SWOT Analysis Prepared for: Prepared by: 2 September 2008 Introduction I have created this SWOT analysis on French Connection’s Regent St. branch. I have identified and discussed the strengths/weaknesses of the store, and examined the opportunities and threats it may face. Strengths French Connection targets a fashion-oriented customer typically aged 18 – 35 and produces fashion-forward, well made, on trend, accessible clothing. Positioning is in the upper end of the mass market so that pricing reflects the good quality and fashion element of the offer.
It is a well-known brand that all young adults can identify. The brand holds a large share of the competitively priced clothing industry, with a large capital they are able to advertise and market the products on television, Internet and large billboards across the globe. During my visit in the Regent St. branch, I found a nice, clean and well presented store. The strong shop window invites for a quick browse. The good layout gives grate opportunities for positioning best sellers, new collection and add-ons. Most of current trends are presented in the new collection.
Very good designs in women’s wear satisfying different tastes and needs. Effective merchandising in women’s area, good stock presentation is giving great ideas for matching items and for whole outfits. Good range from classy to casual. Staff has good a product knowledge. Management seems committed and confident. Comfortable shopping ambiance. Down stairs till area good selling point. The location offers a wide range of customers. (high footfall) Weaknesses Poor selection of men’s wear. Men’s Visual merchandising is not as strong as the women’s, although in the shop window they were presented better then the lady’s.
Unfortunately I found the men’s area half as effective as the women’s. I know most of the company’s profit is coming from women’s wear but I think there are a lot of potential male customers out there and a little bit more focus on men’s wear would bring them in more often. Customer service: During my visit I was approached once after 15 minutes browsing in the store. The staff seemed demotivated and there was no interaction with customers on the shop floor nor by the till. After trying on an item wasn’t offered a different color in the same style, a different style in the same color or an add-on. Lack of selling techniques) Also I wasn’t informed about witch items are on sale or where can I find them and they are quite “hidden” so found it a bit difficult to identify them. (Lack of promoting sales in store) Staff left their sections unattended leaving no possibility for me asking for help. (Lack of attention to the shop floor) Store’s interior needs a refit with a trendier design. Changing room on the ground floor is tight and during peak hours just disappointment for customers. Kid’s section upstairs easy to miss out for customers who don’t even know there’s a selection for kids.
Ground floor till area poor of add-ons, found just a small box of bangles. Opportunities More staff meetings and training on selling techniques, customer service, customer relations (keeping regular customers is one of the first priorities). Doing role plays during quiet times to build confidence. Customer service checklist twice a week monitoring staff performance with regular feedbacks. (constructive criticism. ) More team spirit. On the maping plan assign staff to sections so they’re responsible for it for the day.
Great visual merchandising opportunities due to store layout. Monitoring sales week by week and merchandise accordingly. Staff (Men mostly) wearing latest trends this way giving examples for customers what to look for. Sales assistant who’s greeting customers by the entrance promoting sales or at least inform customers where to find items on sale and the new collection. Because of the location lot of tourists are visiting the store, they are a good amount of potential sales. (With the right atmosphere and service it’s easy to get them spending).
Under the staircase in the men’s section is a good area for positioning better selling products because that is the only spot what you can see from the upper level when you’re looking down if there’s more to see downstairs. Ground floor changing room more organized and approachable. Local competitors have poor products. Can surprise competitors. Threats • Customers leaving store without purchasing an item. • Theft (Staff not paying attention), high stock loss. • Loosing regular customers and potential regular customers. • High staff turnover. • Poor reputation among customers. ———————– fcuk fcuk