Alfred Dunhill SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 4029

SWOT Analysis of Alfred Dunhill with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Alfred Dunhill

Parent Company

Alfred Dunhill ltd


Apparel and accessories


Lifestyle and Retail

Tagline/ Slogan

Passion for creation


An innovative and masterpiece brand which aims at giving perfection to its customers with a British attitude.



Premium segment

Target Group

Successful men between age 35 and 55 who is “understated yet individual” fashion aware and are not dictated by to by fashion.


A brand which emits masculinity, ingenuity and Englishness into a contemporary attitude to a customer.

SWOT Analysis


1. Dunhill is a prestigious member of the Richmond group which is owns brands like Cartier and other luxury leather goods brands.
2. Gives the ultimate experience of masculinity to men by opening the “Dunhill House” in New York, Shanghai, Tokyo, Paris, London with tailors on hand, barbers, treatment rooms, restaurant bars and even rooms if customer wants to stay overnight.
3. Dunhill is been worn by royalties and is been supplying suits to “James Bond” series
4. The brand has stores more than 50 stores all around the world and was one of the first brands to have a flagship stores in London, Paris and New York.

5. Dunhill uses extensive advertising to promote its products which has been a great success. Voice their recent advertising movie showing their spring collection in relation to London 2012 olympics.

6. A brand which recognizes success has been sponsoring golf tournaments rewarding talented golfers.


1. Thier online retail business has not been as successful as some other brands
2. Presence of other international brands hence high brand switching
3. Limited presence in some emerging economies which can be a potential market


1. Emerging markets and various expansions and acquisitions abroad
2. Expansion into Hospitality sector


1. Other Luxury brands offering the similar quality at cheaper rates.
2. Increasing Raw material prices
3. Fake imitations and replicas affect the brands





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