INDIRECT COMPETITORS ANALYSIS:
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STRENGTHS:
WEAKNESES:
- As of 2018, the brand had 2,200 stores in 96 countries - Unique designs: elegant, shows quality, nice finishing - Large variety of products for occasions - Strong brand presence - Brand has stayed away from controversies & has reacted in a humble manner - Great Supply Chain: from concept to store in 2 weeks - Always trendy-most trendy store on the market - Low cost and higher profits: relies completely on trendy image and barely feels the need to advertise - Nice store layout- based on styles and gives an open feel due to space - Join Life products are trendier and more colorful
- Generalized collection: does not specialize in anything (just affordability & trends) - Lack of advertising- could pull in more revenue from it - Low safety stock: if a product is highly desired not everyone will be able to have it as it is quickly replaced - Website ease and organizationcould be improved - Swimwear is not available for viewing in February (only 2 womenswear references found through ‘search’)- Zara a brand which is “season-less” does not transmit that with their swimwear
OPPORTUNITIES:
THREATS:
- Low advertising - Making e-commerce site easier to - High and powerful competitors navigate - Reach and penetration - Also collaborating with other e-com- Rising cost of raw materials merce websites or entering shop-inshops/smaller displays (Bhasin, 2018) - Growing market potential in extisting markets: more stores desired - Market expansion in developing countries - Expand “Join Life” product line to swimwear, for instance
