The document analyzes SWOTs for several brands, including PacSun, J. Crew, and Victoria's Secret. For PacSun, strengths include lifestyle photos and mix-and-match deals, while weaknesses are posed photos and employees not wearing merchandise. J. Crew's strengths are its minimalist style and endorsements, but prices may be too high. Victoria's Secret leverages its Angels for marketing but limits its consumer base. The document examines marketing, customer base, products, and more for each brand.
Branding, Naming & Positioning Your Startup Joshua Rozario
This brief presentation will give you insights into how to Brand, Name & Position your Startup. It will also give you a quick insight into Entrepreneur Branding.
Brand differentiation is CRITICAL in today's ever-commoditizing marketplace. In their book Overthrow, Adam Morgan and Mark Holden identify the 10 different challenger stories. Every brand MUST be a challenger brand for success. Which one are you?
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
Branding, Naming & Positioning Your Startup Joshua Rozario
This brief presentation will give you insights into how to Brand, Name & Position your Startup. It will also give you a quick insight into Entrepreneur Branding.
Brand differentiation is CRITICAL in today's ever-commoditizing marketplace. In their book Overthrow, Adam Morgan and Mark Holden identify the 10 different challenger stories. Every brand MUST be a challenger brand for success. Which one are you?
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
Even if you already know what a SWOT analysis is and what it’s used for, it can be tough to translate that information into something you can action.
It can also be hard to examine your own business with a critical eye if you’re not entirely sure what you should be examining.
Reading an example SWOT analysis for a business that is either in your industry or based on a comparable business model can help get you started.
All of our SWOT analysis examples are based on real businesses that we’ve featured in our gallery of free sample business plans on bplans.com
The following 6 examples are
broken into three parts:
1. A quick introduction to the company.
2. The company’s SWOT analysis.
3. Some potential growth strategies for the company based on what’s revealed by the SWOT analysis.
Socializing Your Brand: Why social media should inform branding - and vice-versaOff Madison Ave
Want to know what consumers really think about your brand? Scrap the expensive, worldwide tour of focus groups – social media will give you more genuine and insightful answers.
Learn how you can get useful consumer insights about your brand from social media. Using surveys, polls and social monitoring tools, your brand can benefit from gathering data on interesting brand perceptions, untapped audiences and new trends in the marketplace.
Since brand-building is a two-way street, find out how you can effectively bring your brand to social media while making the acknowledgment of these new findings and audiences a key strategy in using such platforms.
Target marketing presentation for Seedspot clients, presented in 2012. Helps startups focus on where to invest their time and energy. Exercises help early stage entrepreneurs think about the marketing strategies and sales strategies. Goal, find the buyer! Nothing happens until something is sold.
In this presentation, Jason Harris (harrisja) provides tips, tricks and methods for building purpose back in to your corporate storytelling methods across multiple social media channels.
How To Build Your Personal Brand and Become A Local Celebrity - Ramon Ray, In...Sales Summit
In this presentation Ramon shares from personal experience, how solo professionals and growing businesses can build their personal brands and crush their competition. Attendees learn the 5 key principles it takes to have star power in their local markets and areas of expertise. A strong personal brand ensures YOUR brand is fist and foremost in the minds of your target market. While a "corporate brand" is important, it's also essential that business professionals have PERSONAL brands which can compliment and enhance their corporate brands. Attendees will leave this insightful, energized and humorous presentation with specific tools and best practices.
When it comes to launching a product or company, people don't want to to hear about your stuff, they want to hear your story. As Bill Bernbach once said, "You cannot sell a man who isn't listening," and stories create engagement and buzz. Marco Ceglie and Brian Critchfield present to Phoenix Startup Week 6 tips for creating a great story.
Even if you already know what a SWOT analysis is and what it’s used for, it can be tough to translate that information into something you can action.
It can also be hard to examine your own business with a critical eye if you’re not entirely sure what you should be examining.
Reading an example SWOT analysis for a business that is either in your industry or based on a comparable business model can help get you started.
All of our SWOT analysis examples are based on real businesses that we’ve featured in our gallery of free sample business plans on bplans.com
The following 6 examples are
broken into three parts:
1. A quick introduction to the company.
2. The company’s SWOT analysis.
3. Some potential growth strategies for the company based on what’s revealed by the SWOT analysis.
Socializing Your Brand: Why social media should inform branding - and vice-versaOff Madison Ave
Want to know what consumers really think about your brand? Scrap the expensive, worldwide tour of focus groups – social media will give you more genuine and insightful answers.
Learn how you can get useful consumer insights about your brand from social media. Using surveys, polls and social monitoring tools, your brand can benefit from gathering data on interesting brand perceptions, untapped audiences and new trends in the marketplace.
Since brand-building is a two-way street, find out how you can effectively bring your brand to social media while making the acknowledgment of these new findings and audiences a key strategy in using such platforms.
Target marketing presentation for Seedspot clients, presented in 2012. Helps startups focus on where to invest their time and energy. Exercises help early stage entrepreneurs think about the marketing strategies and sales strategies. Goal, find the buyer! Nothing happens until something is sold.
In this presentation, Jason Harris (harrisja) provides tips, tricks and methods for building purpose back in to your corporate storytelling methods across multiple social media channels.
How To Build Your Personal Brand and Become A Local Celebrity - Ramon Ray, In...Sales Summit
In this presentation Ramon shares from personal experience, how solo professionals and growing businesses can build their personal brands and crush their competition. Attendees learn the 5 key principles it takes to have star power in their local markets and areas of expertise. A strong personal brand ensures YOUR brand is fist and foremost in the minds of your target market. While a "corporate brand" is important, it's also essential that business professionals have PERSONAL brands which can compliment and enhance their corporate brands. Attendees will leave this insightful, energized and humorous presentation with specific tools and best practices.
When it comes to launching a product or company, people don't want to to hear about your stuff, they want to hear your story. As Bill Bernbach once said, "You cannot sell a man who isn't listening," and stories create engagement and buzz. Marco Ceglie and Brian Critchfield present to Phoenix Startup Week 6 tips for creating a great story.
How to Interact With the Right CustomersNate Smith
Your brand has a specific archetype that influences your message both internally and externally. It also influences how your brand gains and interacts with customers. In the webinar, we focus on the following:
What is a brand voice?
What are you saying and how are you saying it?
How your brand archetype can grow your business
Is it interacting with the right customers?
4. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
“Golden State of Mind”
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. 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 store
signage with online creative. Creates a
consistent look and feel across channels.
• Connects with the consumer. Allows them to
visualize how the products will look on them.
• Creates an image to aspire to.
7. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Lifestyle Photography
• Photographs are very “posey.” Not
much relevant “action” in shots.
• Lack of alignment in how brands
are represented in their imagery.
• An identity crisis: PacSun’s image
vs. the image of the brands they sell.
8. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
GSOM.com
• PacSun Blog site to connect with
their customers. Ties to campaign.
• Invite guest bloggers write articles
and contribute pictures.
• Invites popular online stylists to
create outfits and styles using
products sold from PacSun.
9. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Mix & Match Deals
• Aggressive promotional strategy that gives discounts for buying
multiple products across categories.
• Gives the customer incentive, options, and flexibility to pick and
choose outfits.
• Customers are not limited to stocking up on a specific category
(i.e. Shoes) like they are with BOGO deals.
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. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Strengths 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 with
in photo shoots. the brands being sold.
• Leveraging popular bloggers/stylists to
get their cult-like followings behind their
brand.
13. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
The Customer
• Older luxury client seeking a lower
cost alternative.
• 20-something aspirational shopper
looking to trade up.
• Higher production costs and
emergence of cheaper, fast-fashion
retailers like H&M and UNIQLO
threaten consumer base.
14. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Look & Feel
• Clean & minimalistic look.
• Not too promotional. Maintains an
upscale feel.
• Preppy, sophisticated & basic.
• “J. Crew wants to maintain an
intimate relationship with its
customers.”
- Creative Director, Jenna Lyons
15. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Merchandising
• Product stands alone. Always focused,
front & center.
• Muted/Neutral color wood fills
entire store to allow the product to
stand out.
• Relevant and strong color stories
through product displays.
16. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Marketing
• Does not heavily advertise in popular
media outlets compared to competitors.
• Utilizes Michelle Obama as an
endorsement figure.
• Reaches out to both young and old
audiences.
17. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Strengths Weaknesses
• Minimalist and basic feel appeals to • Not as much exposure in mainstream
upscale shoppers. media as competition.
• Simultaneously appeals to younger, • Higher prices turn away potential
aspiring shoppers. customers.
• Endorsements from important figures.
Opportunities Threats
• Investing in more marketing efforts to • Fast-Fashion retailers like H&M
increase 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 keep
socially recognizable people such as prices down.
Michelle Obama to influence business.
19. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
The Angels
• The VS Angels are a staple of business
and represent the identity of VS.
• Supermodels that appeal to both men
and women.
• Creates an image to aspire to.
• Increases the desirability of the
products that they sell.
20. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
The Fashion Show
• An annual television event that attracts
millions of viewers.
• Supermodels wear extravagant outfits
complimented with actual product.
• Invites celebrity performances.
• Creates a huge buzz around VS.
21. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Marketing
• Ads are edgy and provocative.
• Calls attention to the brand. High-impact.
• Controversy over Indian headdress at the
2012 Fashion Show.
• Ads alienate potential consumers of
other body types and demographics.
• Limits the consumer base and
prevents opportunity of expansion.
22. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Collections
• Various collections are established. To
group the products that are sold.
• Examples: Very Sexy, Body, Angels,
Bombshell, Incredible . . .
• By far most successful collection is the
PINK Collection. Highly recognizable and
immediately related to Victoria’s Secret.
23. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Strengths Weaknesses
• The Angels attracting both men and • Have the image of only supporting
women to the brand. thin super-models.
• Effective marketing in creating edgy • Limited room for expansion in only
ads 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 cheaper
as 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 their
events like their Fashion Show.
24. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
CCS Recommendations
in Merchandising, Brand Image & How We Speak to Our Customer
25. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Merchandising
• Develop Mix & Match offers to stimulate multiple item sales across
categories 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 and
expand 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 educate
them on latest skate news and popular brand history. This will give more
credibility and contribute to authenticity.
Inspired by PacSun shopping experience.
26. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
Brand Image
• Establish over-arching campaigns that extend throughout a season and
supporting them with relevant lifestyle imagery. Ensure that they are
consistent online, catalog & in-store. This increases familiarity with the
brand 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 the
customer and create higher impact.
Inspired by imagery from PacSun and Victoria’s Secret.
• Be wary and cautious of depicting controversial scenarios or people that
may alienate a portion of our customer base.
Inspired by backlash to Victoria’s Secret ads.
27. SWOT Analysis
by Tara Jaicks, Rachel Stolzenburg, Michael Foley & James Cabrera
How 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 a
personal 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 audience
to more non-skaters. Tap into popular bloggers with cult-like followings so
we 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-profile
celebrities, musicians or even political figures. That way we can increase
exposure to our brand.
Inspired J. Crew involvement with Michelle Obama.