competitive analysis - retail vs. reebok final
TRANSCRIPT
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COMPETITIVEANALYSISWOMEN’S TEAM DECEMBER 2015
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OVERVIEW
• Women’s Competitive Analysis Project
– Mid & Fashion Distribution
– By Market
2
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MID
3
FASHION
BY MARKET
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MID
4
HOME PAGE BEST SELLERS
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MID
5
Women’s Sneakers (TOTAL: 325)
121 Nike
36 adidas
19 Reebok
• Nike Roshe One main story for home page
4 best sellers are Roshe One’s
• Majority of best seller’s are white and/or
black (minus one Asics running shoe)
• Promoting both lifestyle and fashion
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MID
6
HOME PAGE BEST SELLERS
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MID
7
Women’s Sneakers (TOTAL:333)
129 Nike
79 adidas
42 Converse
• Best sellers show more color & metallic
• 4 of 8 best sellers are court/skate shoes
• Instagram did not have many single
pictures (example see left)
• Very commercialized
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MID
8
HOME PAGE BEST SELLERS
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MID
9
Women’s Sneakers (TOTAL: 2350)
548 Nike
379 adidas
98 Reebok
• Website does not separate sneakers by
Best Seller/Most Popular (only all
women’s shoes)
• 6 of 10 best sellers pictured are sneakers
• Instagram's are mostly shoes with solid
color backgrounds or marketing
campaigns
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MID
10
HOME PAGE BEST SELLERS
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MID
11
Women’s Sneakers (TOTAL:164)
80 Nike
38 adidas
2 Reebok
• Best sellers are all Nike except one
Converse sneaker
• Best sellers are almost all black & white
• Cross-merchandise
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MID
12
HOME PAGE BEST SELLERS
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MID
13
Women's Sneakers (TOTAL:1409)
146 adidas
91 Nike
46 Reebok
• Clean web layout
• Instagram is mostly apparel/sneakers laid
out or part of a models body
• Geared towards a more young adult
audience
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Recap
• Mid
– Product oriented & commercialized social media
– Running contemporary silhouettes & black and white shoes
– Geared towards younger, fashion-follower audience
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MID
15
FASHION
BY MARKET
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FASHION
16
SneakersHOME PAGE
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FASHION
17
Women’s Sneakers (TOTAL: 400+)
104 Nike
80 Adidas
33 reebok
(Does not include best seller information)
• Professional photography & Clean looks
• Uniformity in colors and images(pale pink)
• Uses clean backdrops – White/ pink/ black
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FASHION
18
BEST SELLERSHOME PAGE
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FASHION
19
INSTAGRAM Women Sneakers (TOTAL: 732)
324 Nike
130 New Balance
107 Adidas Originals
40 reebok
• Six02 is active wear orientated rather than
lifestyle
• Nike has a huge lead on the best sellers page
(top 100 best sellers are Nike)
• A combination of clean layout shots and active
outdoor shots
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FASHION
20
BEST SELLERSHOME PAGE
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FASHION
21
Women Sneakers (TOTAL: 124)
27 Adidas
22 Nike
17 Reebok
• Artistic imagery
• Incorporating sneakers into the fashion world
• Apparel focused
• Does not include best seller information
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FASHION
22
SNEAKERSHOME PAGE
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FASHION
23
Women’s Sneakers (TOTAL: 290)
67 Adidas
36 New Balance
27 Reebok
ASOS is a global online fashion retailer
• Fast fashion
• Blogger style
• Website shows shoes on foot
• Clean white background
• Target audience 12-28
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FASHION
24
BEST SELLERSHOME PAGE
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FASHION
25
Women’s Sneakers (TOTAL: 732)
(Website is under construction)
Folder is a Korean sneaker retailer
• Both the Folder website and social
media uses a continuity of neutral colors
(no bright colors)
• Uses images of both shoes alone and on
foot.
• Lifestyle footwear rather than sportswear
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Recap
26
• Fashion
– Blogger style Instagram
– More experimental with color
– An even split of lifestyle and contemporary styles
– Geared towards trendsetter women in their mid 20s
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MID
27
FASHION
BY MARKET
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MARKET OVERVIEWUS
TOP SELLERS:
ROCHE
$75.00
HUAR-
ACHE
$110
THEA
$90
NB
574
$75
NB
501
$65
NB
530
$90-
$100
Ultra
Boost
$180
Top
Ten
$90
Pure
Boost
$120
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MARKET OVERVIEWJAPAN
TOP SELLERS:
Challe
nger
$72
Internati
onalist
$80
Air
Force 1
$80
M996
$124
WX711
$76
NAME
PRICE
Stan
Smith
$80
Conver
se Hi
$63
Vans
Slip on
$40
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MARKET OVERVIEWWESTERN EUROPE
TOP SELLERS:
ROCH
E ONE
£75
AIR
MAX
90
£105
HUAR
ACHE
£90
W515
£60
NB
373
£50
NB
574
£32
LOS
ANGE
LES
£65
SUPE
RSTA
R
£70
PURE
BOOS
T
£100
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MARKET OVERVIEWCHINA
TOP SELLERS:
Free
Run
$157
Air
Max
Thea
$125
Juvenate
$110
ZX
FLux
$141
ZX
FLux
$125
Classic
Black
$141
Tartan
$141
W530
$110
W620
$95
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MARKET OVERVIEWKOREA
TOP SELLERS:
Air
Max
Thea
$112
Air
Max
90
$95
NAME
PRICE
Stan
Smith
$104
Supers
tar Up
$112
Honey
2
$104
Roxy 4
$51
Carna
by Evo
$110
Shadow
Original
$78
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MARKET OVERVIEWRUSSIA
TOP SELLERS:
Wild
Trail
$60
Genicco
$63
Kaishi
$70
Demix
Ottawa
$25
Demix
free
runner
$44
Demix
Sprinter
$44
Skechers
Equalizer
$62
Skechers
Go walk
$50
Skechers
Synergy
$62
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MARKET OVERVIEWLATIN AMERICA
TOP SELLERS:
Court
Canvas
$60
Court
Royale
$66
Air
Max
$90
Supers
tar
$78
Adria
$60
Adria
$66
Authen
tic Slim
$48
Authentic
Lo Pro
$40
Checker
board
$40