SWOT Analysis of Hollister with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Abercrombie & Fitch Co. brand
Apparel and Accessories
Lifestyle and Retail
Complete lifestyle brand for teens
Young fashion concious teens looking for vibrant apparel
Young boys and girls from the upper middle class
True American lifestyle brand
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.
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.
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.
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.
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