Brioni SWOT Analysis

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

Brioni SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Brioni, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Brioni is one of the leading brands in the lifestyle and retail sector. The article below lists the Brioni SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Brioni

For Brioni, 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.

Brioni Strengths

The strengths of Brioni 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.

A list of strengths is mostly the starting point in starting SWOT analysis. Below are the Strengths in the SWOT Analysis of Brioni :

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.

Brioni 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 Brioni SWOT Analysis:

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

Brioni 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 Brioni SWOT Analysis:

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.

Brioni 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 Brioni are as mentioned:

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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Brioni:

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

Hence this concludes the Brioni SWOT analysis.

Continue reading more about the brand/company.

About Brioni

Brioni Overview
Parent Company



Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

To be one of a kind


Handmade suits to perfection

Brioni STP

Fashion and lifestyle concious men

Target Market

Urban upper class men


Premium hand-made suits

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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