Micro environment (SWOT)
Strengths: Small island, word of mouth is easier and more effective for local business International connections Social media is aesthetic, follows brand identity and has a sufďŹ cient following Well known connections and contacts High quality fabrics Can cover many sizes smaller stock Low inventory, lower manufacturing costs Risk on with promoting
Weaknesses: Handmade items, takes time to make garments Start up, small scale No proďŹ ts Little funding Small market, smaller audience Website is not up all year round due to cutting costs in winter season
Opportunities: Low cost marketing would be more effective in local area Social media presence broadens the market to international Use the good connections with inuencers to promote brand Good presence in the fashion scene in Malta More people are open to buying online only due to pandemic
Threats: Styles can be copied by more established brands Initial cashburn will be too high for the turnover E-commerce only, presence is limited
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