1. Competitive Analysis
Viktoriia Lebid
BCBG MAX AZARIA DRESSES
Bon Genre,

2. Vogue calls
Ukrainian
Embroidered
Vishivanka Dress
the Hottest Trend

3. Market Scan
Aspirational Inspirational Direct
Competitors

4. Aspirational
Valentino
 Narrow Breadth
 Deep assortment
mainly focused
on couture
dresses
 Luxury,
impossible to
duplicate
 Sparks creativity
& innovation for
Inspirationa
lVince.
 Broad Breadth
 Shallow Depth
 Fashion Forward
 Designs are keeping
up with aspirational
retailers
 Attainable in
mirroring assortments
in future product

5. competition
 Wide Breadth, Deep Assortment
 Overwhelming variety of trend-right dresses
for every occasion
 Lower quality merchandise, poor customers
service - no returns only exchanges
 312 stores across U.S. majority of same
layouts, black/white designs
 Key items: Embodied V-Neck dresses and
tunics
 Narrow breadth, Shallow Depth Assortment
 Namesake retailer showcasing the
designer’s chic upbeat dresses
 Similar price range to BCBG Max Azaria
 Less product assortment; comparatively
sophisticated dresses of a better quality
 Outstanding customer service and return
policy
 140 stores in U.S &175 internationally
 Colorful store designs, Different layouts

6. Direct competition
STORES LAYOUTS &
DESIGNS

7. Aspirational
Call out item: Valentino
2016 Two Piece Dress
Inspired by Ukrainian
national spirit of
embroidery and
ornaments
$ 5,350.00

8. Inspirational
Designs are keeping up with
aspirational retailers
WASHED SATIN
EMBROIDERED V-NECK
DRESS
$495

9. ADREN FLORAL
EMBROIDER-ED
TWO-PIECE
DRESS
$388

10. Direct Competition
AMY FLORAL EMBROIDERED
JEWEL- NECK DRESS
$325

11. Direct Competition
BEBE EMBROIDERED GEORGETTE
V-NECK DRESS BLACK/WHITE
$299

12. Trendy Neckline Shapes: “Jewel” “V”
“Tab”

13. Ukrainian Embroidery Ornaments Trend

14. “Hollywood Stars
opened their
“Parade of
Embroidery”
“Street.
Love.
Wear. ”

15. BCBG MAX AZARIA DRESS IDEAS FOR FUTURE APPAREL DEVELOPMENT