This lesson we did a competitive analysis study, which is a lesson I really like. Because in the process of analysis and research, I can learn a lot about brands. And also learn more about the brand.
But for me, the difficulty of this lesson is that the brands I want you to analyze are all competitors of UMA Wang, but UMA itself is a very niche brand, and it is very difficult to analyze its competitors and make market positioning maps. Because under my search, some artisan brands do not have an official website, and the number of clothes sold each time is also very limited, it is difficult to accurately find the stores, prices, and analysis of those brands.
But based on what I know, I found a brand called Pengtai, who is also a Chinese designer, and it is said that the designer’s original design intention was to make clothes for his girlfriend. The brand’s clothing is also the style of the craftsman spirit and is all handmade. The biggest difference between pengtai and UMA Wang is that UMA is more commercial and more diversified, while Pengtai is more Chinese, more like a design studio, without excessive marketing, Pengtai consumers may be a small part of china’s audience, and UMA will be more global.
For the analysis of these two brands from a business point of view, I think UMA Wang will be more successful, UMA Wang’s marketing model and the brand image it has established have retained a niche, high-cold tone, but also participated in fashion weeks and other activities, increasing their exposure. So even though both brands are brands that I really like, I would prefer to do some co-branded projects for UMA Wang.
Through the study of this lesson, I will compare the differences and gaps between multiple brands in more detail, and analyze the pros and cons.