Fia Miami SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1581

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

Fia Miami

Parent Company

Fia miami


Apparel and accessories


Lifestyle and retail

Tagline/ Slogan

Be an original


Edgy appeal and contrast because of her personal touches



Young fashion centric women who uses handbags

Target Group

Urban upper-middle class women


Bright colors, textures and intricate patterns handbag

SWOT Analysis


1.One of the unique market segment

2.Thoroughly meticulous and detail oriented

3.excellent organizational, analytical and communication skills possessing a sense of urgency to meet deadlines

4.Good Cost negotiating and budget management skills

5. Strong knowledge and practical experience of woven and knit textiles, synthetic and genuine leathers, metal finishes, silhouettes, color ways, trim, garment and accessory construction, specs and fit

6. Product ranges from handbags, belts, jewelry, small leather goods


1. Less established brand as new in the market

2.Launch of website  which is very basic, less information available

3. Global penetration and reach is lesser, weak marketing


1.Can expand their business into clothing, shoes which are complementary products to handbag and hence give customer complete shopping experience

2.Opportunity to extend its product line in different economies like china, Europe

3. More marketing and advertising need to be done in order to make awareness


1. Strong competition  from already established brands and local market

2. Customers have low brand switching cost hence keeping good relation with present customers is very important

3. Economic slowdown affects consumer spending

4. Continued innovation by other brands with the use of new technologies and high marketing



2.Kate Spade

4. Fendi

5.Dolce and gabbana

6.Louis vuitton

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


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