3 Brands Compete for the Same Customers but with Widely Different Strategies
With these three competitor analysis examples, the fashions may look very similar, but each brand’s competitive approach is widely different. One brand is strictly online, while the others have blended online with brick-and-mortar. Two brands focus narrowly on clothing and accessories, while the third expanded to a complete lifestyle brand.
Let’s introduce the brands. Anthropologie, Boden and Stitch Fix meet the fashion needs of essentially the same core target audience: young adult to middle-aged affluent women who think of themselves as having a classic-yet-unique “signature style.”
Meet the Consumer for These Competitor Analysis Examples
On its website, Anthropologie describes the target customer for all three competitor analysis examples perfectly:
“Dick… went on to build a lifestyle brand that catered to creative, educated and affluent 30-45 year-old women…. Our customer is a creative-minded woman, who wants to look like herself, not the masses. She has a sense of adventure about what she wears, and although fashion is important to her, she is too busy enjoying life to be governed by the latest trends. To her, Anthropologie is a portal of discovery—a brush with what could be. A place for her to lose—and find—herself.”
Now let’s dive into the varied approaches each of these competitors have taken.
Competitor Analysis Examples: Anthropologie
Founded in 1992 in Wayne, PA by Dick Hayne, Anthropologie is part of the URBN portfolio, which also includes Urban Outfitters and Free People.
| Positioning Statement | “Sharing Inspiration. Finding Joy. Sending Love.” |
| What to Buy | Women’s clothing, accessories and shoes from a variety of select fashion designers and Anthropologie’s own designers. Anthropologie is a lifestyle brand, with a family of complementary brands. For example, Anthro-Living offers furniture and home décor, and BHLDN is for wedding apparel. Hypothetically, a consumer’s entire wardrobe and home could be completed with Anthropologie products. |
| Where to Buy | 200 company-owned retail stores worldwide, company-owned website |
| How to Buy | Traditional clothing purchases—try-on in store or buy online, with easy returns |
| Marketing Approach | Regular email campaigns coordinate with social campaigns on Pinterest, Instagram, Facebook and Twitter. A streamlined seasonal mail catalog builds brand awareness and drives traffic to the ecommerce site. For promotions, the brand regularly offers and advertises 15-20% off targeted product categories, such as dresses or furniture. Personalized promotions are offered for Anthro Club members during their birthday month. |
Competitor Analysis Examples: Anthropologie Branding Samples
Email and social marketing are core elements to Anthropologie’s marketing strategy. Here are some samples
Competitor Analysis Examples: Boden
Johnnie Boden founded the company in 1991 as a mail-order menswear clothing provider in Great Britain. Since then, the company has gone global and changed focus to women’s clothing.
| Positioning Statement | “We’re gloriously British, timelessly stylish and ready to bring joy to your wardrobe.” |
| What to Buy | Women’s clothing, accessories and shoes designed exclusively by Boden. Boden also offers children’s and men’s clothing. |
| Where to Buy | In the US, from retail partners such as Nordstrom or from the US-facing company website |
| How to Buy | Traditional clothing purchases—try-on in store or buy online, with easy returns |
| Marketing Approach | Staying true to its roots, mailing comprehensive seasonal catalogs for women’s and children’s clothing are an essential part of the advertising strategy. Email and social campaigns are also in the mix, with an active presence on Facebook, Instagram and Pinterest. For promotions, the brand has a regular pattern of sending existing customers 10-20% off postcards or $15 voucher postcards. The brand uses similar promotions for new customers but advertises to them online using remarketing techniques. |
Competitor Analysis Examples: Boden Branding Samples
Boden also emphasizes email and social, although it prioritizes mail more than the other two fashion competitors.
Competitor Analysis Examples: Stitch Fix
Stitch Fix is a more recent fashion competitor, with a digital approach. Founder Katrina Lake started the company in 2011, when she was enrolled at Harvard.
| Positioning Statement | “The personal style service for men and women that evolves with your tastes, needs and lifestyle.” |
| What to Buy | Curated women’s clothing, shoes and accessories from over 1,000 different fashion brands Stitch Fix also offers children’s and men’s clothing. |
| Where to Buy | Company-owned website |
| How to Buy | Take the style quiz and a personal stylist sends you outfits. Keep what you like and send back the rest. Also, buy items directly from your personalized “curated shop.” The more you interact with Stitch Fix, the more personalized your recommendations become. |
| Marketing Approach | While Stitch Fix has engaged in some mailed postcard promotions, its focus is primarily digital. It comprehensively covers the social media landscape, with an active presence on Facebook, Instagram, Pinterest, Twitter, TikTok and YouTube. The brand’s promotions include a 25% discount if you buy all the items in your box and a $25 credit when you refer a friend. |
Competitor Analysis Examples: Stitch Fix Branding Samples
Notably, Stitch Fix adds plenty of video into its marketing mix, as seen on its TikTok channel.
@stitchfix Cool days ahead? @talesandturbans shows us how to stay stylish no matter how chilly. #StitchFixAmbassador ♬ Starry Eyed – Jane & The Boy
Cool days ahead? @talesandturbans shows us how to stay stylish no matter how chilly. #StitchFixAmbassador
@stitchfix That’s what we call a style transformation!! Looking good @taylorannechew 🤗 #stitchfixinfluencer ♬ I Just Wanna Know – Luke Reeves
That’s what we call a style transformation!! Looking good @taylorannechew 🤗 #stitchfixinfluencer
These competitor analysis examples show that there are many ways to reach the same consumer target. They highlight the importance of understanding how your competitors are similar to (or different from) your brand. Check out our Competitor Analysis Framework article to get our take on two tried-and-true methods for improving your competitive position.
For more competitor analysis examples, visit our competitor analysis resource page or sign up for one of our Open Office Hours events.
