A report showcasing the thorough research and analysis on the competitive landscape during my internship at Sweet & Spark. This report highlights the key findings in the competition's pricing strategy and merchandise assortment and the actionable points to create a sustainable competitive advantage.

1. Sweet and Spark
Competitive Landscape: Core Assortment
May 2013
Sweet & Spark Bauble
Bar
J Crew Samantha
Willis
Shop Bop
AUR $34.93 40.53 $98.45 121.7 $91.50
CC's 285 1224 64 194 1536
S&S number does not include wedding
Category Breakdowns
Sweet & Spark Bauble
Bar
J Crew Samantha
Willis
Shop
Bop
Necklaces
AUR $40.29 $42.85 $132.38 $135.68 $83.21
CC's 103 457 26 53 376
% to Total 36% 37% 41% 27% 24%
Bracelets
AUR $34.88 $38.43 76.53 $126.04 $99.09
CC's 64 430 30 53 699
% to Total 22% 35% 47% 25% 46%
Earrings
AUR $30.27 40.07 $70.38 $110.66 $86.76
CC's 118 337 8 88 461
% to Total 41% 28% 11% 45% 20%
$-
$25.00
$50.00
$75.00
$100.00
$125.00
$150.00
0 500 1000 1500 2000
AUR
Total CC's
Competitive Landscape
Sweet & Spark
Bauble Bar
J Crew
Samantha Willis
Shop Bop

2. Overall Competitive Findings:
Brands with higher AUR take a stance on one product type while BB dabbles
equally in each category without much price differentiation
Higher AUR brands have wider spread between opening price point and closing
price point
Regardless of AUR all brands have a low opening price point across all
categories to be accessible
All brands show higher price points with necklaces overall – low, mid & high
Pricing Spread
Sweet &
Spark
Bauble Bar J Crew Samantha
Willis
Shop Bop
Necklaces
Low
Mid
High
$30.00
$38.00
$64.00
$22.00
$40.00
$550.00
$48.00
$98.00
$350.00
$60.00
$136.00
$450.00
$25.00
$98.00
$1,000.00
Bracelets
Low
Mid
High
$26.00
$28.00
$54.00
$18.00
$32.00
$550.00
$22.00
$88.00
$450.00
$60.00
$88.00
$250.00
$25.00
$148.00
$750.00
Earrings
Low
Mid
High
$24.00
$28.00
$48.00
$20.00
$24.00
$550.00
$36.00
$64.00
$250.00
$60.00
$98.00
$175.00
$25.00
$50.00
$750.00
Action Plan:
Raise our AUR to position the brand to create a stronger brand value
‘Take a stance’ on a type category – specifically statement necklaces
o Price confidently and push with unique, statement pieces

3. Target # of CC’s: Minimum of 500 sku’s with 70% core assortment, 30% wedding
collection
While we can compete with BB and J Crew with compelling statement necklaces, S&S
can differentiate with a compelling brooch bucket– no one else is doing it!
Adjust merchandise assortment to focus on unique statement pieces – and away from
over assorting with simple basic pieces
Integrate more color into assortment
Take opportunity to capitalize on necklace category – other brands are not focusing on
what pays!
Merchandise Assortment: Core v.s. Wedding
Sweet & Spark
Core Wedding
price cc's % to total price cc's % to total
low $48.00 70 50%
mid $68.00 56 40% $100.00 25.5 17%
high $125.00 14 10%
Necklaces AUR $80.33 140 40%
low $38.00 52 55%
mid $60.00 33 35% $80.00 45 30%
high $75.00 9 10%
Bracelets AUR $57.67 95 27%
low $32.00 35 55%
mid $40.00 16 25% $70.00 68 45%
high $48.00 13 20%
Earrings AUR $40.00 63 18%
low $38.00 12 22%
mid $48.00 24 45% $60.00 8%
high $78.00 17 33%
Pins AUR $54.67 53 15%
Total total AUR $58.17 350 70% $77.50 150 30%

4. Assortment Ratio Appendix:
36%
22%
41%
Sweet & Spark
Necklaces
Bracelets
Earrings

5. 37%
34%
27%
Bauble Bar
Necklaces
Bracelets
Earrings
27%
27%
45%
Samantha Willis
Necklaces
Bracelets
Earrings
41%
47%
13%
J Crew
Necklaces
Bracelets
Earrings
24%
46%
30%
Shop Bop
Necklaces
Bracelets
Earrings