When looking at Massimo Dutti and its competitors, it’s notable that the Spanish label has positioned itself well. Massimo Dutti’s assortment stays competitive on the market in all departments, but the Inditex brand directs a bigger assortment share to upper-body ready-to-wear pieces in comparison with its peers.
The upper-body categories were already the main focus for all those brands. However, after the covid-19 pandemic, they all increased their assortment shares in this category.
It is noteworthy to mention that dresses don’t represent one of the main categories for Massimo Dutti, while its competitors invest heavily in dresses. Why doesn’t the Spanish label focus much on this category? Is there an opportunity to rethink the assortment share in the dress category?
Did Covid-19 affect Massimo Dutti’s pricing strategy?
Within the Inditex Group, Massimo Dutti, with its classic style, represents an aspirational profile. The Spanish brand’s pricing strategy reflects this image — it has the highest average price among Inditex brands.