Forman Mills SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 799

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

Forman Mills

Parent Company

Forman Mills Inc.


Apparel and accessories


Lifestyle and Retail

Tagline/ Slogan

Designer fashions. Killer prices


Provides goods for everybody  in the family

Forman Mills STP


Middle class households

Target Group

All member in the family


Provides one stop offer for all apparel and accessories needs

Forman Mills SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Forman Mills :

1. Offers good discounts and offers especially during weekends in order to increase customer loyalty
2. One of the biggest apparel retail stores in the region
3. Wide range of products which caters to the needs of kids to adults
4. All kinds of garments and accessories are made available to as to  increase customer credibility

5. The store started with outdoor flea market and grown into wide business

6. Has strong brand presence in United States

7. Present in many different locations with huge showroom space

8. Attracts customers with various kinds of marketing and sales offers


1. Less digital marketing and social media presence and marketing
2. Not entered into e-commerce segment yet and intense competition means limited market share


1. Promote its offers and discounts on social media in order to attract more customers
2. Enter into e-commerce segment and offer delivery facilities
3. Enter into strategic alliances to  capture more market and increase brand equity


1. Growing competition from e-commerce counterparts
2. Growing trends of online purchases among customers
3. Strong competition from more branded stores and specialty stores in shopping malls

Forman Mills Competition


Below are the 3 main Forman Mills competitors :

1. Conway stores
2. American apparel 
3. H&M

The brandguide table above concludes the Forman Mills SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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