Helly Hansen SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2164
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SWOT Analysis of Helly Hansen with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Helly Hansen

Parent company

Helly Hansen

Category

Apparel and accessories

Sector

Lifestyle and retail

Tagline/ slogan

Confident when it matters; Warm is the new black; Survival work sport

Usp

The brand is a pioneer of the 3-layer clothing system for dressing in low temperature conditions

STP

Segment

The brand caters to swimmers, athletes, snow sportsperson and other sportsmen needing tough clothes gear

Target group

Sportsmen and athletes belonging to sec A

Positioning

High-tech apparel for outdoor sports, workwear and survival gear.

SWOT   analysis

Strengths

1. The brand produces high end sportswear made especially for sportsmen.

2. The brand uses Nobel Prize winner fabric technology called LIFA in its clothes making them suitable for harsh conditions.

3. The brand has been used in famous TV series Deadliest Catch and also a few movies.

4.The brand has a high product range and the delivery is direct from China

5.The brand has a strong heritage

Weaknesses

1. The brand may not be popular at places which neither have a cold climate nor has very few water sports.
2. Limited global presence and lesser brand awareness compared to the leading global brands

Opportunities

1.The brand expansion in emerging economies which can increase its customer base

2. The number of people participating into water and snow sports are increasing every year thus providing a good opportunity
3. Tie-ups with sports teams, clubs, sports companies etc

Threats

1. Wide range of competitors in the apparel market

2. Tough competition from international as well as domestic players
3. Fake imitation products can hurt sales and brand

Competition

Competitors

1.Adidas

2. Reebok

3. Nike
4. Puma
5. Fila
6. ASICS



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