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How Competitive Intelligence helped transform a British icon
You know how some industry sectors have household name brands? And seem to have changed very little over a hundred years? A competitor starts doing something a little different?
By: Octopus Intelligence
You know how some industry sectors have household name brands? And seem to have changed very little over a hundred years? A competitor starts doing something a little different? Or takes advantage of the "Made in Great Britain" tag in far-flung parts of the world? But it is your brand that is the original and the best. You even have a Royal Coat of Arms above your door.
What was happening
Our client is a world-renowned British fashion icon. They had been making and selling the same sort of thing since well before Queen Victoria was on the throne. They make top quality sector-specific fashion items. For years they had been the go-to place for all generations.
They had many competitors from around the world. Some way more expensive than what they were offering but most cheaper and of more inferior quality. However, one traditional competitor had the advantage of having its own retail network. While our client sold their product in high-end department stores and independent shops. They admitted they did not know their customer base anymore. And realised they are missing out on new market share.