Strenghts

• Collaborations with other popular brand such as Adidas, Fila, Kappa and Top man
• Distinctive brand competitor: Designing sports and skate wear
• Well-known brand name
• Worn by celebrities such as Kayne West which publicize the brand
• Quality clothing

Weakness

• New brand
• Targeted towards a wealthy audience only
• Lack of womenswear collections

Opportunities

• Target the younger generation more via online interaction
• More digital advertising
• Unisex or womenswear collections
• Eco friendly ranges
• More stores

Threats

• Strong competitors
• Luxury brand so limited market
• Expensive
• Competitors selling similar clothing at cheaper price
• Stores are always in big cities, not targeting a big enough audience