SWOT ANALYSIS
Strengths
They have social media (Twitter, Instagram, Snapchat, Facebook), a blog and a website, which helps the customer communicate and discuss new ranges.
#IMWEARINGRI allows the customer to share new looks, outfit inspiration and tells other people where they can purchase the look.
Style Insider magazine.
They sell a range of products which allows for outfit building.
They have had over 60 years of retail experience giving them the advantage of loyal customers.
There are 350 stores across the UK, Ireland and internationally in Asia, Middle East and Europe. They have six online sites in four currencies. The range will be worldwide online and in flagship stores internationally. In the UK the range can be found in all stores, although some of the main pieces will be at the flagship stores only.
They sell high quality fashion products at an affordable price.
Weaknesses
They do not offer student discount across the whole year, unlike their competitors such as Topshop and New Look.
They are not fashion forward or quick to create new trends compared to Zara which is fast fashion.
They do not have a lot of international physical stores.
Opportunities
They have only recently released active wear; however, they could make it more trendy to make it suitable for the streets for an athleisure style.
They should offer student discount throughout the year.
They should have a bigger basics range at an affordable price.
More physical stores internationally to make it more well-known globally.
Technology in stores to make the experience more exciting.
Personal shopping experience.
Threats
Basics range is minimal.
There is a lot of competition with H&M, Topshop, Primark and New Look, as they sell similar stock for a lower price.
Terrorist threats which could affect some locations in London and have an impact on sales, as people are cautious as to where they shop.
Other competitors have done collaborations with celebrities in the past such as Topshop and Beyoncé they have an active wear collection.