As Louis Vuitton is a brand that offers more variety in terms of product they may come as a threat to Giuseppe Zanotti, however Zanotti is a brand specialises in footwear mainly so the brand has better knowledge of trends and can adopt quicker to the trends allowing them always be on top of the product area. Louis Vuitton may have a stronger reputation but because they so much different product areas their footwear isn’t advertised as much as Zanotti, which is less awareness for the shoe range. Both brands uses BTL promotion techniques as they are a premium brands so it’s better for the brand to talk to people in the industry, host fashion shows as well as take part, and do PR launches and do mail-outs. That way they going straight to their source and gaining knowledge from their competitors.