Peg And Kris

In general, the online fashion industry is complex and highly competitive in nature (Duff, 2016). Combined with the fact the retail environment in general is more competitive than ever, achieving a competitive edge as an emerging fashion brand is difficult. Fashion designers and entrepreneurs must do far more than offer a stylish design (Duff, 2016). The areas of competitive design, manufacturing, marketing, distributing, pricing, and selling channels are all critical in success (Duff, 2016). It is also imperative that a company be aware of its competitors by learning how each brand approaches all of these areas (Rampton, 2015).

Peg and Kris is an emerging brand that got its start by acquiring a seventeen year old fashion brand, Kayce Hughes (Peg and Kris LLC, 2016). The company operates in the industry of online retail apparel. In particular, the focus of the brand is handcrafted, quality cotton clothing for women and children. The brand takes inspiration from classic styles of the past and creates collections for the present (Peg and Kris LLC, 2016).

Because Peg and Kris is both a women’s and children’s brand, the company is truly competing in two different markets (K. May, personal

Peg and Kris, LLC considers brands that use a similar supply chain and sales channels to be direct competitors (K. May, personal communication, October 25, 2016). Peg and Kris clothing is currently offered through nationally hosted trunk shows, specialty boutique retailers, and the company website (Peg and Kris LLC, 2016). The company considers, both, new and long-standing brands as competitors, as well as companies of different sizes (K. May, personal communication, October 25, 2016). The most watched direct competitors are trunk show brands. Some of these brands include Olive Juice, Bella Bliss, Dondolo, and Alice Kathleen (K. May, personal communication, October 25,