Kenneth Cole SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2316
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SWOT Analysis of Kenneth Cole with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Kenneth Cole

Parent Company

Kenneth Cole Productions Incorporated

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

What you stand for is more important than what you stand in; Are you putting us on; Today is not a dress rehearsal

USP

Dynamic , energetic and innovative clothes

STP

Segment

People who are absolutely fearless and love to be playful

Target Group

People having a high purchasing power and an adventurous attitude

Positioning

Experimental , fun , flirtatious clothing with an unexpected edge

SWOT Analysis

Strengths

1. Kenneth Cole has a very well established brand name in the market
2. Customer loyalty stands is extremely high due to their experimental attitude
3. They aren’t very highly priced hence able to target a larger audience
4. They have an extremely strong management which looks after their entire supply chain process providing them recognition in the market

5.They have  a large amount of resources and have been able to maintain quality standards along with expansions for a long time

Weaknesses

1.The competition in the luxury brand market is going on rising and they are not able to maintain their position
2. Brand switching is high due to the presence of many players in the segment, hence limited brand loyalty

Opportunities

1.They have a very fresh and young group of designers who love to experiment
2.Online retail gaining a lot of importance as well as E marketing
3.They can also go in for global expansion and explore unexplored markets

Threats

1.New and improved luxury brands making a foray into the market
2.Brand switching is high due to many options
3.Even their own brand Kenneth Cole Productions might end up cannibalizing their consumer base

Competition

Competitors

1.Gucci Group NV
2.Nine West Group
3.Ralph Lauren Corporation



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