Sonia Rykiel SWOT Analysis, Competitors & USP

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

SWOT analysis of Sonia Rykiel analyses the brand by its strengths, weaknesses, opportunities & threats. In Sonia Rykiel 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 Sonia Rykiel to benchmark its business & performance as compared to the competitors. Sonia Rykiel is one of the leading brands in the lifestyle and retail sector.

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

Sonia Rykiel SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Sonia Rykiel Brand Analysis
Parent Company

Fung Brands

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Reine du tricot depuis 1968 (Queen of Knitting Since 1968)

USP

Luxury French Fashion

Sonia Rykiel STP
Segment

Premium apparel for women

Target Group

Women from the upper middle class from urban areaa

Positioning

Luxury French Fashion

SWOT Analysis of Sonia Rykiel
Sonia Rykiel Strengths

Below are the Strengths in the SWOT Analysis of Sonia Rykiel:

1. Fung Brands will provide it the necessary reach that it requires as a strong parent brand
2.  Sonia Rykiel is an established name in the fashion industry
3. The Rykiel family name association and the unique designs provided  by the fashion house is its strength

4. High product quality and diverse product offerings

Sonia Rykiel Weaknesses

Here are the weaknesses in the Sonia Rykiel SWOT Analysis:

1.Brand awareness and recall is limited compared to other premium apparel brands

2.Has been recently absorbed by Fung Brands and hence repositioning the brand is a considerable issue

Sonia Rykiel Opportunities

Following are the Opportunities in Sonia Rykiel SWOT Analysis:

1. Entrance in emerging markets
2.Capitalising the digital medium to increase its reach where it is not available
3. More branding and advertising to enhance visibility

Sonia Rykiel Threats

The threats in the SWOT Analysis of Sonia Rykiel are as mentioned:

1. Intense Competition in Luxury fashion
2.Easily available substitutes
3.Change in economy which may reduce the dependence on luxury fashion

Sonia Rykiel Competition
Sonia Rykiel Competitors

Below are the top 5 competitors of Sonia Rykiel:

1.Marc jacobs
2.Cloe Clothing
3.Miu Miu Clothing

4. Chanel

5. Stella McCartney


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.

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