In order to analyse Les Deux’ss competition situation, the target model and Porter's five forces will be used.
There have been chosen due to their ability to give both a good overview of the competition and dig deep into the inner workings of the competition of the Danish fashion market.
Same product to same target group
Classic clothing products with a Scandinavian or international twist and a general product portfolio having a close resemblance to Les Deux. In addition to this, the brands must also a price point close to Les Deux’s which lies approximately from 300 DKK to 2500 DKK. Some of the companies in this category Samsøe Samsøe, Wood Wood, Mads Nørgaard, Won Hundred etc.
Same product category
Clothing, shoes and accessories from brands that Les Deux is not in direct competition with, this can be due to the brands being at another price point or having a completely different target group than Les Deux.
Some of these brands include H&M, Zara, Polo Ralph Lauren, Saint Laurent, Gucci, Louis Vuitton, Champion, Nike, Adidas, Lloyd etc.
Same basic need (substitute products)
When buying a good from Les Deux the basic need that the consumer tries to cover can either be trying to get recognition and prestige from his/her peers by showing off the brand, or the more basic need of getting clothes on his/her body to keep (him)/herself warm. From the point of view of Maslow's need pyramid, these two needs would be either Ego or Security.
If we assume that the consumer is trying to fulfil their ego need, the subsidiary products would be prestigious products with a high brand reignition, such as Common Projects, Valentino, Alexander Mc Queen etc. It could also be jewellery, going to fancy cafés and uploading pictures of the visit to various social media such as Instagram or headphones from Bang & Olufsen in an attempt to fulfil their need of recognition.
If we assume that the consumer is only trying to fulfil their security need and get clothes to wear, then the subsidiary products would probably be priced quite a bit lower than Les Deux’s product portfolio. Some of these products would be recycled clothes or brands like H&M, Zara, Uniqlo etc.