Koovs SWOT Analysis, USP & Competitors

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


Parent Company

Marble E-retail Pvt. Ltd.




Online Retail-Apparel, Accessories

Tagline/ Slogan

An exclusive fashion e-store & styling partner


High on fashion appeal with many international brands onboard.



Fashion and brand conscious online shoppers

Target Group

Middle-High income, fashion conscious, young online shoppers


One stop store for every fashion need

SWOT Analysis


1. Collaboration with biggest names of international fashion industry.

2. Fresh fashion with 150 plus branded products getting launched every week.

3. Private label fashion collection gets launched every month with the help of its London based fashion hub..

4. Decision to go public by listing under AIM, a sub market of London Stock Exchange.

5. Collaboration with UK’s popular contemporary fashion company- Supremebeing leading to Stanton Warriers creating a fresh collection for Koovs.

6. Collections like “Giles at Koovs” by famous designer Giles Deacon or collection by British brand “Hype” increases the fashion quotient of Koovs.

7.It has international brands like French Connection, Emporio Armani, Calvin Klein etc .


1. Relatively less brand visibility in India in comparison to its strong competitors.

2. People in India still not very comfortable making online payments means limited customers


1. Tie ups with various high end offline fashion stores to sell products under “Koovs” brand.

2. Bringing in more high profile Indian fashion designers on board to cater to Indian taste.

3.Increasing its brand visibility by showcasing their collections in major fashion weeks like Lakme Fashion Week, Wills India Fashion week etc


1.Increased competition from ecommerce giants like myntra, jabong etc who have better visibility

2. Heavy discounts offered by competitors.

3.Reliance on offline stores and designer’s boutiques for high end fashion products



1. Fashionara

2. Fashion and You




The table above concludes the Koovs SWOT analysis along with its marketing and brand parameters.


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