SWOT Analysis of Perry Ellis with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Perry Ellis International
Apparel and Accessories
Lifestyle and Retail
It’s all about the cut
Complete lifestyle brand
Men and women looking for apparel and accessories especially sports apparel
Urban young men and women from the upper middle class
Truly elegant lifestyle brand
1.The company has over 1 billion annual retail sales world-wide with over 35 licences and distribution in over 50 countries. 2. The brand has starting from apparel has diversified into over 40 product lines making it a complete lifestyle brand in its own right. 3. The brands strong customer service program has been a model for many brands. 4. The brand indulges in innovative ad campaigns building a theme about every ad.
5.The brand is categorized by its product innovation in its every collection
1.Though the brand has excellent quality, it hasn't been able to penetrate the emerging economies 2. The brand has not leveraged on its financial position for proper expansion of its business
1. The brand can foray into various emerging markets like India which has potential clientele for its products. 2.The brand can also venture into various green initiatives given that it has numerous product lines. 3. The brand can start an online store where it can sell select merchandise to its clients.
1. The highly fragmented fashion industry is a threat to the brand as there is no brand loyalty and the bargaining power of buyers is very high. 2. The recent market recessions could lead to lower spending on lifestyle products which can adversely affect sales. 3. The foray of several brands that are category killers in every product line can affect the brand.
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