Courreges SWOT Analysis, USP & Competitors

Courreges

Parent Company

Andre courreges

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Optimism is still available

USP

Bright acid colors and geometrical designs

Courreges STP

Segment

Middle aged people

Target Group

Trendy women looking for high end and quality fashion.

Positioning

Simple, fresh and lively designs of sixties

Courreges SWOT Analysis

Strengths

1.Launched  plastic skirts and jackets, angular seaming, crash helmets, white boots, and goggles which are built instead of designing them through ‘Space Age’ collection

2. Different concept in terms of shape of the dresses which is either squares, trapezoid, triangles

3. One of the popular and unique brand

4. Product differentiation in footwear, perfumes, handbags, accessories, swimsuits, sweater pants, parkas, tennis dresses, beach clothes and mechanic-style coveralls

5. Autonomy of Brands and with experienced management with clear understanding of industry drivers.

6. Strong sales momentum with good quality, fashion and pricing

Flexible production and distribution model

Weaknesses

1.Small size and aggressive competition from big companies could reduce growth in future

2. Penetration outside Europe would make its earning dependent on foreign exchange rates.

3. Show progress and penetration and dependence on third party manufacturers

Opportunities

1. Increasing brand awareness should support fast-growing sales
2. Its small size and lower starting base than competitors could allow superior earning momentum in the next few years

3. Relatively low penetration of the global market support scope of superior sales growth prospects in the long term
4. Whole-sale growth potential is under-represented outside Italy

Threats

1. Product can be copied by high street retailers

2. Change in customer attitude would affect long term growth.

3. External and internal global factors like tax rate, inflation affects consumer buying behaviour

4. Unexpected cost increases of the raw material and production cost

Courreges Competition

Competitors

1. Generation

2.  InBlue