Harrys of London SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 1876

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

Harrys of London

Parent Company

Majority stake held by Atelier Fund LLC


Luxury Footwear


Lifestyle and Retail

Tagline/ Slogan

We stand for Quality, Integrity and Creativity.


Combines traditional craftsmanship(hand sewn deigns) with latest technology

Harrys of London STP


Premium Leather shoes

Target Group

Cosmopolitan, High income and Status males


High quality comfort leather shoes

Harrys of London SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Harrys of London. Strengths are:

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.


Here are the weaknesses of Harrys of London :

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


Following are the Opportunities of Harrys of London :

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.


The threats of Harrys of London are as mentioned :

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


Below are the 6 main Harrys of London competitors :

1. Tod’s

2. Hugo Boss

3. Paul Smith London

4. Horace Batten

4. Schuh

5. New  Lingwood


The brandguide table above concludes the Harrys of London 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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