DE.NIME positiong amoungst competitors

The above graph shows my brand and its positioning amongst its competitors, according to two different sets of measurements, the x axis shows the brand values and the methodology they go by when making jeans, as you can see companies such as wrangler hold on to traditional values and production methods for their jeans whereas companies such as G-star and Miss sixty are more prone to change their methodology and values to advance and develop as technology does. The graph shows that although there are some companies that are innovative none are fully comitted to that way of producing their jeans, unlike DE.NIME. The y axis shows pricing and image of the jeans, value being cheap and more throw away and luxury being expensive and more exclusive, seeing as the denim industry is based in brands unlike other areas of fashion, the majority of people are more likely to buy brand name jeans and quality rather that throw away. the graph demostrates however that most of the popular brands are expensive and the market has a gap for more mid range priced jeans. DE.NIME aims to fill this space with one of pair of our jeans costing £47.