Armani Exchange SWOT Analysis, Competitors & USP

Armani Exchange SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Armani Exchange, 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, and make strategic improvements. Armani Exchange is one of the leading brands in the lifestyle and retail sector.

The article below lists the Armani Exchange SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Armani Exchange SWOT Analysis:

SWOT Analysis of Armani Exchange

For Armani Exchange, 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.

Armani Exchange Strengths

The strengths of Armani Exchange 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 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

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 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

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 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 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 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Armani Exchange:

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

Hence this concludes the Armani Exchange SWOT analysis.

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About Armani Exchange

Armani Exchange Overview
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
Segmentation	Youth looking for trendy designer fashion wear
Target Market	Upper middle class youth
Positioning	The most accessible and affordable Armani brand

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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