SWOT Analysis:

To truly be successful in the retail industry and create a recognizable name for your brand, an
incoming brand must know its competitors well in a market where retail companies can be
found a dime a dozen. This facet is all about understanding the current state of your industry,
who your direct and indirect competitors are and what internal and external factors are at
play.

STRENGTHS WEAKNESSES

- appealing to a wide consumer base - positioning still needs

(a lot of product categories)
- good quality products
- successfully built good rapport
with customers
- has expanded into ecommerce as
new phase of growth
- innovating through recessions
reformatting/one outlet has all
products (can be confusing and a
hassle)
- have not marketed cosmetics and
fragrances successfully to
consumers
- consumers are unaware of
Sapphire’s bedding and home
category (inefficient marketing)
- target upper middle class

OPPORTUNITIES THREATS

- positioning fragrances as an - losing customers to rival brands

opportunity for the future
- expanding into more product
categories such as jewelry
- introducing brand ambassadors
- Sapphire believes every new
venture is an opportunity that
remains to be explored to its full
potential
- their employees and talent being
poached by upcoming brands
- losing market share to new brands
if they do not secure loyal
customer base successfully