Price / Positioning

Virginie Santels
Kimberley Denise Zuurbier
Olivia Llagostera
 PRICE

Domingo Ayala has four

different sections in his
collection:

- Women
- Accessories
- Bags
- Specials
 PRICE

WOMEN

Cardigans: 65 €
Sweaters: 49.80 €
T-shirts: 39.90 € - 47.90 €
Tops: 39.90 € - 42.50 €
Dresses: 49.90 €
 PRICE

ACCESSORIES

Bracelets: 4.80 € - 13.20 €

Necklaces: 9.80 € - 24.80 €
Key ring: 13.80 €
Pins: 11.90 € - 14.80 €
 PRICE
BAGS
Totes: 42.50 € - 47.50 €
Handbags: 34.80 € - 56. 80 €
Clutch: 37.80 €
 PRICE

SPECIALS

Color prints: 49 €
Cushions: 39.80 €
 PRICE
Price Range

70 65

60 56.8

49
50
39.9 39.8
Price (!)

40 34.8 MIN
30 MAX
24.8

20

10 4.8

0
WOMEN ACCESSORIES BAGS SPECIALS

CATEGORIES
 Competitors

The competitor brands are all very colorful, eclectic

and have a touch of playfulness in them.
Many of them are competitors in only one sector like
bags, jewelry, t-shirts or dresses.
They are also targeted to young, fun girls and have
the same or similar price range.
Competitors
 Competitors
Jordi Labanda: Started as a Spanish illustrator and now
has applied it to fashion. His clothes and handbags have
original illustrations and colors endowing the collection
with a special sophistication. The t-shirts offer a series of
versatile, highly feminine garments. Prices are similar to
those of Domingo Ayala. (t-shirts 34 € - 65 €)

Pepa Loves: Spanish brand selling women’s wear and

accessories label with a colorful original style. Seeks to
offer top quality at affordable prices and makes use of
the work of street artists in her prints for a fresh look which
is half naïve, half underground. Price is much cheaper. (t
-shirts for 12 €)
 Competitors
Pa:nuu: Danish brand born out of love for simple but
powerful graphic expressions and prints. With inspirations
from the colorful universe of the 80’s. Price is similar to
Domingo Ayala.

Double Dice: English jewelry brand offering diamond

encrusted skull pins and glistening chains, fluorescent
bows and kitsch charms.

Olga de Polga: Spanish brand offering quirky, unique,

colorful, patterned, playful and eclectic mix of girly
clothing & accessories. Price is expensive.
 Competitors
Killah: Italian brand, fashion apparel for girls, denim
clothing, unique street style t-shirts and jeans, shoes,
boots, bags and accessories. Price - expensive.

Kling: Simple but stylish Spanish brand. Competes mostly

with Domingo Ayala with the bags, and has similar prices.

Amarillo Limon: Pop style with fashion trends. Explosion of

color reflected in garments with original designs and a
fresh and carefree style. Competes with Domingo Ayala
mainly with the dresses and tops.
 Positioning
Product Range
Killah
+
Jordi Labanda
Olga de Polga
Amarillo limon pa:nuu

Pepa Loves
Kling
Domingo Ayala
-
Price
+

X
Double dice
-
 Positioning
Distribution Channel

+ Pepa Loves

Kling Olga de Polga Amarillo Limon Killah Double Dice Domingo Ayala pa:nuu
Jordi Labanda

-
Design +

-
 Positioning
Price

+
Killah
Jordi Labanda Domingo Ayala
Olga de Polga
pa:nuu
Amarillo Limon

-
Pepa Loves Quality +
Kling

Double Dice

-
 SWOT
Strengths:
- Good quality
- Unique, colorful, and special designs
- Good range of products; they also sell decoration things like the
cushions.
-  You can only buy in a few multi-brand stores and online which makes
it more rare.

Weaknesses:
- You cannot buy a total-look of Domingo Ayala.
-Not a known brand, not a lot of publicity.
-Complicated to wear and for a very specific target.
-Expensive brand
 SWOT
Opportunities:
- Open Domingo Ayala store in main cities of Spain like Madrid and
Barcelona.
- Distribute in big department stores like “El Corte Inglés”.
-  Small book explaining process of fabrication, inspiration, fabrics, etc.
Can be sold in Domingo Ayala stores and multi-brand stores and in
FNAC.

Threats:
- Many competitors offering similar products for a cheaper price (like
ZARA,H&M,MNG,BSK, etc.)
PROPOSAL…
 Proposal
In order to sell more and to become a more well-known
brand there a few things which need to be done.
Key Pins:
- Distribute unique but small key pins in the main streets of
Barcelona.

Discounts:
- Domingo Ayala could give discount coupons in
international magazines such as Glamour, Cuore,
InTouch, etc.
 Proposal
H&M collaboration:
- A collaboration would be a great opportunity for
Domingo Ayala. H&M sell some similar t-shirts, so by
creating a small and cheaper line of t-shirts would be a
good choice. T-shirts could sell around 10-30 €.

Bags:
-To create cotton bags for the stores with the online
website written on them in order to promote it. At the
same time they are ecological!
 Proposal
Bags + catalogues:
To give away the cotton bags with a Domingo Ayala
catalogue of the collection.

Domingo Ayala Basic:

The biggest change could be to create a second line.
A more basic line which can permit more people to
buy it. The design can be similar but more basic and
maybe should be of less quality so that the price can
be more affordable.
 Conclusion
Domingo Ayala is a strong and creative brand but it is
trying to compete with really well-known brands such
as Miss Sixty, Fornarina, Havaianas, etc.
It should focus more on brands similar to Domingo
Ayala, and on a target which is more playful, fun,
colorful and “childish”.
THANK YOU!!!