Sonia Rykiel SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1794

SWOT Analysis of Sonia Rykiel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sonia Rykiel

Parent Company

Fung Brands


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

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


Luxury French Fashion



Premium apparel for women

Target Group

Women from the upper middle class from urban areaa


Luxury French Fashion

SWOT Analysis


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


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


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


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



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

4. Chanel

5. Stella McCartney


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