Application of SWOT-analysis in Branding and Marketing of TNCs in the Global Clothing Market (based on the Materials of Zara, Nike, Dior, Prada Companies)

Abstract

The main goal of this study is to apply the SWOT analysis method to examine branding and marketing strategies of leading companies in the fashion and sports sectors (Nike, Zara, Dior, and Prada) for the period from 2020 to 2023. Methods. We used SWOT analysis to evaluate the branding and marketing activities of the studied companies, identifying their strengths, weaknesses, opportunities, and threats. This qualitative analysis allows for a comprehensive assessment of company branding and marketing, identifying their competitive advantages and disadvantages, and considering potential risks and development prospects. Results. The SWOT analysis enabled the assessment of internal and external factors affecting the competitive positions of the companies, as well as the identification of strengths, weaknesses, opportunities, and threats for each of them. The study showed that luxury and mass-market segments use different approaches to branding and marketing, but both segments actively leverage their brands to enhance competitiveness. Luxury brands such as Dior and Prada are associated with prestige and elegance, while mass-market brands like Nike and Zara ensure the accessibility of their products to a wide range of consumers. The main opportunities for all brands include expansion into new markets, development of environmental initiatives, and digital marketing. Conclusions. It is crucial for all brands to develop new markets, environmental initiatives, and digital marketing to enhance competitiveness. Threats for all companies include political and military conflicts leading to economic crises, as well as reputational risks. Opportunities for both segments include expansion into emerging markets, development of environmental initiatives, and ethical practices.