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Competitor Media Analysis
Ellie BingPenelope T Rosie True
Business Description
Ellie Bing Jewelry has built its reputation as a unique shop offering jewelry, both current and vintage, designer handbags, hair accessories as well as stationary items. The shop has recently expanded to better serve its clients, savvy shoppers who come from across the city to discover items found only at Ellie Bing.
Penelope T is stocked with stylish pieces that have a slightly rebellious edge and a vintage, lived-in quality. Penelope T carries a range of up and coming designer collections sprinkled with a few timeless staples. From fun party frocks to lust-worthy shoes, each piece that comes in the door is intended to excite.
Since launching our first boutique in San Marco in 1999, and our second in Jacksonville Beach in 2003, our loyal followers have come to us for the latest trends, obsessions and coveted pieces. We carry emerging and classic designers while offering affordable frocks for every aesthetic, hand-picked items for every season, and a tastefully selected shoe-of-the-moment. A unique blend of luxury and casual, hip and flirty, Rosie True is THE destination for style.
Location Jacksonville Beach21 12th Street South/ also 3639 St. John's
2400 S 3rd StSte 102Jacksonville Beach,
San Marco - 904-396-74631949 San Marco Boulevard,
Avenue, Jacksonville 32205Jacksonville Beach, Florida 32250
Avondale3639 St Johns AvenueJacksonville, FL 32205904-232-8866
FL 32250
Jacksonville, Florida 32207
The Beaches – 904-247-84642400-104 South Third Street,Jacksonville Beach, Florida 32250
Who is their target market? (gender, age, race, socio-economic class, ideologies, etc.)
Women// Early teens- 40+ // upper middle class // live at the beach
Women// 17-30 // upper middle class // live at the beach
Women// 17-30 // upper middle class // live at the beach
Where are they advertising? Consider all traditional,
non-traditional, niche, and web
platforms.
http://www.jacksonvillemag.com/
ellie-bing/
http://www.posewellblog.com/
tag/ellie-bing/
http://www.theiconconcierge.co
m/shopping-sales/sponsored-fashionable-finds-at-online-retailer-
rosie-true
http://blog.rosietrue.com/category/press/
Jacksonville magazine
What do you think their ad
budget is? Why? (small,
medium, large, extra large)
All of these boutiques have a small budget because they spend their money on the product. I could not find any ads for these boutiques in any local magazines. The
only place they have ‘ads’ are on their social media pages. If they are in magazines or news it is a feature of their boutique.
What is the tone/look and
message of their advertising?
Product, brand, store front Product, brands, image Image, product
What features, advantages,
and/or benefits
Their logo, store front, brand image, vintage
product, featured products
Features- store and selection Store image, sales,
A well-edited mix of women's clothing and
accessories from tried and true
What is their position in the marketplace? (i.e. low-cost leader, most luxurious, best customer service, fastest, etc.) Why do you think that?
Low costGood reputation, expensive beach wear
Contemporary selection
What are their strengths compared to your business?(Give three)
Huge range of product, two store locations
Well known, multiple stores
Well known, multiple stores
What are their weaknesses compared to your business?(Give three)
They have a lot of product but it’s everything that is at the mall and cheaper stores.
Not as on trend as they think, too simple for such a high price point
Minimal selection and styles
What is strategy would be best for you to adopt to advertise against them? (How should you position you in relation to their brand?)
Use creativity with promoting product.
Use repetition of brand reference along with styled product
Use repetition of brand reference along with styled product
