Lee Cooper SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 5581

SWOT Analysis of Lee Cooper with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lee Cooper

Parent Company

Lee Cooper


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Dedicated To Style; Since 1908


A brand dedicated to style.



Urban upper and upper middle class youth.

Target Group

Fashion conscious youth in the age group of 15-30 years.


Exclusive fashion for youth.

SWOT Analysis


1. Strong brand presence of over 100 years all over the world in 85 countries with over 4000 points of sale.
2. The brand has diversified into footwear, eyewear and other apparel lines to emerge as a complete lifestyle brand.
3. Self- procurement and manufacturing and manufacturing facilities in many countries through strategic licensing have helped the brand maintain the economies of scale.
4. Excellent advertising and good brand recall


1. The brand has overstretched its portfolio due to its diversification into various product lines but the majority of the revenue is generated from denim wear.
2. High brand switching due to many options for customers affects sales


1. The brand can tap relatively unsaturated emerging markets like India, Africa which would be a great boost for the brand.
2. The brand can foray into e-tailing which has emerged as effective medium.
3. The brand can also work on eco advertising campaigns which are currently a highlight for lifestyle brands.


1. Changes in exchange rates comes a serious a concern as its affects foot-traffic and sales globally.
2. The highly fragmented fashion industry involves low brand loyalty and high bargaining power of buyers.
3. The recent slowdown in European markets too can affect the brand as it is the premier denim wear brand in Europe.



1. Levis

The table above concludes the Lee Cooper SWOT analysis along with its marketing and brand parameters.


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