Description
SWOT ANALYSIS OF BANANA REPUBLIC
Banana Republic
Parent Company
GAP Inc.
Category
Apparel and Accessories
Sector
Lifestyle & Retail
Tagline/ Slogan
Accessible luxury
Banana Republic specializes in higher-end clothing and basics, USP carrying suits, personal care, and intimates STP
Banana Republic caters to a segment looking for premium products Segment willing to pay a premium price
Target Group
Target market is the 25-35 age group.
Positioning
Fashionable wear at accessible prices. SWOT Analysis
1.Global brand recognition and popular brand image 2. Franchising system opted by the brand and thus easy to expand. 3. The brand is popular with premium class looking for luxury 4.International fashion and global trends are religiously followed by the brand thus satisfying the needs of its loyal customers 5. Offers diverse products like apparel, shoes, handbags etc for both women and men 6. Strong distribution of Gap means available at all multi-brand retail Strength stores globally
1. Sometimes perceived as an extremely expensive product Weakness 2. Competition from existing brands means more brand switching
1. Global markets in Europe and China and other emerging economies 2. Penetration of e-commerce i.e. sales made online is growing Opportunity 3. Tie-ups with fashion houses and retail chains
1. Economic fluctuations affect apparel retail business 2. Cost of prime real estate is competitive, i.e. location of stores is a key factor of it’s strategy Threats 3. Increasing awareness and penetration of competitive brands Competition
1. H&M 2. Forever21 Competitors 3.Zara
doc_126261286.docx
SWOT ANALYSIS OF BANANA REPUBLIC
Banana Republic
Parent Company
GAP Inc.
Category
Apparel and Accessories
Sector
Lifestyle & Retail
Tagline/ Slogan
Accessible luxury
Banana Republic specializes in higher-end clothing and basics, USP carrying suits, personal care, and intimates STP
Banana Republic caters to a segment looking for premium products Segment willing to pay a premium price
Target Group
Target market is the 25-35 age group.
Positioning
Fashionable wear at accessible prices. SWOT Analysis
1.Global brand recognition and popular brand image 2. Franchising system opted by the brand and thus easy to expand. 3. The brand is popular with premium class looking for luxury 4.International fashion and global trends are religiously followed by the brand thus satisfying the needs of its loyal customers 5. Offers diverse products like apparel, shoes, handbags etc for both women and men 6. Strong distribution of Gap means available at all multi-brand retail Strength stores globally
1. Sometimes perceived as an extremely expensive product Weakness 2. Competition from existing brands means more brand switching
1. Global markets in Europe and China and other emerging economies 2. Penetration of e-commerce i.e. sales made online is growing Opportunity 3. Tie-ups with fashion houses and retail chains
1. Economic fluctuations affect apparel retail business 2. Cost of prime real estate is competitive, i.e. location of stores is a key factor of it’s strategy Threats 3. Increasing awareness and penetration of competitive brands Competition
1. H&M 2. Forever21 Competitors 3.Zara
doc_126261286.docx