BRAND

TOMBOY STYLE BRANDS

ALLIE ERICKSON, SARAH ELIZABETH, NATALIE NEAL, ANNA

POSITIONING
Tomboy Style Brands
Urban Outfitters
Vans
Herschel Supply Co
Adidas
PacSun
Journeys
Wildfang
 Retail Org Price Range Brand Image
higher priced solid colors,
Website, Brick-and-Mortar
items muted patterns,
hipster, curation

Customer Brand Concepts Label

A consumer of Urban Outfitters would be
your basic be associated as a homebody or someone Mix private label
hipster who lives to be the local in that small town. and other brands
Their attributes would be someone who
likes to drive their car, listen to music, and
have the windows rolled down.
 Retail Org Price Range Brand Image
Affordable, Low Bold colors and
Website, Brick-and-Mortar
cost patterns, funky,
versatile, trendy

Customer Brand Concepts Label

The consumer might spend their weekends Private label and
Edgy, Skater chic at skate parks or music festivals. In addition,
the consumer might be associated with a collaborations
“punk” scene.
 Retail Org Price Range Brand Image
Muted colors,
Website, Brick-and-Mortar Affordable Canvas bags,
Utilitarian,
Comfortability

Customer Brand Concepts Label

Utilitarian, The consumer might spend their weekends Private label and
at skate parks or music festivals. In addition,
Traveler girl, the consumer might be associated with a collaborations
Hipster “punk” scene.
 Retail Org Price Range Brand Image
Affordable and occasional Staple items,
Website, Brick-and-Mortar
high price collaboration Black, stripes,
items Sporty

Customer Brand Concepts Label

Everyday human, The consumer might be attributed to the Private label and
everyday shopper. I believe they would be
a person who associated with someone who is sporty and collaborations
needs to get on the go.
from point A to B
 Retail Org Price Range Brand Image
Beachy, Sandy,
Website, Brick-and-Mortar Affordable Palm Trees &
Ocean Breeze,
Surfer

Customer Brand Concepts Label

A consumer of PacSun would be associated Mix private label
Beachy, surf, ski, with spending their days in the sun or in the
and other brands
outdoorsy girl snow. Their attributes would consist of
“always being up for an adventure” and
“down for whatever.”
 Retail Org Price Range Brand Image
Affordable options but edgy, emo,
Website, Brick-and-Mortar "out there”
prices may vary

Customer Brand Concepts Label

A consumer of Journeys would be someone Sell other brands
edgy, emo, who would be edgy and likes to take risks.
skater consumer
 Retail Org Price Range Brand Image
empowerment,
Website, Brick-and-Mortar Affordable
comfort, quality

Customer Brand Concepts Label

A consumers of Wildfang would be a
badass women Private Label
woman who is independent, confident,
and stands strong in their beliefs.
What challenges in differentiating their brand do the six tomboy
style brand identities face?
That is, what are the similarities and differences among brands?
-Vans and Adidas are both shoe and clothing brands, however they have a very different image.
Vans goes for the skateboarder, more grunge customer, and Adidas goes for an athletic or high
fashion customer. They are both private labels, have collaborations, and are both affordable. They
try to differentiate themselves from other shoe brands by creating a strong brand identity. Vans
has the signature flat sole shoe with the line design on the side and canvas material. This look is
very distinct and is one of the reasons that customers buy the shoes. Adidas has very advanced
technology, high quality, and makes shoes for all sports and lifestyles. They are trying to expand
even more into the global market to become the #1 shoe brand in the world.

-Pacsun and Urban Outfitters target the same target market and age range, so it is key they
differentiate each other. Their merchandise is both offered in-store and online. Pacsun has changed
its brand image over the years, as it was more like Urban Outfitters but now advertises a California
lifestyle with beachy clothing. Urban Outfitters provides the typical hipster clothing and a more
expensive price point. They both offer other brands in their stores besides their own, both having a
wide variety of brands to choose from. However, Urban Outfitters has a greater brand recognition,
as well as a wider variety of product assortment as they offer women’s clothing, men’s’ clothing,
home, lifestyle, and beauty.
 -Wildfang and Urban Outfitters both target the more hipster and retro target
market. Their price ranges are very similar and their styles are also very similar.
However, Wildfang differentiates itself by producing clothing that is gender fluid.
These styles are sleek with edge and personality. The product assortment is
definitely smaller than Urban Outfitters, but they offer more simplistic and functional
styles.

-Herschel Supply Co and Wildfang are very similar in the way that their styles are simple
and functional. Both brands have similar price ranges and can be used by any gender.
Herschel supply co differentiates itself from Wildfang because the brand offers children’s
clothing and their signature backpacks that are so popular.

-Journeys and Vans are both similar and different. Both offer a skater
and edgy lifestyle at an affordable price. However, Journeys is different
because it sells other brands when Vans is private label.
 How do the brands attempt to differentiate themselves from
other similar brands (e.g., style, price, sizing, service, product
assortment, etc.)?
· Vans differentiates themselves by selling their signature canvas shoe and specialize in skateboarding
gear. They are great at marketing with their Vans Warped Tour which brings in many fans of the brand
each year. It is not typical for a shoe brand to have a music festival, so Vans really stands out.
·Herschel Supply co stands out from competitors by their relaxed looks, but especially their signature
backpack. This has solidified their brand image. They pride themselves in quality and sustainability to
target their customers, which Hipster brands such as Urban Outfitters lack.
·Adidas differentiates themselves with the advanced technology in their shoes and their new route into
high fashion with the collaboration with Beyonce called “Ivy Park”. Many brands that started as athletic
wear have not gone down the route of high fashion at a normal price.
· Journeys is a classic skater store. However, Journeys differentiates itself from other companies
because it sells a wide variety of brands and product assortment in women, men, and kids.
· Pacsun is the premiere fast fashion beach clothing store. It competes with brands like Billabong by
having lower price points and a high level of product assortment.
· Urban Outfitters is the go-to hipster clothing store, where they have so much merchandise that you
can be in the store for hours. The brand’s higher price range makes their clothing seem more high
quality, which makes it different from all of the fast fashion brands.
· Wildfang is different from competitors because it is more gender neutral, age inclusive, and size
inclusive.
 How does Wildfang compare to the other brands in its brand positioning?

Based on this analysis, how might Wildfang become more competitive? In

other words, what does this brand need to do in the next three years to set
itself apart from the other brands?

Wildfang compares to the other brands positioning in many ways. It is similar

to all of the stores yet different because of its take on gender barriers, age,
and sizing. Many of the brands mentioned target a younger and more
specific consumer. When you enter the Wildfang website, the main photo is
of people of all sizes, ages, and race. This really sets the company apart
from other fast fashion brands by being gender fluid and body inclusive.
However, Wildfang as a smaller product assortment with less options than
other brands. In the next 3 years, Wildfang should expand their product
assortment, move into men’s clothing and create a shoe line that stands out.
The brand should also get avant-garde influencers to become brand
representatives.
Identify at least three strategies that Wildfang might
take to differentiate itself, and detail the advantages
and disadvantages of each approach.

1) Making their brand more known would attract more customers,

however this could cause an increase in pricing and losing the simplicity of
the brand.
2 Making a men’s line would attract more male customers and expand
product assortment, however it could take away from the fact that the
brand is gender fluid, then dividing male and female into categories
3) Making a shoe line would greatly expand the brand and increase brand
awareness. The shoe would have to have a recognizable design and be
gender fluid. However, this could overtake the idea that they are just a
clothing brand that makes simple key chic and fun items.
 Performance

Adidas
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Journeys

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Vans

Wildfang

Urban
Outfitters
Herschels
Supply Co Pacsun

Leisure
 Performance

Adidas
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Journeys

noihsaF
Vans

Wildfang
Urban
Herschels Outfitters
Supply Co Pacsun

Leisure
What course of action would you recommend Wildfang
take to strengthen its competitive advantage? Why?
 Strengths Weakness

Size Range Limited Product Line

Female Founded Few Brick & Mortar Locations
Strong Voice and Point-Of-View Little Brand Recognition

Social Media Marketing via Tik Saturated Market - Other

Tok (young platform) Companies Have More Brand
Recognition
COVID-19 Pandemic Decreasing
Consumer Spending

Opportunities Threats
WORKS CITED
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