Internal audit: SWOT

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. 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

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.

Strengths Opportunities

In the campaign, reminisce about the heritage of brand, rich fabrics and designs. The new strategy could focus on bridal wear which the brand has a good reputation for. The brand is already connected with a few campaigns helping others, the brand could start a new campaign on an issue that is important to consumers.

Weaknesses

The brand could take the opportunity to increase engagement on social media since Instagram channel is successful. One way could be creating another online campaign on instagram to raise awareness for sustainability causes, factory worker exploitation, poverty. For the brand is popular in the Middle East, India would be another location where formal gowns would be worn and culture has a similar style. More ways to contact for enquiries online, for the message box is very simple and not time efficient.

Threats

Bridal wear is becoming more competitive, so promote this more on instagram. Could endorse an influencer.

For the brand highly focuses on formal attire and bridal wear, this could become a problem for it is out of season and the current pandemic makes it difficult for future social occasions and planning events. The brand could branch into ready to wear clothing, loungewear for example but not losing the rich fabric quality and design. Customer service online could interact previous customers and check up, offer free samples of new perfume.

Positioning map

Exclusivity