PORTERS 5 FORCES
Threat of New Entrants TT&WH are under threat from new entrants. New skincare brands or extension lines from other brands are regularly entering the market. New entrants could encourage TT&WH’s current customers away from the brand. To ensure this does not happen the brand needs to develop a loyal consumer base. Therefore this will be high risk.
Threat of Substitute Products The skincare market is highly saturated. Due to the fact that TT&WH focus on two key ingredients, the threat of substitute products is high. Other tea tree lines are available from Superdrug, Kiehl’s, The Body Shop and Dr Organic, to name a few. Therefore TT&WH have minimal power in this section due to the large risk of substitution. TT&WH need to stay on top of the game with innovations to create and maintain customer loyalty. Therefore this will be high risk.
Page.17
Fashion Business Solutions Group Report 2019
