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Analysis of Ann Taylor Company

Customer

  • Target: 30’s married working mother, 2 kids combined earnings $75~150K. Formal swimsuit and shirt.
  • Need: The capital of appropriate apparel for skilled girls in the big city.
  • Retails: There are 261 Ann Taylor shops and 113 Ann Taylor Factory stores in US as of August 2, 2014.
  • Retail Channels: Customers can get information via Internet, official website, direct email, commercial at the retailer, coupon, catalog, journal etc.
  • Need & choice change: the cloth is also for women who out of grad faculty or out of the Peace Corps or getting back from the maternity depart that was going to final 4 months and by some means lasted 5 years.

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  • Trends: Due to the US economic uncertainty, individuals still looking for an excellent material however a low price.

However, increasingly more companies are recruiting women at work, making extra working girls want professional attire. This is the lengthy run customer’s need that Ann Taylor might fulfill it.

Company (SWOT Analysis)

Strength

  • Geographical Advantage: Stores in forty seven US states + Reliance on China’s Brand
  • Image: the capital of applicable apparel.

    Professional & succeeding.

  • Reputation: Strong brand identity and nicely established inside the USA. Celebrity attention via Kate Middleton.
  • Human Resource: Hire a full administration workers (Marketing, Operations, Design, Finance) to observe the metrics.

Weakness

  1. High administration turnover: Challenge in higher administration retention.
  2. Limited capacity: always scarcity to provide to 1050 shops.
  3. Product limitation: Womenswear solely.

Opportunity

  1. Employment development: more women in the workforce and ladies with larger education & upper management positions.
  2. Technological growth: extra and better technological setting developed just lately, making E-commerce sales progress.

  3. Overseas markets: Open shops in additional of EU and Asia.

Threaten

  1. US financial uncertainty: High unemployment price makes clients in search of low prices and forcing down prices.
  2. Expand to other nations: troublesome to get in, giant capital, connections, totally different style tastes & popularity required.
  3. Changing consumer fashion preferences: every ladies has totally different desire on their cloth. Not all ladies loves Ann Taylor.
  4. Strong competitors: Gap, Next, THE LIMITED, and Topshop etc.

Competition

  1. Strong opponents corresponding to Gap. INC: Gap is a specialty retailer of attire that offers product for males, girls, and youngsters.
  2. Share of competitors: Gap. INC operates three,082 shops throughout North America, Europe, and Asia. The company’s international presence allows it to build its brand image and maintain its strong place in the market.
  3. Product of opponents: Simply put and cheaper than Ann Taylor. Higher high quality, wider product selection, added performance, value-added service, engaging styling, and technological superiority.
  4. Weakness & Threaten of competitors: Gap’s various product recollects not only generate substantial unfavorable publicity about its merchandise, but also forestall commercialization of different future product candidates. Threats for Gap include the present economic recession in the US and abroad, and rising cotton costs which can affect the profit margin in addition to open the door for elevated instances of counterfeit merchandising.

Collaborators Chinese suppliers

Context

Economic setting: the current economic recession in the US and overseas threaten Ann Taylor’s profit. But the unemployment price is getting better and the US financial system is recovering now. The company faces significant competitors from the native players in European, Japanese, and Canadian markets. Increasing international competitors within the attire retailing market might considerably affect the company’s market share in the future financial years. The brand image of Ann Taylor may need to change when the company enter the overseas market corresponding to UK and Japan to suit their tradition.

  • Porter’s Five Forces
  • Bargaining Power of Suppliers
  • Bargaining Power of Suppliers
  • Intensity of Existing Rivalry
  • Threat of Substitutes
  • Threat of New Competitors

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