Donna Karan SWOTT Business Analysis Case Study Example | Topics and Well Written Essays - 1500 words

Donna Karan SWOTT Business Analysis - Case Study Example The brand has stores located in over 123 cities all over America, and is employing over 2000 people. Effective branding and marketing strategies has helped it expand internationally and it is now a well-known international brand with stores in countries like China, Canada, and Dubai. There are over 20 stores in China, 2 in Canada, and 4 in Dubai and today, Donna Karan International is worth millions. The availability of an online store has further increased the market share of the company. Furthermore, the brand got an increased footing with Donna Karan being labeled as an nnovative and world-class fashion designer, whose clothes are worn by many famous personalities. She has also won numerous awards during her career. Karan won the Coty American Fashion Critics’ Award in 1977 and once again in 1982; The Council of Fashion Designers of America (CFDA) named her Menswear Designer of the Year 1992 and Women’s wear Designer of the Year 1990 and 1996. She was also presented with the Lifetime Achievement Award by the CFDA in 2004. Weaknesses: 1. The breakthrough in the international market is not as widespread as other brands; 2. Controversy over the use of fur; 3. Fake imitations affecting brand sales. Compared to other brands such as Chanel etc., DKNY has quite little market share internationally. It still needs more expansion and advertising strategies to compete with other, more popular brands in places like Asia. For this, they might have to cater to the type of audience in these places and design products accordingly. The sales of the brand were also adversely affected by the controversy surrounding the brand over the... The availability of an online store has further increased the market share of the company. Furthermore, the brand got an increased footing with Donna Karan being labeled as an nnovative and world-class fashion designer, whose clothes are worn by many famous personalities. She has also won numerous awards during her career. Karan won the Coty American Fashion Critics’ Award in 1977 and once again in 1982; The Council of Fashion Designers of America (CFDA) named her Menswear Designer of the Year 1992 and Women’s wear Designer of the Year 1990 and 1996. She was also presented with the Lifetime Achievement Award by the CFDA in 2004.Weaknesses:1.  The breakthrough in the international market is not as widespread as other brands;2.  Controversy over the use of fur;3.  Fake imitations affecting brand sales.Compared to other brands such as Chanel etc., DKNY has quite little market share internationally. It still needs more expansion and advertising strategies to compete w ith other, more popular brands in places like Asia. For this, they might have to cater to the type of audience in these places and design products accordingly.   The sales of the brand were also adversely affected by the controversy surrounding the brand over the use of fur. PETA, the animal rights group, started a campaign in 2008 against Donna Karan for the use of fur in her products. This obviously presented the brand in a bad light. Moreover, with luxury brands like DKNY, there always tend to be fake imitations which sell at much lower prices.