Strengths ★ ★ ★ ★ ★ ★
The brand is established for rich fabrics and beautiful designs. The brand is featured in fashion weeks The staff have expertise and passion in selling The Unique Selling Point could be the embroidered gowns and the feminine royal style Bridal wear is popular Direct ownership of the brand
Opportunities ★ ★ ★ ★ ★
Opportunity to connect more with consumers online using social media showing concern and sympathy New market identified in India, they are accustomed to special occasions and wear gowns frequently. New fabric technology can be researched, use vegan materials. Could do a campaign with a social issue like sustainability. Website can be improved to give additional information on provided services, customer help and item warranties.
Weaknesses ★ ★ ★ ★
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Other than gowns there is no other clear USP There are few places to purchase or visit the store (in the UK) Relationship with the suppliers may suffer due to rising tension during epidemic. Cash flow and financing problems; luxury brands aren’t getting the influx as customers can’t visit their stores. Also customers may be abroad. Not much information on item warranties or about the products online.
Threats ★
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Outfits for special occasions aren’t worn very often, and indoors customers won’t need to purchase for a while. Similar to brand Zuhair Murad a strong competitor. Also luxury brands like Dior and Chanel. May be changes to import taxes and finances threatening normal operations and the company may need to budget.
