Strengths

 

• Useful information shared online effectively across all social media platforms

• Strong influencer engagement across Instagram and Twitter

• Strong imagery/video content across all social media platforms which coherently displays the brand's aesthetic

• Social media pages are updated with fresh content daily

• High engagement count on Instagram and Facebook

• Coherent brand message across all media

• Strong collaborations increase brand status thus awareness

​

 

Weaknesses

• No customer/ key influencer engagement on Facebook

• No video content on Twitter – one of their most popular social media platforms (Johnstone, 2017)

• No shoppable links on Instagram

• No further publications of the magazine

• Damaged reputation due to younger consumers wearing the brand on social media thus making long standing customers feel not valued

• Targeted predominately at skaters which are a narrow market

 

​

Opportunities

• Customer image reposting. Competitor brand Supreme do this and is popular within the streetwear culture which Palace is also part of

• Livestream as competitor brand Adidas skateboarding are active on this channel

• Loyalty programme for existing customers, 60.6% of customers feel this would be beneficial

 

​

Threats

• Only one store

• Other brands such as supreme have even more elite collaborations

• Other competitors with offline marketing

• Online fraud is more popular and Palace is predominately online based

• Streetwear brands are rapidly increasing in numbers

• PayPal transactions online mean that the customer has to be 18 legally to purchase, thus missing out on the younger consumer who is not allowed a PayPal account.