SWOT Analysis of Norma Kamali with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Norma Kamali Fashions Pvt. Ltd
Apparel and Accessories
Lifestyle and Retail
The democratization of fashion
Designer multi-use pieces
Fashion concious Urban upper class women
Young urban women from the premium class
High end designer multi use pieces
1. Norma Kamali’s reputation as a successful designer is the main USP of the brand. 2. The brand is attributed to be a very effective user of technology with it being attributed to starting the first fashion online store on e-bay and introduction of very effective smart phone applications for fashion related products. 3. The brand uses material of silk parachutes for most of its products and has a specialty of making multi-use pieces. 4. The brands policy of “Try before you buy” and keep whatever you like in 48 hours has been a success
5. Good brand visibility and positioning
1.The brand has limited visibility outside the United States unlike its other competitors who are global entities. 2. The brand does not have its own procurement and manufacturing facility
1. The brand can expand its base outside the USA with MBO’s and boutiques at major cities for better visibility. 2. With the innovative string of products by the brand it can also take up green initiatives. 3. The brand can also extend its product portfolio towards being a complete lifestyle brand
1.The highly fragmented fashion industry means that there is low brand loyalty. 2. The recent slowdown in American markets would mean reduced spending on lifestyle products which would affect the brand. 3.The entry of several new designers in the same segment is a challenge to the brand.
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