Courreges SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 3152

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


Parent Company

Andre courreges


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Optimism is still available


Bright acid colors and geometrical designs

Courreges STP


Middle aged people

Target Group

Trendy women looking for high end and quality fashion.


Simple, fresh and lively designs of sixties

Courreges SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Courreges. Strengths are:

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


Here are the weaknesses of Courreges :

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


Following are the Opportunities of Courreges :

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


The threats of Courreges are as mentioned :

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


Below are the 2 main Courreges competitors :

1. Generation

2.  InBlue

The brandguide table above concludes the Courreges SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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