Description
SWOT ANALYSIS OF LEE COOPER
Lee Cooper
Parent Company
Lee Cooper
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Dedicated To Style; Since 1908
USP
A brand dedicated to style. STP
Segment
Urban upper and upper middle class youth.
Target Group
Fashion conscious youth in the age group of 15-30 years.
Positioning
Exclusive fashion for youth. SWOT Analysis
1. Strong brand presence of over 100 years all over the world in 85 countries with over 4000 points of sale. 2. The brand has diversified into footwear, eyewear and other apparel lines to emerge as a complete lifestyle brand. 3. Self- procurement and manufacturing and manufacturing facilities in many countries through strategic licensing have helped the brand maintain the economies of scale. Strength 4. Excellent advertising and good brand recall
1. The brand has overstretched its portfolio due to its diversification into various product lines but the majority of the revenue is generated from denim wear. 2. High brand switching due to many options for customers affects Weakness sales
Opportunity
1. The brand can tap relatively unsaturated emerging markets like
India, Africa which would be a great boost for the brand. 2. The brand can foray into e-tailing which has emerged as effective medium. 3. The brand can also work on eco advertising campaigns which are currently a highlight for lifestyle brands.
1. Changes in exchange rates comes a serious a concern as its affects foot-traffic and sales globally. 2. The highly fragmented fashion industry involves low brand loyalty and high bargaining power of buyers. 3. The recent slowdown in European markets too can affect the brand Threats as it is the premier denim wear brand in Europe. Competition
1. Levis 2.Diesel Competitors 3.Pepe
doc_530655582.docx
SWOT ANALYSIS OF LEE COOPER
Lee Cooper
Parent Company
Lee Cooper
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Dedicated To Style; Since 1908
USP
A brand dedicated to style. STP
Segment
Urban upper and upper middle class youth.
Target Group
Fashion conscious youth in the age group of 15-30 years.
Positioning
Exclusive fashion for youth. SWOT Analysis
1. Strong brand presence of over 100 years all over the world in 85 countries with over 4000 points of sale. 2. The brand has diversified into footwear, eyewear and other apparel lines to emerge as a complete lifestyle brand. 3. Self- procurement and manufacturing and manufacturing facilities in many countries through strategic licensing have helped the brand maintain the economies of scale. Strength 4. Excellent advertising and good brand recall
1. The brand has overstretched its portfolio due to its diversification into various product lines but the majority of the revenue is generated from denim wear. 2. High brand switching due to many options for customers affects Weakness sales
Opportunity
1. The brand can tap relatively unsaturated emerging markets like
India, Africa which would be a great boost for the brand. 2. The brand can foray into e-tailing which has emerged as effective medium. 3. The brand can also work on eco advertising campaigns which are currently a highlight for lifestyle brands.
1. Changes in exchange rates comes a serious a concern as its affects foot-traffic and sales globally. 2. The highly fragmented fashion industry involves low brand loyalty and high bargaining power of buyers. 3. The recent slowdown in European markets too can affect the brand Threats as it is the premier denim wear brand in Europe. Competition
1. Levis 2.Diesel Competitors 3.Pepe
doc_530655582.docx