Ann Taylor Competitors SWOT

L.K Bennett SWOT

Strengths

·         Brand expansion

·         Entering the US market

·         Strong accessible website

·         Focused on women’s fashion so knowledgeable

·         Mobile e-commerce app

·         Loyal customer base

·         High quality investment pieces

·         Celebrity attention through Kate Middleton

·         Distinctive brand handwriting

Weaknesses

·         Womenswear only

·         Store location means not accessible to mass market

·         Doesn’t cater to the fast fashion

Opportunities

·         Expansion to diffusion line that is more affordable to mass market

·         Menswear range

·         Open stores in more of EU

Threats

·         Sole focus on women’s fashion

·         Loose custom to more affordable fashion

M&S SWOT

Strengths

·         High quality clothing

·         Both affordable and investment pieces

·         Inclusive brand caters for generations

·         Both ‘need’ and  ‘want’ pieces

·         Reputable customer service

·         Good shopping experience, convenient and comfortable shopping

·         Strong staff training

Weaknesses

·         Outmoded design and cut- consumers prefer purchasing brand- labels

·         Stock control – suffer from the unbalance between the stock and information technology system

·         Waste store spaces

Opportunities

·         Market expansion to further than Ireland and Hong Kong

·         A ‘basics’ clothes range at attractive prices

Threats

·         Strong competitors such as Gap, Next and Topshop

·         The change of the social environment

·         Risk of chemical pollution

[Hannah.L]