Sonia Rykiel SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1992
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SWOT Analysis of Sonia Rykiel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sonia Rykiel

Parent Company

Fung Brands

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Reine du tricot depuis 1968 (Queen of Knitting Since 1968)

USP

Luxury French Fashion

STP

Segment

Premium apparel for women

Target Group

Women from the upper middle class from urban areaa

Positioning

Luxury French Fashion

SWOT Analysis

Strengths

1. Fung Brands will provide it the necessary reach that it requires as a strong parent brand
2.  Sonia Rykiel is an established name in the fashion industry
3. The Rykiel family name association and the unique designs provided  by the fashion house is its strength

4. High product quality and diverse product offerings

Weaknesses

1.Brand awareness and recall is limited compared to other premium apparel brands

2.Has been recently absorbed by Fung Brands and hence repositioning the brand is a considerable issue

Opportunities

1. Entrance in emerging markets
2.Capitalising the digital medium to increase its reach where it is not available
3. More branding and advertising to enhance visibility

Threats

1. Intense Competition in Luxury fashion
2.Easily available substitutes
3.Change in economy which may reduce the dependence on luxury fashion

Competition

Competitors

1.Marc jacobs
2.Cloe Clothing
3.Miu Miu Clothing

4. Chanel

5. Stella McCartney


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