Description
SWOT ANALYSIS OF ARMANI EXCHANGE
Armani Exchange
Parent Company
Giorgio Armani S.p.A.
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
I feel, therefore I am
USP
Youthful label depicting chic culture STP
Segment
Youth looking for trendy designer fashion wear
Target Group
Upper middle class youth
Positioning
The most accessible and affordable Armani brand SWOT Analysis
1. Strong brand presence with over 250 stores in over 31 countries. 2. Brand does the work of meeting the aspirations of youth wanting to own the Armani merchandise. 3. The segment has helped the parent brand to diversify in another area of fashion 4. Has a string employee base of 5000 people Strength 5. Good global marketing and brand visibility
1. High dependence on large stores for generating profits 2.Brand affected by fake imitations and replicas 3. The brand equity of the parent brand is too over-stretched due to Weakness over diversification which can affect the brand in the long run
1. Foray in emerging markets with FDI in retail opening up Opportunity 2.The brand can develop self-procuring and manufacturing facilities in countries it operates in order to keep the unit cost low
3. The brand can move towards making new eco-friendly product lines
1.Opposition from global organizations like PETA to Armani’s use of fur in other brands could be a serious threat 2. Changes in exchange rates can cause a serious concern related to foot-traffic and will affect prices 3.Brand deals with the highly fragmented segment in the fashion Threats industry with many players in the race Competition
1.Polo Ralph Lauren 2.Fitch Competitors 3.Calvein Klein
doc_122263095.docx
SWOT ANALYSIS OF ARMANI EXCHANGE
Armani Exchange
Parent Company
Giorgio Armani S.p.A.
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
I feel, therefore I am
USP
Youthful label depicting chic culture STP
Segment
Youth looking for trendy designer fashion wear
Target Group
Upper middle class youth
Positioning
The most accessible and affordable Armani brand SWOT Analysis
1. Strong brand presence with over 250 stores in over 31 countries. 2. Brand does the work of meeting the aspirations of youth wanting to own the Armani merchandise. 3. The segment has helped the parent brand to diversify in another area of fashion 4. Has a string employee base of 5000 people Strength 5. Good global marketing and brand visibility
1. High dependence on large stores for generating profits 2.Brand affected by fake imitations and replicas 3. The brand equity of the parent brand is too over-stretched due to Weakness over diversification which can affect the brand in the long run
1. Foray in emerging markets with FDI in retail opening up Opportunity 2.The brand can develop self-procuring and manufacturing facilities in countries it operates in order to keep the unit cost low
3. The brand can move towards making new eco-friendly product lines
1.Opposition from global organizations like PETA to Armani’s use of fur in other brands could be a serious threat 2. Changes in exchange rates can cause a serious concern related to foot-traffic and will affect prices 3.Brand deals with the highly fragmented segment in the fashion Threats industry with many players in the race Competition
1.Polo Ralph Lauren 2.Fitch Competitors 3.Calvein Klein
doc_122263095.docx