Aquascutum SWOT Analysis, Competitors & USP

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

Aquascutum SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Aquascutum, 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 Aquascutum to benchmark its business & performance as compared to the competitors, and make strategic improvements. Aquascutum is one of the leading brands in the lifestyle and retail sector.

The article below lists the Aquascutum SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Aquascutum SWOT Analysis:

SWOT Analysis of Aquascutum

For Aquascutum, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Aquascutum Strengths

The strengths of Aquascutum looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Aquascutum :

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

Aquascutum Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Aquascutum SWOT Analysis:

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

Aquascutum Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Aquascutum SWOT Analysis:

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

Aquascutum Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Aquascutum are as mentioned:

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

2. Increasing Raw material cost in the united kingdom.

Aquascutum Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Aquascutum:


Hence this concludes the Aquascutum SWOT analysis.

Continue reading more about the brand/company.

About Aquascutum

Aquascutum Overview
Parent Company

YGM Trading


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Understated British Elegance


Rich Heritage and British elegance

Aquascutum STP

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

Target Market

Urban men and women from upper class


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

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.

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