Description
SWOT ANALYSIS OF MORGAN DE TOI
Morgan de Toi
Parent company
Morgan SA.
Category
Apparel and accessories
Sector
Lifestyle and retail
Tagline/ slogan
-
The brand is known for just the right amount of detailing in female Usp attire. STP
Segment
Women having a flair for French subtle fashion.
Target group
Young upper middle classwomen
Positioning
The chic Parisian at the heart of inspiration. SWOT Analysis
1.The clothes have been fancied by women with a taste for fashion since year 1947 2. Internationalactresses have been among the customers for the brand. 3. The company has more than 650 retail shops around the world. 4. Morgan was bought out by the Beaumanoir group which has the experience of handling 6 other brands. 5. The brand operates through a wide network of retail stores, Strength licensed stores, wholesale, 3rd party and internet.
1.The brand being among the elite brand is prone to recession and economic downturns Weakness 2. The brand has limited global presence compared to leading aaparel
brands
1. The brand has become a legendary name in France and other European countries. 2. High brand saliency and the positive affirmation from consumers has influenced demand in domestic market and the neighboring Opportunity countries.
1.Similar products available in other brands thus switching cost is less. 2. Major stores are concentrated in Europe which is currently in crisis Threats 3. Fake imitations affect branding and sales Competition
1 Abercrombie&Fitch 2.Ralph Lauren Competitors 3. Kate Spade
doc_354103338.docx
SWOT ANALYSIS OF MORGAN DE TOI
Morgan de Toi
Parent company
Morgan SA.
Category
Apparel and accessories
Sector
Lifestyle and retail
Tagline/ slogan
-
The brand is known for just the right amount of detailing in female Usp attire. STP
Segment
Women having a flair for French subtle fashion.
Target group
Young upper middle classwomen
Positioning
The chic Parisian at the heart of inspiration. SWOT Analysis
1.The clothes have been fancied by women with a taste for fashion since year 1947 2. Internationalactresses have been among the customers for the brand. 3. The company has more than 650 retail shops around the world. 4. Morgan was bought out by the Beaumanoir group which has the experience of handling 6 other brands. 5. The brand operates through a wide network of retail stores, Strength licensed stores, wholesale, 3rd party and internet.
1.The brand being among the elite brand is prone to recession and economic downturns Weakness 2. The brand has limited global presence compared to leading aaparel
brands
1. The brand has become a legendary name in France and other European countries. 2. High brand saliency and the positive affirmation from consumers has influenced demand in domestic market and the neighboring Opportunity countries.
1.Similar products available in other brands thus switching cost is less. 2. Major stores are concentrated in Europe which is currently in crisis Threats 3. Fake imitations affect branding and sales Competition
1 Abercrombie&Fitch 2.Ralph Lauren Competitors 3. Kate Spade
doc_354103338.docx