SS12 Handbag Buy S.W.O.T Analysis

Strengths
One of Net-a-porters biggest strengths is that, because there is no physical limit to the amount of designers stocked, a very wide range can be offered in comparison to a department store. This in turn means that there can be a large variety of choice at different price points, catering for both the bridge and high fashion customers. The Net-a-Porter handbag buy includes a considerable choice of prices and quality from which to choose from. From entry price DVF bags at £265 to the seasons ‘must have’ bags at £2000 upwards, customers from all ends of the luxury spectrum are catered for. The Spring / Summer edit has a great colour mix and covers all of the main SS12 handbag trends. With …show more content…

Celine, Chanel and Louis Vuitton, in particular, would be the big ones to target, Celine for the high fashion customer, and Louis Vuitton and Chanel for the growing Asian market. Pre-selling through customer events. With the success of the new Moda Operandi website, it is clear that customers want their products as soon as they appear on the catwalk . By pre-selling handbags as soon as they have appeared at fashion week Net-a-porter can target the fashion forward customer who know what they want to buy for the season, well before the product arrives on department stores shop floor, therefore building on and ensuring customer loyalty. The global luxury goods market is forecast to expand by 65% by 2015, with most of this growth coming from emerging economies, especially in Asia Pacific. China remains the key growth generator in the region, but new demand is also coming from other markets such as South Korea, Taiwan and to a lesser extent India. Net-a-Porter has a clear opportunity to target these customer groups by providing a tailored handbag edit of the top selling brands in these countries.

Threats
Being number one in its market, some of Net-a-porters proven strategies are being imitated, to various degrees, by other large retailers such as Selfridges and Harrods, both of which have made huge