ANALYSIS OF POTENTIAL THREATS TO THE SUCCESS OF THE PROPOSED REBRANDING STRATEGY
FUTURE SWOT ANALYSIS Strengths Increased social appeal amongst first world societies with newer changes in identity, gender fluidity and desensitisation of status Returning to the Japanese legacy of the house through Wabi Sabi principles compared to the present day mass commercialisation of the brand, will increase its brand equity Mass appeal of media channels such as TikTok, for community building Zero waste philosophy with minimal and reusable packaging with the introduction of the Kenzo Tag High transparency level within the brand More effective experiential retail formats such as Hyperphysical stores and Pop up stores Weaknesses Alienation of the existing audience from developing countries New barriers of entry as it is a new market to venture into High Capital Expenditure investments Risk of appropriation during the execution process
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