Diesel SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 11737
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SWOT Analysis of Diesel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Diesel

Parent Company

Diesel S.p.A.

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

For Successful Living

USP

Complete lifestyle brand

STP

Segment

Young men , women and children who are very fashion conscious

Target Group

Urban upper-middle and upper class

Positioning

A complete fashionable lifestyle brand

SWOT Analysis

Strengths

1.A complete lifestyle brand known for its luxury and pret-a-porter clothing aimed at young adult market
2. The exclusiveness strategy which saw them intentionally shrink from 10000 points of sale 5000 points of sale
3. Strong advertising strategy which sees them building stories around pictures.
4. One of the first clothing companies to have a major presence on the internet since 1995

5.The diversification into other merchandise like sunglasses ,watches, perfumes, footwear  makes it a complete lifestyle brand
6. Has over 2500 employees serving in 80 countries
7. Apart from clothing, it offers watches, footwear, perfumes etc

Weaknesses

1.Their main product Diesel jeans is expensive and only available to a select few
2.Majority of sales revenues come from designer jeans. A slight dip in the demand of it may see a major drop in sales
3.Replica products and fake imitation affects brand image

Opportunities

1. With rising concern in eco-friendliness of products Diesel can respond to this concern with promotion campaigns to instill trust
2. Diesel can tap emerging retail markets like India and Africa to make the most of the unsaturated markets there
3. Outsourcing some divisions in some countries may help maintain economies of scale

Threats

1. The highly fragmented fashion industry amounts to low consumer loyalty related to a particular brand due low switching cost and high bargaining power
2. The trade barriers which cause fluctuations in currency denominations may cause losses when it comes to revenues
3.The emergence of many designers in the jeans segment may cause a serious threat to their core product

Competition

Competitors

1. Giorgio Armani
2.Chip and Pepper
3. Levis



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