Loft Competitor SWOT analysis :

DORETHY PERKINS SWOT

Strengths

·         Established brand

·         Good manufacturer relations  

·         Loyal customer base

·         Employees market knowledge

Weaknesses

·         Are reluctant to risk changing brand

·         Slow to change

·         Heavy stock inventory

Opportunities

·         Repeat sales to established market

·         Portfolio is both ‘need’ and ‘want’ products

Threats

·         Main competitors

·         New outlets

·         Quicker reactions to trend changes

ZARA SWOT

Strengths

·         Vertically integrated

·         Fast fashion

·         High end

·         Many stores around the world

·         Strong distribution channels

·         Manufacturing is done within company

Weaknesses

·         Low in-store inventory

·         Centralized production

·         Bad quality

·         Similar to competitor H&M

·         Customers have to travel far in order to get to store

·         Euro-Cetric Model

Opportunities

·         Online market offers huge growth and chance to expand

·         Growth in the USA

·         Emerging market offer the best grown opportunities

·         International Expansion especially in emerging markets

Threats

·         No advertising campaigns

·         Higher price tag that major competitors such as H&M

·         Currency value in euro hurts global competiveness

·         Potential oversaturation in Europe

·         Natural disaster or power outage

[hannah.l]