Morgan de Toi SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1188
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SWOT Analysis of Morgan de Toi with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Morgan de Toi

Parent company

Morgan SA.

Category

Apparel and accessories

Sector

Lifestyle and retail

Tagline/ slogan

-

Usp

The brand is known for just the right amount of detailing in female attire.

STP

Segment

Women having a flair for French subtle fashion.

Target group

Young upper middle classwomen

Positioning

The chic Parisian at the heart of inspiration.

SWOT Analysis

Strengths

1.The clothes have been fancied by women with a taste for fashion since year 1947

2. Internationalactresses have been among the customers for the brand.

3. The company has more than 650 retail shops around the world.

4. Morgan was bought out by the Beaumanoir group which has the experience of handling 6 other brands.

5. The brand operates through a wide network of retail stores, licensed stores, wholesale, 3rd party and internet.

Weaknesses

1.The brand being among the elite brand is prone to recession and economic downturns

2. The brand has limited global presence compared to leading aaparel brands

Opportunities

1. The brand has become a legendary name in France and other European countries.
2. High brand saliency and the positive affirmation from consumers has influenced demand in domestic market and the neighboring countries.

Threats

1.Similar products available in other brands thus switching cost is less.

2. Major stores are concentrated in Europe which is currently in crisis

3. Fake imitations affect branding and sales

Competition

Competitors

1 Abercrombie&Fitch

2.Ralph Lauren

3. Kate Spade



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