A strength of the new collaboration is that Paul Smith is a very well-known and popular brand in the UK and all over the world. In fact, he gets recognition from the Royal Family due to it being a heritage brand. Therefore, Paul already has very loyal customers who will continuously shop there. They trust Paul and his ideas and designs. Paul knows exactly what his customers wants, as his brand was established in 1970, he has got to know they well. As well, after being in the most popular boy band in the world, Harry is frequently talked out. Wherever Harry goes, the press and fans follow. Therefore, as soon as word gets out about the collaboration it will be highly mentioned, which will help bring attention and more customers to the line.
A weakness of Paul Smith X Harry Styles is that the regular Paul Smith customer is a middle aged men. They don’t have a lot of social media and may not be too fused about the collaboration as they aren't big fans of Harry. However, Paul has still kept them in mind when designing the clothes.
SWOT
STRENGTH, WEAKNESS, OPPORTUNITY, THREAT