Strengths: Rixo’s strength is they have a very unique niche, with a certain desirable style including products and garments exclusive to Rixo. This can give them an advantage compared to other retailers for having exclusivity within their brand. In addition by the brand having such a well-connected website and social media platforms, it is very accessible for customers to shop online, with online shopping being as possible shopping within store which is ever expanding.
Weakness’: With Rixo only being an online brand they lose potential business from in store customers. However the money to keep a store is very expensive decreasing income into the business. In comparison to this, online shopping is starting to be the preferred way to shop by consumers especially if a certain type of product is desired such as Rixo’s exclusive garment styles.
Opportunities: By Rixo doing a collaboration with Dua Lipa it gives the brand the opportunity to reach and gain awareness from the celebrities’ followers. Rixo is still a new, expanding brand and to have the chance to publicise with an influencer within the public, is a great opportunity; defiantly from a PR susceptive. This will help to build towards their awareness and audience, also not forgetting creating a new range that will appeal to a large range of people bringing a new niche to their website.
Threat: As Rixo has such exclusivity it is a risk trying to gain attraction from the specific type of audience that would shop at the brand online. By incorporating a celebrity it will help to gain this awareness needed for the brand as a whole. There is a risk the usual customers of Rixo may not like the collaboration as it is more 90’s (retro style) compared to Rixo’s 70’s usual style.
SWOT