S.W.O.T Strengths

• Sustainability- This is their biggest selling point as this is what the brand is based around. Sustainability is so important today and it makes consumers aware of these issues

• Ethically made & produced

• More consumers now are buying from independent/small brands as they are becoming more aware

Opportunities

• As a small business, they will always have the opportunity to grow as a brand and become a lot more well-known

• Increase online presence and online interaction

• To work with various influencer’s who are inspired by sustainability

Weaknesses

• Only have sizing from S - L; need to be more inclusive e.g. XSXXL

• They do not have a men’s section or menswear collection- This completely cuts out an entire demographic of consumers

• Similarly, they do not sell kidswear- It would be interesting to see sustainably made children’s clothing items

Threats

• Although independent brands are becoming more and more popular today, bigger companies seem to keep shadowing over them, or even sometimes can take credit for unoriginal ideas that have been taken from independent brands

• A threat will always be other small brands- Consumers have too much choice as there are so many unknown fashion brands