Short answer
Instead of directly competing on price or existing product features, explore creating a new market space by offering a unique combination of product, pricing, and exclusivity.
- Field
- Innovation & Markets
- Source
- Journal of Research in Business Economics and Education (2022)
- Method
- Case Study Analysis
- Evidence
- Moderate effect
By applying Blue Ocean Strategy tools, Dstyle identified an untapped market space for exclusive knitwear, moving beyond intense competition. This innovation & markets research insight is drawn from a 2022 study published in Journal of Research in Business Economics and Education. Using Case study analysis, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Instead of directly competing on price or existing product features, explore creating a new market space by offering a unique combination of product, pricing, and exclusivity.
Blue Ocean Strategy unlocks exclusive knitwear market for Dstyle
By applying Blue Ocean Strategy tools, Dstyle identified an untapped market space for exclusive knitwear, moving beyond intense competition.
Journal of Research in Business Economics and Education · 2022
Key Findings
- 01Intense competition in the knitwear market has led to a 'Red Ocean' scenario.
- 02A proposed strategy, 'Knit Things, Reseller Price, Exclusivity,' offers a novel value proposition not currently provided by competitors.
- 03Key areas for improvement include product variation, innovation, promotion, and discounts.
Application
Design takeaway
Instead of directly competing on price or existing product features, explore creating a new market space by offering a unique combination of product, pricing, and exclusivity.
How to apply
Conduct a thorough analysis of your market using the ERRC grid to identify attributes that can be Eliminated, Reduced, Raised, or Created to offer a unique value proposition.
Project actions
- 01Clearly define the 'Red Ocean' you are operating in before attempting to find a 'Blue Ocean'.
- 02Use the Strategy Canvas to visually compare your offering against competitors and identify gaps.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a structured approach to market analysis and strategy development.
- +Focuses on value innovation rather than competitive parity.
Limitations
The proposed strategy is theoretical and its actual market success would need to be validated through real-world implementation and sales data.
Reliability & validity
The validity of the findings relies on the accurate application of the Blue Ocean Strategy frameworks and the interpretation of market data. Reliability would be enhanced by replicating the analysis across multiple similar businesses.
Think critically
To what extent can a 'Blue Ocean' strategy be truly uncontested in the long term, and what are the risks associated with creating a niche market?
Design Principles
"Seek uncontested market space by creating new demand and making competition irrelevant."
This research demonstrates how established businesses can strategically differentiate themselves in saturated markets. By focusing on creating new value propositions rather than solely competing on existing features, companies can carve out unique market positions and foster sustainable growth.
What This Means for Your Design
This study shows how a fashion store can stop fighting with competitors by creating its own special market for unique knitwear that no one else is offering.
How to use in your project
- 1.Use the Blue Ocean Strategy frameworks (ERRC Grid, Strategy Canvas) to justify your design choices and identify opportunities for innovation in your design project.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the potential of Blue Ocean Strategy in saturated markets. By analyzing competitor offerings and customer needs, Dstyle identified an opportunity to create a unique market space for exclusive knitwear, moving beyond direct competition. This approach emphasizes creating new value rather than simply outperforming existing players.
Source
Journal of Research in Business Economics and Education
Designing a Marketing Strategy with a Blue Ocean Strategy Approach at the Dstyle Bandung Online Store
journal · 2022
View sourceQuestions About This Research
- What does the research say about blue ocean strategy unlocks exclusive knitwear market for dstyle?
- Instead of directly competing on price or existing product features, explore creating a new market space by offering a unique combination of product, pricing, and exclusivity. Evidence: Journal of Research in Business Economics and Education (2022).
- Why does "Blue Ocean Strategy unlocks exclusive knitwear market for Dstyle" matter for design?
- This research demonstrates how established businesses can strategically differentiate themselves in saturated markets. By focusing on creating new value propositions rather than solely competing on existing features, companies can carve out unique market positions and foster sustainable growth.
- How can designers apply this research?
- Instead of directly competing on price or existing product features, explore creating a new market space by offering a unique combination of product, pricing, and exclusivity.
- What were the main findings?
- Intense competition in the knitwear market has led to a 'Red Ocean' scenario.. A proposed strategy, 'Knit Things, Reseller Price, Exclusivity,' offers a novel value proposition not currently provided by competitors.. Key areas for improvement include product variation, innovation, promotion, and discounts.
- What research method was used?
- Case Study Analysis.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2022 journal from Journal of Research in Business Economics and Education.
- What should I do differently in my next project?
- Conduct a thorough analysis of your market using the ERRC grid to identify attributes that can be Eliminated, Reduced, Raised, or Created to offer a unique value proposition.
- What are the limitations?
- The study focuses on a single business and may not be generalizable to all online fashion retailers. The effectiveness of the proposed strategy requires empirical testing.