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SWOT Analysis

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Prepared by:

2 September 2008

Introduction

I have created this SWOT analysis on French Connection’s Regent St. branch. I have identified and discussed the strengths/weaknesses of the store, and examined the opportunities and threats it may face.

Strengths

French Connection targets a fashion-oriented customer typically aged 18 – 35 and produces fashion-forward, well made, on trend, accessible clothing. Positioning is in the upper end of the mass market so that pricing reflects the good quality and fashion element of the offer. It is a well-known brand that all young adults can identify. The brand holds a large share of the competitively priced clothing industry, with a large capital they are able to advertise and market the products on television, Internet and large billboards across the globe.

During my visit in the Regent St. branch, I found a nice, clean and well presented store. The strong shop window invites for a quick browse. The good layout gives grate opportunities for positioning best sellers, new collection and add-ons.

Most of current trends are presented in the new collection.
Very good designs in women’s wear satisfying different tastes and needs. Effective merchandising in women’s area, good stock presentation is giving great ideas for matching items and for whole outfits. Good range from classy to casual.

Staff has good a product knowledge.
Management seems committed and confident.
Comfortable shopping ambiance.
Down stairs till area good selling point.
The location offers a wide range of customers.(high footfall)

Weaknesses

Poor selection of men’s wear. Men’s Visual merchandising is not as strong as the women’s, although in the shop window they were presented better then the lady’s. Unfortunately I found the men’s area half as effective as the women’s. I know most of the company’s profit is coming from women’s wear but I think there are a lot of potential male customers out there...
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