Competitive SWOT Analysis for Fruit of the Loom
One of Victoria’s Secret competitors is Hanes. Hanes sells a variety of apparel essentials, such as hoodies, sweatshirts, tank tops, t-shirts, fleece jackets, etc. They’re also known for selling undergarments, such as bras and underwearsfor men, women, and children. Hanes has a very extensive development and _marketing _research team which allows them to continually innovate and bring new products to the market. Therefore, this addresses changes in the market, industry trends, and appeals to customers.
Target marketing: children to senior citizens
Advertisements features different celebrities such as Michael Jordan, Jackie Chan, and Jennifer Love Hewitt
Operate a low-cost global supply chain
Is one of the best know household brands in the U.S and has been in existence for over 100 years
Products are sold in hundreds of stores
Shows high levels of incoming cash flow, with annual operating profit of 6% - 8%
Has a very unbalanced ratio of customer to sales
Hanes recently split off from Sara Lee which will make it harder to make executive marketing and operating decisions
Plans to maximize individuality for customers and increase brand personality
Family Dollar Stores Inc. has begun carrying Hanes brand products in all 6,300 of its stores
Has the opportunity to expand its product line to international markets
Is expanding into the growing Asian market since Hanes already established strong customer relationships in the U.S.
Shows weak penetration in global marketing, with only 10% of its sales coming from international customers Sources: