Description
SWOT ANALYSIS OF SONIA RYKIEL
Sonia Rykiel
Parent Company
Fung Brands
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Reine du tricot depuis 1968 (Queen of Knitting Since 1968)
USP
Luxury French Fashion STP
Segment
Premium apparel for women
Target Group
Women from the upper middle class from urban areaa
Positioning
Luxury French Fashion SWOT Analysis
1. Fung Brands will provide it the necessary reach that it requires as a strong parent brand 2. Sonia Rykiel is an established name in the fashion industry 3. The Rykiel family name association and the unique designs provided by the fashion house is its strength Strength 4. High product quality and diverse product offerings
1.Brand awareness and recall is limited compared to other premium apparel brands 2.Has been recently absorbed by Fung Brands and hence Weakness repositioning the brand is a considerable issue
1. Entrance in emerging markets Opportunity 2.Capitalising the digital medium to increase its reach where it is not available
3. More branding and advertising to enhance visibility
1. Intense Competition in Luxury fashion 2.Easily available substitutes 3.Change in economy which may reduce the dependence on luxury Threats fashion Competition
1.Marc jacobs 2.Cloe Clothing 3.Miu Miu Clothing 4. Chanel Competitors 5. Stella McCartney
doc_944796248.docx
SWOT ANALYSIS OF SONIA RYKIEL
Sonia Rykiel
Parent Company
Fung Brands
Category
Apparel and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Reine du tricot depuis 1968 (Queen of Knitting Since 1968)
USP
Luxury French Fashion STP
Segment
Premium apparel for women
Target Group
Women from the upper middle class from urban areaa
Positioning
Luxury French Fashion SWOT Analysis
1. Fung Brands will provide it the necessary reach that it requires as a strong parent brand 2. Sonia Rykiel is an established name in the fashion industry 3. The Rykiel family name association and the unique designs provided by the fashion house is its strength Strength 4. High product quality and diverse product offerings
1.Brand awareness and recall is limited compared to other premium apparel brands 2.Has been recently absorbed by Fung Brands and hence Weakness repositioning the brand is a considerable issue
1. Entrance in emerging markets Opportunity 2.Capitalising the digital medium to increase its reach where it is not available
3. More branding and advertising to enhance visibility
1. Intense Competition in Luxury fashion 2.Easily available substitutes 3.Change in economy which may reduce the dependence on luxury Threats fashion Competition
1.Marc jacobs 2.Cloe Clothing 3.Miu Miu Clothing 4. Chanel Competitors 5. Stella McCartney
doc_944796248.docx