Helly Hansen SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Helly Hansen analyses the brand by its strengths, weaknesses, opportunities & threats. In Helly Hansen SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Helly Hansen to benchmark its business & performance as compared to the competitors. Helly Hansen is one of the leading brands in the lifestyle and retail sector.

The table below lists the Helly Hansen SWOT (Strengths, Weaknesses, Opportunities, Threats), top Helly Hansen competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Helly Hansen SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Helly Hansen Brand Analysis
Parent company

Helly Hansen

Category

Apparel and accessories

Sector

Lifestyle and Retail

Tagline/ slogan

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

Usp

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

Helly Hansen STP
Segment

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

Target group

Sportsmen and athletes belonging to sec A

Positioning

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

SWOT Analysis of Helly Hansen
Helly Hansen Strengths

Below are the Strengths in the 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

Helly Hansen Weaknesses

Here are the weaknesses in the Helly Hansen SWOT Analysis:

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

Helly Hansen Opportunities

Following are the Opportunities in Helly Hansen SWOT Analysis:

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

Helly Hansen Threats

The threats in the SWOT Analysis of Helly Hansen are as mentioned:

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
Helly Hansen Competitors

Below are the top 6 competitors of Helly Hansen:

1.Adidas

2. Reebok

3. Nike
4. Puma
5. Fila
6. ASICS


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Helly Hansen. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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