Lindex latest - for me it's a case of weak brand positioning

Over the past few weeks there's been quite a few commercials from the large clothe retail companies in Sweden. I always find it interesting watching and comparing those commercials since inevitably, I start to think about their underlying brand positionings. It's those market or brand positionings and their unique differentiators that they should try to execute... So why is it so hard to understand what on earth those companies are up to and what makes them different? Take Lindex, Kappahl and Cubus for example. To me it looks like they are going for exactly the same target group, with the same offer, and with the same promise... Have they got their targets sorted yet? I doubt it.