Aquascutum SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2927

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


Parent Company

YGM Trading


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Understated British Elegance


Rich Heritage and British elegance



People who want to make a brand statement with a British elegance

Target Group

Urban men and women from upper class


Men and Women who wear luxurious clothes with a British touch.

SWOT Analysis


1. The brand has a very rich history and heritage supplying jackets coats during the Crimean war.
2. The brand is very innovative and boasts of rich quality as they were the first brand in the world to launch the Waterproof jackets.
3. The brand is very famous for its “Custom-made designs” in coats and suits for men and women designed by designer Saville row.
4. The Brand has very rich clientele including the Prince of Wales, Sir Winston Churchill, and Margaret Thatcher.

5. The brand has over 100 stores all over the world


1 .The brand has major Administration issues in the UK as it has a small workforce
2. Limited global penetration compared to other luxury brands


1. Due to Acquisition, Scope for expansion is maximized
2 .Exploring into different segments like corporate gift, sporting wear etc


1. Major Competition from brands like Burberry, Canali in the coat segment.

2. Increasing Raw material cost in the united kingdom.




The table above concludes the Aquascutum SWOT analysis along with its marketing and brand parameters.


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