LOFT
SWOT analysis
S
Online trading within the USA
Strong sense of customer loyalty in the USA
Good commitment to customer service
Appeals to a broad age range of customers
National distribution of stores with in the USA
Variety of product lines to cater to a wider range of customers
W
Online trading is restricted to the USA
Brand image is relatively bland, compared to it's UK competitors
Weak merchandising within store, and store windows
Cluttered in-store environment
Lack of originality
O
Worldwide shipping from online store
Global store distribution
Create a stronger advertising campaign that would appeal to a UK market
Improve in-store visual merchandising
Revamp brand image
Take advantage of social networking as a promotional tool
T
Customer loyalty to existing UK brands
Already saturated market
Increased shipping costs for UK distribution
PEST
P
Lack of support for Globalization of brands
E
Current financial economy has affected customer spending
Customers have less disposable income
S
Higher demand for quality clothing
American factor of the brand - not supported by Nationalist customers
Relaxed brand image is very inoffensive
T
Internet trading is stronger than ever - annual increase - increasing market share
Use of social networking as a promotional tool
Joshua De Silva and Alice Knight
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