Here are four of the best brands in the premium market analyzed and compared to better understand what is happening in the accessible luxury market. Sandro and Maje of the SMCP Group are interesting to compare to visualize their similarities and understand their differences. The DNA of the brands is well respected and this is evident in the assortments of collections and colours. The third brand is The Kooples, which continues its international expansion, has reviewed its sizes, opened up to more fantasies and prints. The fourth is IRO. Founded in 2005, the brand represents the refinement of the Parisian spirit with its refined style enriched with rock and glamour touches. Four typically Parisian brands that shape the premium market in France and abroad. Here is the analysis of their collections including everything on sale (summer 19 and pre-fall 19) during the private sales of the last month.
The analysis of average prices reveals that IRO is the most expensive brand and the Kooples the brand with more discount over the period. The lowest entry price is at Sandro for a top at 35€ and the highest is for the leather jacket at IRO. At Sandro, apart from jackets and outerwear, nothing exceeds 400€. Except for leather trousers, jackets and coats, at Claudie Pierlot also the prices are under 400€. At the Kooples, dresses can reach €661.5, the most expensive price in the collection, ahead of coats, jackets and knitwear. IRO is the brand with the highest prices, exceeding 1000€ for jackets, dresses, suits and outerwear. The maximum price of the pants is just below 995€.
We have detected the price structure of the dresses of the four brands. IRO has the highest price for the category but it is Sandro who has the most expensive entrance price at 165€. The average price at Claudie Pierlot, Sandro and the Kooples is 245.6€. The price you would expect for a dress from a brand in the premium segment. For Iro the price rises to €373, which is compatible with the brand's entire price structure, which is positioned at a higher level.
The entry price for the accessories of these four brands is between 25 and 40€. The maximum price at Sandro is 425€ for bags and shoes. Cheaper Claudie Pierlot with a maximum price of 345€ for a bag. 498€ is the most expensive price for the Kooples for accessories and more precisely for a bag. For IRO the higher price for accessories is for shoe at 695€. So the average price remains below 200€ for accessories at Sandro and Claudie Pierlot and rises to 300€ for the Kooples and IRO.
This analysis is done by collecting data on the French e-commerce sites of the four brands at the end of May. The raw data is checked a first time before analysis and checked a second time after analysis, to ensure reliable and relevant data. Ask for tailored analysis of your direct competitors or compared analysis with your brand collection at firstname.lastname@example.org