Caleres Inc. SWOT and PESTLE Analysis

Strength

1. Large and diversified product portfolio catering to different tastes: Caleres is a leading American footwear company with retail and wholesale presence along with a widespread e-commerce base. Caleres’ Famous Footwear segment is one of America’s leading family-branded footwear offering a wide variety of athletic and casual footwear. Some of the brands included in Famous Footwear’s portfolio are: Nike, Timberland, Skechers. Adidas, Crocs, Puma, etc. Apart from this, they also stock Caleres licensed and owned brands like Dr. Scholl’s Shoes, Blowfish Malibu, LifeStride, etc. Famous Footwear’s retail prices typically range from $20 to $260 and cater to a large customer base. Dr. Scholl’s is an iconic brand with roots in healthy living. The footwear brand has extended beyond US markets and has made its way into different parts of the world through numerous retail chains, mass merchandisers, online stores, etc. Vionic, acquired in 2018, is focused on creating contemporary comfort footwear using new technology in biomechanics to design shoes that provide utmost comfort without compromising on style. Blowfish Malibu sells women’s and children’s footwear and aims to capture the youthful spirit through their collection.

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Weakness

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Opportunity

1. Leverage opportunities in growing e-commerce sector: The COVID-19 pandemic hit the entire world and took everyone by surprise. Retail businesses were one the most affected due to the physical customer engagement based nature of their business. Stores were forced to shut down in March 2020 in most parts of the US to control the spread of the virus. Europe was also greatly affected and most countries went into full or partial lockdowns that would not be lifted until the third fiscal quarter. Digital sales have been accelerating over the past few years due to better technological access and innovation; however, in Q1 2021, Caleres’ digital penetration increased by 26% compared to just 20% in Q1 2020. To leverage on this e-commerce revolution, Caleres has plans to improve its digital platform and include more customer friendly features like a new loyalty points program and replatformed e-commerce sites. Investing heavily in e-commerce now will surely reap.

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Threat

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Political

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Economic

1. Fall in consumer discretionary purchases: The COVID-19 pandemic had massive economic consequences, with millions of people losing their jobs and many more living in fear as a result of an unprecedented health crisis. Loss of jobs and overall weak economy means that consumers have less money in their hands to spend on discretionary products. Certain economic conditions or events, such as a contraction in the financial markets; high rates of inflation, high unemployment levels, etc., decrease consumer disposable income. Moreover, unavailability of consumer credit, higher consumer debt levels, higher tax rates, higher interest rates, higher fuel costs, also lead to slow consumer spending. Reduced consumer spending is not only reducing demand for products but also requires companies to incur increased selling and promotional expenses. However, consumer spending is expected to pick up in 2021 and economic optimism is rising in the developed countries.

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Social

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Technological

Legal

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Environmental

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