Ch. 11- Developing and Managing Products

Alexander McQueen is always trying to stay ahead of competitors. The brand's  major competitor is Stella McCarthy . Both brands are luxury labels that cater to women around 23-34 years old , they have similar silhouettes, their clothing is not conservative like most luxury brands and they have alternative lines that are more affordable and targeted to younger consumers. McQueen's head designer, Sara Burton keeps the label in the forefront by annually having exhibits and presentations in museums in New York City and London where fans  can come and observe and give feedback on upcoming items. Something that Stella McCarthy and other designers do not do.