Description
SWOT ANALYSIS OF ED HARDY
Ed hardy
Parent Company
Iconix Brand Group
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Love kills Slowly
USP
American Tattoo Designs by Godfather of Tattoo STP
Segment
Elite group which loves tattoo art
Target Group
Urban upper-middle and upper class youth
Positioning
Vintage Tattoo Wear SWOT Analysis
1. Don Ed Hardy’s designs (known as the Father of Tattoo) is the face of the brand 2. USP of having classic American Tattoo designs 3. Complete Market Coverage and good brand presence 4. Brand worn by over 5000 celebrities, athletes and musicians 5. Good branding and advertising Strength 6. Good distribution through exclusive stores and retails in US
1.Limited global penetration compared to some of the other bigger brands 2.Premium Pricing but less Novelty 3. Bargaining power of customers is high hence brand switching Weakness affects value
Opportunity
1.To diversify in not just American tattoos but in all types of tattoos
2.To make it a cult brand 3. Expansion into the European and Asian markets
1.Tattoo art if not innovative faces a threat of being a passing fad 2.Changing consumer behavior Threats 3.Product Substitution Competition
1.Affliction Competitors 2.Tap Out
doc_551605943.docx
SWOT ANALYSIS OF ED HARDY
Ed hardy
Parent Company
Iconix Brand Group
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Love kills Slowly
USP
American Tattoo Designs by Godfather of Tattoo STP
Segment
Elite group which loves tattoo art
Target Group
Urban upper-middle and upper class youth
Positioning
Vintage Tattoo Wear SWOT Analysis
1. Don Ed Hardy’s designs (known as the Father of Tattoo) is the face of the brand 2. USP of having classic American Tattoo designs 3. Complete Market Coverage and good brand presence 4. Brand worn by over 5000 celebrities, athletes and musicians 5. Good branding and advertising Strength 6. Good distribution through exclusive stores and retails in US
1.Limited global penetration compared to some of the other bigger brands 2.Premium Pricing but less Novelty 3. Bargaining power of customers is high hence brand switching Weakness affects value
Opportunity
1.To diversify in not just American tattoos but in all types of tattoos
2.To make it a cult brand 3. Expansion into the European and Asian markets
1.Tattoo art if not innovative faces a threat of being a passing fad 2.Changing consumer behavior Threats 3.Product Substitution Competition
1.Affliction Competitors 2.Tap Out
doc_551605943.docx