Virginie Santels

Kimberley Denise Zuurbier

Olivia Llagostera

Price / Positioning

PRICE

Domingo Ayala has four different sections in his collection:

- Women

- Accessories

- Bags

- Specials

PRICE

WOMEN

Cardigans: 65 €

Sweaters: 49.80 €

T-shirts: 39.90 € - 47.90 €

Tops: 39.90 € - 42.50 €

Dresses: 49.90 €

PRICE

ACCESSORIES

Bracelets: 4.80 € - 13.20 €

Necklaces: 9.80 € - 24.80 €

Key ring: 13.80 €

Pins: 11.90 € - 14.80 €

PRICE

BAGS

Totes: 42.50 € - 47.50 €

Handbags: 34.80 € - 56. 80 €

Clutch: 37.80 €

PRICE

SPECIALS

Color prints: 49 €

Cushions: 39.80 €

PRICE

Price Range

39.9

4.8

34.8

39.8

65

24.8

56.8

49

0

10

20

30

40

50

60

70

WOMEN ACCESSORIES BAGS SPECIALS

CATEGORIES

Pric

e (!

)

MIN

MAX

Competitors

The competitor brands are all very colorful, eclectic and have a touch of playfulness in them.

Many of them are competitors in only one sector like bags, jewelry, t-shirts or dresses.

They are also targeted to young, fun girls and have the same or similar price range.

Competitors

Competitors

Jordi Labanda: Started as a Spanish illustrator and now has applied it to fashion. His clothes and handbags have original illustrations and colors endowing the collection with a special sophistication. The t-shirts offer a series of versatile, highly feminine garments. Prices are similar to those of Domingo Ayala. (t-shirts 34 € - 65 €)

Pepa Loves: Spanish brand selling women’s wear and accessories label with a colorful original style. Seeks to offer top quality at affordable prices and makes use of the work of street artists in her prints for a fresh look which is half naïve, half underground. Price is much cheaper. (t-shirts for 12 €)

Competitors

Pa:nuu: Danish brand born out of love for simple but powerful graphic expressions and prints. With inspirations from the colorful universe of the 80’s. Price is similar to Domingo Ayala.

Double Dice: English jewelry brand offering diamond encrusted skull pins and glistening chains, fluorescent bows and kitsch charms.

Olga de Polga: Spanish brand offering quirky, unique, colorful, patterned, playful and eclectic mix of girly clothing & accessories. Price is expensive.

Competitors

Killah: Italian brand, fashion apparel for girls, denim clothing, unique street style t-shirts and jeans, shoes, boots, bags and accessories. Price - expensive.

Kling: Simple but stylish Spanish brand. Competes mostly with Domingo Ayala with the bags, and has similar prices.

Amarillo Limon: Pop style with fashion trends. Explosion of color reflected in garments with original designs and a fresh and carefree style. Competes with Domingo Ayala mainly with the dresses and tops.

Positioning

Product Range

Price

+

-

+

-

X

Double dice

Killah

Kling Domingo Ayala

Jordi Labanda

pa:nuu

Pepa Loves

Amarillo limon Olga de Polga

Positioning

Distribution Channel

Design

+

-

+-

pa:nuu Domingo Ayala

Pepa Loves

Amarillo Limon Jordi Labanda

Killah Kling Olga de Polga Double Dice

Positioning

Price

Quality

+

-

+-

pa:nuu

Domingo Ayala

Pepa Loves

Amarillo Limon

Jordi Labanda Killah

Kling

Olga de Polga

Double Dice

SWOT

Strengths:

- Good quality

- Unique, colorful, and special designs

- Good range of products; they also sell decoration things like the cushions.

-  You can only buy in a few multi-brand stores and online which makes it more rare.

Weaknesses:

- You cannot buy a total-look of Domingo Ayala.

-Not a known brand, not a lot of publicity.

-Complicated to wear and for a very specific target.

-Expensive brand

SWOT

Opportunities:

- Open Domingo Ayala store in main cities of Spain like Madrid and Barcelona.

- Distribute in big department stores like “El Corte Inglés”.

-  Small book explaining process of fabrication, inspiration, fabrics, etc. Can be sold in Domingo Ayala stores and multi-brand stores and in FNAC.

Threats:

- Many competitors offering similar products for a cheaper price (like ZARA,H&M,MNG,BSK, etc.)

PROPOSAL…

Proposal In order to sell more and to become a more well-known brand there a few things which need to be done.

Key Pins:

- Distribute unique but small key pins in the main streets of Barcelona.

Discounts:

- Domingo Ayala could give discount coupons in international magazines such as Glamour, Cuore, InTouch, etc.

Proposal H&M collaboration:

- A collaboration would be a great opportunity for Domingo Ayala. H&M sell some similar t-shirts, so by creating a small and cheaper line of t-shirts would be a good choice. T-shirts could sell around 10-30 €.

Bags:

-To create cotton bags for the stores with the online website written on them in order to promote it. At the same time they are ecological!

Proposal Bags + catalogues:

To give away the cotton bags with a Domingo Ayala catalogue of the collection.

Domingo Ayala Basic:

The biggest change could be to create a second line. A more basic line which can permit more people to buy it. The design can be similar but more basic and maybe should be of less quality so that the price can be more affordable.

Conclusion

Domingo Ayala is a strong and creative brand but it is trying to compete with really well-known brands such as Miss Sixty, Fornarina, Havaianas, etc.

It should focus more on brands similar to Domingo Ayala, and on a target which is more playful, fun, colorful and “childish”.

THANK YOU!!!