Ann Taylor
SWOT
S
Strong sense of loyalty from existing US customers
Strong sense of brand heritage
Committed customer service
Online trading within the USA
Range of product lines to cater to different customer needs
National store distribution within the USA
W
Online trading limited to USA
Appealing to a limited range of customers
O
Online shopping to be distributed to the UK
Concessions in well known and respected department stores
Celebrity endorsement to improve advertising
T
Customer loyalty to existing UK brands
Increased shipping costs for UK distribution
Weak brand image overpowered by strong, existing UK brands
PEST
P
Lack of support of globalization for American brands
E
High street spending is affected by the current financial economy
Customers have less disposable income
S
High demand for good quality clothing
Brand offers modest, inoffensive clothing
American factor of the brand will not be supported by British Nationalist consumers
T
Online shopping is stronger than ever - increases annually
Larger market share
Using social networking as a promotional tool
Joshua De Silva and Alice Knight
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