Retail companies, like other businesses, often use a SWOT analysis. SWOT stands for (Strengths, Weaknesses, Opportunities, and Threats.) A SWOT analysis helps firms to identify the internal and external factors that might affect future performance. A SWOT analysis of All Saints located on 512 Broadway, Soho.
All Saints’ is a private label retailer established in 1994 in London. It sells vintage-inspired womenswear, menswear, footwear, and accessories. There’s a “rock’n’roll, vintage feel to the whole brand. Iconic pieces that the brand offers are many different styles of leather jackets each season, graphic and logo t-shirts, shirts, thick-knitted, leather/suede boots.”
All Saints’ is as significantly about clothing as it is about a unique brand experience, one that begins as soon as a shopper walks into the All Saints’ store in Soho. As soon as a customer’s steps foot into the store; they have greeters in the front of the store to welcome customers into the store which makes the customers feel welcomed. They seemed to keep a fully staffed floor to ensure all customers entering the store are serviced individually which adds customer value and creates strong customer service.
They also maintain a strong visual merchandising presence through their aesthetic of the store. The stores interior has an industrial design concept with dark lighting, from wall texture to small features maintains a very edgy, industrial aesthetic. Displays of vintage Singer sewing machines all over, and wooden floors. The vintage atmosphere creates a comfortable & unique environment to attract customers, especially millenniums in the area, to spend time in the store.
One of All Saints’ weakness is their pricing & their product exclusivity. A simple plain T-shirt from All Saints’ may cost anywhere from $50-$125. Which can limit the product being accessible to consumers of lower income. Not everyone is willing to pay $55+ for a plain T-shirt which could easily be found in H&M or Zara for $20. Also, since All Saints’ is a private label and their products are only sold in their stores & Bloomingdales. One drawback from this is that it could limit customers from getting the product since it is exclusively sold at their store.
One of the opportunities that All Saints’ can exploit by expanding their retail location. Currently, there are only 4 stores in New York City. By doing so, it gives them an opportunity to reach a high volume of customers and gain profitability.
Some possible threats for All Saints’ are is the high market competition and rapid fashion trends. Soho has many fast fashion/streets style clothing stores Some offering wider collection and more fashionable products at better prices than All Saints’. The rapid change in fashion trends is a threat that the company must plan on how to handle and keep up in order to not lose their customer loyalty and sales.