Harrys of London SWOT Analysis, USP & Competitors

Harrys of London

Parent Company

Majority stake held by Atelier Fund LLC

Category

Luxury Footwear

Sector

Lifestyle and Retail

Tagline/ Slogan

We stand for Quality, Integrity and Creativity.

USP

Combines traditional craftsmanship(hand sewn deigns) with latest technology

Harrys of London STP

Segment

Premium Leather shoes

Target Group

Cosmopolitan, High income and Status males

Positioning

High quality comfort leather shoes

Harrys of London SWOT Analysis

Strengths

1. They have the technology to manufacture very high quality shoe soles. It partners with Italy and other countries for latest technological innovation in the field.

2. Highly skilled workforce who can produce handcrafted designs and finish.

3. The layout of the stores are extremely customer appealing and luxurious.

4. Customer satisfaction on quality of shoes (comfort of leather, sole performance, design) is very high and the brand is fast gaining brand loyalty.

5. They have been able to distinguish themselves with their high quality trademark flat and colourful rubber soles.

Weaknesses

1. New entrant in the luxury shoe market and hence does not have much brand awareness as of now.

2. Very high price means less market share

Opportunities

1. Women market is huge and hence can tap into the women leather shoe market by category extension

2. As it has excellent designing and craftsmanship capabilities and skilled workforce,  it can take custom orders and charge a premium for the service

3. Can partner with institutions to offer workshops on shoemaking and hence can popularise the brand among the young who would soon join the workforce.

Threats

1. The recent recession and poor world economic performance has reduced the purchasing power of the people

2. Lots of competition for people to switch

Harrys of London Competition

Competitors

1. Tod’s

2. Hugo Boss

3. Paul Smith London

4. Horace Batten

4. Schuh

5. New  Lingwood