SWOT Analysis of Sonia Rykiel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
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Sonia Rykiel |
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Parent Company |
Fung Brands |
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Category |
Apparel and Accessories |
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Sector |
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Tagline/ Slogan |
Reine du tricot depuis 1968 (Queen of Knitting Since 1968) |
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USP |
Luxury French Fashion |
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Sonia Rykiel STP |
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Segment |
Premium apparel for women |
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Target Group |
Women from the upper middle class from urban areaa |
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Positioning |
Luxury French Fashion |
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Sonia Rykiel SWOT Analysis |
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Strengths |
1. Fung Brands will provide it the necessary reach that it requires as a strong parent brand 4. High product quality and diverse product offerings |
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Weaknesses |
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 |
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Opportunities |
1. Entrance in emerging markets |
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Threats |
1. Intense Competition in Luxury fashion |
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Sonia Rykiel Competition |
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Competitors |
1.Marc jacobs 4. Chanel 5. Stella McCartney |
The brandguide table above concludes the Sonia Rykiel 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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