SWOT Analysis of Marlys with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Marly’s Confezioni S.p.A
Apparel and Accessories
Lifestyle and Retail
Exclusive Italian women’s wear
Fashionable clothing for urban women
Urban upper class women
Exclusive women’s wear
1. The brand has strong presence in Europe and Asia Pacific region with over 20 mono-brand stores across more than 10 countries. 2. The brand has its own manufacturing and designing unit which helps it to give an even touch to all its lines. 3. The brand comes out with new theme collections every season which keeps the newness in their offering. 4. Good product portfolio having a wide product range
1. The brand has not diversified its product lines which have limited the brand’s offerings. 2. The brand has not concentrated on branding unlike its competitors. 3.The brand does not project a known face behind the brand unlike its competitors
1. The brand can start an online store selling select merchandise which improves visibility. 2. The brand can work on MBO’s with various luxury retailers to improve brand appeal. 3. The brand can outsource its production in the long run to maintain economies of scale in the long run.
1. The current slowdown in the Europe could affect the sales revenues for the brand. 2. The brand faces high fragmentation in the fashion industry which results in high bargaining power of buyers and low brand loyalty. 3.The brand also faces threat from new designers foraying in the same segment.
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