Competitors

To establish how bit the gap in the market is, and to gain insight to the faux products industry ( which is a narrow industry to say the least) competitors must be looked at.

The first competitor is called Spirit Hoods : http://www.spirithoods.com.

This LA originated brand, fights the corner of endangered animals with a whole list of non profit organisations to back them up.  They create faux fur head pieces which are quirky and different and claim to get you in touch with nature and your wild side. I wouldn't describe spirit hoods as one of DD biggest competitors as they specialise in headwear and their style is very quirky whereas DD is more classic. Spirit Hoods' Promotion is basic. Their main promotion is social media marketing (SMM). They update their plethora of Social medias regularly from their youtube channel, to instagram, Facebook, twitter, Pinterest and a blog.
They also send out weekly newsletters to registered emails. The second form of promotion is advertorials in magazines such as InStyle and online advertorials and articles such as maxim.com. Thirdly they rely on bloggers and celebrities to wear their product and write about them. Finally they have a number of charities and causes to which they support, all of which being animal welfare based. This heightens their animal cruelty free message which is their ESP (Emotional Selling Point).

The second competitor is Fabulous-Furs : http://fabulousfurs.com

This brand is primarily online however has one studio in its place of origin, Kentucky USA. They have a slightly older feel and supply a plethora of products from menswear, womenswear, children's wear, accessories and Home wear. It gives of the impression that its the kind of place mums and grandmothers go to shop. Maybe a little too old fashioned to the DD target market and therefore although a good brand with more products available than DD, the target market is slightly older. More comfort than fashion. In terms of promotion they do  SMM on twitter, Facebook, Pinterest and Youtube and have an email sign up for their customers can receive news letters and offers. They also do advertorials in magazines such as InStyle and VOGUE.

Premium Furs: http://www.prefurs.com

This faux fur brand also sells a large array for products however its not for just anyone to buy. Only wholesalers. For this reason it lessens its opposition to Designer Duchess. This brand presents its product as a mere product and not as anything fashionable, or lifestyle. The only promotion they have is their website

The Fourth competitor is called Shrimp: 

http://shrimps.co.uk/About.html

Shrimp has its own style as a brand. The furs they tend to go for are teddy bear furs (fur like a teddy bear has so thick and short) in an array of bright colours and styles. Their quirky image is new to the market and have amounted a good range of press coverage.

http://fashion.telegraph.co.uk/news-features/TMG10637331/Shrimps-the-best-faux-fur-around.html

The fashion telegraph online claims that Shrimp is "the best faux fur around". Their innovative style and boldness is a big part of that. In terms of promotion , online articles and blogger/celebrities are a huge part of them up to now. Shrimp is a fairly new brand and event their website isn't finished. They do however take an active part in SMM on twitter, Facebook and Instagram and have their own blog.

I would say that Unreal Fur is Designer Duchess' biggest competition. Fellow Australian brand, whom launches in 2012, are also trying to emerge into the UK market. They have classic styles, colours and furs like Designer Duchess however they also have more trend focused furs, colours and shapes as well as menswear, and something called 'The big bang collection'. Their promotion is basic with SMM on Facebook and Twitter and a newsletter sign up. They have also had editorials and advertorials in high profile magazines such as Grazia. 

Faux England:

http://www.faux.uk.com

I would describe Faux England as Designer Duchess' main UK competitor. The London brand started in 1919. Their faux furs are impecable and the offer a bespoke service. Everything is designed and made in the UK. Their product range is large with faux fur throws and home accessories to coats and other garments.They also have a wedding range. Their promotion consists of celebrities wearing the garments on high profile TV programmes such as the X Factor and films such as the James Bond films as well as SMM on Facebook, Instagram, Twitter, Youtube and Pinterest. Finally they have also had advertorials in UK magazines such as 'Fabulous'.