(BRAND)
(Advantages
+ Barriers)
(tac)’s primary competitive advantage is the absence of any apparel brand like ours. (tac) will produce clothes both ethically and sustainably for a massively underrepresented and underserved target market.
(tac) will be a queer-owned and run business that listens to and understands the needs of this specialized market, for which little formal research exists.
(tac)’s confidence in providing such products is founded on extensive connections to domestic and regional textile and apparel manufacturing that the owner has access to. Further, while we have not identified a designer and creative specialist yet, (tac) will carefully select two individuals to fill these roles that both understand intimately the needs and trends of our market, as well as bring their own creative input to the design and marketing processes.
The highest barriers to entry that (tac) faces regard adherence to the brand's core principles of a slave-labor-free supply chain and sustainability.
The cut-and-sew industry in the United States has been virtually eliminated by the offshoring of labor to foreign competitors with lack environmental and labor laws. Further, the dominance of fast fashion models, which rely on production and inventory models that produce enormous harm to our environment, create an incredibly difficult level of competition from both a pricing and supply standpoint.
To genuinely uphold the principles (tac) is dedicated to, the development of an ethical and sustainable supply chain will require extensive research, networking and work.
(tac) has several direct competitors offering what we would label as “menswear for women” or “tomboy/trans male” styles. Further, there are several other indirect competitors whose offerings intersect with “non-gendered basics” or responsibly-made basics. Both types are described below:
DIRECT
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Kirrin Finch, “Eco-conscious menswear-inspired clothing made in NYC. Our androgynous fashion and tomboy style clothing is fit for a range of female and non-binary bodies.”
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Wildfang, owned by two former Nike executives, means-wear for women with product offerings including workwear, suits, tees, etc.
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69, founded in LA in 2011. This brand seeks to supply comfortable clothes for everyone, regardless of gender.
INDIRECT
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American Apparel, “Effortless basics and iconic fashion favorites for women, men and kids. The original basic, from tees to hoodies, denim and more.”
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Everlane, “Modern essentials. We make the most beautiful essentials, at the best factories, without traditional markups.”
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Topo Designs, “At Topo Designs, we’re rooted in mountain culture and outdoor living, but love exploring cities and world travel. We look to proven classics for inspiration, yet take advantage of innovative technologies to ensure a timeless look with modern functionality. We are uncomplicated and utilitarian, but with a sense of design and style through simplicity. Our goal is to not have to choose a single path—we want to live on both sides of the fence, where life is always greener.”
Additional competitors to consider are traditional menswear brands whose sizing may be compatible for individual queer cis females and other basic or traditional apparel brands that offer pieces that intersect with our target market’s interests within their larger line of offerings.
Click below to view a SWOT analysis of (tac)'s strengths, weaknesses, opportunities and threats in comparison to key competitors as (tac) enters the global apparel market.
(PESTLE)
The events of 2020 have left future of the global economy and current apparel market uncertain. Increasing political and social awareness is forcing brands across all industries to rethink the way they conduct business and present themselves to consumers. This PESTLE analysis highlights key considerations for (tac) as it enters the consumer apparel market.