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Brioni SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: April 20, 2024Read time:

Here is a detailed SWOT analysis of Brioni covering strengths, weaknesses, opportunities and threats.

Brioni Strengths

  1. Strong legacy over many years with boutiques spread over 3 continents in all the major cities of the world and has MBO’s with all the major retailers.
  2. The acquisition of the brand by Pinault-Printemps-Redoute one of the world’s leading brand portfolio making companies has been a great boost for the brand.
  3. The brand believes in handmade custom-tailoring with a choice of over 5000 fabrics.
  4. The brand has its own procuring and manufacturing facility in Italy where trained tailors add the finesse to every suit.
  5. The brand has a very privileged clientele consisting of world leaders like George W Bush, Kofi Annan and Hollywood personalities
  6. Brioni has extended its brand portfolio by venturing into different product line like eyewear and fragrances for men.
  7. Brioni differentiates its core product “the suit” with the creation of over 200 styles by its 900 strong tailor team every year.

Above are the strengths in the SWOT Analysis of Brioni. The strengths of Brioni looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Brioni Weaknesses

  1. The brand does not believe in advertising its product unlike its competitors and has limited awareness
  2. The brand has only one manufacturing facility which will make it difficult to maintain the economies of scale in the long run

These were the weaknesses in the Brioni SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Brioni Opportunities

  1. The brand can spread its network across many other cities which have a potential clientele for the product.
  2. The brand can also extend its product line to become a complete lifestyle brand for men.

Above we covered the opportunities in Brioni SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Brioni Threats

  1. The brand is only available to a select few and the fact that many designers are in the field of ready-made suits poses a threat to the brand.
  2. The market recessions can also lead to less spending on lifestyle products which could affect sales.

The threats in the SWOT Analysis of Brioni are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Brioni SWOT analysis.

About Brioni

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Brioni Overview
Parent Company



Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

To be one of a kind


Handmade suits to perfection

Brioni STP

Fashion and lifestyle concious men

Target Market

Urban upper class men


Premium hand-made suits

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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