II. Market Research SWOT Analysis
Strengths - “Committed” collection line is their sustainable womenswear line - Have a balanced range of product mix between core, fashion, and higher fashion pieces - Cost is mid-range, affordable which appeals to young, working customers - Unique designs of clothing with a cohesive brand image of contemporary Mediterranean style throughout - Recycling clothing drop-box - A good balance between seasonal clothing, showing that they appeal to all shoppers, not just UK shoppers - Organization of the clothing through type of wear and color coordination makes it easier to shop certain items - Outlet in flagship store put all markdown items in one area to shop Weaknesses - No “Committed” menswear line - Very limited menswear and kids lines; 2 full floors of womenswear and 1 for combined mens and kids - Employees in the store aren’t addressing customers when they shop and asking if they need help - Window displays in the flagship store aren’t eye-catching and they only display one mannequin for men’s and one for women’s - Organization of the outlet clothing section is messy 4
Figure 2.1: Entrance display of Mango Oxford Street
