Morgan de Toi SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1549

SWOT Analysis of Morgan de Toi with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Morgan de Toi

Parent company

Morgan SA.


Apparel and accessories


Lifestyle and retail

Tagline/ slogan



The brand is known for just the right amount of detailing in female attire.



Women having a flair for French subtle fashion.

Target group

Young upper middle classwomen


The chic Parisian at the heart of inspiration.

SWOT Analysis


1.The clothes have been fancied by women with a taste for fashion since year 1947

2. Internationalactresses have been among the customers for the brand.

3. The company has more than 650 retail shops around the world.

4. Morgan was bought out by the Beaumanoir group which has the experience of handling 6 other brands.

5. The brand operates through a wide network of retail stores, licensed stores, wholesale, 3rd party and internet.


1.The brand being among the elite brand is prone to recession and economic downturns

2. The brand has limited global presence compared to leading aaparel brands


1. The brand has become a legendary name in France and other European countries.
2. High brand saliency and the positive affirmation from consumers has influenced demand in domestic market and the neighboring countries.


1.Similar products available in other brands thus switching cost is less.

2. Major stores are concentrated in Europe which is currently in crisis

3. Fake imitations affect branding and sales



1 Abercrombie&Fitch

2.Ralph Lauren

3. Kate Spade

The table above concludes the Morgan de Toi SWOT analysis along with its marketing and brand parameters.


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