Lee Cooper SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 7323
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SWOT Analysis of Lee Cooper with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lee Cooper

Parent Company

Lee Cooper

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Dedicated To Style; Since 1908

USP

A brand dedicated to style.

Lee Cooper STP

Segment

Urban upper and upper middle class youth.

Target Group

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

Positioning

Exclusive fashion for youth.

Lee Cooper SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Lee Cooper. Strengths are:

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

Weaknesses

Here are the weaknesses of Lee Cooper :

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

Opportunities

Following are the Opportunities of Lee Cooper :

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.

Threats

The threats of Lee Cooper are as mentioned :

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.

Lee Cooper Competition

Competitors

Below are the 3 main Lee Cooper competitors :

1. Levis
2.Diesel
3.Pepe


The brandguide table above concludes the Lee Cooper SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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