I have created a SWOT on the Sophia Webster brand, I have taken into consideration all aspects, sophiawebster.co.uk, store presentation, concession stands and delivery costs. From doing this SWOT I have found out that the brand as a whole as many strengths, Sophia is a new, fresh upcoming young designer. Her collections are strong, but very high priced for her target market. From the sophiawebster.co.uk website, she offers a strong customer service support, which any brand needs. the website is easy to navigate and also has a 'wish list' which easily allows customers to jump back to the product they where 'thinking' about buying. 

  As a group we took a visit to the concession stands that Sophia has, because sadly she does not yet have a London store. We found that her collection chosen for Harrods was very sophisticated, whereas Selfridges was more fun and playful which suited the brand. Fenwick's on the other hand, was boring and very dull, but we did see a customer shop the collection in there! She was quirky age range between 28-40. Another strength for the brand is Sophia's LFW AW14 prestation, she went to town this season really getting her name out there and letting people be aware of her brand. 

   But the brand also has it's flaws such as within Sophia's creative designs she uses real furr, this would most definalty stop a consumer investing in one of the items from her collecitons.