Allen Solly SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 4961
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SWOT Analysis of Allen Solly with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Allen Solly

Parent company

Madura Fashion & Lifestyle (Aditya Birla group)

Category

Apparel and accessories

Sector

Lifestyle and retail

Tagline/ slogan

Friday Dressing; Why so serious

Usp

Stylish office wear

STP

Segment

Young fashion conscious  Women and Men

Target group

Urban Men Upper class and upper middle class

Positioning

Lighten up the workplace

SWOT Analysis

Strengths

1. The brand is present in more than 50 countries
2.  In-house and experienced design and product teams are available with Allen Solly.
3. Premium fashion and international fashion also available
4. Work casuals in bold colours, innovative fabric and young fits

5. Strong Management team also is strength to the company

Weaknesses

1. Global penetration is limited as compared to a few other international brands

2. Presence of Indian and international brands offers more offering to customers therefore high brand switching

Opportunities

1. Digital initiatives and plans to spend significantly on it over the next few years
2.The brand can diversify into emerging markets and also consider of expanding into other countries or sectors.

Threats

1. New technology coming in might pose threat

2. Similar patterns and verity available at lesser price with other brands pose a threat.
3. Local market may offer similar patterns at a lesser price although discounting on the quality.

Competition

Competitors

1.Raymond Limited

2.Arrow

3.Belmonte



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