Aquascutum SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2265
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SWOT Analysis of Aquascutum with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Aquascutum

Parent Company

YGM Trading

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Understated British Elegance

USP

Rich Heritage and British elegance

STP

Segment

People who want to make a brand statement with a British elegance

Target Group

Urban men and women from upper class

Positioning

Men and Women who wear luxurious clothes with a British touch.

SWOT Analysis

Strengths

1. The brand has a very rich history and heritage supplying jackets coats during the Crimean war.
2. The brand is very innovative and boasts of rich quality as they were the first brand in the world to launch the Waterproof jackets.
3. The brand is very famous for its “Custom-made designs” in coats and suits for men and women designed by designer Saville row.
4. The Brand has very rich clientele including the Prince of Wales, Sir Winston Churchill, and Margaret Thatcher.

5. The brand has over 100 stores all over the world

Weaknesses

1 .The brand has major Administration issues in the UK as it has a small workforce
2. Limited global penetration compared to other luxury brands

Opportunities

1. Due to Acquisition, Scope for expansion is maximized
2 .Exploring into different segments like corporate gift, sporting wear etc

Threats

1. Major Competition from brands like Burberry, Canali in the coat segment.

2. Increasing Raw material cost in the united kingdom.

Competition

Competitors

1.Burberry
2.Canali



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