Weaknesses:
- Very few stores have a full range (Sports/Lounge/Tailoring)
Most stores are heavy in men’s sportswear with a small women’s section and Tommy Jeans. Very few have tailoring.
Opportunity:
- Baby department?
Having a baby department would mean they would cater for the whole family.
- Home department?
If the customer loves the brand and buys into their clothing products and fragrance they might be interested in having branded items around their homes.
- Cosmetics?
Their perfume is reasonably priced and is very popular so would makeup/cosmetics sell?
Threats:
- Cheaper alternatives
Many online retailers are creating more and more sportswear with the iconic Calvin band but replacing it with their company name (PLT/LOUNGE)
- Replicas being sold for much cheaper price.
Items are being sold as genuine even though they are fake and sold for slightly cheaper so people are buying the replicas rather than the genuine product.