Fiorelli SWOT Analysis, Competitors & USP

Lunan Group

Apparel and Accessories

Lifestyle and Retail

Established 1988

Youthful accessories brand

Youthful trendy accessories

Young urban upper middle class

Fashionable accessories brand for the youth

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.

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

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.

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.

Below are the top 3 competitors of Fiorelli:

1. Fendi
2.Gucci
3.Louis Vuitton