Brioni SWOT Analysis, USP & Competitors

Brioni

Parent Company

Pinault-Printemps-Redoute

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

To be one of a kind

USP

Handmade suits to perfection

Brioni STP

Segment

Fashion and lifestyle concious men

Target Group

Urban upper class men

Positioning

Premium hand-made suits

Brioni SWOT Analysis

Strengths

1.Strong legacy over many years with boutiques spread over 3 continents in all the major cities of the world and has MBO’s with all the major retailers.
2. The acquisition of the brand by Pinault-Printemps-Redoute one of the world’s leading brand portfolio making companies has been a great boost for the brand.
3. The brand believes in handmade custom-tailoring with a choice of over 5000 fabrics.
4. The brand has its own procuring and manufacturing facility in Italy where trained tailors add the finesse to every suit.

5. The brand has a very privileged clientele consisting of world leaders like George W Bush, Kofi Annan and Hollywood personalities

6. Brioni has extended its brand portfolio by venturing into different product line like eyewear and fragrances for men.

7. Brioni differentiates its core product “the suit” with the creation of over 200 styles by its 900 strong tailor team every year.

Weaknesses

1. The brand does not believe in advertising its product unlike its competitors and has limited awareness
2. The brand has only one manufacturing facility which will make it difficult to maintain the economies of scale in the long run

Opportunities

1.The brand can spread its network across many other cities which have a potential clientele for the product.
2. The brand can also extend its product line to become a complete lifestyle brand for men.

Threats

1. The brand is only available to a select few and the fact that many designers are in the field of ready-made suits poses a threat to the brand.
2. The market recessions can also lead to less spending on lifestyle products which could affect sales.

Brioni Competition

Competitors

1. Reid and Taylor
2.Giorgio Armani
3. Louis Vuitton