Description
SWOT ANALYSIS OF AQUASCUTUM
Aquascutum
Parent Company
YGM Trading
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Understated British Elegance
USP
Rich Heritage and British elegance STP
Segment
People who want to make a brand statement with a British elegance
Target Group
Urban men and women from upper class
Positioning
Men and Women who wear luxurious clothes with a British touch. SWOT Analysis
1. The brand has a very rich history and heritage supplying jackets coats during the Crimean war. 2. The brand is very innovative and boasts of rich quality as they were the first brand in the world to launch the Waterproof jackets. 3. The brand is very famous for its “Custom-made designs” in coats and suits for men and women designed by designer Saville row. 4. The Brand has very rich clientele including the Prince of Wales, Sir Winston Churchill, and Margaret Thatcher. Strength 5. The brand has over 100 stores all over the world
1 .The brand has major Administration issues in the UK as it has a small workforce Weakness 2. Limited global penetration compared to other luxury brands
Opportunity
1. Due to Acquisition, Scope for expansion is maximized 2 .Exploring into different segments like corporate gift, sporting wear
etc
1. Major Competition from brands like Burberry, Canali in the coat segment. Threats 2. Increasing Raw material cost in the united kingdom. Competition
1.Burberry Competitors 2.Canali
doc_117765539.docx
SWOT ANALYSIS OF AQUASCUTUM
Aquascutum
Parent Company
YGM Trading
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Understated British Elegance
USP
Rich Heritage and British elegance STP
Segment
People who want to make a brand statement with a British elegance
Target Group
Urban men and women from upper class
Positioning
Men and Women who wear luxurious clothes with a British touch. SWOT Analysis
1. The brand has a very rich history and heritage supplying jackets coats during the Crimean war. 2. The brand is very innovative and boasts of rich quality as they were the first brand in the world to launch the Waterproof jackets. 3. The brand is very famous for its “Custom-made designs” in coats and suits for men and women designed by designer Saville row. 4. The Brand has very rich clientele including the Prince of Wales, Sir Winston Churchill, and Margaret Thatcher. Strength 5. The brand has over 100 stores all over the world
1 .The brand has major Administration issues in the UK as it has a small workforce Weakness 2. Limited global penetration compared to other luxury brands
Opportunity
1. Due to Acquisition, Scope for expansion is maximized 2 .Exploring into different segments like corporate gift, sporting wear
etc
1. Major Competition from brands like Burberry, Canali in the coat segment. Threats 2. Increasing Raw material cost in the united kingdom. Competition
1.Burberry Competitors 2.Canali
doc_117765539.docx