The Market Positioning Benchmarking Guide for Fashion, Lifestyle & Beauty Brands
Market positioning changes as brands grow.
As Fashion, Lifestyle and Beauty (FLB) brands enter new markets, expand into new product categories and reposition themselves to reach wider audiences, their competitive landscape around them can change. In fact, the brands they once measured against may no longer be the only ones shaping their market position.
This guide gives marketing and PR teams a repeatable framework to measure their market position, benchmark performance against competitors and gain actionable insights to drive their market share growth.
What You’ll Find in This Guide
About the Guide
Why FLB Brands Struggle to Measure their Market Positioning
Today’s marketing and PR teams are expected to prove how their strategy is impacting a brand’s market position. Yet for many teams, knowing where to start is the hardest part.
Sales performance shows the commercial outcome, but marketing and PR activity begins shaping where a brand sits in the market much earlier. Every campaign, Voice, market and channel a brand invests in creates visibility. To understand whether that visibility is building momentum, teams need a consistent way to measure its impact.
Media Impact Value® (MIV®) gives teams that common measurement standard across markets, channels and Voices. When MIV is compared against the right competitors and target peers, it becomes possible to see where a brand sits in the market, whether it is gaining ground and how close it is to the position it wants to hold.
But comparative visibility is only one layer. To understand what that visibility is building around your brand, teams also need context behind the MIV: the narratives appearing in coverage, the associations forming around the brand and the way those signals carry into AI-generated answers.
This guide shows how to bring those layers together through comparative visibility and context, helping marketing and PR teams understand where their brand stands, what is driving that position and what their current measurement approach may be missing.
In This Guide You’ll Learn:
- How to use comparative visibility to understand where your brand stands against current competitors and target peers
- How context reveals the narratives, associations and AI-generated answers behind your MIV
- Where your current measurement approach captures and where gaps remain through our self-assessment scorecard