Description
SWOT ANALYSIS OF MARLYS
Marlys
Parent Company
Marly’s Confezioni S.p.A
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Since 1981
USP
Exclusive Italian women’s wear STP
Segment
Fashionable clothing for urban women
Target Group
Urban upper class women
Positioning
Exclusive women’s wear SWOT Analysis
1. The brand has strong presence in Europe and Asia Pacific region with over 20 mono-brand stores across more than 10 countries. 2. The brand has its own manufacturing and designing unit which helps it to give an even touch to all its lines. 3. The brand comes out with new theme collections every season which keeps the newness in their offering. Strength 4. Good product portfolio having a wide product range
1. The brand has not diversified its product lines which have limited the brand’s offerings. 2. The brand has not concentrated on branding unlike its competitors. 3.The brand does not project a known face behind the brand unlike Weakness its competitors
Opportunity
1. The brand can start an online store selling select merchandise which improves visibility.
2. The brand can work on MBO’s with various luxury retailers to improve brand appeal. 3. The brand can outsource its production in the long run to maintain economies of scale in the long run.
1. The current slowdown in the Europe could affect the sales revenues for the brand. 2. The brand faces high fragmentation in the fashion industry which results in high bargaining power of buyers and low brand loyalty. 3.The brand also faces threat from new designers foraying in the Threats same segment. Competition
1.Valentino S.p.A 2. Armani Competitors 3.Haute Couture
doc_224056048.docx
SWOT ANALYSIS OF MARLYS
Marlys
Parent Company
Marly’s Confezioni S.p.A
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Since 1981
USP
Exclusive Italian women’s wear STP
Segment
Fashionable clothing for urban women
Target Group
Urban upper class women
Positioning
Exclusive women’s wear SWOT Analysis
1. The brand has strong presence in Europe and Asia Pacific region with over 20 mono-brand stores across more than 10 countries. 2. The brand has its own manufacturing and designing unit which helps it to give an even touch to all its lines. 3. The brand comes out with new theme collections every season which keeps the newness in their offering. Strength 4. Good product portfolio having a wide product range
1. The brand has not diversified its product lines which have limited the brand’s offerings. 2. The brand has not concentrated on branding unlike its competitors. 3.The brand does not project a known face behind the brand unlike Weakness its competitors
Opportunity
1. The brand can start an online store selling select merchandise which improves visibility.
2. The brand can work on MBO’s with various luxury retailers to improve brand appeal. 3. The brand can outsource its production in the long run to maintain economies of scale in the long run.
1. The current slowdown in the Europe could affect the sales revenues for the brand. 2. The brand faces high fragmentation in the fashion industry which results in high bargaining power of buyers and low brand loyalty. 3.The brand also faces threat from new designers foraying in the Threats same segment. Competition
1.Valentino S.p.A 2. Armani Competitors 3.Haute Couture
doc_224056048.docx