As a precursor to the ‘Product Development Opportunity’ project, I completed a comp shop report on The Frankie Shop, focused on jersey products. Initially, I analysed the brand identity of The Frankie Shop to thoroughly understand the brand and its USP, and then I analysed their jersey range. The analysis of the jersey range included the number of styles and options, colourways, sizing options, materials, manufacturing and sourcing information, sustainable considerations (or lack thereof), and a completed pricing architecture.

Using the above information, I was then able to identify four key competitors to The Frankie Shop- specifically to their jersey range. The analysis of the competitors’ jersey ranges allowed for a comprehensive comp shop, which in turn, coupled with market-wide insights, led to actionable business recommendations for the brand.