Russell Athletic SWOT Analysis
Here is a detailed SWOT analysis of Russell Athletic covering strengths, weaknesses, opportunities and threats.
Russell Athletic Strengths
- Strong brand portfolio for the American sports which almost all categories of clothing, equipment and accessories to make it a complete sports lifestyle brand.
- The brand has well stabilized after it being acquired by Mr. Warren Buffett led Berkshire Hathaway one of the largest conglomerate holding companies in the world.
- With a contract with a lot of sports teams across USA it is the largets producer of sports uniforms and accessories in USA.
- The company has outsourced its manufacturing outside America to maintain economies of scale
- Good brand visibility of the brand across US
Above are the strengths in the SWOT Analysis of Russell Athletic. The strengths of Russell Athletic looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Russell Athletic Weaknesses
- The brand has faced difficulties in expanding outside the US market and to go global
- The brand has not been able to sustain its own retail fronts compared to competitors
These were the weaknesses in the Russell Athletic SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Russell Athletic Opportunities
- The brand can start e-tailing which has emerged as a successful form of retailing.
- The brand can also look at overseas markets where there is a demand for American sportswear products.
- The brand can also engage in several CSR initiatives along with its sports tie-ups to improve its credibility.
Above we covered the opportunities in Russell Athletic SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Russell Athletic Threats
- The brand faces the largest apparel ban on its products since 2009 by various organizations for its discrepancies in labor conduct policies.
- The brand also faces challenges its competitors who are global leaders in terms of sports products and the recent allegations also rake up this threat.
- Fake imitations cause brand problems
The threats in the SWOT Analysis of Russell Athletic are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Russell Athletic SWOT analysis.
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About Russell Athletic
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Russell Athletic Overview | |
|---|---|
| Parent Company |
Berkshire Hathaway |
| Category |
Apparel and Accessories |
| Sector | |
| Tagline/ Slogan |
True to the Game |
| USP |
Quality sporting goods |
| Russell Athletic STP | |
| Segmentation |
Men and women who are into sports and atheletics |
| Target Market |
Young men and women from the upper middle class |
| Positioning |
Complete American sportswear brand. |
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