Fiorelli SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1509

SWOT Analysis of Fiorelli with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Lunan Group


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Established 1988


Youthful accessories brand



Youthful trendy accessories

Target Group

Young urban upper middle class


Fashionable accessories brand for the youth

SWOT Analysis


1. The brand has 9 flagship stores in UK and is present in over 25 countries through MBO’s with leading retailers.
2. The brand has retained its character of being the youthful brand by consciously concentrating on the niche segment.
3. The brand gives a price protection promise if any of the customers find their products cheaper.
4. The brand comes out with new collections every season with the festival fever concept which maintains the newness of the brand.

5.The brand has an online store which it uses to sell select merchandise from different collections which has been a success.


1. The brand has failed to garner attention outside UK with its limited presence.
2. The silver jewelry collection has not picked up sales as expected.
3. The brand has limited recall outside UK


1. The brand can establish pop-up stores in foreign markets which are plus for accessories.
2. The brand can also diversify into various other lines of accessories to extend its offerings.
3. The brand can also outsource its manufacturing capabilities to maintain economies of scale in the future.


1. The current slowdown in the European markets could lead to decrease in spending on lifestyle products which could affect sales.
2. The brand faces high fragmentation in the fashion industry which would imply that there is no brand loyalty.
3.The brand faces threat from various global players who are now foraying in the accessories market.



1. Fendi
3.Louis Vuitton


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