Published by MBA Skool Team, Last Updated: April 26, 2020
SWOT analysis of Courreges analyses the brand by its strengths, weaknesses, opportunities & threats. In Courreges SWOT Analysis, 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 Courreges to benchmark its business & performance as compared to the competitors. Courreges is one of the leading brands in the lifestyle and retail sector.
The article below lists the Courreges SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Courreges SWOT Analysis:
For Courreges, 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.
The strengths of Courreges 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 Courreges :
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
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 Courreges SWOT Analysis:
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
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 Courreges SWOT Analysis:
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 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 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
There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Courreges:
Trendy women looking for high end and quality fashion.
Simple, fresh and lively designs of sixties
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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