SWOT ANALYSIS 1. Boots was the number one for retail sales in womens facial skincare in 2017, reaching £416.4 million, with 36% market share (Khanom, 2018). 2. Available in most boots stores means it’s easily accessible to a wide customer range. 3. Core ingredients of TT&WH claim specific benefits such as calming, soothing and anti-inflammatory properties. 4. Extended ranges such as Charcoal and Berry ranges, with Charcoal performing particularly well among their target demographic of ‘early 20 somethings’. 5. Cleanse, Care and Fix: clear categories for customers to shop, and skincare routine to follow.
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Strengths
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1. Approximately 55% of respondents favour “green, clean and natural features or characteristics” in new Opportunities products launches and innovation in 2018 (Euromonitor a, 2018). 2. 91% of survey respondents stated that current levels of poullution is an active concern for them. (please see appendix 3)
3. Statistics from the UN estimate that two-thirds of the world will be living in water-stressed conditions by 2025 (Yee 2019). 4. The population of women aged 15-19 is predicted to increase by 3% in the period 2017-22 (Khanom 2018). 5. According to Mintel, 52% of men feel mainstream skincare brands give too much attention to womens skincare (Fisher, A., 2018) and therefore feel under-represented. 6. The increased popularity of CBD in skincare products.
1. Plastic packaging. 2. No information regarding its recyclability. 3. In a secondary survey 1 in 5 people shared the opinion that TT&WH is for a young spot prone teen, (i.e. younger than the target audience they specify). 4. In store merchandising is not in a prominent location, and is poorly stocked. 5. No specific information about tea tree and witch hazel ingredients. 6. Very few social media followers (only 1,105 followers on Instagram, and all images are from other accounts).
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Weaknesses
1. Climate change will have a detrimental impact on crops and natural ingredients grown or skincare products (Bailey 2017). Threats 2. Womens skincare market is very saturated with tea tree and witch hazel having to compete with well established premium and mass brands. 3. Uncertainty surrounding Brexit negotiations could have a detrimental impact on consumer confidence and in turn consumer spending. 4. Mens Skincare market is predicted to decline in £12 million by 2023 to £80 million (Fisher 2018).
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Posner states that “the real purpose of the SWOT is to use the information to determine how to capitalise upon a company’s internal strengths, using them to create opportunity and potential or to determine how strengths could be best employed in order to overcome threats in the market” (2015). With this in mind, a thorough SWOT analysis has been conducted for this report in order to have a comprehensive understanding of the internal strengths and weaknesses of the TT&WH brand in conjunction with any external opportunities and threats the brand is most likely to face in the future. A TOWS analysis allows for further analysis of the aforementioned factors and identifies potential business opportunities for the brand.
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Fashion Business Solutions Group Report 2019
Written by: Mishka Proof read/ edited by: All Designed by: Chloe
