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COMPETITIVE STRENGTH ASSESSMENT<br />
Product quality rating is based on the average price of a ready-to-wear piece from each brand. Brand image scores were<br />
based on observations made when viewing the brands through multiple platforms, paying close attention to cohesion.<br />
Product assortment scores were given based on the variety of product categories each brand offers. Store size scores are<br />
given based on the square footage of each brands store in Miami, Florida. Alexander McQueen’s stores range from 2,000<br />
sqft to 9,999 sqft. Gucci and Versace’s average store size ranged from 10,000 sqft to 39,000 sqft. Saint Laurent has the<br />
largest retail stores at 40,000+ sqft. Social media scores were assigned based on each brands’ upkeep of their social media<br />
platforms as well as which avenues they exist in.<br />
INDIRECT COMPETITION<br />
With Saint Laurent’s pop up shop opening for the duration of Art Basel, Art<br />
Basel itself is Saint Laurent’s biggest indirect competitor. People attending the<br />
event will be spending money on art pieces and memorabilia. Art Basel’s 250<br />
galleries host the works of art created by over 4,000 artists from around the<br />
globe. In addition to buy art, Art Basel go-ers will also be spending money on<br />
dining as well as on nightlife.
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