SWOT ANALYSIS

Sephora SWOT Analysis.

Fashion in Technology

Professor Jennifer Lezan

Strengths:

· Current manufacturing, distribution and selling of beauty products.

· Already has a base of shoppers.

· Established operations already in place for their current products, including employees and brand ambassadors.

· Established within department stores.

· Company is always eager to expand and is always evolving with new products and locations

· New products heighten store's sales

Weaknesses:

· Competition is already established within industry, (MAC, ULTA)

· May have strict pricing due to high end brands.

· Sephora may be missing out on the customers because of high pricing

· Not enough marketing effort toward the male fanbase

Opportunities:

· With the eagerness to expand, Sephora has an opportunity to branch into a male focused branch of the brand. 

· With consumers, already in place buying from existing products and the brand already having an industry presence, Sephora can market their new expansion to those users.

· Can take the knowledge and practice of selling some male products as a way of testing the market with new products

· Use positive feedback from test market results to establish the new male product line and customer segment.

· Brining in a new branch can give Sephora the opportunity to expand their customer by making it a focal point for shoppers by having a larger variety.

Threats:

· The biggest threat is cost! Adding a new product/branch within the company's line will be costly, especially if the return isn't positive.

· Pricing, competition may have better pricing so it's important for Sephora to research that important area.

· New product line and customer base could take away sales from the existing store/product.