COMPETITIVEANALYSISWOMEN’S TEAM DECEMBER 2015

OVERVIEW

• Women’s Competitive Analysis Project

– Mid & Fashion Distribution

– By Market

2

MID

3

FASHION

BY MARKET

MID

4

HOME PAGE BEST SELLERS

MID

5

INSTAGRAM

Women’s Sneakers (TOTAL: 325)

121 Nike

36 adidas

19 Reebok

• Nike Roshe One main story for home page

4 best sellers are Roshe One’s

• Majority of best seller’s are white and/or

black (minus one Asics running shoe)

• Promoting both lifestyle and fashion

MID

6

HOME PAGE BEST SELLERS

MID

7

INSTAGRAM

Women’s Sneakers (TOTAL:333)

129 Nike

79 adidas

42 Converse

• Best sellers show more color & metallic

• 4 of 8 best sellers are court/skate shoes

• Instagram did not have many single

pictures (example see left)

• Very commercialized

MID

8

HOME PAGE BEST SELLERS

MID

9

INSTAGRAM

Women’s Sneakers (TOTAL: 2350)

548 Nike

379 adidas

98 Reebok

• Website does not separate sneakers by

Best Seller/Most Popular (only all

women’s shoes)

• 6 of 10 best sellers pictured are sneakers

• Instagram's are mostly shoes with solid

color backgrounds or marketing

campaigns

MID

10

HOME PAGE BEST SELLERS

MID

11

INSTAGRAM

Women’s Sneakers (TOTAL:164)

80 Nike

38 adidas

2 Reebok

• Best sellers are all Nike except one

Converse sneaker

• Best sellers are almost all black & white

• Cross-merchandise

MID

12

HOME PAGE BEST SELLERS

MID

13

INSTAGRAM

Women's Sneakers (TOTAL:1409)

146 adidas

91 Nike

46 Reebok

• Clean web layout

• Instagram is mostly apparel/sneakers laid

out or part of a models body

• Geared towards a more young adult

audience

Recap

• Mid

– Product oriented & commercialized social media

– Running contemporary silhouettes & black and white shoes

– Geared towards younger, fashion-follower audience

14

MID

15

FASHION

BY MARKET

FASHION

16

SneakersHOME PAGE

FASHION

17

INSTAGRAM

Women’s Sneakers (TOTAL: 400+)

104 Nike

80 Adidas

33 reebok

(Does not include best seller information)

• Professional photography & Clean looks

• Uniformity in colors and images(pale pink)

• Uses clean backdrops – White/ pink/ black

FASHION

18

BEST SELLERSHOME PAGE

FASHION

19

INSTAGRAM Women Sneakers (TOTAL: 732)

324 Nike

130 New Balance

107 Adidas Originals

40 reebok

• Six02 is active wear orientated rather than

lifestyle

• Nike has a huge lead on the best sellers page

(top 100 best sellers are Nike)

• A combination of clean layout shots and active

outdoor shots

FASHION

20

BEST SELLERSHOME PAGE

FASHION

21

INSTAGRAM

Women Sneakers (TOTAL: 124)

27 Adidas

22 Nike

17 Reebok

• Artistic imagery

• Incorporating sneakers into the fashion world

• Apparel focused

• Does not include best seller information

FASHION

22

SNEAKERSHOME PAGE

FASHION

23

INSTAGRAM

Women’s Sneakers (TOTAL: 290)

67 Adidas

36 New Balance

27 Reebok

ASOS is a global online fashion retailer

• Fast fashion

• Blogger style

• Website shows shoes on foot

• Clean white background

• Target audience 12-28

FASHION

24

BEST SELLERSHOME PAGE

FASHION

25

INSTAGRAM

Women’s Sneakers (TOTAL: 732)

(Website is under construction)

Folder is a Korean sneaker retailer

• Both the Folder website and social

media uses a continuity of neutral colors

(no bright colors)

• Uses images of both shoes alone and on

foot.

• Lifestyle footwear rather than sportswear

Recap

26

• Fashion

– Blogger style Instagram

– More experimental with color

– An even split of lifestyle and contemporary styles

– Geared towards trendsetter women in their mid 20s

MID

27

FASHION

BY MARKET

MARKET OVERVIEWUS

TOP SELLERS:

ROCHE

$75.00

HUAR-

ACHE

$110

THEA

$90

NB

574

$75

NB

501

$65

NB

530

$90-

$100

Ultra

Boost

$180

Top

Ten

$90

Pure

Boost

$120

MARKET OVERVIEWJAPAN

TOP SELLERS:

Challe

nger

$72

Internati

onalist

$80

Air

Force 1

$80

M996

$124

WX711

$76

NAME

PRICE

Stan

Smith

$80

Conver

se Hi

$63

Vans

Slip on

$40

MARKET OVERVIEWWESTERN EUROPE

TOP SELLERS:

ROCH

E ONE

£75

AIR

MAX

90

£105

HUAR

ACHE

£90

W515

£60

NB

373

£50

NB

574

£32

LOS

ANGE

LES

£65

SUPE

RSTA

R

£70

PURE

BOOS

T

£100

MARKET OVERVIEWCHINA

TOP SELLERS:

Free

Run

$157

Air

Max

Thea

$125

Juvenate

$110

ZX

FLux

$141

ZX

FLux

$125

Classic

Black

$141

Tartan

$141

W530

$110

W620

$95

MARKET OVERVIEWKOREA

TOP SELLERS:

Air

Max

Thea

$112

Air

Max

90

$95

NAME

PRICE

Stan

Smith

$104

Supers

tar Up

$112

Honey

2

$104

Roxy 4

$51

Carna

by Evo

$110

Shadow

Original

$78

MARKET OVERVIEWRUSSIA

TOP SELLERS:

Wild

Trail

$60

Genicco

$63

Kaishi

$70

Demix

Ottawa

$25

Demix

free

runner

$44

Demix

Sprinter

$44

Skechers

Equalizer

$62

Skechers

Go walk

$50

Skechers

Synergy

$62

MARKET OVERVIEWLATIN AMERICA

TOP SELLERS:

Court

Canvas

$60

Court

Royale

$66

Air

Max

$90

Supers

tar

$78

Adria

$60

Adria

$66

Authen

tic Slim

$48

Authentic

Lo Pro

$40

Checker

board

$40