Fiorelli SWOT Analysis, Competitors & USP

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

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

SWOT Analysis is a proven management framework which enables a brand like Fiorelli to benchmark its business & performance as compared to the competitors. Fiorelli is one of the leading brands in the lifestyle and retail sector.

The table below lists the Fiorelli SWOT (Strengths, Weaknesses, Opportunities, Threats), top Fiorelli competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Fiorelli SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Fiorelli Brand Analysis
Parent Company

Lunan Group

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Established 1988

USP

Youthful accessories brand

Fiorelli STP
Segment

Youthful trendy accessories

Target Group

Young urban upper middle class

Positioning

Fashionable accessories brand for the youth

SWOT Analysis of Fiorelli
Fiorelli Strengths

Below are the Strengths in the SWOT Analysis of Fiorelli:

1. The brand has 9 flagship stores in UK and is present in over 25 countries through MBO’s with leading retailers.
2. The brand has retained its character of being the youthful brand by consciously concentrating on the niche segment.
3. The brand gives a price protection promise if any of the customers find their products cheaper.
4. The brand comes out with new collections every season with the festival fever concept which maintains the newness of the brand.

5.The brand has an online store which it uses to sell select merchandise from different collections which has been a success.

Fiorelli Weaknesses

Here are the weaknesses in the Fiorelli SWOT Analysis:

1. The brand has failed to garner attention outside UK with its limited presence.
2. The silver jewelry collection has not picked up sales as expected.
3. The brand has limited recall outside UK

Fiorelli Opportunities

Following are the Opportunities in Fiorelli SWOT Analysis:

1. The brand can establish pop-up stores in foreign markets which are plus for accessories.
2. The brand can also diversify into various other lines of accessories to extend its offerings.
3. The brand can also outsource its manufacturing capabilities to maintain economies of scale in the future.

Fiorelli Threats

The threats in the SWOT Analysis of Fiorelli are as mentioned:

1. The current slowdown in the European markets could lead to decrease in spending on lifestyle products which could affect sales.
2. The brand faces high fragmentation in the fashion industry which would imply that there is no brand loyalty.
3.The brand faces threat from various global players who are now foraying in the accessories market.

Fiorelli Competition
Fiorelli Competitors

Below are the top 3 competitors of Fiorelli:

1. Fendi
2.Gucci
3.Louis Vuitton


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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Fiorelli. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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