Johnstons of Elgin SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 2104

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

Johnstons of Elgin

Parent Company

Family Owned Company.


Cashmere and Knitwear Manufacturer


Lifestyle and Retail

Tagline/ Slogan

Cashmere and Fine Woolens, Made in Scotland


Highest Quality Cashmere and Knitwear Manufacturer

Johnstons of Elgin STP


Luxury clothing segment

Target Group

Luxury Clothing Brands


High quality luxury cl0thing provider for major clothing chains

Johnstons of Elgin SWOT Analysis


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

1. Global reputation for design, quality and reliability

2. Expertise in manufacturing, design and key technologies

3. Well established Scottish Textiles network

4. Significant involvement in diverse global markets

5. Innovative product lines which are highly popular and trend setters

6. Skilled and educated workforce of the company

7. Strong financial position as the company is completely debt free with experienced management

8. Partnerships with premium clothing chains


1. Low promotion expenditure - limited brand awareness in key markets

2. Justifying the price premium in the world market

3. Poor image in labour market affecting critical skill shortages

4. Need to increase flexibility of labour force and manufacturing


1. Reduce seasonal nature of business by introducing lighter weights of fabrics and new business channels such as furnishing fabric

2. Collaboration to market ‘Scotland’ – ethos and culture

3. New business models: invest in overseas venture

4. Diversified sourcing strategies and customers partnerships

5. Work with industry and trade unions to increase productivity through culture change

6. New emerging markets such as China

7. Phased removal of tariffs and quotas leading to a doubling of world trade in textiles


1. Price Deflation in the global economy

2. Increasing global low cost competition
3. Pressure to become more efficient and reduce labor component

4. EU legislation on chemicals will impact the industry and create additional costs

5. Warm winters leading to loss of worldwide demand

6. Low barriers to entry from lower cost countries

7. Competitors more flexible so quicker to market

Johnstons of Elgin Competition


Below are the 2 main Johnstons of Elgin competitors :

1.  Low cost fabrics from China

2. Gobi GSC. – High Quality cashmere producer from Mongolia

The brandguide table above concludes the Johnstons of Elgin 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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