Vionnet: Strengths, Weaknesses, Opportunities, Threats - Case Study Example

Strengths-The brand is extremely innovative and focuses on perfection especially the shape of the woman’s body. The brand also has a strong heritage and produces high-quality apparel made to measure. In addition, the brand has special recognition for evening wear.

The weaknesses-The brand is yet to establish itself in the lucrative, emerging, and growing Asian Luxury Market which is capable of generating enormous luxury revenues. The company also has weakly participated in E-commerce.

Opportunities-The brand should create more presence in E-commerce. There is also a lot of potential in venturing into low awareness market. The company should also start v venturing in mosaic bags also can be a big opportunity for the brand since it's more affordable in comparison with its competitors. The Vionnet icon bag can be used in 3 ways and is really convenient to be used and carried by consumers.

Threats- Some of the threats include the ever-increasing competition in the market. The current trends are mixing luxury and affordability. Many luxury players released more afforded clothing and products to the main part of luxury customers.

Paris's competitor in the same area includes Alaia, Chanel, Chloe, Dior, Ely Saab, Valentino, Lanvin, and Giambattista Valli. The current strategies used by competitors include product differentiation and degrees of price differentiation. This would be essential in making sure different and ever-changing customer demands get satisfied as a result also, they provide very high-quality customer services and offer an ultimate luxury shopping experience. Also, higher presence in e-commerce. The weakness is counterfeiting products and being copied by other fashion companies.

Here is the map of Vionnet competitors in the same area. Expect alien store, other competitors are located so close the new Vionnet store. It’s really competitive in the same area.

Potential opportunities and recommendations for Vionnet
Since Vionnet is sold in Multiband stores, Department stores, a Mono-brand store should be included. Online Luxury Shopping websites: Luisaviaroma, stylebook, Moda Operandi, Net-a-porter, it’s smart to distribute their products in the multi-brands, since it’s low cost and risk for the brands. However, after exploring the online websites, Vionnet only presented a few pieces of clothing. So Vionnet could offer more options on the website. And mosaic could be promoted both online and offline. Since it can be differentiated from other competitors’ products, but with an affordable price tag. Could add a TV screen behind shopping window and play the mosaic campaign to drive the customers who pass by the store. Invest more money in online advertising. And keep active on social networks. Also, don’t miss the opportunity in emerging markets such as China which is a fast-growing market in luxury spending.