SWOT ANALYSIS

Strengths

• Cheapest entry price point of £6 for a jersey sundress compared to £9 and £10 at Matalan and Sainsburys respectively.

• Trend covered: wrap dress/jumpsuit. George have more options than competition – George have 13 styles, Sainsburys and Matalan only have 6 each.

• Value for money advantage over Sainsburys. George have 167 products in the dresses category priced at £20 and under whereas Sainsburys only have 34.

• Extensive range of maternity dresses compared to competition – driving sales from the market of pregnant women. • Doesn’t show same style in different colourways - they are listed as separate items so difficult for customer to see options.

• 32% dresses are black – higher than competition who have 11% and 25%. Potentially too high proportion particularly at the start of spring summer.

• Some dresses say they are online exclusives but have been found in store – lack of consistency and misleading the customer.

• 50 out of 168 dresses on the George website are 100% polyester, and 90 contain some polyester. This could mean they feel poorer quality compared to competitors who use other materials.

Weaknesses

Opportunities

• Potential for a higher exit price for more premium products – current exit price of £25 but Sainsburys go up to £50 so have a wider range.

• Opportunity for more plain colour basic dresses – currently high majority patterned.

• Introduce sizes XXS and XXL for the styles where this sizing structure is used to give wider ranger of sizing to be in line with number sizing used for other styles and by competition.

• Opportunity for shorter wrap dress style. George only offer a midi/ maxi length but competition have shorter styles too. • Matalan have less total number of styles compared to George but have almost three times the number of green dresses/ jumpsuits. George could be missing a colour trend.

• Other retailers website more user friendly so are George may suffer from lack of online sales – e.g. Sainsburys have an option to view the product on a model or a flat shot.

• Sainsburys and Matalan both offer a premium range of products alongside their main range. George may be missing out on the consumers that this attracts.