Description
SWOT ANALYSIS OF MOSCHINO
Moschino
Parent Company
Aeffe s.p.A
Category
Footwear and Apparel
Sector
Lifestyle and retail
Tagline/ Slogan
I feel
USP
Premium Italy Brand STP
Segment
Premium Elite Fashionable People
Target Group
Urban upper class
Positioning
Premium fashion Brand SWOT Analysis
1. Creative Designs from an established fashion house 2. Associated with Aeffe s.p.A hence greater credibility 3. Strong parent brand’s distribution network and financial stability 4. Good presence in Italy and some other European countries Strength 5. It has stores in Europe and Asia
1.Limited brand awareness globally as compared to some other lifestyle apparel brands Weakness 2. Penetration is less in Americas and the emerging economies
1.Increasing disposable incomes in emerging countries 2.Growing awareness of the fashion industry due to media Opportunity 3. People accepting fashion trends as a part of everyday lifestyle
Threats
1.Competitive market 2.Product substitutes is easily available
3. Threat from cheaper/ fake imitations Competition
1.Armani 2.Versace 3.Dolce and Gabbana Competitors 4.Miu Miu
doc_549147732.docx
SWOT ANALYSIS OF MOSCHINO
Moschino
Parent Company
Aeffe s.p.A
Category
Footwear and Apparel
Sector
Lifestyle and retail
Tagline/ Slogan
I feel
USP
Premium Italy Brand STP
Segment
Premium Elite Fashionable People
Target Group
Urban upper class
Positioning
Premium fashion Brand SWOT Analysis
1. Creative Designs from an established fashion house 2. Associated with Aeffe s.p.A hence greater credibility 3. Strong parent brand’s distribution network and financial stability 4. Good presence in Italy and some other European countries Strength 5. It has stores in Europe and Asia
1.Limited brand awareness globally as compared to some other lifestyle apparel brands Weakness 2. Penetration is less in Americas and the emerging economies
1.Increasing disposable incomes in emerging countries 2.Growing awareness of the fashion industry due to media Opportunity 3. People accepting fashion trends as a part of everyday lifestyle
Threats
1.Competitive market 2.Product substitutes is easily available
3. Threat from cheaper/ fake imitations Competition
1.Armani 2.Versace 3.Dolce and Gabbana Competitors 4.Miu Miu
doc_549147732.docx