COMPETITOR ANALYSIS: 

Swedish outdoor equipment label Fjällräven was established n the 1950's 

They pride themselves in manufacturing highly functional outdoor equipment with a focus on backpacks 

Fjällräven means Arctic Fox in Swedish

Kånken Backpack Pack 

Originally designed for Swedish school children in 1978, the Kånken has become a beloved icon for kids and adults around the world. Durable Vinylon F material repels moisture better than any other synthetic fabric, while the vast color palette complements every task and style.

Their kanken collection of backpacks would be a main competitor four our backpack label. Its a casual everyday style backpack that comes in a variety of colours and sizes. Its durable, functional and has recently established itself as a highly fashionable accessory for youth globally, including Australia. 

Distribution 

In Australia they are distributed in some boutique stores including Incu, however they're biggest distribution source would be online. The backpacks are distributed form the labels own website, swell as ASOS, shopbop REVOLVEclothing, Farfetch, The Nile and various others. This appeals to their youthful target market who readily engage in online shopping particularly when investing in accessories. 

SWOT: 

STRENGTHS

• Well established brand known for quality and durability 
• Having originally been Swedish school children’s backpacks gives them a quirky edge particularly to an international market 
• Come in a huge variety of colours and three different sizes 
• Use of Vinylon F material that repels moisture and is very durable 
• Are very on trend at the moment amongst youth 
• Affordable

WEAKNESSES: 

• Not big enough for an A3 file 
• Not a huge focus placed on functional properties, the designs are simple with few separate compartments and secure fastenings 
• Lack of distribution outlets, being an overseas label the brand is only stocked in few small boutiques in Australia

OPPORTUNITIES 

• Expand into Australian markets by opening a store here
• Expand into other products – hats, bum bags 
• Collaborations with fashion labels – as they are so on trend at the moment they could look to collaborating with a fashion label to create a sideline range of backpacks that are printed or have some design point of difference to their other bags. This would rejuvenate market interest in the brand and create sense of excitement surrounding the product. 

THREATS: 

• Market saturation – the bags are very much a trend at the moment and consumers may start to get over the bags and see them as having become mainstream. 
• Knock offs being developed 
• Being an over sea’s based brand they could have issues with import and export tax barriers as well as other barriers that come with international trading such as language and cultural differences