dENiZEN™ has the brand personality filled with vibrancy, energy that resonates with the young adults. Target market for dENiZEN™ would be youths and young adults, age 15 to 28,middle-class consumers as inferred by the price of the range of apparels offered by dENiZEN.
In Singapore, dENiZEN™ is competing with Regional and International Brands under the Apparels Sector in the Retail Industry. There are currently 18 stores in Singapore, mainly located in Heartland Malls and major Shopping Centers.
dENiZEN has its relationship with Levi’s – a jeans specialty, and Denim is in the name, the heart of the brand dENiZEN. As such, the quality of the jeans produced by dENiZEN has relatively high quality compared to its competitors in the existing market. The price set by dENiZEN is thus justifiable and most often, price bundling technique is used as a promotional tool to attract customers.
Points of Parity & Points of Difference
Denizen's Point of Parity with its competitors include the common target market of the youths and the message of 'Value for money' supported by the presence of an international brand to market itself.
However, being a Jeans specialty and leveraging strongly on youth trends and social media, Denizen's points of difference may well be the key unique selling point and competitive edge over its competitors.
In Singapore, dENiZEN™ is competing with Regional and International Brands under the Apparels Sector in the Retail Industry. There are currently 18 stores in Singapore, mainly located in Heartland Malls and major Shopping Centers. We have chosen 2 important attributes – Price & Quality of Apparels (Jeans in particular) to illustrate the competitive business environment that dENiZEN.
dENiZEN has its relationship with Levi’s – a jeans specialty, and Denim is in the name, the heart of the brand dENiZEN. As such, the quality of the jeans produced by dENiZEN has relatively high quality compared to its competitors in the existing market. The price set by dENiZEN is thus justifiable and most often, price bundling technique is used as a promotional tool to attract customers.
Points of Parity & Points of Difference
Denizen's Point of Parity with its competitors include the common target market of the youths and the message of 'Value for money' supported by the presence of an international brand to market itself.
However, being a Jeans specialty and leveraging strongly on youth trends and social media, Denizen's points of difference may well be the key unique selling point and competitive edge over its competitors.
Hi Team,
ReplyDeleteNice post~!
I'm wondering what is "social media" specifically mentioned in this blog :D
XU ZHAOXI
This comment has been removed by the author.
ReplyDeleteHi Zhaoxi,
ReplyDeleteThanks for your comment! (;
Denizen has been tapping onto the social media tools such as facebook, youtube, bloggers to engage the youths.
As mentioned in our blog, dENiZEN™10 is a pan-Asian social media project launched by dENiZEN where 10 unique individuals are selected to share their experiences and response to the new brand on social media channels (such as blogging!)
Do check out dENiZEN's youtube videos posted on our page as well (;
To find out more, you may wish to visit:
Denizen's youtube page: http://www.youtube.com/user/denizenjeans
Denizen's Facebook page: http://www.facebook.com/Denizen?sk=wall
Thank you!
Team D