Brioni SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Pinault-Printemps-Redoute

Apparel and Accessories

Lifestyle and Retail

To be one of a kind

Handmade suits to perfection

Fashion and lifestyle concious men

Urban upper class men

Premium hand-made suits

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.

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

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.

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.

Below are the top 3 Brioni competitors:

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