Armani Exchange SWOT Analysis
Here is a detailed SWOT analysis of Armani Exchange covering strengths, weaknesses, opportunities and threats.
Armani Exchange Strengths
- Strong brand presence with over 250 stores in over 31 countries.
- Brand does the work of meeting the aspirations of youth wanting to own the Armani merchandise.
- The segment has helped the parent brand to diversify in another area of fashion
- Has a string employee base of 5000 people
- Good global marketing and brand visibility
Above are the strengths in the SWOT Analysis of Armani Exchange. The strengths of Armani Exchange looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Armani Exchange Weaknesses
- High dependence on large stores for generating profits
- Brand affected by fake imitations and replicas
- The brand equity of the parent brand is too over-stretched due to over diversification which can affect the brand in the long run
These were the weaknesses in the Armani Exchange SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Armani Exchange Opportunities
- Foray in emerging markets with FDI in retail opening up
- The brand can develop self-procuring and manufacturing facilities in countries it operates in order to keep the unit cost low
- The brand can move towards making new eco-friendly product lines
Above we covered the opportunities in Armani Exchange SWOT Analysis. The opportunities for any brand can include prospects of future growth.
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Armani Exchange Threats
- Opposition from global organizations like PETA to Armani’s use of fur in other brands could be a serious threat
- Changes in exchange rates can cause a serious concern related to foot-traffic and will affect prices
- Brand deals with the highly fragmented segment in the fashion industry with many players in the race
The threats in the SWOT Analysis of Armani Exchange are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Armani Exchange SWOT analysis.
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About Armani Exchange
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Armani Exchange Overview | |
|---|---|
| Parent Company |
Giorgio Armani S.p.A. |
| Category |
Apparel and Accessories |
| Sector | |
| 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 |
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