Red Tape SWOT Analysis, USP & Competitors

Red Tape

Parent Company

Mirza International Limited

Category

Footwear and Apparel

Sector

Lifestyle and Retail

Tagline/ Slogan

Fashion for your feet

USP

Unmatched Quality, Skilled Craftsmanship and Trendy Products

Red Tape STP

Segment

People who want to look fashionable

Target Group

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

Positioning

Hi-fashion Lifestyle i.e. a premium lifestyle brand

Red Tape SWOT Analysis

Strengths

1.Design 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
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 stores, hence the reach of red tape is now increasing
6. Contribution to environmental preservation and community wellbeing

Weaknesses

1.Foray into Apparel Industry which already has a very tough    competition

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

Opportunities

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. Youth becoming more fashion conscious.

4.Increasing disposable incomes

Threats

1. Foreign brands bring in more competition

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

Competitors

1. Metro Shoes

2. Bata
3. Adidas
4. Nike
5. Puma