S W trengths
- Clear brand identity - Clear target group / niche - Relatively low price point, fits the target group. - Accessibility in terms of stores - Wide size range, wide in store avai lability of products - Good discounts, vary from 25% to 75% - Fast online delivery - Good Social Media presence. (rele vant for their target group)
O T pportunities
28
- Take advantage of business model of selling other brands, and start selling limited editions, niche brands. - Diversify their market research (by diversifying the type of campuses they visit) - Focus more on community, helloing events etc - For tomorrow collection focusing on sustainability - Expand vintage section, the market for it is growing - Not only selling product but also experiences, for example cafes instore. Community events,...
eaknesses - No clear brand strategy - No clear values, mission and vision - Brands name is very limiting - Even considering their attempt at sustainability they use a lot of mixed fabrics - Promote consumerism in their website main page - Small collection width
hreats - Other brands already sell American brands in the nl - Lower price competitors - European perception of America is not appealing as it used to be - Political situation in the US can have direct impact on the brand - Awareness of fast fashion could decrease audience and sales - Target group doesn’t have a great disposable income therefore forced to keep prices low - Initial brand strategy is outdated due to globalisation
