Hermes International SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 7664
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SWOT Analysis of Hermes International with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Hermes International

Parent Company

Hermes International

Category

Apparels and Accessories

Sector

Lifestyle and retail

Tagline/ Slogan

A sporting life; Time on your side

USP

Hermes offers a wide range of premium leather products, perfumes, shoes, clothes etc

Hermes STP

Segment

People looking for premium stylish clothing and accessories

Target Group

Urban upper middle class men and women

Positioning

Hermes is a high end luxurious fashion clothing and accessory brand

Hermes SWOT Analysis

Strengths

1. Hermes is a french based company with a strong brand name and global presence
2. Hermes markets its products across the world through a network of 300+ exclusive stores of which 180 are operated directly
3. The company principally operates 30+ production units across France, Japan, Europe, the Americas and Asia-Pacific.
4. Good presence and wide product range on offer

5. More than 11,000+ people are employed with Hermes International company

6. Apart from clothes, Hermes offers luxury watches, jewellery, perfumes etc

7. The company has worked some of the world's most well known designers

8. Strong branding and marketing through online ads, print media etc

Weaknesses

1.Intense competition means limited market share growth for Hermes
2.Fake imitation of the brand affects its business and hurts brand value

Opportunities

1. Hermes can try to expand its market globally to tap customers
2. To use the digital revolution to its full advantage and expand its business online through ecommerce
3. The brand can focus on advertising to increase brand recall

Threats

1. Intense competition means reduction of Hermes market share
2. Ease of substitution as many options available to the customer
3. Imitation is the biggest threat in this industry

4. Being a global brand, recession and economic instability affects its global operations

Competition

Competitors

1.Chanel

2.Christian Dior

3.Burberry

4.Ralph Lauren

5.Prada

6.Zara

7.Louis Vuitton

8.Hugo Boss

9.Gucci

10.Versace

11.Valentino S.P.A


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