SWOT for Gio-Goi

Like the PEST this SWOT analysis was also undergone in order to highlight any problems that may affect Gio-Goi and anything that could be taken advantage of and enhanced to optimise its success potential.

SWOT:
Strengths:
longevity-21 years
basis of all social media
good relationships with relevant celebs:plan b, pete doughty.
reasonably strong brand ID
high involvement with creating lifestyle image to the brand-concerts, cds, mtv shows etc

Weaknesses:
confused/out of date idea of their consumer,
not fully utilised social media...dormant.
bad high street presence, doesnt reflect the brand
badly publicised involvment in music events, which seems to be somehting that the brand prides itself on and invests a lot in.
bad VM, lack of individuality and the products do not compensate for this.

Opportunities:
utilise social media; get feedback, filter people to the site
advertise the brand; bring it to peoples attension
promote the clothing and dont let people sit there with misconceptions that its a chavvy brand etc
improve its highstreet presence; make it reflect the brand image; if not open more stand alone stores then make it stand out against its competitors; dont rely on the brand selling itself. attract people.
use forums etc to see what they can do to attract loyal consumers and correct what is making people avoid the brand.

Threats:
competitors have better established websites, stores, social media etc;theyre ahead in making new loyal consumers
weak economy; lack of disposable imcome, espeicallly in its core consumers sector
consumers the brand is aimed at/think their consumer is are becoming less interested as they seem to be entering a different stage of their lives; they had their youth in the 90s etc.

(KATIE)