Red Tape SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 5307

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

Red Tape

Parent Company

Mirza International Limited


Footwear and Apparel


Lifestyle and Retail

Tagline/ Slogan

Fashion for your feet


Red Tape offers unmatched quality, skilled craftsmanship and trendy footwear

Red Tape STP


People who want to look fashionable

Target Group

All urban age groups who like fashion – Globally Young and Fashion Conscious Consumers in India


Red Tape is a Hi-fashion Lifestyle i.e. a premium lifestyle brand

Red Tape SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Red Tape :

1. Design of Red Tape shoes is the key differentiator and it has top class designers working on the designs in the fashion cities of the world

2. Since the parent company Mirza is the manufacturer also, it can enjoy better profit margins

3. Stringent international quality restrictions in manufacturing are followed by Red Tape shoes

4. An international brand with present across the US, UK, France, Germany, West Asia and South Africa. It has a retail presence in 50 countries with production facilities in over 26 countries

5. Exclusive Red Tape stores, hence the reach of red tape is now increasing

6. Contribution to environmental preservation and community wellbeing


1. Foray into apparel industry which already has a very tough competition means limited market share

2. Offers Lower profit margins to the multi- brand retailers than the local brands also


1. To leverage the success of Red Tape in shoes to apparel segment also and thus can make use of the extensive distribution channels that it is now creating.

2. To introduce independent sub brands catering to middle class customers without brand dilution

3. Red Tape can tap the youth, who are becoming more fashion conscious

4. Increasing disposable incomes


1. Foreign brands bring in more competition and hence can affect Red Tape's business

2. Local Brands with good designs and higher profit margins for retailers may result in lesser shelf space for Red Tape

3. Cheap imitations/fake products cause threat

Red Tape Competition


Below are the 10 main Red Tape competitors :

1. Nike

2. Reebok

3. New Balance

4. Converse

5. Puma

6. Adidas

7. Bata

8. Liberty Shoes

9. Metro Shoes

10. Woodland

The brandguide table above concludes the Red Tape 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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