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Tillys SWOT & PESTLE Analysis

ID : 521089453| Jan 2022| 18 pages

COMPANY PROFILE -Tillys

Business Sector :Retail Clothing

Operating Geography :United States, North America

About Tillys :

Tillys is a retail fashion firm headquartered at Irvine, California in the USA. The company was founded by Hezy Shaked and Tilly Levine in 1982. Tillys sells a range of branded clothing items, accessories, shoes, bags etc. The company has 238 total stores across 33 states in the US as of January 2021. These can be found both at malls as well in traditional outdoor shopping centres. The company has been focusing on its growth in the e-commerce sector as well. Some brands sold by the company are Adidas, Billabong, DC Shoes, Element, Fox, etc. The company’s target clientele are young men and women, boys and girls who possess an active and social lifestyle. Their collection is highly inspired from the West Coast with brands which reflect the company’s heritage based on its love for action, sports, music, art and fashion.
Tillys Unique Selling Proposition or its USP is its diverse and wide range of products in a traditional large store format which provides shoppers a lively, exciting and enthusiastic environment which by and large is an extension of the shopper’s fast paced lifestyle itself. The company relies on word of mouth for generating buzz for it hence it places immense emphasis on providing an amazing shopping experience. The company’s locations and properties enable it to expand in size and scope continuously. The company has a total of 1400 full time and 3700 part time employees as of early 2022.

Tillys Revenue :


$531.3 million - FY ending 31st January 2021 (y-o-y growth -14.2%)
$619.3 million - FY ending 1st February 2020

Competitive Analysis of Tillys

SWOT
PESTLE
The SWOT analysis for Tillys is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Strategically located retail stores across America
2. Wide selection of third-party and proprietary merchandise
3. Experienced merchandise team regularly takes consumer feedback and identifies emerging trends
4. Loyalty programs to retain existing members and attract new customers
1. Furloughed 91% of employees during COVID-19
2. High level of borrowing raises liquidity concerns
3. Business heavily relies on third-party vendors
OpportunitiesThreats
1. Improving digital platform to capture e-commerce market
2. Improving inventory management by shortening lead times
3. Increasing proprietary brand offerings will increase profits
1. Highly competitive market with many new entrants
2. High risk of wildfires in California where majority of the stores are located
3. Market for retail apparel stocks in highly volatile
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Tillys

Strength

1. Strategically located retail stores across America: Tillys opened its first store in Irvine, California in 1982 and since then, they have expanded into 33 states and 82 markets, operating a total of 239 stores as of 2020. They follow the strategy of clustering stores in markets where sales and footfalls are high. Clustering stores allows them to not only enhance brand awareness but also cater to a large volume of consumers with ease and without constantly refilling from inventories. Their stores follow multiple formats and are located in indoor malls, lifestyle and outlet centers, street-front locations and so on. Tillys also follows the practice of frequently reinvesting in their existing stores by remodeling and refurnishing them to improve customer experience and increase store sales. In recent years, they have remodeled almost 90% of their existing stores.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

1. Improving digital platform to capture e-commerce market: The pandemic forced people to stay at home and order online. It is expected that demand for e-commerce will only continue to rise and hence it is important for companies to improve their digital platform in order to retain their existing consumer base and also attract new customers. Tillys plans to improve customer experience by improving their online platform using latest technology and processes. Expanding their digital outreach will also help in getting younger and tech-savvy customers. Improved digital platform will make it easier to offer consumers personalized discounts and drive customer loyalty. An AI measured, analytics-based approach will help them understand what consumers are looking for and expand their product offerings accordingly. Rolling out curbside pickup options and same-say home delivery features will also attract consumers and improve their experience.

The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Next
  • Urban Outfitters
  • Olympia Sports
  • Finish Line
  • Pacsun
  • The Wet Seal Inc.

Major Brands :

  • RSQ
  • Full Tilt
  • Blue Crown
  • Sky and Sparrow
  • White Fawn
  • Destined
  • Infamous
  • West of Melrose
SWOT & PESTLE (combined)
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Check Out Analysis of Other Relevant Companies

References used in Tillys SWOT & PESTLE Analysis Report

1. 2020 Annual Report - https://www.proxydocs.com/branding/964043/2021/ar/

2. 2021 ICR CONFERENCE INVESTOR PRESENTATION - https://tillys.gcs-web.com/static-files/4d7c9fb4-91c5-4a1b-820a-f4f46287c270

3. Tilly’s, Inc. Announces Additional Actions in Response to COVID-19 Pandemic | Business Wire - https://www.businesswire.com/news/home/20200327005559/en/Tilly%E2%80%99s-Inc.-Announces-Additional-Actions-in-Response-to-COVID-19-Pandemic

4. US trade chief readies tariffs against six countries including India over digital taxes - The Economic Times - https://economictimes.indiatimes.com/news/international/world-news/us-trade-chief-readies-tariffs-against-six-countries-including-india-over-digital-taxes/articleshow/81718423.cms?from=mdr

5. United States-Mexico-Canada Agreement | United States Trade Representative - https://ustr.gov/trade-agreements/free-trade-agreements/united-states-mexico-canada-agreement

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

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Tillys SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2022). Tillys SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/tillys/ [Accessed 25 Jan, 2022].

In-text: (SWOT & PESTLE.com, 2022)

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Tillys SWOT and PESTLE analysis has been conducted by Anangsha Saha and reviewed by senior analysts from Barakaat Consulting.

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