Alexander McQueen vs. the World

Evaluating competitors and their strategies can determine their strengths and identify their weaknesses. Alexander McQueen’s competitors include Stella McCartney, Chloe, Chanel, Marni, Saint Laurent, and Vivienne Westwood. The three main competitors most similar to McQueen in products and pricing are Chanel, Stella McCartney, and Chloe, all of which are luxury feminine brands reaching out to the same target markets. Chanel dominates the perfume industry, something McQueen is yet to penetrate. As well as, this Chanel has a strong brand equity and visual identity, maintaining brand loyalty amongst consumers of the same target market as Alexander McQueen.

Stella McCartney is renowned for the lavish quality and wide variety of products available, leading to more possession of market share. With a more affordable price than Alexander McQueen, Stella McCartney is a more feasible option for consumers, however not as exclusive. Chloe offers an even more affordable option for luxury fashion consumers, with a familiar name through more marketing (such as celebrity endorsements), and popular fragrance giving Chloe a larger market share in comparison to Alexander McQueen.

Other competitors are Vivienne Westwood and Marni. Vivienne Westwood has a solid and consistent visual identity (something Alexander McQueen has lost) including an easily recognisable logo and asserted brand equity, although targets a more niche market than Alexander McQueen with a lesser grandeur essence. Marni has a loyal niche market with high quality products, however with low brand awareness, and high production costs I would not consider Marni to pose a sizeable threat to Alexander McQueen.

Another competitor to be considered is Saint Laurent – considerably higher in price, Saint Laurent is an elitist luxury brand with a widely recognised logo and traditional style. Saint Laurent is often seen on ‘current’ celebrities, keeping the brand relevant.