Helly Hansen SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 3792

SWOT Analysis of Helly Hansen with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Helly Hansen

Parent company

Helly Hansen


Apparel and accessories


Lifestyle and Retail

Tagline/ slogan

Confident when it matters; Warm is the new black; Survival work sport


The brand is a pioneer of the 3-layer clothing system for dressing in low temperature conditions

Helly Hansen STP


The brand caters to swimmers, athletes, snow sportsperson and other sportsmen needing tough clothes gear

Target group

Sportsmen and athletes belonging to sec A


High-tech apparel for outdoor sports, workwear and survival gear.

Helly Hansen SWOT   analysis


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

1. The brand produces high end sportswear made especially for sportsmen.

2. The brand uses Nobel Prize winner fabric technology called LIFA in its clothes making them suitable for harsh conditions.

3. The brand has been used in famous TV series Deadliest Catch and also a few movies.

4.The brand has a high product range and the delivery is direct from China

5.The brand has a strong heritage


1. The brand may not be popular at places which neither have a cold climate nor has very few water sports.
2. Limited global presence and lesser brand awareness compared to the leading global brands


1.The brand expansion in emerging economies which can increase its customer base

2. The number of people participating into water and snow sports are increasing every year thus providing a good opportunity
3. Tie-ups with sports teams, clubs, sports companies etc


1. Wide range of competitors in the apparel market

2. Tough competition from international as well as domestic players
3. Fake imitation products can hurt sales and brand

Helly Hansen Competition


Below are the 6 main Helly Hansen competitors :


2. Reebok

3. Nike
4. Puma
5. Fila

The brandguide table above concludes the Helly Hansen 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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