SWOT ANALYSIS FRENCH CONNECTION

Next thing we need to do is SWOT analysis for our choice ( FRENCH CONNECTION ).
First I decided to get some idea about the real meaning of SWOT then start my analysis. It stands for strengths, weaknesses, opportunities and threats. I found the following website really helpful to understand the meaning of SWOT analysis and how to find them.

http://www.mindtools.com/pages/article/newTMC_05.htm

http://business-docs.co.uk/documents/swot-analysis-template

Actually doing this analysis helps you to improve your business. Strengths and weaknesses are internal factors to the business whereas opportunities and threats consider as external ones.very interesting and useful details can be found in the below link.
http://articles.bplans.com/how-to-perform-swot-analysis/

My group and I did a full presentation on SWOT analysis. But I am going to write my swot analysis for french connection here very briefly.

Strengths:

• well stablished and reputed brand
• well known and strong presence in many countries around the world
• well-situated stores
• wide rang of products
• online shopping
• student discount
• well trained staff
• strong marketing

weaknesses:

• high price clothing compare to its competitors and quality
• lack of casual wear 
• limited accessories 
• lack of trendy and edgy clothing

opportunities:

• international wholesale market
• target younger audience 
• adding beauty products
• reducing the price of products
• change in style of products

threats:

• similar products with reasonable price in other high street brands
• growing competition 

SHOP REPORT ( FRENCH CONNECTION )

well, the plan was visiting the selected brand 's store ( FRENCH CONNECTION ). I decided to do some research online about this brand and its history to get more familiar with it in order to manage a better report.

Actually it is a UK based fashion clothing founded in early 1970s. It became more infamous in the early 2000s for using FCUK in its advertising. Its stores can be found in over 60 countries all around the world. Its products include: clothing, accessories, watches, fragrances, toiletries, glasses, etc. 

Some useful information can be found in the following links:

http://www.fashionencyclopedia.com/Fr-Gu/French-Connection.html

http://en.wikipedia.org/wiki/French_Connection_(clothing)

I visited the store located in oxford street where many people are passing every day so I think the location is one of its advantages. 

Ambience and visual merchandising: 

• The first thing I noticed when I stepped in was tidiness and neatness. At the first section of store, on the top of each rail a screen showing the model wearing the product can be seen. 
• Minimal layout 
• alternative music
• faint scent

Branding: 

Information about the products such as care instruction can be seen on the swing tags. But there was something strange, I could not find the name of country the clothes are made in. The hangers were wooden with the name of brand on it. The staff were well trained and helpful. Actually, I personally think the number of staff on this specific branch was many. 

Key shapes and trends:

• monotone and classic style.
• oversized and straight line.
• embellished eveningwear ( sequins ).
• limited clothing with prints.
• mainly dark colours.

Prints and Trimming:

• reptile prints
• geometric print 
• floral prints.
• beads, sequins, lace, faux fur, etc.

Country of origin:

• United Kingdom

Changing facilities and service:

• The fitting room was quite small.
• The staff help you and take the clothes to changing room so your hands will not be full.

Regarding the customers I should say that most people in the store were over 30. But it is pointed in this link (http://www.frenchconnection.com/content/investor-relations/fashion-our-business.htm ) that their customers are between 18 to 35 which I am sure it is not true. The products are expensive compared to its competitors and quality. So I think people who have a job with good income can afford it and they should be normally over 25 at least. Also I believe that the style is not as edgy and trendy as its rivals such as Zara, Top Shop, etc. 

Selfridges Visit

SWOT Analysis:

The plan was visiting Selfridges after the morning lecture we had on shop report including SWOT, which stands for strengths, weaknesses, opportunities and threats. As the tutors had mentioned the subject at the last session I did some research about how it helps a fashion brand. Well, SWOT analysis helps you to understand the fashion marketplace and where your brand stands within.  I found some useful information on the below link, which helps you understand SWOT analysis better. There are some questions one can ask himself to find out the strengths, weaknesses, opportunities and threats.  There is also diagram software you can download it and use it for your brand analysis.

http://www.edrawsoft.com/swot-diagram.php?gclid=CLOM2dbOuMECFesJwwod8UgAEw

These questions on the website and diagrams give you a clear image of what you need to do. I realized how I can sort out SWOT analysis on the shop we picked. It is also suggested to do SWOT analysis for your brand competitors so you will be able to develop your career better.

Selfridges:

We had a look at Selfridges high-end department stores on Wednesday afternoon to get some idea about the shop report we need to prepare. It was quite great experience. We went to womenswear section which is divided to footwear and clothing. I was more attracted by fashion clothing. One can see many famous designers’ work in one place. It helps you to compare their designs better than visiting their stores separately. Each brand has their own style and decoration but they were all pretty same in the quantity and quality. We were supposed to find a piece of cloth, which fancy us then describe it. Personally I am more interested in unique style of clothing. After walking around the hall and watching all the beautiful designs we decide to go for an imposing jacket designed by Comme de Garcons Japanese fashion label. 

I admire the whole collection of Comme de Garcons in Selfridges and I believe that no one can pass them without noticing. I realized that our classmates got interested in this collection. The key trend was quite obvious: black colour, volume, exaggerated proportions, layered pieces, multi fabrics and structural. The key shape is oversized and A line.There was no prints and the only trimmings were zipper, zip pull,sequin,poppers and belt buckle.  The brand and designer name can be found on the swing tags. The jacket is made in Japan. It is a combination of different fabrics such as faux fur, leather, wool, linen, nylon, cotton, rayon and polyester. Embellished fabric (sequins) is used in some parts of the sleeves.At this special brand i did not see any staff around, just at the end a lady who passing noticed us and warned us not to take pictures and put your pens in your bags.

the atmosphere of the department store was quiet, especially in upper levels where clothing sections locate, not many people walking in the hallway.Light music could heard everywhere around the shop.The lay out was tidy and clean, the light was appropriate and enough. of each garment only two or three pieces were seen on the rails. 

childrenswear

Our group first decided to do research on childrenswear, so we had a look at the market.

I found the following website really useful regarding childrenswear :

http://economists-pick-research.hktdc.com/business-news/article/Research-Articles/From-cradle-to-school-opportunities-for-babies-and-children-s-clothes-and-footwear/rp/en/1/1X000000/1X09TEGE.htm

NIKE PESTEL ANALYSIS ( Technology Analysis )

PESTEL Analysis:

We received a lecture in the morning about PESTEL analysis on fashion brands and to me it was quite confusing and difficult. We were supposed to pick a brand among market sectors and do this analysis. Our group decided to research on NIKE and each of us chose one part for example I did technology analysis on NIKE.

PESTEL analysis factors are Political, economical, social, technological, environmental and legal, which the last two factors added recently and are more common in United Kingdom.

During the class time I did research on Technological factor related to NIKE. In the below link I found a comprehensible meaning for technological factor in order to do it on selected brand.

http://www.businessnewsdaily.com/5512-pest-analysis-definition-examples-templates.html

Actually for technological factor we need to find the impact of technology on the products in the marketplace. Nike is one of those brands which applies technology tactics on its products and this is one of the reason it has kept its name in today market.

NIKE FREE 2014 RUNNING:

"By utilizing new technologies and the principles of natural motion, we 're really able to allow the foot to move for the runner in a way we 've never been able to do before," said Rob Dolan, Senior Footwear Design Director, NIKE Running.

The data came from sport research lab leaded to 2014 Running Collection. Three features of the collection are: Hexagonal Flex Grooves, Anatomical Shape and NIKE Flyknit Technology.

More information about each features and this collection can be found in the following link:

http://www.nike.com/us/en_us/launch/c/2014-04/nike-free-2014-running-collection

Before starting the research and this lesson I had no idea that technology has a great impact on fashion industry. I have learned a lot and I realized that any aspects of our life can be affected by development and enhancement of technology which we should appreciate it. 

HAUTE COUTURE ( HIGH FASHION )

ARMANI PRIVE

• Hand made from start to finish
• High quality, expensive and unusual fabric
• Often made for a client

GIAMBATTISTA VALLI

ZUHAIR MURAD

READY TO WEAR 

• Some Haute Couture designers produce RTW collection such as CHANEL, DIOR and etc because of its profit due to availability and higher volume of garments made.
• Standard quantity and size measurements ( made in series )

BURBERRY PRORSUM
SPRING 2014

CHANEL
SPRING 2014

 

BURBERRY LONDON

HIGH STREET BRANDS

• Less expensive than RTW collections
• More collections than RTW 
• Designing from RTW collections

REISS

DISCOUNTER

• Lower price than the typical market value
• Focus on price rather than service, display and etc.