Lands End SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2177
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SWOT Analysis of Lands End with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lands End

Parent Company

Sears Holdings Corporation

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Business Outfitters

USP

Complete family lifestyle brand

STP

Segment

Lifestyle and trendy apparel for urban families

Target Group

Urban upper middle class families

Positioning

A complete family brand

SWOT Analysis

Strengths

1. The brand believes in high quality of products and fair pricing which makes it accessible to most of the families.
2. The brand has more than 10 exclusive locations in America and also operates through MBO’s giving it access to a larger base of customers.
3. The brand takes pride in able to ship its products to more than 170 countries a rare feat for any brand.
4. The brand has an elaborate e-catalogue and an online shop with facilities like 24/7 toll free numbers for seamless assistance.

5. The brand’s elaborate product line from sleep-wear to uniforms and different forms of casual wear for men and women makes it a complete lifestyle brand for the family.

Weaknesses

1. The brand has not advertised  as frequently as its competitors who too are in the same segment in the American markets.
2. There is high dependence on online sales for the overall revenues for the brand.
3. The brand has not leveraged on its vast distribution network to create a sustainable retail model

Opportunities

1. The brand can foray into many Asian markets which have shown a growing demand for a complete family wear brand.
2. The brand can also take up green initiatives to keep pace with the growing concerns about the environment.
3. The brand can very well outsource its production units to maintain economies of scale in the long run.

Threats

1. The brand faces high volatility of consumer behavior in this segment as there is no specific brand loyalty.
2. The brand can face a drop in sales due to the recent slowdown in global markets which have also affected the American markets which are their main source of revenue

Competition

Competitors

1. Abercrombie and Fitch Co.

2.  American Eagle outfitters.
3. ANN INC



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