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Positioning Strategy 4.2.1 Competitive Frame of Reference

PADINI Authentics competes in the fast fashion industry against brands like H&M and Uniqlo by offering stylish, trendy clothing at affordable prices and with perceived higher quality than competitors. Its key strengths are focusing on comfortable fabrics and laidback styles inspired by the college lifestyle. It aims to serve young customers aged 18 to 25 with clothing that can easily transition between school, sports events, parties and casual hangouts.

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444 views2 pages

Positioning Strategy 4.2.1 Competitive Frame of Reference

PADINI Authentics competes in the fast fashion industry against brands like H&M and Uniqlo by offering stylish, trendy clothing at affordable prices and with perceived higher quality than competitors. Its key strengths are focusing on comfortable fabrics and laidback styles inspired by the college lifestyle. It aims to serve young customers aged 18 to 25 with clothing that can easily transition between school, sports events, parties and casual hangouts.

Uploaded by

Prettyrush. Co
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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4.

2 Positioning Strategy

4.2.1 Competitive frame of reference:


Competing in the fast fashion industry, PADINI Authetics is able to effectively serve
multiple consumer segments through its varied product line. PADINI Authentics’s main
competitors is H&M, UNIQLO & FOS.

4.2.2 Points-of-Parity, Points-of-Difference, and Competitive Points-of-Parity:


o PADINI Authentics’s Key points-of-parity in the fast fashion industry are
centered around offering products that are stylish and follow current trends, are
relatively affordable and of a certain quality, and maintaining an ever-changing
stock. It’s also rooted in a design philosophy that revolves around campus living
and the laidback lifestyle that comes with being a student. From geek chic through
to jock cools, the styles take the wearer easily from classroom to a casual hangout
in a hipster café, from a basketball game to weekend parties.
o PADINI Authentics’s Key point-of-difference is offering fabric that put a
premium on comfort and laidback styles. The colour palette is made up of a
fusion of neutrals and seasonal shades that are effortless to put together. The
styles favour stripes, checks and solids as well as logos and in-trend graphics.
Every season sees adaptations to these design pillars to keep collections fresh,
relevant and appealing.
o PADINI Authentics’s Key competitive point-of-parity is its reputation for
offering stylish, affordable clothing at a perceived higher quality than can other
fast fashion retailers.
4.2.3 Caters to the college lifestyle:
PADINI Authentics is inspired by the energy and buzz of the collegiate lifestyle. Created
for the day-in-the-life of college students, it is a label of cool casuals and relaxed chic for
students and young working adult from 18 to 25 and of course, anyone who remains
young at heart! There is even a spin off label, PADINI Authentics Kids, offering pint-
sized campus styles for kids and teens. Inspired by carefree student life, where style is
casual and relaxed. PADINI Authentics is the ultimate expression of carefree,
lighthearted and fun campus living, and of a time where fashion is supposed to be fun,
creative and relaxed.

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