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

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

SWOT analysis of Debenhams analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Debenhams 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 Debenhams to benchmark its business & performance as compared to the competitors and industry. As of 2020, Debenhams is one of the leading brands in the lifestyle and retail sector.

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

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





Lifestyle and Retail

Tagline/ Slogan

Life made fabulous


Debenhams is a multi-brand retail store serving UK

Debenhams STP
Debenhams Segmentation

Style and premium class

Debenhams Target Market

Upper middle class individuals

Debenhams Positioning

Debenhams is a retail brand that offers style that differs you

Debenhams SWOT Analysis
Debenhams Strengths

Below are the Strengths in the SWOT Analysis of Debenhams:

1. Debenhams has high brand equity in fashion world and high brand recall among consumers

2. The company has stores spread in UK, Ireland and Denmark with 150+ stores and presence in around 20 countries

3. Debenhams has strength in merger and acquisitions of companies

4. Strong multi-brand retail stores with excellent customer services

5. Products and services include Fashion clothing, shoes, accessories, cosmetics, home and furniture, electricals, gifts, toys

6. Nearly 30,000 employees are working for Debenhams

Debenhams Weaknesses

Here are the weaknesses in the Debenhams SWOT Analysis:

1. Presence of many retail stores makes the market share capture slow

2. Debenhams has not tapped all types of customer segments and has limited global geographic presence

Debenhams Opportunities

Following are the Opportunities in Debenhams SWOT Analysis:

1. Franchise model would help Debenhams spread to make global presence

2. High opportunity to spread in European territories

3. Consumers preferences and choices evolving at a fast pace in fashion industry

Debenhams Threats

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

1. High competition from domestic players in fashion industry can affect Debenhams' margins

2. Rising prices of raw commodities would increase input costs

3. High brand awareness and choice for specific products could lead to brand switching

Debenhams Competition

Below are the top 9 Debenhams competitors:

1. Asda

2. Tesco

3. Sainsburys

4. Morrisons

5. Walmart


7. Boots

8. Amazon

9. Waitrose

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 Debenhams. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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