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Competitive Range Analysis: Lingerie 2005
Verdict Research Limited, May 2006, Pages: 67
Introduction
This report is designed to offer unrivalled UK competitor information on pricing, offer width and range depth in lingerie. It allows you to see a retailers offering as customers see it, comparing ranges alongside those of its competitors and examines not only what is bought, but how and why those decisions will have been made.
Scope of this report
- Our specialist in-store auditing team, FieldForce, have carried out product audits in select product markets, across key competitor groups.
- Information is summarised in an easy to use graphical format, providing sector summary information and product group information.
- Each report provides market data with five year trend, identification & evaluation of key market trend and channels of distribution data.
- There is also detailed analysis of retailer space allocation data and range analysis at product group and sector level.
Research and analysis highlights
Tesco has the narrowest range of the competitor set audited with a total of 35 styles, this is compared to a comprehensive 147 styles at grocery competitor, George at Asda. The latter covers a broader size range in bras, from 32A to 42E, compared to Tescos 32A to 38D, yet on briefs Tesco extends to a size 22 while George stops at 18.
Primarks success at driving volume sales has occurred largely due to its price position. With an average original price of only £2.66 it sits 70% below the market average of £8.98.
Key reasons to read this report
- Benchmark range and offer - enabling you to manage a compelling range offer, and to analyse your ranges alongside those of your competitors.
- Identify key price points, entry level offers and range coverage to find gaps in the market and target areas of growth potential.
- Plan future seasons ranging, anticipating market trends.
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