SWOT Analysis Of Emma And Pake

1.introduction

Emma&Pake is a British luxury beachwear brand which provides high-quality and fashion beachwear products. China is one of the biggest luxury markets around the world. With the market size is growing, Emma&Pake can take the chance to get profit by entering Chinese market. With the development of technology, they should do proper digital marketing to Chinese customers which can make the brand much more powerful and successful,

As the range of its products is not wide and the brand focuses on beachwear now, this article aims to give information and suggestions about how to do digital marketing when Emma&Pake plans to launch swimwear to Chinese market mainly by analyzing situations and target market, as well as making the schedule.

In China, there are quite few original designs. Compared to ordinary swimwear, luxury swimwear is more fit and the fabric is much better which should be another strength.

Weakness: The range of products should be a bit narrow but they are going to extend the categories which should be good news. Can swimwear sell well will be up to the season and there are too many uncertainties. Lack of brand awareness and high price should also be weaknesses. A brand cannot be considered as a luxury brand without brand awareness for Chinese customer(Degan,2010).

Opportunities: With the development of luxury markets and networking, people nowadays are exposed to ideas and concepts from luxury products which may change their behaviors secretly. Luxury swimwear is a growing market because of the Diderot effect. Emma&Pake has caught the trend. They started correctly and now are developing

They are still updating twitter and Instagram, but have not updated facebook for over half a year. There is only one video which is related to Emma&Pake in youtube. It is said that they are not focus on facebook as this platform is tend to promote lower price products.

They focus on Instagram and keep updating about three times weekly. Although there are more than 200 likes in each post in Instagram, the online presence is a bit weak. All the information is come from the brand website as well as these official accounts and almost no specific comments from customers can be found which means there are no word-of-mouth marketing. They have PR agency to get them some magazine and influencer coverage and sends samples for photoshoots. As they are selling products in Selfridges and Net-a-porter, customer can have an impression that Emma&Pake should be a reliable brand.

Overall, the existing presence is not strong but growing now. More methods like Pay per click, popup advertisement and solidifying brand story will be taken.

2.2 Launch to