Description
SWOT ANALYSIS OF ALFRED DUNHILL
Alfred Dunhill
Parent Company
Alfred Dunhill ltd
Category
Apparel and accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Passion for creation
An innovative and masterpiece brand which aims at giving perfection USP to its customers with a British attitude. STP
Segment
Premium segment
Successful men between age 35 and 55 who is “understated yet Target Group individual” fashion aware and are not dictated by to by fashion.
A brand which emits masculinity, ingenuity and Englishness into a Positioning contemporary attitude to a customer. SWOT Analysis
1. Dunhill is a prestigious member of the Richmond group which is owns brands like Cartier and other luxury leather goods brands. 2. Gives the ultimate experience of masculinity to men by opening the “Dunhill House” in New York, Shanghai, Tokyo, Paris, London with tailors on hand, barbers, treatment rooms, restaurant bars and even rooms if customer wants to stay overnight. 3. Dunhill is been worn by royalties and is been supplying suits to “James Bond” series 4. The brand has stores more than 50 stores all around the world and was one of the first brands to have a flagship stores in London, Paris and New York. Strength 5. Dunhill uses extensive advertising to promote its products which has been a great success. Voice their recent advertising movie
showing their spring collection in relation to London 2012 olympics. 6. A brand which recognizes success has been sponsoring golf tournaments rewarding talented golfers.
1. Thier online retail business has not been as successful as some other brands 2. Presence of other international brands hence high brand switching 3. Limited presence in some emerging economies which can be a Weakness potential market
1. Emerging markets and various expansions and acquisitions abroad Opportunity 2. Expansion into Hospitality sector
1. Other Luxury brands offering the similar quality at cheaper rates. 2. Increasing Raw material prices Threats 3. Fake imitations and replicas affect the brands Competition
1.Davidoff 2.Canali Competitors 3.Aquascutum
doc_583678608.docx
SWOT ANALYSIS OF ALFRED DUNHILL
Alfred Dunhill
Parent Company
Alfred Dunhill ltd
Category
Apparel and accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Passion for creation
An innovative and masterpiece brand which aims at giving perfection USP to its customers with a British attitude. STP
Segment
Premium segment
Successful men between age 35 and 55 who is “understated yet Target Group individual” fashion aware and are not dictated by to by fashion.
A brand which emits masculinity, ingenuity and Englishness into a Positioning contemporary attitude to a customer. SWOT Analysis
1. Dunhill is a prestigious member of the Richmond group which is owns brands like Cartier and other luxury leather goods brands. 2. Gives the ultimate experience of masculinity to men by opening the “Dunhill House” in New York, Shanghai, Tokyo, Paris, London with tailors on hand, barbers, treatment rooms, restaurant bars and even rooms if customer wants to stay overnight. 3. Dunhill is been worn by royalties and is been supplying suits to “James Bond” series 4. The brand has stores more than 50 stores all around the world and was one of the first brands to have a flagship stores in London, Paris and New York. Strength 5. Dunhill uses extensive advertising to promote its products which has been a great success. Voice their recent advertising movie
showing their spring collection in relation to London 2012 olympics. 6. A brand which recognizes success has been sponsoring golf tournaments rewarding talented golfers.
1. Thier online retail business has not been as successful as some other brands 2. Presence of other international brands hence high brand switching 3. Limited presence in some emerging economies which can be a Weakness potential market
1. Emerging markets and various expansions and acquisitions abroad Opportunity 2. Expansion into Hospitality sector
1. Other Luxury brands offering the similar quality at cheaper rates. 2. Increasing Raw material prices Threats 3. Fake imitations and replicas affect the brands Competition
1.Davidoff 2.Canali Competitors 3.Aquascutum
doc_583678608.docx