Everlast SWOT Analysis, Competitors & USP

Everlast

Parent Company

Sports Direct

Category

Accessories and Apparel

Sector

Lifestyle and Retail

Tagline/ Slogan

Muscle and mind; Body and will

USP

Provide the best and most stylishly designed  sporting goods , apparel, accessories, footwear etc.

Everlast STP

Segment

People who have an adventurous attitude and love the outdoors

Target Group

People with medium to high purchasing power ready to spend on looking good even while sweating it out

Positioning

Most authentic, comfortable, classic and fashionable sportswear available anywhere in the world

Everlast SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Everlast :

1. Global retailer for all kinds of sports equipment
2. They are the market leader for sports apparels and accessories as well as they sell goods in almost 75 odd countries around the world.
3. Everlast has always been associated with some influential sports celebrities and has also been involved in organizing many sports events
4. They have also participated in various outreach programs

5.Everlast is a part of great brand heritage of individuality for those who have an active lifestyle and love to train

Weaknesses

1. Their niche is a much lower segment that has very discretionary spending power
2.Their target market is affected by the repeated economic downturns
3.High brand switching due to presence of different international brands

Opportunities

1.Unexplored markets are a very good opportunity as well as acquisitions and takeovers
2.Wider approach regarding the global context and reach out to all countries over the world
3.Online Retail gaining large amount of importance

Threats

1. Designer brands launching their own sportswear line which makes the higher classes switch for better style
2.Sportswear is becoming extremely modern and consumers expect something different and unique all the time
3.The mass merchandisers and discounters dominate the entire retail sector

Everlast Competition

Competitors

Below are the 4 main Everlast competitors :

1.Majestic Athletic
2.Adidas
3.Fila
4. Nike