Kaleidoscope SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 2059

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


Parent Company

Freemans Grattan Holdings


Fashion and accessories/ homewear and electricals


Lifestyle and Retail

Tagline/ Slogan

Designed to be different


Catalogue and online based distinctive fashion for style based women

Kaleidoscope STP


Affluent women

Target Group

Affluent women who are mostly working professionals


Catalogue and online based distinctive fashion

Kaleidoscope SWOT Analysis


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

1. One of the UK’s largest catalogue retailer
2. Distinctive and latest fashion
3. Strong distribution system is an added advantage
4.  The parent company Otto group has one of the largest distribution networks in the Europe

5. The parent company has over 50000 employees inover 20 countries


1. Mail order retailing is on a decline means less market share
2. The company hasn’t been profitable for the last few years
3.  Websites are not engaging enough


1.  Online shopping is on a rise and Kaleidoscope’s revenue from online business in showing an increasing trend
2. The target segment of affluent women is also expanding since more women are becoming professionally successful
3. With the mailing list it has it has the potential to become one of the best online retailers


1.  Competition is very high in online fashion retail
2.  Mail order business faces threat of extinction since more online stores come into fore
3. Customer loyalty will be split and repeat purchases are expected to decline

Kaleidoscope Competition


Below are the 3 main Kaleidoscope competitors :

1. Fashion Union
2. Pretty Little Thing
3. Lipsy


The brandguide table above concludes the Kaleidoscope 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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