Sonia Rykiel SWOT Analysis, Competitors & USP

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

Sonia Rykiel SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Sonia Rykiel, 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, and make strategic improvements. Sonia Rykiel is one of the leading brands in the lifestyle and retail sector.

The article below lists the Sonia Rykiel SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Sonia Rykiel SWOT Analysis:

SWOT Analysis of Sonia Rykiel

For Sonia Rykiel, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Sonia Rykiel Strengths

The strengths of Sonia Rykiel looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 5 competitors of Sonia Rykiel:

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

4. Chanel

5. Stella McCartney

Hence this concludes the Sonia Rykiel SWOT analysis.

Continue reading more about the brand/company.

About Sonia Rykiel

Sonia Rykiel Overview
Parent Company

Fung Brands


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

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


Luxury French Fashion

Sonia Rykiel STP

Premium apparel for women

Target Market

Women from the upper middle class from urban areaa


Luxury French Fashion

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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