Description
SWOT ANALYSIS OF MANGO
Mango
Parent Company
Mango Inc.
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
What should I wear; Fashion for the young, urban woman
USP
Fashion from Spain STP
Segment
Fashion conscious women in the middle age group
Target Group
Urban upper-middle and upper class
Positioning
A complete lifestyle brand for women SWOT Analysis
1.Strong brand presence with its goal to be present in every city of the world has seen its presence in over 100 countries with over 2000 stores 2. The online campaigns have been a highlight with the online store too being popular among buyers 3. The presence of stores at prime locations has given the brand a strong footing in terms of the overall brand equity 4. The unique product line by Mango helps it differentiate from its competitors 5. Its foray into menswear too has been a success as a part of their diversification strategy Strength 6. Has approx 9000 employees
1. All the apparel is designed and sourced from Spain which can Weakness cause serious concern when it comes to pricing as compared to its European counterparts
2. The major revenues earned by the brand are from apparel and not from other product line 3.Controversies over designs of some products has invited lawsuits inviting considerable criticism from the fashion industry
1. Mango can emerging retail markets like India and Africa which are largely unsaturated and can instill growth and stability for the brand. 2.Mango could diversify further into many other product line in order Opportunity to further bolster the brand as the complete lifestyle brand
1. Trade barriers in terms of fluctuations in terms currency denominations can be a serious threat to the overall sales revenues. 2. The highly fragmented fashion industry means low brand loyalty and high bargaining power for consumers due to low switching cost. 3.The emergence of many new designers in this segment could pose Threats a serious threat to the brand Competition
1. Zara Competitors 2.Bershka
doc_446830152.docx
SWOT ANALYSIS OF MANGO
Mango
Parent Company
Mango Inc.
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
What should I wear; Fashion for the young, urban woman
USP
Fashion from Spain STP
Segment
Fashion conscious women in the middle age group
Target Group
Urban upper-middle and upper class
Positioning
A complete lifestyle brand for women SWOT Analysis
1.Strong brand presence with its goal to be present in every city of the world has seen its presence in over 100 countries with over 2000 stores 2. The online campaigns have been a highlight with the online store too being popular among buyers 3. The presence of stores at prime locations has given the brand a strong footing in terms of the overall brand equity 4. The unique product line by Mango helps it differentiate from its competitors 5. Its foray into menswear too has been a success as a part of their diversification strategy Strength 6. Has approx 9000 employees
1. All the apparel is designed and sourced from Spain which can Weakness cause serious concern when it comes to pricing as compared to its European counterparts
2. The major revenues earned by the brand are from apparel and not from other product line 3.Controversies over designs of some products has invited lawsuits inviting considerable criticism from the fashion industry
1. Mango can emerging retail markets like India and Africa which are largely unsaturated and can instill growth and stability for the brand. 2.Mango could diversify further into many other product line in order Opportunity to further bolster the brand as the complete lifestyle brand
1. Trade barriers in terms of fluctuations in terms currency denominations can be a serious threat to the overall sales revenues. 2. The highly fragmented fashion industry means low brand loyalty and high bargaining power for consumers due to low switching cost. 3.The emergence of many new designers in this segment could pose Threats a serious threat to the brand Competition
1. Zara Competitors 2.Bershka
doc_446830152.docx