Ed hardy SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 3397
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SWOT Analysis of Ed hardy with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ed hardy

Parent Company

Iconix Brand Group

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Love kills Slowly

USP

American Tattoo Designs by Godfather of Tattoo

STP

Segment

Elite group which loves tattoo art

Target Group

Urban upper-middle and upper class youth

Positioning

Vintage Tattoo Wear

SWOT Analysis

Strengths

1. Don Ed Hardy’s designs (known as the Father of Tattoo) is the face of the brand
2. USP of having classic American Tattoo designs
3. Complete Market Coverage and good brand presence

4. Brand worn by over 5000 celebrities, athletes and musicians
5. Good branding and advertising
6. Good distribution through exclusive stores and retails in US

Weaknesses

1.Limited global penetration compared to some of the other bigger brands

2.Premium Pricing but less Novelty

3. Bargaining power of customers is high hence brand switching affects value

Opportunities

1.To diversify in not just American tattoos but in all types of tattoos
2.To make it a cult brand 
3. Expansion into the European and Asian markets

Threats

1.Tattoo art if not innovative faces a threat of being a passing fad
2.Changing consumer behavior
3.Product Substitution

Competition

Competitors

1.Affliction
2.Tap Out


The table above concludes the Ed hardy SWOT analysis along with its marketing strategy and brand parameters.

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