Hollister SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 8104
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SWOT Analysis of Hollister with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Hollister

Parent Company

Abercrombie & Fitch Co. brand

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

1922

USP

Complete lifestyle brand for teens

STP

Segment

Young fashion concious teens looking for vibrant apparel

Target Group

Young boys and girls from the upper middle class

Positioning

True American lifestyle brand

SWOT Analysis

Strengths

1.Launched in 2000 the brand has captured the attention of teens through its unique way of direct advertising which it terms as “walking self-marketing” which is achieved by the large screen-print of the brand on its merchandise and fictional establishment dates which gives the brand a century long legacy.
2. Brand portrays itself as the true brand from South California wherein all its merchandise are named after the famous beaches of the area.
3. The brand maintains a lower price point than its parent company which gives it a mass appeal.
4. The brands retail outlets which have concepts like video walls, electronic posters have been popular all over the country thereby the brand being rated among the top 5 lifestyle brands in USA.

5. The brand has its flagship stores in USA and Canada and operates through MBO’s in Europe and the Middle-East.

Weaknesses

1.The brand is mostly restricted to US and has little global penetration
2. The brand has faced several controversies with it being accused of not following several regulations in its retail stores.

Opportunities

1. The brand with its growing reputation can set up concept stores outside USA which are a highlight of the brand.
2.The brand can concentrate on expanding in emerging markets like India and Africa where teens have growing spending power.

Threats

1. The brand is a known entity in USA and faces identity issues outside it.
2. The current array of counterfeit products pose a great challenge for the brand.
3. The fluctuations in the currency of various countries would make it difficult for the brand to maintain the economies of scale.

Competition

Competitors

1.Ruehl
2. Gilly Hicks


The table above concludes the Hollister SWOT analysis along with its marketing strategy and brand parameters.

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