Defacto Jeans

Problem

Viktor Jeans has made it successfully into the fashion scene, having so much exposure only in the span of five years. Their impeccable, high-quality, sleek and most of all, edgy (as they claim to be) has been a trend most especially to the upper class of the society whom have also helped in the success of the company, creating an classy, high-end image for the brand. Though a bit pricy (but not as compared to other imported high-end brands), Viktor jeans is still the top in the custom-made denim jeans business. However, Ino Caluza, the designer/owner of Viktor Jeans has been put to the test by Defacto jeans.

Defacto jeans, opened by fresh graduates of the Ateneo, decided to go for the same concept, custom-made denim jeans - but with a lower price. Defacto jeans targets more of the artists and creatives in the country. Those who would go out of their comfort zones to wear the things they like despite the standards of society. Basically, those who are 'rebels' (i.e. Cubao X counter culture) in fashion.

Edgy in fashion is described as different/dangerous, or those who don't usually wear what everyone else wears (standing out). This phenomenon has been ongoing in recent years. Being fashion forward means to be different. Defacto Jeans has embodied edgy with their clothes, their store and even their price. If Viktor Jeans aims to tap into massive markets to be able to gain back the market shares taken from them, they must remove that image from their customers that their products are too classy and high-end, thus creating an assumption that it is unaffordable. Thus, the problem of Viktor Jeans is positioning.

Option #1

Create More Edge (Change Positioning)

Most edgy, different/dangerous looking clothes are not easy to find. Consumers would usually go elsewhere like Ukay-ukays and Cubao X to find that perfect find. Defacto Jeans has gone edgy, showing in every aspect of their clothes, stores and prices what makes them edgy. Why can't Viktor Jeans do the same? It will alleviate a little of the assumptions of other consumers, but at the same time will still embody what Viktor Jeans is: Sleek, Comfortable, Stylish and Edgy.