• 4 Stores close together, Scottsdale, Phoenix and an Outlet in Glendale • Other purse/accessory type stores in area • Coach, Saks, Guess, Macy’s Primary Competitor #2: bebe
Strengths: • Placement among many high fashion stores such as Coach, BCBG and Saks Fifth Avenue. • Well known and desirable brand • Only store in the area • Conveniently located in an outdoor fashion mall • Close to a famous resort and spa, which will bring in wealthy women who love to be pampered • Brand not sold in department stores, exclusive
Weaknesses: • Moderate to high pricing, decreases market segments • bebe printed on mostly all products...too much labeling • Customers might not be familiar with bebe • Other stores in mall draw same target market • Must draw consumers from other suburbs as well to survive
Opportunities: • High-traffic area, large customer base at shopping center • Expansion into other cities and surrounding areas • Tourism attraction • New customers from other areas that don’t have a bebe store • Community connections/referrals
Threats: • Shared competition • Lack of customer interest...not willing to make the trip
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