WHAT is the benefit & purpose
of the brand?
Helmut Lang offers luxury apparel for both men
and women throughout its stores in Africa, Asia, Australia, Canada, Europe,
the Middle East, South America, and the United States. The
benefit of the brand for me is the price range – as although it is a luxury
brand some products could be described as affordable luxury, this is shown in
the images below
Left image – Two-tone wool-blend top £225
Right image - Fontana hooded
leather trimmed rabbit gilet £1,530
WHO is the target customer?
This is a difficult question to answer
with a brand that
Supplies to such a wide range of
countries as within
that there is such a diverse range of people. I believe
the target consumer is fashion conscious
people who
follow trends but want classic items that
can be mixed
with on trend items. The target customer
would have
to be someone in their mid to late
twenties with a highly paid full time job due to the price of
the items.
AGAINST WHOM is the competition?
I think Helmut Lang’s closest competitor
is probably
Alexander Wang due to the style of the
garments and
price range within the brand. However
Alexander
Wang’s prices seem generally higher
ranging from
£400 to well over £1000
The image on the right shows the prices
of Alexander
Wang items from the netaporter
website which are
similar to Helmut Lang’s more premium
products.
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