This report provides a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of the Cotton On Group, a prominent international retailer. The analysis begins by identifying the company's strengths, such as its extensive store network, focus on current fashion trends, and diverse product offerings including homeware and stationery. Weaknesses highlighted include the limited use of e-commerce in some markets, a potential lack of brand awareness among some audiences, and a reliance on trends rather than innovation. The report also explores opportunities for the company, such as leveraging digital technology, forming joint ventures, offering affordable products, and expanding into activewear. Finally, it addresses threats from competitors like H&M and Zara, the emergence of new entrants in the retail sector, and the increasing customer expectations. The report references academic sources to support its findings and conclusions.
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