Bernshaw SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1397
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SWOT Analysis of Bernshaw with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bernshaw

Parent Company

Bernshaw Ltd

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Creating stunning evening and partywear since 1945

USP

Contemporary dresses put across in the most modern way

STP

Segment

Women wanting to look beautiful and showcase their poise and confidence through their stunning clothes

Target Group

Women around the world with all different shapes and sizes with high purchasing power

Positioning

Making dresses worn by the celebrities affordable for everyone

SWOT Analysis

Strengths

1. Established Brand Name and high product quality
2. Favored by celebrities world over
3. Extremely famous for their evening wear
4. Selling their dresses in the most high profile stores like Harrods and Selfridges

5. Having a wide range of products to offer – new and improved collections at all times

Weaknesses

1.Has not been able to reach the likes of Versace and Chanel in evening wear
2.Limited brand awareness as advertising and marketing is lesser

Opportunities

1.Creating dresses which are seen in Hollywood films and worn by some of the most influential people at affordable rates
2.They can expand into all the unexplored markets
3.More aggressive promotions

Threats

1.Compeititors which have a better and a more prestigious name in the market
2.Their niche set might be a bit unhappy with the likes of their dresses being sold at lower prices
3.Brand loyalty of their celebrity segment towards other higher brands

Competition

Competitors

1.Versace
2.Christian Dior
3.Dolce and Gabbana



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