Strengths:
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Clear content & able to shop by category of garment, gender, colour and size
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Price points on display – right for the audience
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Most current campaign photo shoot on displayed on New Arrivals web page
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Social media icons at the bottom of website page which take you to the various platforms
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When clicking on website, consumer can view a slideshow of the latest collection
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DKNY PR Girl’s latest tweets appear on this webpage - good relation with social media
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Former campaigns are available to view featuring British model, Cara D and singer, Rita Ora
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Posts dating back from September featuring #WEARENYC campaign from fall, and SS15 catwalk show
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Newsletter available to sign up for
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Customer service and background info about brand and Donna Karan available at the bottom of this webpage.
Weaknesses:
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No initial catwalk shows/videos displayed on landing page
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Too much apparel content on the website – similar to ASOS. No way of filtering the number of garments viewed on each page
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When researching ‘DKNY’, Selfridges & Harrods appear above the official website
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Website, when displayed on iPad, is not as clear and composition needs improvement
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Facebook page is not updated daily
Threats:
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Competitors include Calvin Klein, Whistles and Armani (Menswear especially)
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Local market offers same clothing/non-apparel at lesser price with discounting on quality e.g.: Selfridges & Co
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Ideas of classic and conventional as well as the clean and slick website layout/design can be easily copied by other players
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DKNY are yet to invent a Mobile App – this is where competitors are one step ahead (V.Important for their target market – “the Millenials”.
Opportunities:
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Could consider updating website even more – daily updates showing the brand’s proactively
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New campaigns could have more exposure to entice the customer & encourage them to buy
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Could feature a connection with the DKNY Facebook page and other social media platforms to introduce the brand to the younger market
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A blog could be linked to the page to, again, attract younger consumer and challenge other competitors
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Social Media have created “Everyday Influencers” – brand should utilise this and include more DKNY PR Girl on website
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How could the website engage with customer even more?
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Facebook page could be updated on a 12 hour basis to keep consumers interested
