Liz Claiborne SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1838
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SWOT Analysis of Liz Claiborne with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Liz Claiborne

Parent Company

Fifth and Pacific companies Inc

Category

Apparel and accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Endless Possibilities

USP

Good quality materials, comfortable fit, good construction, color selection, and clean silhouettes

STP

Segment

Clothing, Home and accessories

Target Group

Young working crowd

Positioning

High-end brand

SWOT Analysis

Strengths

1. Geographically diverse business hence lower risk for investors and increases the value of business

2. Strong brand name hence helps increase margin by charging premium prices as customers get high quality from strong brand name

3.Product ranges from classic to trendy, career to casual and urban to suburban at popular to premium price points

4. Customers can buy the products from wherever they choose to shop i.e. upstream and departmental stores, e-commerce website etc.

5. First company founded by a woman listed on Fortune 500 with over 15,000 employees

6.Partenership with Donna Karan to expand its business in menswear

Weaknesses

1. Presence is limited to a few stores and counties as compared to leading global apparel brands
2. Brand recall is less due to limited advertising

Opportunities

1. International expansion especially in Europe will help increase profit

2. different types and quality of product will help in generating more revenue

3.manufacturing products in china where less cost is involved will help company to increase the profit margin

4. US currency appreciation increase profit margin as domestic buyer will purchase foreign goods at cheaper prices

5. Streamlining the operations, increasing innovations by reducing red-tape and increasing communication within organization may help in increase cash flow and growth

Threats

1. Pressure from competitors lowers the revenue growth

2. Economic downturns affects discretionary products as people don’t spend much and save more
3. Fake imitations/ duplicate products

Competition

Competitors

1. Jones Apparel Group (JNY)

2. Phillips-Van Heusen (PVH)

3.  Polo Ralph Lauren (RL)



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