(Unorthodox)
Competitor Research
Non-adaptive Competitors
Vale
ASOS
Vale is an apparel company that excels in creating aesthetically pleasing graphic t-shirts and coming up with innovative designs for their pants & jackets.
________________________________
Price Range: $40-$275
Target Market: Men and Women
Age Range: 20-35
ASOS is a fairly large clothing company that offers an extensive size range, they keep up with the latest trends, have affordable prices, and create unisex apparel.
________________________________
Price Range: $9-$500
Target Market: Men, women, transgender men & women, non-binary individuals.
Age Range: 18-40
Jaded London
Jaded London is a streetwear brand that excels in creating new & fresh designs for their target. They offer a range of products from crossbody bags to varsity bomber jackets, but they are best known for their pants
________________________________
Price Range: $25-$148
Target Market: Men, Women, & Non-binary individuals.
Age Range: 21-35
Adaptive Competitors
Peau De Loup
Peau De Loup is a brand that thrives in creating garments specific for transgender men with a wide range of quality products to choose from.
________________________________
Price Range: $55-158
Target Market: Transgender men, non-binary individuals, masculine presenting women.
Age Range: 21-40
Both&
Both& is an amazing clothing company that spent years creating their own fit system, in order for their consumers to get their most desired fit & aesthetic. They have a wide range of products that they have created based off research they have done surrounding their target market.
________________________________
Price Range: $39-199
Target Market: Non-binary individuals, transgender men, masculine presenting women.
Age Range: 18-30
Kirrin Finch
Kirrin Finch is a fashion brand that leans more towards formal wear and creating suits & button-ups that consumers feel comfortable enough to wear to a wedding. They also give their consumers an option to receive a custom fitting for their garments.
________________________________
Price Range: $45-$380
Target Market: Non-binary individuals, transgender men, masculine presenting women.
Age Range: 20-45
Consumer Personas
Oliver
Age: 23
Gender: Male
Occupation: Assistant
Inclusive Focus: Trangender Male
Goals: Finding and wearing an apparel brand that gives them gender joy.
Pains: Finding pants and boxer briefs that fit around wider hips.
​
Quote
"But I found that boxer briefs in the men's section don't take
into account my hips. So, they end up being really uncomfortable and they cut into my skin."
Charlie
Age: 21
Gender: Male
Occupation: Entrepreneur
Inclusive Focus: Transgender Male
Goals: Finding apparel brands with more inclusive sizing.
Pains: Finding aesthetically pleasing garments that drape well over their body & make the feel confident
​
Quote
"So, I think that not only is there a lacking in different styles of men’s clothes,
there is a lacking in size. I go to like the ‘Big and Tall Stores’ and I feel like I am
dressing like a 90 year-old man."
Rio
Age: 27
Gender: Male
Occupation: Scientist
Inclusive Focus: Transgender Male
Goals: Having an apparel brand that fully supports them and this to resolve all fitting issue.
Pains: Finding affordable apparel fits their needs.
Quote
"There are specialist companies that make clothes for masculine eccentric people
and trans people, but for like a pair of jeans is $120. It’s not affordable."
Value Proposition Map
Radar Chart
Chart Analysis
The Radar chart shown above is an overview of the data we collected when looking through our competitors' websites. We based our radar chart off of five factors, which are: aesthetic, drape, hand, gender neutrality, and price. We ranked our competitors on a scale of 0-5, with 0 being in the center. When looking at the chart, you may notice that specific needs are being met by companies such as Both& and Peau De Loup, while brands like ASOS and Jaded London don't solve the needs of our target market.