We should not just think in terms of our product category, to avoid marketing myopia. We are going to study our direct and indirect competitors by taking into account their use of the product.

Direct Competitors

We have a few direct European competitors (as they ship their products, we consider them as direct competitors). We chose not to take the Canadian competitors into account because we assume that customers of that kind of products prefer ordering online when the shipping costs are not too high (which is not the case if one considers the Canadian market).

After many researches (Google, Pages d’or, …) we didn’t find any competitors in Belgium selling the same product as we do, which means tee-shirt in limited edition with photograph on it.
 

On the Internet, we found two French websites that sell almost the same products as ours. The first one, www.mon-beau-tee-shirt-imprime.com, sells tee-shirts with a square picture on it, those products are also produced in limited edition. Their price is 34€ for a tee-shirt.
 

The second one, www.tshartgallery.com, only proposes two tee-shirts by gender which are in limited edition and come with hard copies of the photograph. The price is 29€ for men and 32€ for women.

Indirect Competitors

We have a lot of indirect competitors on the Belgian market. Those competitors are any shops that sell tee-shirts or other clothes. Our main indirect competitors are Celio, H&M, Zara and many others. All of those brands have also websites where we can buy online.