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What does the modern consumer value most when it comes to curating their wardrobe and how are competitors taking advantage of this with their unique positioning?
Competitors in the luxury, mid-market/affordable, value, streetwear, and sustainable markets take the most advantage of personalization, transparency, and product scarcity to attract modern consumers.
DBG can take these strategies a step further with their own implied positioning to stress the rewarding accessibility and affordability in order to create value amongst its target consumers and facilitate long-term, repeat customers.
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