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SWOT ~ Liv


Strengths: 


Been running for over 40 years

Managed to stay relevant with young people for this time
Has successfully expanded from North America, into Canada, Britain and Europe

Weaknesses:


Throughout the years, Urban Outfitters have had several controversies in which their brand was accused of being unethical - mostly just insensitive gaffes that have since been addressed by the company. For example, they have produced several clothing items and accessories that have been viewed as glorifying drug/alcohol use - and also accused of ignorantly misappropriating native american garments.

Opportunities:

For years now, Urban Outfitters have had an expansive online presence in Australia. Many order from their online store, and still do, despite increasing competitors such as ASOS and BooHoo. Hence, the brand already have a name and awareness in Australia.
As demonstrated by the introduction of H&M into Melbourne several years ago, stores that are well known overseas often find success in Australia. People travel, and shop online - so the introduction of an Urban Outfitters retailer in Australia would generate hype and excitement. Also - the continual prominence of H&M, Zara and Topshop is evidence of how big international brands are integrated into the Australian consumer market.

Threats:

Pricing - the Australian market is competitive, with competition from other national and international brands.
Also, young people are not an affluent market and as Urban Outfitters target this audience, they will have to introduce themselves as accessible to this generation. At least to begin with.
The Challenge:

Generating enough hype over the launch of an Urban Outfitters retail store, and marketing it as an experience, to shift people from buying online, to buying in-store.

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