remains a small threat, Givenchy’s direct competition is concerned with selling luxury products at far superior prices, this requires tailored marketing and a distinctive USP. Changes in consumer psychographics, demographics and consumer behaviour however introduces a new aspect of competition: this being the image of the brand and portfolio on offer to consumers. With the street style clothing becoming increasingly popular among a younger demographic, Givenchy have gently began modifying aspects of their collections to target this evolving market. The new campaigns and visuals for the brand across social media is in an attempt to compete with brands such as Gucci, Valentino and Balenciaga, all of which create heavily branded footwear. Though Givenchy has recognised the change in consumer spending habits, the lack of obvious branding could be the reason there is a lack of success for their streetwear, as the designs aren’t instantly identifiable as Givenchy, they aren’t competing as effectively as other brands when marketing to new consumers.