Marlys SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 1312

SWOT Analysis of Marlys with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Marly’s Confezioni S.p.A


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Since 1981


Exclusive Italian women’s wear

Marlys STP


Fashionable clothing for urban women

Target Group

Urban upper class women


Exclusive women’s wear

Marlys SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Marlys :

1. The brand has strong presence in Europe and Asia Pacific region with over 20 mono-brand stores across more than 10 countries.
2. The brand has its own manufacturing and designing unit which helps it to give an even touch to all its lines.
3. The brand comes out with new theme collections every season which keeps the newness in their offering.
4. Good product portfolio having a wide product range


1. The brand has not diversified its product lines which have limited the brand’s offerings.
2. The brand has not concentrated on branding unlike its competitors.
3.The brand does not project a known face behind the brand unlike its competitors


1. The brand can start an online store selling select merchandise which improves visibility.
2. The brand can work on MBO’s with various luxury retailers to improve brand appeal.
3. The brand can outsource its production in the long run to maintain economies of scale in the long run.


1. The current slowdown in the Europe could affect the sales revenues for the brand.
2. The brand faces high fragmentation in the fashion industry which results in high bargaining power of buyers and low brand loyalty.
3.The brand also faces threat from new designers foraying in the same segment.

Marlys Competition


Below are the 3 main Marlys competitors :

1.Valentino S.p.A
2. Armani
3.Haute Couture

The brandguide table above concludes the Marlys SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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