Direct Competitors – SWOT Analysis

Strengths

• Each of my competitors are size-inclusive for a wide range of body types.

• All of these brands represent and aim to empower women.

• All their items are made using good quality materials.

• Their clothing items are relevant to their target customer.

• Rixo and Self-Portrait create styles that are more casual as well as standard occasion wear.

• Images and clothing look professional and high quality.

• Brands aren’t very vocal about charities they support – if they do support any.

• Price points aren’t always fair for the item (some are priced higher than customer would pay).

• Harmur and Nadine Merabi create only occasion wear, they could venture into more casual styles that could be for the daytime.

• No brands seem to have any promotions to entice the customer.

• My brand will be vocal about charities/initiatives they support.

• I will look into extended sizing further – catering for in between sizes.

• Build a loyal customer-base for my brand.

• Manufacturing process will be done by all women.

• All of my competitors have stand-alone stores and are stocked in major department stores such as Selfridges.

• They are active on social media and have a large following.

• They have loyal and returning customers.

• My competitors are already established in the fashion industry.