In a marketplace, you are always up against competition.

A brand needs to differentiate itself

from other incumbent brands to resonate at a deeper level with its target audience, and thus make
that differentiation aspect part of their marketing message. ‘Odd and eve’ too needs to know the
traits of its competitors. We need to list and analyse the existing players in the market that offer
handmade, handcrafted, or customized shoes in Pakistan.

Who are our direct competitors? From our interaction with the brand, we believe that several
direct competitors exist that are using the handmade message in their brand story to attract
customers. Some of the key brands that we have identified include: Studio Empoli, Gomila,
Nadiya Kassam Footwear, Samia & Azmay Shahzada, and Markhor (see exhibit 1). Then we
also need to know that how have these competitors been branding themselves, what is their brand
narrative and what platforms have they utilized to transfer their brand message across to their
customers. Next, we will compare our brand i.e., ‘Odd and eve’ with these competitors across
different metrics to identify that where does our brand perform better and where does it fall
short.