Strength
- Numerous options in collections, sizing and styles.
- New collection every week.
- Stylish and new fixtures.
- Good space and amazing location.
- Good reputation among the customers.
- Excellent customer service.
Weakness
- The price for some products considered too high compared to different similar brands in the mall.
- Weakness in window and store display.
- Low stock on certain department.
- Small market presence.
Opportunities
- Targeting young customers- very fashion-cautions group that will spend on fashion more.
- Association with celebrities- creating fame and attachment to brand.
- Increase diversity (targeting customers from other areas)
- Strong presence on social media and website.
- Charity work provides opportunities to target a grater range of potential customers, those who wouldn't normally shop at Dorothy Perkins.
Threats
- Competition from Miss Selfridge, Topshop, Mango etc who cooperates with top designers and fashion icons too.
- Competition from new entered foreign brands that offer very fast fashion styles at even more affordable prices.
- So many brands have same level and it is hard to compete with all of them.
- Shifts in tastes of customers.
- Change in market demand.
- Political and economic climate (unsustainable).
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