SWOT Analysisby Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
SWOT Analysis      by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraBrands Analyzed
SWOT Analysisby Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
SWOT Analysis         by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera“Golden State of Mind”
SWOT Analysis                               by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera      “Golden...
SWOT Analysis                               by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera       Lifest...
SWOT Analysis                               by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera       Lifest...
SWOT Analysis                                 by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera           ...
SWOT Analysis                                by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera            ...
SWOT Analysis                                by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera           I...
SWOT Analysis                                          by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraSt...
SWOT Analysisby Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
SWOT Analysis                               by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraThe Customer•...
SWOT Analysis                               by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraLook & Feel• ...
SWOT Analysis                                by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraMerchandisin...
SWOT Analysis                              by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraMarketing• Doe...
SWOT Analysis                                           by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraS...
SWOT Analysisby Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
SWOT Analysis                                by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraThe Angels• ...
SWOT Analysis                               by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraThe Fashion S...
SWOT Analysis                               by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraMarketing• Ad...
SWOT Analysis                               by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraCollections• ...
SWOT Analysis                                            by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera...
SWOT Analysis                           by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera  CCS Recommendat...
SWOT Analysis                                     by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera       ...
SWOT Analysis                                     by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera       ...
SWOT Analysis                                   by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraHow We Sp...
SWOT Analysisby Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
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Ccs swot

  1. 1. SWOT Analysisby Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
  2. 2. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraBrands Analyzed
  3. 3. SWOT Analysisby Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
  4. 4. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera“Golden State of Mind”
  5. 5. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera “Golden State of Mind”• Campaign started in Summer 2012. Still currently running.• Visible in every channel: Online, In-Stores, In Marketing Materials,In Events etc.• Generates and increases familiarity with the brand.• Ties back to PacSun’s roots in California, generates authenticity.
  6. 6. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera Lifestyle Photography• Extensive use of lifestyle photography.Forgoes the use of flat products in imagery.• “Laser-Style” Campaign matched storesignage with online creative. Creates aconsistent look and feel across channels.• Connects with the consumer. Allows them tovisualize how the products will look on them.• Creates an image to aspire to.
  7. 7. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera Lifestyle Photography• Photographs are very “posey.” Notmuch relevant “action” in shots.• Lack of alignment in how brandsare represented in their imagery.• An identity crisis: PacSun’s imagevs. the image of the brands they sell.
  8. 8. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera GSOM.com• PacSun Blog site to connect withtheir customers. Ties to campaign.• Invite guest bloggers write articlesand contribute pictures.• Invites popular online stylists tocreate outfits and styles usingproducts sold from PacSun.
  9. 9. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera Mix & Match Deals• Aggressive promotional strategy that gives discounts for buyingmultiple products across categories.• Gives the customer incentive, options, and flexibility to pick andchoose outfits.• Customers are not limited to stocking up on a specific category(i.e. Shoes) like they are with BOGO deals.
  10. 10. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera In-Store Experience• Employees not required to wear product sold in store.• Disconnect with the product and brands sold in the store.• Hurts credibility and authenticity.
  11. 11. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraStrengths Weaknesses• Strong over-arching campaigns • “Posey” photos look inauthentic• Extensive Lifestyle Photos • Lack of alignment of their photos• Mix & Match Deals with the brands portrayed.• Guest Bloggers/Stylists • Store employees don’t wear merchandise in-store.Opportunities Threats• Have a wide consumer base • Promotional competitors taking• Penetration in the girl’s market business away with cheap prices.• Capable of creating more authenticity • Confusing personal identity within photo shoots. the brands being sold.• Leveraging popular bloggers/stylists toget their cult-like followings behind theirbrand.
  12. 12. SWOT Analysisby Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
  13. 13. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraThe Customer• Older luxury client seeking a lowercost alternative.• 20-something aspirational shopperlooking to trade up.• Higher production costs andemergence of cheaper, fast-fashionretailers like H&M and UNIQLOthreaten consumer base.
  14. 14. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraLook & Feel• Clean & minimalistic look.• Not too promotional. Maintains anupscale feel.• Preppy, sophisticated & basic.• “J. Crew wants to maintain anintimate relationship with itscustomers.”- Creative Director, Jenna Lyons
  15. 15. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraMerchandising• Product stands alone. Always focused,front & center.• Muted/Neutral color wood fillsentire store to allow the product tostand out.• Relevant and strong color storiesthrough product displays.
  16. 16. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraMarketing• Does not heavily advertise in popularmedia outlets compared to competitors.• Utilizes Michelle Obama as anendorsement figure.• Reaches out to both young and oldaudiences.
  17. 17. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraStrengths Weaknesses• Minimalist and basic feel appeals to • Not as much exposure in mainstreamupscale shoppers. media as competition.• Simultaneously appeals to younger, • Higher prices turn away potentialaspiring shoppers. customers.• Endorsements from important figures.Opportunities Threats• Investing in more marketing efforts to • Fast-Fashion retailers like H&Mincrease exposure. and UNIQLO offering similar• Building on loyalty by continuing to products at cheaper prices.provide an upscale, sophisticated look. • The rising cost of quality raw• Leveraging more upstanding and materials that make it hard to keepsocially recognizable people such as prices down.Michelle Obama to influence business.
  18. 18. SWOT Analysisby Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
  19. 19. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraThe Angels• The VS Angels are a staple of businessand represent the identity of VS.• Supermodels that appeal to both menand women.• Creates an image to aspire to.• Increases the desirability of theproducts that they sell.
  20. 20. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraThe Fashion Show• An annual television event that attractsmillions of viewers.• Supermodels wear extravagant outfitscomplimented with actual product.• Invites celebrity performances.• Creates a huge buzz around VS.
  21. 21. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraMarketing• Ads are edgy and provocative.• Calls attention to the brand. High-impact.• Controversy over Indian headdress at the2012 Fashion Show.• Ads alienate potential consumers ofother body types and demographics.• Limits the consumer base andprevents opportunity of expansion.
  22. 22. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraCollections• Various collections are established. Togroup the products that are sold.• Examples: Very Sexy, Body, Angels,Bombshell, Incredible . . .• By far most successful collection is thePINK Collection. Highly recognizable andimmediately related to Victoria’s Secret.
  23. 23. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraStrengths Weaknesses• The Angels attracting both men and • Have the image of only supportingwomen to the brand. thin super-models.• Effective marketing in creating edgy • Limited room for expansion in onlyads and generating buzz. selling to Women of a specific body-• Establishing the idea of Collections. type.Opportunities Threats• Ability to tap into other markets, such • The emergence of cheaperas Plus-sizes. competitor options for lingerie such• Build on The Angels and using their as aerie and Gilly Hicks.popularity to drive traffic. • The backlash against the idealistic• Pulling in celebrities and guest image of The Angels.performers through and elevating theirevents like their Fashion Show.
  24. 24. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera CCS Recommendationsin Merchandising, Brand Image & How We Speak to Our Customer
  25. 25. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera Merchandising• Develop Mix & Match offers to stimulate multiple item sales acrosscategories while offering the customer options and flexibility. Inspired by the elevated shopper experience in PacSun• Maintain tiered price levels to appeal to multiple shopper types andexpand business. Bargain Shoppers as well as the Sophisticated Shopper. Inspired by J. Crew appealing to multiple shopper types.• Establish the idea of “Collections” through similar themed product.i.e. Camo collection, Animal Collection, Pattern Collection etc. Inspired by Victoria’s Secret Collections.• Provide store employee’s with latest best-selling products and educatethem on latest skate news and popular brand history. This will give morecredibility and contribute to authenticity. Inspired by PacSun shopping experience.
  26. 26. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera Brand Image• Establish over-arching campaigns that extend throughout a season andsupporting them with relevant lifestyle imagery. Ensure that they areconsistent online, catalog & in-store. This increases familiarity with thebrand and elevates brand recognition. Inspired by PacSun’s “Golden State of Mind”• Make sure brands are properly represented and that we avoid “posey”inauthentic looking imagery. Be more edgy and include action to engage thecustomer and create higher impact. Inspired by imagery from PacSun and Victoria’s Secret.• Be wary and cautious of depicting controversial scenarios or people thatmay alienate a portion of our customer base. Inspired by backlash to Victoria’s Secret ads.
  27. 27. SWOT Analysis by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James CabreraHow We Speak to the Customer• Continue to utilize content from Pro-Skaters to use as a foundation.Further build on it and possibly introduce guest blogging to create apersonal appeal. This will further engage our audience and elevate interest. Inspired by PacSun GSOM.com blog.• Reach out to more skate-related lifestyle figures to expand our audienceto more non-skaters. Tap into popular bloggers with cult-like followings sowe can reach niches that are outside of skateboarding. Inspired by content from PacSun’s GSOM.com blog.• Continue to make efforts to pull in endorsements from high-profilecelebrities, musicians or even political figures. That way we can increaseexposure to our brand. Inspired J. Crew involvement with Michelle Obama.
  28. 28. SWOT Analysisby Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera

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