Armani Exchange SWOT Analysis, Competitors & USP

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

SWOT analysis of Armani Exchange analyses the brand by its strengths, weaknesses, opportunities & threats. In Armani Exchange 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 Armani Exchange to benchmark its business & performance as compared to the competitors. Armani Exchange is one of the leading brands in the lifestyle and retail sector.

The table below lists the Armani Exchange SWOT (Strengths, Weaknesses, Opportunities, Threats), top Armani Exchange competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Armani Exchange SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Armani Exchange Brand Analysis
Parent Company

Giorgio Armani S.p.A.

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

I feel, therefore I am

USP

Youthful label depicting chic culture

Armani Exchange STP
Segment

Youth looking for trendy designer fashion wear

Target Group

Upper middle class youth

Positioning

The most accessible and affordable Armani brand

SWOT Analysis of Armani Exchange
Armani Exchange Strengths

Below are the Strengths in the SWOT Analysis of Armani Exchange:

1. Strong brand presence with over 250 stores in over 31 countries.
2. Brand does the work of meeting the aspirations of youth wanting to own the Armani merchandise.
3. The segment has helped the parent brand to diversify in another area of fashion
4. Has a string employee base of 5000 people
5. Good global marketing and brand visibility

Armani Exchange Weaknesses

Here are the weaknesses in the Armani Exchange SWOT Analysis:

1. High dependence on large stores for generating profits
2.Brand affected by fake imitations and replicas
3. The brand equity of the parent brand is too over-stretched due to over diversification which can affect the brand in the long run

Armani Exchange Opportunities

Following are the Opportunities in Armani Exchange SWOT Analysis:

1. Foray in emerging markets with FDI in retail opening up
2.The brand can develop self-procuring and manufacturing facilities in countries it operates in order to keep the unit cost low
3. The brand can move towards making new eco-friendly product lines

Armani Exchange Threats

The threats in the SWOT Analysis of Armani Exchange are as mentioned:

1.Opposition from global organizations like PETA to Armani’s use of fur in other brands could be a serious threat
2. Changes in exchange rates can cause a serious concern related to foot-traffic and will affect prices
3.Brand deals with the highly fragmented segment in the fashion industry with many players in the race

Armani Exchange Competition
Armani Exchange Competitors

Below are the top 3 competitors of Armani Exchange:

1.Polo Ralph Lauren
2.Fitch
3.Calvin Klein


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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