SWOT ANALYSIS

STRENGTHS

- The first successful IPO of secondhand luxury - loyalty within customers and relationships is clearly good on some level.

- Transparent communication on website - consumers value honesty. - Physical stores as well as website and app - utilising all avenues.

- Introduction of multi-spaces to create a sense of community.

- Brand identity is secure and clearly understood - target demographics are being reached.

- Collaborations and partnerships with brands and organisations bring brand awareness. Said brands are recognised and regarded highly; TRR's brand equity is improved through association to them.

WEAKNESSES

- TRR has had some Authenticity Scandals in the past years. Their reputation is poor because of this.

- Customers have reported issues with contacting customer services.

- It's difficult to find information on TRR website about the company and brand; not particularly user-friendly.

- The company doesn’t accept goods from international sellers. It's competitor, Vestiare Collective, does.

- TRR currently does not ship to China.

OPPORTUNITIES

- Rise of TikTok as a social media platform and as a viable marketing platform.

- Celebration of Earth Day and continuing with other celebrations of these days as a means of marketing opportunities.

- Greater consumer interest in the re-sale market and ethical transparency of brands.

- Increasing popularity and interest in athleisure wear and the street-style aesthetic.

- Rise in popularity and interest in podcasts.

- Trend in development of mutli-use spaces (such as retail space alongside a coffeeshop).

THREATS

- Other sites creating deals and relationships with brands wherefore they become the brands sole resale site.

- Brands developing their own re-sale platforms with authentication offered directly from the brand itself.

- Developing use of AI and V dressing rooms in competitors.

- Closet rental services are growing in use and popularity among young people especially.

- Consumers may begin to prefer renting vinatage pieces from these sights rather than purchasing them.

- General competition from other platforms and competitors.

- Competitors successfully monopolising China's luxury re-sale market.