4. Aspirational
Valentino
Narrow Breadth
Deep assortment
mainly focused
on couture
dresses
Luxury,
impossible to
duplicate
Sparks creativity
& innovation for
Inspirationa
lVince.
Broad Breadth
Shallow Depth
Fashion Forward
Designs are keeping
up with aspirational
retailers
Attainable in
mirroring assortments
in future product
5. competition
Wide Breadth, Deep Assortment
Overwhelming variety of trend-right dresses
for every occasion
Lower quality merchandise, poor customers
service - no returns only exchanges
312 stores across U.S. majority of same
layouts, black/white designs
Key items: Embodied V-Neck dresses and
tunics
Narrow breadth, Shallow Depth Assortment
Namesake retailer showcasing the
designer’s chic upbeat dresses
Similar price range to BCBG Max Azaria
Less product assortment; comparatively
sophisticated dresses of a better quality
Outstanding customer service and return
policy
140 stores in U.S &175 internationally
Colorful store designs, Different layouts