Fiorelli SWOT Analysis, Competitors & USP

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

Fiorelli SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Fiorelli, 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, and make strategic improvements. Fiorelli is one of the leading brands in the lifestyle and retail sector.

The article below lists the Fiorelli SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Fiorelli SWOT Analysis:

SWOT Analysis of Fiorelli

For Fiorelli, 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.

Fiorelli Strengths

The strengths of Fiorelli 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. 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

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 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

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 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 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 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 Competitors

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

1. Fendi
3.Louis Vuitton

Hence this concludes the Fiorelli SWOT analysis.

Continue reading more about the brand/company.

About Fiorelli

Fiorelli Overview
Parent Company

Lunan Group


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Established 1988


Youthful accessories brand

Fiorelli STP

Youthful trendy accessories

Target Market

Young urban upper middle class


Fashionable accessories brand for the youth

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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