Bath & Body Works SWOT Analysis

Published by MBA Skool Team, Last Updated: April 26, 2020

Bath & Body Works SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Bath & Body Works, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Bath & Body Works is one of the leading brands in the lifestyle and retail sector. The article below lists the Bath & Body Works SWOT and includes its target market, segmentation, positioning & USP.

Let us start the SWOT Analysis below:

Bath & Body Works Strengths

The strengths of Bath & Body Works looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

A list of strengths is mostly the starting point in a SWOT analysis. Below are the Strengths in the SWOT Analysis of Bath & Body Works :

1. It has an annual revenue of about $3.3 billion
2. It operates about 1640 stores throughout North America and also has online store 
3. Its online store sales grew by 18% in 2014 while the same store sales increased by 7%

4. It constantly tries to do innovation in its product variety
5. It has a wide variety of personal and beauty care products

6. Very strong parent company in L Brands which is financially very strong

Bath & Body Works Weaknesses

The weaknesses of a brand are certain aspects of its business which it can improve. Here are the weaknesses in the Bath & Body Works SWOT Analysis:

1. It had unsuccessful promotions of natural care products
2. It has an inefficient supply chain
3. It has low market share as compared to competitors

Read more about Bath & Body Works

Bath & Body Works Opportunities

The opportunities for any brand can include prospects of future growth. Following are the opportunities in Bath & Body Works SWOT Analysis:

1. It has a huge potential to grow its natural and ecofriendly products
2. Online expansion due to growth of ecommerce
3. Increase in demand from emerging economies

Bath & Body Works Threats

The threats for any business can be external factors which can negatively impact its business. The threats in the SWOT Analysis of Bath & Body Works are as mentioned:

1. Fierce competition in personal and beauty care category
2. Sales are severely affected by the performance of the economy

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Hence this concludes the Bath & Body Works SWOT analysis.

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About Bath & Body Works

Bath & Body Works Overview
Parent Company

L Brands


Beauty products, Cosmetics


Lifestyle and Retail

Tagline/ Slogan

Straight from the heartland


Quality products perfect for treating oneself

Bath & Body Works STP

Urban men and women, Higher Income group

Target Market

High income group beauty conscious men & women, cosmopolitan customers


High quality care for the body

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Bath & Body Works. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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