Description
SWOT ANALYSIS OF HELLY HANSEN
Helly Hansen
Parent company
Helly Hansen
Category
Apparel and accessories
Sector
Lifestyle and retail
Confident when it matters; Warm is the new black; Survival work Tagline/ slogan sport
The brand is a pioneer of the 3-layer clothing system for dressing in Usp low temperature conditions STP
The brand caters to swimmers, athletes, snow sportsperson and other Segment sportsmen needing tough clothes gear
Target group
Sportsmen and athletes belonging to sec A
Positioning
High-tech apparel for outdoor sports, workwear and survival gear. SWOT analysis
1. The brand produces high end sportswear made especially for sportsmen. 2. The brand uses Nobel Prize winner fabric technology called LIFA in its clothes making them suitable for harsh conditions. 3. The brand has been used in famous TV series Deadliest Catch and also a few movies. 4.The brand has a high product range and the delivery is direct from China Strength 5.The brand has a strong heritage
Weakness
1. The brand may not be popular at places which neither have a cold climate nor has very few water sports.
2. Limited global presence and lesser brand awareness compared to the leading global brands
1.The brand expansion in emerging economies which can increase its customer base 2. The number of people participating into water and snow sports are increasing every year thus providing a good opportunity Opportunity 3. Tie-ups with sports teams, clubs, sports companies etc
1. Wide range of competitors in the apparel market 2. Tough competition from international as well as domestic players Threats 3. Fake imitation products can hurt sales and brand Competition
1.Adidas 2. Reebok 3. Nike 4. Puma 5. Fila Competitors 6. ASICS
doc_122170925.docx
SWOT ANALYSIS OF HELLY HANSEN
Helly Hansen
Parent company
Helly Hansen
Category
Apparel and accessories
Sector
Lifestyle and retail
Confident when it matters; Warm is the new black; Survival work Tagline/ slogan sport
The brand is a pioneer of the 3-layer clothing system for dressing in Usp low temperature conditions STP
The brand caters to swimmers, athletes, snow sportsperson and other Segment sportsmen needing tough clothes gear
Target group
Sportsmen and athletes belonging to sec A
Positioning
High-tech apparel for outdoor sports, workwear and survival gear. SWOT analysis
1. The brand produces high end sportswear made especially for sportsmen. 2. The brand uses Nobel Prize winner fabric technology called LIFA in its clothes making them suitable for harsh conditions. 3. The brand has been used in famous TV series Deadliest Catch and also a few movies. 4.The brand has a high product range and the delivery is direct from China Strength 5.The brand has a strong heritage
Weakness
1. The brand may not be popular at places which neither have a cold climate nor has very few water sports.
2. Limited global presence and lesser brand awareness compared to the leading global brands
1.The brand expansion in emerging economies which can increase its customer base 2. The number of people participating into water and snow sports are increasing every year thus providing a good opportunity Opportunity 3. Tie-ups with sports teams, clubs, sports companies etc
1. Wide range of competitors in the apparel market 2. Tough competition from international as well as domestic players Threats 3. Fake imitation products can hurt sales and brand Competition
1.Adidas 2. Reebok 3. Nike 4. Puma 5. Fila Competitors 6. ASICS
doc_122170925.docx