MARKET INTELLIGENCE · ASSORTMENT
Mapping the competitive field for a print-led brand entering Europe
A map of 40+ brands competing for the same European customer, and the assortment structure to hold a distinct place on that shelf.
BRAND
Print-led resort and occasionwear brand, kept anonymous
SCOPE
40+ brands across European department stores, e-tailers and concept stores
DELIVERABLE
Competitive maps (EU and US) and a merchandising read
THE QUESTION
Who is the brand really competing with in Europe, and how should its range be built to stand out on a crowded shelf, with no accessories to carry the entry price?
WHAT I DID
01
02
03
Mapped 40+ brands on price and aesthetic, across the stores where this customer shops
Grouped them into clusters, from Italian heritage print houses down to French contemporary
Built an assortment structure and three merchandising rules around the brand's position
FINDING 01
Its real competition is a crowded mid-shelf of print brands
The brand sits in the statement half of the map with premium print and resort labels such as Zimmermann, Alémais, Stine Goya and Johanna Ortiz. Italian heritage print houses sit above as the aspiration to build toward; French contemporary sits below as the shelf to stay clear of.
FINDING 02
With no accessories, the ready-to-wear has to carry every price point
One range has to win both the first-time buyer and the luxury customer. That takes a deliberate structure across three tiers, each with its own job.
THE TAKEAWAY
Hold the statement position, and give every customer a way in.
WHAT I RECOMMENDED
01
Build the range in three tiers
Halo pieces earn the editorial, driver pieces build loyalty, and anchor pieces bring new customers in at a lower price and a higher margin.
02
Never design a statement piece alone
Ship each one with a counterpart in the same delivery, so the basket and the look on the floor hold together.
03
Sell capsules, and time drops to moments
Give each wholesale door a 10 to 15 piece edit, and add small drops around cultural moments alongside the seasonal calendar.
Map positions are a qualitative read of price and aesthetic. Price bands are illustrative.