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FASHN 398 - Professor Umhauer (Spring 2021): Competitive Analysis

Competitive Analysis

  1. How do you define/describe your competition? Identify both direct and indirect. 
  2. Identify three competitors by name and describe using a minimum of five descriptors for each company: Product/service, price range, quality, unique features, channels of distribution, promotion, geographic location.
  3. What strategy will you use to outperform your competition? Describe your strategy by answering the questions:
    • What will be better or different about the products and services that will be sold by the business?
    • To make it as successful as possible, which customers should be the focus of the business?
    • What will be better or different about the way the products and services are produced and delivered to those customers?

1 & 2 - Describe the Competition

This is a great, to the point presentation by Kit Needham, an Entrepreneur-in-Residence at Carnegie Mellon University. It defines direct and indirect competition in simple terms and even given an example of a fashion brand competitive analysis. 

Competitive Analysis 

If you did not specifically review the "Business Summary" section of the report you ran for the Market Analysis, now is the time to return to that section. :) 

Census Business Builder: Small Business Edition 

The link bellow is helpful high-level overview of 

5 steps to conduct your own low-cost competitor analysis 

3 - eBooks on Fashion Marketing

To access an eBook: 

  1. Click on a title from the list below.
  2. Then click on the EBSCO Academic eBook Collection link.
  3. Login with your eServices user name and password.
  4. Then you will be able to navigate the chapters of the book on the left hand side.