Bath & Body Works SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 15765

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

SWOT Analysis is a proven management framework which enables a brand like Bath & Body Works to benchmark its business & performance as compared to the competitors and industry. Bath & Body Works is one of the leading brands in the lifestyle and retail sector. The table below also lists the top Bath & Body Works competitors and elaborates Bath & Body Works market segmentation, target group, positioning & Unique Selling Proposition (USP).

Bath & Body Works SWOT, Competitors, Marketing STP & Brand analysis Table
Bath & Body Works Brand Analysis
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 Group

High income group beauty conscious men & women, cosmopolitan customers


High quality care for the body

Bath & Body Works SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Bath & Body Works. Strengths are:

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


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


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


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

Bath & Body Works Competition

Below are the top 3 Bath & Body Works competitors:

1. Avon Products Inc.
2. The Body Shop
3. Procter and Gamble

The brandguide table above concludes the Bath & Body Works 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. Browse marketing analysis of more brands and companies similar to Bath & Body Works. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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