Company SWOTs

Part
01
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Part
01

SWOT Analysis: Aloha Collection

Although Aloha Collection benefits from the proprietary technology underpinning its product line, the company's highly limited sales and distribution model and relatively narrow target consumer represent significant corporate weaknesses.

Strengths

  • Aloha Collection has a variety of strengths as a brand and organization, most notably including the company's differentiated technology and products.
  • Specifically, all of Aloha Collection's luggage offerings, handbags, pouches and other travel bag products are made with the company's patented "splash-proof" technology.
  • Officially registered with the US Patent and Trademark Office, this technology allows Aloha Collection to produce products that are "soft" and visually appealing, while also highly functional as lightweight and waterproof items.
  • In parallel with this unique and propriety technology, the brand has also differentiates itself through a myriad of collaborations and celebrity endorsements.
  • Some of the company's most prominent collaborations are with "notable" brands such as Free People, The Four Seasons, Jack Johnson, Coola Suncare and Kealopiko.
  • In addition, Aloha Collection's products are supported by celebrities including Kate Hudson, Anna Herrin and Ivy Miller.
  • These partnerships, combined with Aloha Collection's differentiated product offerings, have ultimately generated a wide array of positive press coverage for the brand by fashion outlets (e.g., Elle), athletic magazines (e.g., Shape), business media (e.g., Forbes), travel outlets (e.g., Conde Nast Traveler), lifestyle magazines (e.g., US Magazine) and even local press (e.g., San Diego Magazine).

Weaknesses

  • Despite these competitive advantages and overall strengths, Aloha Collection also appears to struggle with numerous internal weaknesses.
  • Perhaps most notable is the company's limited array of products and highly focused target audience.
  • While Aloha Collection offers bags in over seven different sizes, the company overall sells only one type of product (travel bags and purses) and therefore is inherently vulnerable to significant fluctuations in the market for this limited product category.
  • In parallel, a review of the company's owned media channels (e.g., corporate website, social media accounts), suggests that Aloha Collection has a highly specific target market: young, athletic women.
  • While the company's differentiated technology and product design may be uniquely suited for this demographic, such tailored marketing and more limited consumer focus may impede the company's ability to reach additional customer segments and grow its revenue.
  • Moreover, while Aloha Collection sells its products worldwide and is looking to become a dominant global player, the company's product sales and distribution operation appears to be mostly if not entirely limited to the company's corporate website.
  • Combined with the fact that Aloha Collection charges significant fees for product shipping, this narrow distribution strategy further constrains the company's potential reach with customers and opportunity to gain market share.

Opportunities

  • However, Aloha Collection's developed online presence also represents somewhat of an opportunity for the company, given that e-commerce shopping is now driving retail sales in the US as well as globally.
  • In particular, the fact that more than half of US retail sales are now completed through online channels stands to benefit the company, given that it has a strong US sales base, highly curated corporate website and substantial social media presence (e.g., 84,200 followers on Instagram).
  • Additionally, Aloha Collection is likely to benefit from the strong momentum towards companies that prioritize ESG initiatives.
  • Among the Aloha Collection's various environmental, social and governance programs, the company currently donates 5% of profits annually to support conservation efforts in its native Hawaii.
  • Considering the fact that investors, consumers and potential employees are increasingly attracted to companies with strong ESG value propositions, Aloha Collection has the potential to enjoy significant financial and talent-generating opportunities stemming from its core values.

Threats

  • However, Aloha Collection's business may continue to be threatened by strong competition in the travel bag and purse marketplace, as well as consumer spending pressures from a potential downturn in the US economy.
  • Despite the fact that the global travel bag and purse market is expected to grow at a CAGR of 7.1% through 2023, according to Allied Market Research, Statista predicts a much more moderate growth rate of approximately 1.1% for the US market through the same period.
  • Considering this limited projected growth, Aloha Collection is more likely to face strong competition within its core market of the US.
  • In particular, the company faces a number of more mature and well-known rivals in the travel bag and purse space in America, including Michael Kors, Versace, Away, Everlane and Dagne Dover.
  • In parallel, economists are increasingly concerned about the potential for the next US and global recessions, which could present a further challenge for the brand.
  • Given the fact that Aloha Collection produces discretionary consumer products, the company may be more vulnerable to the impacts of such an economic downturn.
Part
02
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Part
02

SWOT Analysis: Brigit

Brigit's unique value proposition, its transparent application that helps the users to spend wisely, and a broad customer base are some of its key strengths. The growing market for payroll-advance apps and the usage of the app by lower to middle-level income workers are some opportunities that the brand can look forward to leverage.

Company Overview

  • Brigit is an application that allows the user to request a pay advance when in danger of a bank overdraft. The app is available to all U.S. residents aged 18 years or above.
  • The company was founded in 2018 and is headquartered in New York, New York. It is used in the United States and worldwide.

StrengthS

  • Brigit has a unique value proposition in the market that is designed to help the user to avoid paying overdraft fees or taking out expensive payday loans.
  • The company provides transparent and simple tools that help the users to spend wisely, avoid unfair fees, and save more. The solution aims to provide a brighter financial future for its users, as well as to promote sustainable financial health.
  • To effectively connect with consumers, the company offers a personalized advance of $250 to protect against the danger of bank overdraft. However, the company charges a monthly membership fee of $9.99 from its users.
  • It does not charge any interest fees or any late fees.
  • The company is backed by leading equity investors such as Lightspeed Venture Partners, Flourish, DCM, and NYCA, among others, which ensure the stability of the company.
  • The company's team includes experts in financial security with diverse experience backgrounds from Amazon, Deutsche Bank, Palantir, and Two Sigma.
  • Brigit's core capabilities include its ability to solve the injustice of inequality faced by customers in banks and building the best solution.
  • The company has served members in 50 states from Uber drivers to Walmart cashiers, veterans to Amazon warehouse workers, thus emphasizing its broad reach and extensive target market.
  • The company has saved more than 1 million people from financial stress, unfair fees, and worsening credit scores. More so, Brigit has saved its members from more than $50 million in overdraft fees, thus accommodating the needs of multiple commercial customers in a single solution.

Weaknesses

  • A key weakness of the company is that it observes a monthly charge of $9.99 per month irrespective of whether the user needs to pay advance for a particular month or not.
  • Potential users need to wait at least 60 days after opening an individual checking account before they can qualify to use Brigit's services. Also, the services are not available for joint account owners.
  • Brigit typically responds to the queries of its clients after two business days, which might dampen the customer experience for customers in urgent need of such services.
  • Customers can only contact the company via email.
  • Brigit's loan option to cover a bank overdraft has a $250 limit. As such, when customers need more than $250 to avoid bank overdraft, they might have to source for other alternative short-term loan options.

Opportunities

  • The market for payroll-advance apps presents an immense expansion opportunity for the Brigit as it has a strong foothold in providing pay advance services.
  • According to the Wall Street Journal, these apps help lower and moderate-income worker maintaining their financial positions. Also, "according to Financial Health Network, in 2016, consumers spent $173 billion in fees and interest, including $24.5 billion in bank overdraft fees and $6 billion in payday loans."
  • To overcome these expenses, the proliferating global market for a pay advance app thus presents a growth opportunity for Brigit.
  • The company can take the opportunity to seize as much of the payroll-advance apps market in Indiana, Iowa, Montana, Nebraska, Nevada, and Vermont areas, where its competitor MoneyLion is not available.

Threats

  • The market for the advance pay app is highly competitive, and Brigit faces serious adversity from various established brands, including OverdraftOne.com, Ingo Money, Moneylion, PayGo Wallet, mPAY, Square Cash, Activehours, Deposit2GO, GoBank, and Tez.
  • Consumers might be more inclined to patronize other brands such as Earnin, Dave, Even, and Branch, which offer comparatively higher interest-free cash advances as against the $250 that Brigit provides.
  • The New York State Department of Financial Services scrutinizes the payroll advance companies that are involved in alleged violations of state regulations in the short-term lending industry and poses a significant threat to pay advance companies including Brigit.
Part
03
of eleven
Part
03

SWOT Analysis: CleanCult

CleanCult is a green cleaning company founded in 2016 that sells cleaning products.

Strengths

  • Despite being a relatively new company, they have an excellent social media strategy. CleanCult has Facebook and Instagram pages where they are active and very engaged with their viewers, often replying to questions or inquiries. They also have a live chat feature, which makes it convenient to get in touch with a CleanCult representative quickly.
  • CleanCult prides its products on being made in the USA, having natural ingredients, having zero waste, as well as being cruelty-free. They also advocate for the elimination of single-use plastic. Their "clean" ingredients are also great for those who have allergies or sensitive skin.
  • CleanCult's strategy may be appealing to the younger generation. A study has found that the millennials "are more likely than any other generation to say that they would pay extra for eco-friendly or sustainable products."
  • Another demographic that may find CleanCult's approach appealing are the Gen Zers. A characteristic shared by many Gen Zers "is the desire to make a positive impact on the world." With a passion for environmental causes, CleanCult's stance and advocacy of the elimination of single-use plastic may be popular among this demographic.
  • There has been a significant amount of press from prominent sources lauding CleanCult's products as well as their efforts towards the environment. A few selected examples are The Today Show, People, Askmen, Bustle, Now This, and NBC.
  • The Boston Globe has called CleanCult "the best solution for people with sensitive skin and allergies who need an effective clean without toxic cleaners."
  • CleanCult has helped raised $60,000 in Puerto Rico for hurricane relief efforts to alleviate the damage caused. CleanCult's CEO, Ryan Lupberger, was featured in several news articles where they lauded his efforts in giving back to the community.

Weaknesses

  • CleanCult only ship their products to the United States on their official website.
  • The shipment of CleanCult products to Puerto Rico, Guam, the US Virgin Islands, Saipan, Hawaii, and Alaska will also take a longer time compared to the other states. They are also "unable to offer expedited shipping to APO, FPO, and DPO addresses."
  • The biggest problem according to Ryan Lupberger, CleanCult's founder, when introducing their brand to the market is awareness. Despite having a game-changing model, "the big brands have so much retail awareness and funding behind them that it's tough to get noticed," says Ryan.
  • CleanCult's Amazon page has listed 9 CleanCult products, with an average star rating of 3.94. The number of reviews posted about Cleancult products (under 150) is low compared to its competitors. This suggests that CleanCult has not yet broken through to the mainstream market.

Opportunities

  • It has been forecasted that the "household cleaning products market size has the potential to grow by USD 15.7 billion during 2020-2024."
  • In light of the coronavirus (COVID-19) situation, organic cleaning products are seeing a sales boom.
  • As the coronavirus spreads, home cleaning brands are seeing a surge in sales. The panic-buying of household supplies and cleaning products may cause a bump in revenue for CleanCult in the upcoming months.
  • After the tragedy of Hurricane Maria which struck Puerto Rico, the location in which CleanCult manufactured its products, plans to roll out its products to stores has been delayed. However, CleanCult products have finally hit stores recently at Kohl's, with an opportunity to further expand its presence.
  • Having a brick-and-mortar presence may prove fruitful for Cleancult with, evidence suggesting that customers prefer buying in-store. In fact, in 2018, "the U.S. Department of Commerce estimated that only 14.3% of total retail sales occurred online."

Threats

  • CleanCult is a fairly young company, with its inception in 2016.
  • With statistics showing that 50% of businesses fail in their first five years, CleanCult's long-term foothold is uncertain. Ryan Lupberger, CleanCult's founder has already conceded that the bigger brands have larger retail awareness and funding compared to CleanCult.
  • When Hurricane Maria struck Cleancult's sole manufacturing facility in 2017, there were challenges such as lacking WiFi services to be able to fulfill orders online to not having electricity to function. Whether or not CleanCult has improved their approach towards natural events that could disrupt their production process remains to be seen.

RESEARCH STRATEGY

In order to determine the overall rating of CleanCult products on Amazon, we added the ratings of each product and then divided them by the total number of products (9) to come up with the overall rating of 3.94.

Part
04
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Part
04

SWOT Analysis: Grailed

The SWOT analysis for Grailed indicates that the company's strengths somewhat outweigh its weaknesses. Especially in the area of on-the-go apps that can assist in facilitating buying and selling with ease. A driven approach towards opportunities in the international space is giving rise to expansion possibilities outside the shores of the U.S. Also, highlighted are threats that indicate Grailed's inability to offer frequent discount offers and promotions.

Grailed SWOT Analysis (Strengths)

Weaknesses

  • The company does not do any of its fulfillment but for a few exceptions. Also, shopping on Grailed comes with its frictions.
  • The New York Times reports that users of Grailed are accustomed to placing descriptions and labeling of products themselves. Hence, making it difficult to locate products.
  • Price negotiations are sometimes self-determined, as a result, can be on the high side.
  • Despite having a dedicated team to comb through items for fake products, Grailed users constantly complain of inauthentic products.

Opportunities

Threats

  • On SiteJabber, some users like John R. have compared Grailed to other retail giants like eBay, where according to him, disputes are well handled. Grailed is yet to be well-equipped with handling disputes as they ought to. This may drive users away from Grailed if not taken care of.
  • According to Knoji's comparison remarks regarding Poshmark vs Grailed, the company Poshmark offers frequent discounts and promotions than Grailed. This is likely to present a potential threat to Grailed since users may be attracted to the perks on Poshmark.
  • Poshmark offers free authentication and shipping for its users, unlike Grailed, where users frequently complain of fake items and do not offer free shipping.

Research Strategy

In providing the company SWOT analysis for Grailed, we approached its website, third-party articles and various industry reviews to determine the highlighted information. During our research, we discovered that there was no precompiled company SWOT analysis for Grailed. As such, we attempted to triangulate our answers by getting creative in identifying Grailed's SWOT analysis. This was achieved by examining its website to first establish what the company was involved in, in a bid to learn where its strengths lie within the industry they belong to. We searched the company's "about us" page and found several niches that could be regarded as strengths. But to obtain other aspects of our SWOT, we would need to find articles or press releases as well as annual reports (if available) showcasing other industry players within their space, to determine possible weaknesses and threats. Their social media channels were visible on its website, hence we also approached their Facebook, Twitter and LinkedIn pages to find any required data for answering the request.

Gleaning through a report done by The New York Times, some weaknesses were identified through the user's experiences. As regards opportunities, we approached a report by Fashion Network and uncovered likely opportunities as well as one which is already being targeted in the women's product space. Getting information on some of its competitors through Pitchbook was key to finding areas where such companies may be offering services that Grailed isn't and could serve as a threat to it. But we found that such companies were not visible to the public. Hence, we were limited to the number of perceived threats that could be identified. As this wasn't helpful, we turned to reviews from users from a review resource called SiteJabber to garner necessary comparisons (based on availability) from other retail giants. This approach was successful as we found a review for this purpose.


Part
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of eleven
Part
05

SWOT Analysis: Happify

Happify is consistently highly ranked among mental health and happiness apps and has received a great deal of positive press coverage. Although some reviews have pointed out features that are lacking and some experts have questioned the usefulness of happiness apps overall, the majority of reporting on the company is quite positive, with minimal weaknesses or threats of note beyond competition within the mental health app realm. Happify has recently taken advantage of several opportunities for growth beyond the direct-to-consumer demographic, which appears to be where many of their future opportunities also lie.

Strengths

  • According to Happify's own reporting, 86% of people who use the app as directed for 6-8 weeks report feeling happier.
  • Happify is consistently highly rated for its mix of free meditation tracks, unique "six tasks" framework, numerous infographics, mood-boosting games and webinars. The app also features a news feed with inspiring stories and an online social community to enrich the user experience.
  • Happify was named an "ideal app for improving mindfulness and happiness" by the American Academy of Family Physicians and was number one on Psychology Today's list of the Best Happiness Apps of 2018.
  • Happify enjoyed success early on, with roughly $4 million in initial investor funding and an additional $5 million in convertible debt as of 2015.
  • At that point, 1.3 million users were taking part in "happiness training" on Happify, a 1200% increase from the app's beta days two years prior, whereas by 2019 they reported approximately 4 million users.
  • Happify includes input from a variety of sources that lend to it's authoritativeness and accuracy of information, including psychologists (both PsyDs and PhDs), psychiatrists, and experts in the study of integrative medicine and applied positive psychology. It also claims to be based on scientific research from the top minds at Stanford, Harvard and Penn.
  • Happify has received a great deal of positive press coverage, including appearances in magazines, newspapers and TV shows.
  • Happify is highly rated for ease of use due to its fun and engaging games, seamless transitions between pages and availability in multiple languages (English, Spanish, German, Chinese, Japanese, French and Portuguese).
  • Happify has many sponsors/investors, including TTCP, Marketplace Funds Venture Capital, Mangrove Capital Partners, Bridge Builders Collaborative and Founder Collective. According to PitchBook, Happify's latest deal was a later stage venture capital investment in the amount of $20.2 million.

Weaknesses

  • According to one analysis of 30 behavioral health tech companies, continued user engagement is a major challenge for apps like Happify, especially considering that many users may be struggling with mental illness.
  • According to a 2016 analysis of existing mental health apps, Happify failed to offer eight of the 16 recommended features, including (1) being cognitive behavioral therapy-based (2) reporting of thoughts, feelings or behaviors (3) real-time engagement (4) offering activities linked to specific mood problems (5) encouraging nontechnology-based activities (6) a simple/intuitive interface/interactions (7) links to crisis support services and (8) experimental trials to establish efficacy.
  • In Psychology Today's 2018 review of Happify, they cited several features that were missing from the app at the time, including a reminder setter, domain specific content and a "share your successes" tool.
  • Some mental health experts, including Cornell University professor Shimon Edelman, have criticized apps like Happify, claiming that being unhappy about a particular situation or bad outcome is what motivates people to change the actions that created it.
  • Other critics have questioned the validity of the user's self-reported "happiness surveys", which are used to determine the app's success rates at actually improving user happiness.

Opportunities

  • According to the Harris Poll's 2015 Happiness Index survey, only 34% of Americans claim to be "very happy", whereas a 1999 report from the Surgeon General found that only 17% of adults in the U.S. had "optimal mental health." Statistics such as these suggest that many people could be in the market for the happiness-increasing services that Happify provides.
  • Another survey found that 76% of respondents were interested in using their smartphone for mental health self-management/self-monitoring if the service was free. Happify is currently free, but users must pay a membership fee if they would like to access all features of the app.
  • Happify has already announced plans to explore opportunities in additional markets, including a partnership with Sanofi that will tailor the app's mental health therapeutic platform specifically to individuals with multiple sclerosis. This partnership and any additional platforms aimed at specific target markets could greatly increase Happify's reach.
  • Happify has also announced plans to submit this new MS digital therapy for clearance as a medical device by the U.S. Food and Drug Administration. According to Happify president Ofer Leidner, the company has "been preparing for [their] entry into prescription digital therapeutics for several years."
  • Transitioning from a direct-to-consumer application to the more rigorous FDA-clearance approach carries the presumed benefit of being more readily adopted by healthcare providers and increased eligibility for third-party reimbursement by commercial insurers.
  • In 2019, Happify also partnered with Cigna, a strategic move that allows eligible Cigna customers to utilize the Happify app. Continuing to seek out and nurture such partnerships could lead to additional opportunities outside the direct-to-consumer realm.

Threats

  • Recent years have seen a huge increase in behavioral health startups, with 213 mental health start-up companies registered on AngelList as of 2016. Although this rapid growth is in part a response to consumer demand, it also means more competition among companies.
  • A large number of companies are offer similar "software as a therapeutic" services that could serve as competition for Happify, including Joyable, UK-based Big Health and Lantern.
  • Big Health claims to have dabbled in clinical trials to help back their approach with clinical evidence, whereas Lantern is closely affiliated with the large healthcare provider system UPMC.
  • According to Owler, Happify's top 10 competitors/alternatives are Lumosity, TalentSmart, BrainHQ, EITC, Age of Learning, MyBrainSolutions, Fit Brains, MeQuilibrium, Simply Flourishing and eMindful.
Part
06
of eleven
Part
06

SWOT Analysis: Kolo Collection

Kolo Collection is a retail showroom and outdoor furniture collection and in Atlanta. The regional accessory store provides high-quality premium outdoor furniture to Georgia residents.

Strengths

  • Approaching the 17th anniversary in the industry is not an easy accomplishment. Kolo has shown strong resilience and ability to evolve into the digital space to be one of the most unique retail showrooms in the United States.
  • Leadership by owners Greg Martin and Michael Larrabee-Martin who have more than 40 years of experience in the design industry, has steered the organization along the right paths of success.
  • Almost two decades in the industry also means they are well-established and are good at what they do. Kolo has the right knowledge and experience in the provision of unique exterior furnishings
"Best New Outdoor Furniture Store 2003"
"Best Outdoor Furniture Store 2005" from Atlanta Magazine
"Best Store Front Single Store award" from Casual Living
"Best Outdoor Furniture Store" from Jezebel Magazine both in 2012 and 2014.
A multiple-time finalist in the highly esteemed Apollo Awards that honors the best outdoor furniture store.

  • Features in renowned magazines like the "New York Times", "Atlanta magazine", "Southern Living", "Cottage Living", The "Atlantan", "Atlanta Homes & Lifestyles" and recognition as one of the top 25 garden shops by Garden Design have publicized Kolo Collection to a wide array of audiences both in Atlanta, Georgia and other states.
  • Kolo collection works hand in hand with some of the finest brands, including Brown Jordan, Dedon, Jensen leisure, Royal Botania, Mama Green, Dekton, Pavillion, Mariaflora among many others. This further boosts Kolo collection as a trusted brand in the industry.
  • Excellent reviews from some Kolo customers who have enjoyed an amazing experience and great accessories at the collection. Customers commend great services from Kolo's friendly and knowledgeable staff. One customer mentions a specific Kolo collection employee who went above and beyond to match the style and need that she wanted. The collection has also received amazing reviews on Houzz.
  • Kolo has a responsive team on all its social media platforms. Their social media representatives have responded to nearly all inquiries including reviews.
  • Social media platforms including Twitter, Facebook, Instagram and Pinterest feature prominently on Kolo's web page. Customers can also engage Kolo's highly responsive representatives through a link to their email.

Weaknesses

  • Kolo's social media presence leaves a lot to be desired. The collection has under 600 followers on Twitter, about 200 on Pinterest with Facebook and Instagram having the highest followings, both well over 1000 each.
  • Kolo has little to showcase in terms of its product offerings on the landing page of its website as compared to its biggest competitors Direct furniture which showcases a lot of offerings including discounts on each of their products. Kolo products are hidden in the menu tab and clients may fail to notice their location.
  • Although there is a Kolo team photo on the website, customers are left to guess who is in charge of what. There is no "our team" tab either.
  • A lack of transparency in pricing. Some products on the listing are not priced and customers are directed to email for price inquiry.
  • While sites like Modani seem to offer heavy discounts and free delivery of products bought, the prices at Kolo collection seem fixed with no mention of free delivery. Users would naturally prefer the competitor's products based on this fact.

Opportunities

  • Kolo has a great opportunity of expanding the collection beyond Atlanta where they are currently located.
  • Kolo has the potential to dominate the Atlanta outdoor furniture offerings if it would employ a few critical marketing techniques including Search Engine Optimization, price discounting on its products and content marketing like blogs and videos on YouTube. These techniques would improve their online visibility and boost their online presence and improve sales.

Threats

  • Kolo collection faces stiff competition from Modani and Direct Furniture Outlet who have thousands of followers on multiple social media platforms including more reviews on Yelp .
  • The new Coronavirus is reported to have shaken Atlanta's economy. Few visitors have been reported in the state while spending is reported to have decreased. Businesses in the area have taken a hit and it is likely that Kolo Collection won't be spared.
Part
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Part
07

SWOT Analysis: Mented

A strength for Mented is in its partnerships, such as the one it has with HSN, that has enabled it to get into large-scale wholesale distribution. One opportunity the company has is to expand into the international market as it currently distributes its products nationally only. Detailed information is below.

Strengths

  • Mented and its products are well-known and respected in the cosmetics industry. It is named among the best black-owned beauty brands by black beauty experts.
  • Mented also offers quality and natural product and this has ensured that customers are satisfied. The company has received only good reviews from its customers. Reviews praise the company's customer service reps for being attentive, helpful, and offering top customer services. Customers also praise the company for offering quality products that provide good value for the money they pay. Mented has received a rating of 4.8 out of 5 from 417 reviews on Facebook.
  • Another strength for Mented is its partnerships. In January 2020, the company entered into a partnership with HSN that allows the company to enter the large-scale wholesale distribution space. This will increase sales for the company. Mented also has partnerships with Macy's and Pop.

Weaknesses

  • Although Mented's products are "perfectly pigMented to match women's skin tones", the company mostly serves the women of color market segment with nude products such as lipstick. One weakness is that due to the niche market, few of their products have a high market share. This makes the company vulnerable to external challenges, especially if we had changes in the niche market for any reason.
  • There is little diversification in the workforce at Mented. The workforce is mostly made up of workers from one racial background. This makes it difficult for employees from other racial backgrounds to successfully adjust to the conditions at the company and leads to the loss of talent.

Opportunities

  • Currently, Mented only sells and ships its products nationally in the United States. The company has an opportunity to expand into overseas and international markets. This will increase the number of customers buying the company's products and increase sales.
  • The U.S. cosmetics market amounts to US$17,619.2 million in 2020. It is forecast to grow at a CAGR of 3.5% between 2020-2023 as per Statista. According to TechSci Research, this is driven by increased demand for natural cosmetics, an increase in the number of beauty clinics, and the growth in the population of women who are working in the United States. Mented offers natural lipsticks that are paraben-free, vegan, and non-toxic. The company has an opportunity to take advantage of the cosmetics market that is forecast to grow.

Threats

  • Competition from other companies in the cosmetics industry for beauty consumers in the United States is one threat facing Mented. An increase in new and existing cosmetic companies requires that Mented strives to be among the top by investing in innovation, delivering cutting-edge formulas, and finding ways to attract and keep devoted fan bases.
  • According to Vogue Business, the other threat is the changing pattern in consumer spending which has shifted to skincare and reduced the need for cosmetics. This has led to a reduction in makeup sales and an end to the cosmetic boom. A 2019 Clinique survey found that "63% of women see skincare as an investment in their wellness, and 37% of them wear less makeup."
Part
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Part
08

SWOT Analysis: Obe Fitness

Obé Fitness is a Brooklyn-based brand that offers a variety of aesthetically-pleasing fitness classes that users can stream worldwide. The brand's strengths are that it charges a monthly fee and cultivates sense of community and accountability amongst its members. The brand's weaknesses are that some of its workouts may not be ideal for those who live in restricted spaces and its lack of in-person trainers may increase each user's risk of injury. The brand's opportunities are as follows: offering audio-only classes and investing in high-tech exercise equipment. The brand faces the threat of a growing pool of competitors.

Strengths

  • Obé Fitness' unique selling proposition is that it hosts live fitness classes whilst offering users a "design-centric experience with a focus on lighting, setting, even fashion."
  • One advantage that Obé Fitness has over its competitors is that the brand, compared to other live streaming and on-demand fitness platforms, requires, from its users, a straightforward monthly fee as opposed to a deposit and payment plan.
  • Another advantage is that the brand fosters community and social connection amongst its users by hosting nationwide local meet-ups, facilitating in-person retreats, and maintaining a private Facebook group.
  • Another advantage is that the live classes foster a sense of accountability amongst users, who can add classes to their schedules and calendars.

Weaknesses

  • Members of Obé Fitness' target audience have highlighted that some workouts are not suitable for those residing in environments where there is limited space.
  • As with other at-home workout programs, Obé Fitness members do not have access to in-person trainers who can correct them on their technique, thereby increasing their risk of injury.

Opportunities

  • There exists an opportunity for Obé Fitness to offer audio-only classes, like its competitor Aaptiv, so that users can exercise outdoors or in spaces where watching videos may not be ideal.
  • There is also an opportunity for Obé Fitness to invest, like its competitors Peloton and FightCamp, in high-tech exercise equipment, appeasing users who "will appreciate the convenience of having such specialized workout equipment in their homes."

Threats

  • Due to the rise in the at-home workout trend and increasing demand for exercise streaming services, it is, in regard to Obé Fitness, "easy to lump the brand into a growing lot of similar on-demand fitness apps," making it harder for the brand to differentiate itself from its growing pool of competitors.
Part
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Part
09

SWOT Analysis: Philo

Philo is an internet television company currently based in San Francisco, California. The company offers an entertainment-focused streaming service nationwide in the United States.

Strengths

  • Low cost for basic cable TV packages- Philo only costs $20 per month, as a subscription.
  • Availability of many popular channels- Philo has many popular channels like A&E, Comedy Central, BBC, TLC, and Discovery among others that users can get with any cable TV package.
  • The company allows subscribers to save unlimited recordings for up to 30 days at no extra cost.
  • Compatible with most popular devices- Philo currently works on the web, Roku devices, Apple TV, Fire TV, iOS and Chrome on Android.
  • Philo’s apps are straightforward and easy to use.
  • Philo offers three simultaneous streams with no viewing restrictions.
  • The company has no secret restrictions on ad-skipping or where you can watch from.

Weaknesses

Opportunities

  • Branching into a new land- Philo offers an entertainment-focused streaming service nationwide in the United States. Hence, it can look to explore new market opportunities in the North American market and other regions.
  • Chromecast support- Philo can work on allowing more users to watch their channels by adding Chromecast support. Streaming service providers like Hulu already have Chromecast support.
  • Adding Premium sports channels- Since Philo doesn’t have any premium sports channels they can add premium sports channels in their channel list.

Threats

  • Fierce competition- Netflix, Amazon, Hulu, YouTube and many more create their own original content. These platforms offer their own unique program for a price.
  • Companies like Netflix, Amazon, Hulu are on the run to buy the exclusive rights on a popular show/series so customers have no choice but to sign-up with them.
  • Digital Piracy- No matter the measures and laws, there is always going to be a website or platform that has some movies or episodes of series available for download.
Part
10
of eleven
Part
10

SWOT Analysis: Sarah Flint

Sarah Flint is a company that sells luxury, feminine, handcrafted shoes. They are based in New York, and they serve customers internationally.

Strengths

  • Sarah Flint has an excellent social media strategy. Their official web page has the prominent social media platforms included such as Facebook, Twitter, Instagram, and Pinterest. With features such as a live chat, email and also phone number, getting in touch with a representative was speedy and efficient.
  • Meghan Markle, the Duchess of Sussex has Sarah Flint as one of her favorite brands.
  • Because of this publicity, Sarah Flint has taken steps to ensure that their shoes are a little more affordable. Sarah Flint changed their model to "sell direct to consumer this year, which, in-turn, dropped the retail price, making clients happy."
  • Sarah Flint dropped their prices between 40% to 50% by taking out the middle man and returning that savings back to their customers. Their previous price point of $495 to $1,200 is now between $195 to $725, with an average of $345.
  • This move has increased Sarah Flint's sales by 250%, which is also helping them market to more women.
  • This means that while Sarah Flint creates their luxury shoes in the same factories as other luxury brands, they are sold at a significantly lower price point due to cutting out the third-party retailer.
  • To celebrate International Women's Day, Sarah Flint has vowed to donate a pair of shoes to Dress for Success for every shoe purchased during International Women's Day and the day after.
  • Dress for Success is "an international not-for-profit organization that empowers women to achieve economic independence by providing a network of support, professional attire, and the development tools to help women thrive in work and in life.
  • Aside from being featured in several publications such as The New York Times, Variety, People, and Business Insider, Sarah Flint's website showcases A-list celebrities such as Halle Berry, Emma Roberts, Scarlet Johanson, Jessica Alba and many more donning their luxury shoes in public.

Weaknesses

  • According to the global research firm J. Water Thompson Intelligence's latest The Future 100 report, "vegan fashion will be a major trend for 2018, particularly in the luxury sector."
  • There is a growing number of socially conscious consumers that want high-end, yet "sustainable and cruelty-free style."
  • Sarah Flint has not embraced animal-free materials presently, with most of their shoes being made from genuine leather.

Opportunities

  • With more and more consumers opting for vegan fashion, Sarah Flint could futureproof their products and cement their place in the market by making a switch to using materials that are eco-friendly and animal-free.
  • A market research study has found that in recent years, there has been "a rise in demand for trend-led vegan clothing."
  • Vogue has named vegan fashion as a top trend to invest in, with demand for faux leather on the rise.

Threats

  • With the coronavirus (COVID-19) pandemic and the subsequent nationwide lockdown in Italy, this could spell trouble for Sarah Flint, which handcrafts all of their shoes in Italy.
  • Luxury fashion brands are bracing for impact as Italy has been put into a complete lockdown amidst the coronavirus outbreak.
  • Luxury stocks were hit hard by the initial outbreak as the MSCI Europe Textiles, Apparel & Luxury Goods Index dropped by 23%, with 152 billion in market value being erased.
  • Multiple consulting firms such as Boston Consulting Group and Bernstein had predicted in February that the luxury sector could potentially lose up to $45 billion in sales this year.
  • Now under a full lockdown, these Italian factories are worried about whether they could produce products.
Part
11
of eleven
Part
11

SWOT Analysis: Universal Standard

Universal Standard is the world's most inclusive clothing brand that offers women apparel from size 00 to 44. The company provides a buy-in program for used clothes and features one-on-one sessions with in-store fashion stylists. Some concerns for the company include lack of expertise and rising interests among big retailers to offer a size-inclusive clothing range. The company is planning to enter the footwear and accessory range with collaborative partnerships.

Strengths

  • Universal Standard is the world's most inclusive brand that offers women clothing range from sizes 00 to 44. The company offers casual, everyday essentials, athletic wear, professional, and everything-in-between range, for all sizes.
  • The company currently has five retail stores located in New York, Chicago, Seattle, Houston, and Portland. The brand plans to expand its physical presence with 10 to 13 retail stores next year. The online store offers products to customers in the US and international locations.
  • To get the styles to look right on customers, the brand campaigns feature models of every size they sell. United Standards design clothes for a range of body shapes that are stretchable and enable customers to yank or pull up.
  • United Standard features a clothing line called Fit Liberty. It enables customers to replace items that no longer fit within one year. The company donates returned apparel to charitable groups.
  • The branded brick and mortar stores feature a unique approach to enhance the shopping experience for customers. A one-hour appointment with a stylist is offered to shoppers and small groups for try-on sessions.
  • Adidas approached Universal Standard to create women’s athletic gear in sizes of XXS to 4XL.
  • In 2019, the company launched an advertising campaign across 80 locations in Manhattan and Brooklyn and advertised on three billboards in Times Square. Some examples of advertising creatives used by the brand to promote new collections can be found here.

Weaknesses

Opportunities

  • The plus-sized category is worth more than $21 billion. It is noted that about 68% of American women fall in the category of 14+ size.
  • The current all-sized market is either dominated by specific plus-size brands like Eloquii, or brands featuring extensions of ‘straight-size’ like Asos Curve and Mango’s Violeta.
  • Many retailers lack options beyond size 32, and extended ranges launched over the past few years have featured the smallest plus sizes.
  • The company is eyeing on the footwear and accessories market with a new all sized range. The founders have said that other brands are approaching their company for collaboration and partnerships.
  • It is noted that plus-sized luxury product inventory hardly enters double-digit sizing for most brands. Further, about 77% of plus-size women can’t find a good fit, and 73% can't find sizing consistency across brands.
  • Very few brands have tried to challenge the old archaic system and make clothes for women of all sizes. Most brands typically design clothing range around size 6 and then proportionally scale up or down for other sizes.
  • The market for plus-size clothing range offers low pricing diversity and lacks styling imagination for a new range. Hence, many women have been forced to buy and alter men's clothes. Further, the currently available plus-sized clothes feature poor-quality synthetic material that is easily worn out.

Threats

  • The apparel industry is not faring well, especially the brick-and-mortars. According to an expert, the plus-size division is in trouble due to a lack of customers' interest in being isolated with devoted plus-sized stores.
  • Many retailers and big-box stores have expanded their women's clothing range, including brands like Target, Walmart, Reformation, and Mara Hoffman. It is noted that about 100 brands in 30 Nordstrom stores carry sizes ranging from extra-small to 18.
  • The partnership between Universal Standard and Rodarte have set an example for other luxury players to launch products in the body-positive range.
  • Recently the company launched a legal battle with Target over trademark law.
  • Paltrow, an investor in United Standard, operates the lifestyle brand Goop, and it is not known for size inclusivity. As a result, social media holds the potential to get turned against the brand.
  • It is imperative for retailers' survival to prioritize imagery on e-commerce sites, use of quality detail shots to communicate a brand's story, and to stand out among the competition.
Sources
Sources

From Part 04
Quotes
  • "Your closet is valuable. Flip your wardrobe on Grailed and find like-minded buyers from within our community for your clothing. Listing an item is always free and our commission rates are the lowest in the game."
Quotes
  • "Poshmark offers free item authentication and free shipping (limited time*) on all items $500 or more."
Quotes
  • "Grailed loves our international sellers and has worked with PayPal to ensure they are all supported on our platform. If you are living outside of the United States: Choose your country of citizenship at the beginning of the onboarding flow, and complete the upgrade flow for that country. Contact us if you have any issues and we can walk you through the process or contact PayPal on your behalf."
From Part 11