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from Vivienne Westwood Research , page 50
SWOT
What is SWOT? SWOT is used to recognize the strengths, weaknesses, opportunities and threats of a brand. It’s used so that businesses can identify directions for the future. The report can include things that the brand and staff do. For example what they are known for, generate business and reputation and what causes customers to come back and repeat business. Also making the business try and learn from their mistakes. I have done a SWOT report for Vivienne Westwood. Strength- Vivienne Westwood is a world wide acknowledged brand having stores all over the world. The brand has a recognisable and distinctive style including the name and logo. The business has a variety of products from jewelry, bags , dresses and shoes etc. Weakness- Vivienne Westwood has a very unique style that customers may not like or suit. Having to compete with other brands whilst still keeping their well known image. As knew trends may not suit the brands identity. Opportunities- Vivienne Westwood having an impact on the environment by contributing different strategies of how they make clothing more environmentally friendly. Also impacting human rights by having support groups for employees. Some of the brands collection showcase women's right this empowers female customers. The brands growth stays regconisable. Threats- Any new upcoming brand may intimate the brands image. Changing in trends may affect the brand even through Vivienne Westwood tends to be trend setters. Economy changes could affect the brand.
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Social
Political
Politics has inspired the fashion industry in different ways for example suits. Wearing suits was a fashion statement as it showed that women can wear them as well as men. That was a big trend in the 80s when Margaret Thatcher was prime minister. This was a big movement as suits were a sign of power. It also reflects on society and people's views and rights. For example LGBTQ and womens rights. Also with brexit the prices of clothing has increased as we are not part of the EU anymore. The UK pays 1 billion each year to import clothing. Economics
Economics is the cost of living. How there isn't enough money to buy clothing. As much as clothing is a necessity not every family has the income to follow fashion trends. As they need to prioritise house bills and food costs.
Fast fashion is a massive part of people being able to afford clothing.
This is because the process of making the clothes is cheap therefore brands can afford to make there prices more affordable. As there products are always being supplied. Legal & environmental There are strict rules on how we manufacture our clothes in the UK. Including# working conditions and minimum wage. This is why most brands will source abroad this makes it cheaper but makes more profit by cutting corners. Fashion is the second biggest polluter in the world. Creating a carbon footprint. 80% of the population in the UK buy clothing that they don't wear. This is sent to landfill and is detrimental to the environment.
Sustainables fashion is where brand take care of the environment while making and selling clothing. This also means that the employers are not exploited. Or that the resources are recycled and good for the environment.
Social is how we adapt to the new trends. For example due to covid people were stuck inside. So therefore online marketing and purchasing was more popular this has continued as we went through the pandemic. The shops in the high streets have shut due to this. More brands and stores changed there clothing to mor e lounge and sports wear. As people weren’t going anywhere to wear the clothes. People just wanted to be comfortable.
Another factor is branding. Having branded clothing is not such a trend anymore. I feel that for females day to day clothing isn't always branded. Where as for males it is trendy to have branded clothing. To show you have money. This also creates a lot of pressure on parents to be able to afford the clothing and make their child happy.A huge trend now is gender neutral clothing. This is inspired by David Bowie, Freddie Mercury and recently again with Harry Styles.
This links with social where everything is online now. Social media plays a big part to. How certain apps know exactly what you like due to the algorithm. This keeps you updated with trends and makes you want to use the app again or the website.
The VR sets are used as your personal dressing room. So virtually you can see the outfit on you without even trying it on. This technique can be used in some catwalk shows. So the de signer can visually see what it will look like. To be able to plan further. The future will be robots and humans will not be needed for making clothes. It will all be done by computers this will make it cheaper to make.
Technological
