I have identified my main competitors as; ASOS, Weekday, COS, Lea The Label and Speedo.
Weekday’s strengths include;
– A small amount of their swimsuits and bikinis are created from recycled materials and are at a reasonable price.
– Different ranges of bikini top shapes available.
Weekdays weaknesses include;
– Not all pieces are made from recycled materials.
– Other pieces that are more beachwear related like kimonos and cover ups.
– Mens swim pieces are more basic and not trend aware.
In order to come above my competitors; I aim to mix contemporary styles and to use flattering shapes and colours with using recycled fabrics that are good for the environment and those that can be recycled again and again helping our planet and its oceans. This puts me above all of these competitors as they don’t just purely use recycled fabrics. My ethical views are good and it is a story that people are willing to get behind and buy into.
Alice Kent 