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Capri Holdings SWOT & PESTLE Analysis

ID : 52649253| Apr 2020| 15 pages


Business Sector :Luxury Fashion

Operating Geography :United States, North America, Global

About Capri Holdings :

Capri Holdings Limited (formerly known as Michael Kors Holdings Limited) is a multinational luxury fashion company founded in 1981 by American designer Michael Kors and is headquartered in New York, United States. It consists of three iconic international fashion brands, namely; Versace, Jimmy Choo and Michael Kors. These brands are industry leaders in style, design and craftsmanship offering vast and distinctive range of luxury fashion products which includes accessories, footwear, apparel, jewelry and fragrance products. These products are sold to customers through various retail and wholesale distribution channels operating in three main geographic markets; whole of America (U.S., Canada and Latin America), EMEA (Europe, Middle East and Africa) and Asia. The company also sells their products through wholesale distribution agreement to various geographic licensees and also provides licensing agreements to third parties providing permission to certain production, sales and distribution rights and allowing them to use Versace, Jimmy Choo and Michael Kors brand names and trademarks. Capri Holdings has over 17,000 employees as of 2020.
Capri Holdings Limited is publicly listed in the New York Stock Exchange (NYSE) under the symbol “CPRI”.The goal of Capri Holdings Limited is “To continue to extend the global reach of their brands while ensuring that their independence and exclusive DNA is maintained”.

Capri Holdings Revenue :

US$ 5,238 million- as on FY ended March 30, 2019 (year-on-year growth of 11%)
US$ 4,719 million- as on FY ended March 31, 2018

Competitive Analysis of Capri Holdings

The SWOT analysis for Capri Holdings is presented below:
1. Global fashion luxury group led by world-class management team and founder-designers
2. Promising business strategy with trendsetting innovations
3. State-of-the-art omni-channel capabilities
4. Exceptional retail store coverage
5. Strong relationship with leading wholesale partners
6. Expertise in accessories and footwear segment
1. Vulnerable to cyber security risks
2. Risks subjected to ERP implementation plan
3. Dependency on few wholesalers for revenue generation
1. Adjustment in operating strategy based on changes
2. Growth strategy and related opportunities
3. Growth opportunities via e-commerce and social media
1. Risks pertaining to suppliers and third-party agents
2. Volatility in tariffs and manufacturing costs
3. Impact of fluctuating exchange rates
4. Risks associated with international markets
5. Intense market competition
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Detailed SWOT Analysis of Capri Holdings



1. Global fashion luxury group led by world-class management team and founder-designers: Capri Holdings Limited, comprising of three iconic international fashion brands; Versace, Jimmy Choo and Michael Kors, provides their customers with fashion luxury products having a reputation for world-class design and innovation. The company is well supported by their founder-designers Donatella Versace, Sandra Choi and Michael Kors and their respective design teams and Capri’s own experienced senior management team having strong creative and operational experience and successful track records. The management team has an average of 24 years of experience in the retail industry and 12 years of experience with Capri’s brands, with expertise in various segments including design, sales, marketing, public relations, merchandising, real estate, supply chain and finance. Donatella Versace’s unique design vision and 20 years of experience in fashion industry provides Versace brand unique advantage to maintain brand’s continued relevance. Sandra Choi, the Creative Director of Jimmy Choo brand, with her design team offers classic and timeless luxury products which are unique, naturally seductive and elegant. Launched 35 years ago by world-class designer Michael Kors, Michael Kors brand provides timeless and elegant luxury sophisticated accessories and apparel collections which has global recognitions and recipient of number of awards. Designs of the above three brands have been worn by famous celebrities and have a strong red-carpet presence.

2. Promising business strategy with trendsetting innovations: Capri’s business strategy deals with five strategic initiatives, with the goal of creating continued shareholder value by brand strengthening and focusing on profit boosting. Capri’s plans to utilize their expertise in accessories and footwear segment to hoist up their brands’ portfolio and enhance their distribution channel and e-commerce platform. The vast uncovered areas of Asia have a lot of potential to achieve good market share, and hence Capri’s strategy involves establishing their footprint in these fast-growing markets. Since Versace was acquired by Capri in 2018, hence Capri plans to give Versace a good momentum by increasing Versace’s global presence and develop their e-commerce business, leveraging their expertise in footwear and accessories segments and communication system. Capri plans to eventually grow Versace’s revenue business to $ 2 billion. Similarly, with target of reaching $ 1 billion revenue from Jimmy Choo business, Capri has increased the number of Jimmy Choo stores (150 to 200), with main focus on Asia. The firm plans to capitalize Jimmy Choo’s expertise in footwear segment to increase the market share and establish a revenue target of 50% from Jimmy Choo’s accessories products. With brand ambassador Kaia Gerber, Capri also plans to target younger customers by offering attractive men’s accessories and footwear range. With Michael Kors as their foundation brand, Capri plans to focus their expertise on innovation, design and style and continue to offer their customers with a vast range of luxury wearable products and footwear range and achieve revenue target of $ 5 billion in few years.

3. State-of-the-art omni-channel capabilities: Capri Holdings Limited has some of the world’s best digital platforms, along with world-class efficient distribution facilities together enhancing the capabilities of Capri’s omni-channel approach to sales. Omni-channel strategy of Capri Holdings Limited is nothing but providing their customers with seamless shopping experience, whether they are shopping online or offline. With recent acquisitions of Versace (December, 2018) and Jimmy Choo (November, 2017), the company has successfully capitalized on both of the brand’s exceptional omni-channel capabilities and best-in-class CRM system to grow their business and widen the global presence of each of the three brands. Capri’s success is also due to their world class distribution centres, including those in Venlo and Netherlands, which provides exceptional service to all the three brands worldwide. Capri has future plan to establish a new third party operated distribution centre in New Jersey and use omni-channel strategy to enhance their in-store pick up and order fulfilment capabilities.

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Major Competitors :

Major Brands :

  • Michael Kors
  • Jimmy Choo
  • Versace
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Check Out Analysis of Other Relevant Companies

References used in Capri Holdings Analysis Report

1. Capri 10K Report 2019:

2. Capri Investor Day Presentation -

3. Capri Holdings Annual Report 2019 -

4. Michael Kors's Competitors:

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Copyrights and Disclaimer

Capri Holdings SWOT and PESTLE analysis has been conducted by Abhik Verma and reviewed by senior analysts from Barakaat Consulting.

Copyright of Capri Holdings SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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Capri Holdings SWOT & PESTLE Analysis
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