Joe Boxer Last Updated Sunday, 26 April 2020 05:30 Joe Boxer Parent Company Iconix Brand Group Category Underwear and related apparel Sector Lifestyle and retail Tagline/ Slogan There is more to life than underwear USP 1 / 4 Joe Boxer Last Updated Sunday, 26 April 2020 05:30 Brand which provides contagious entertaining fun for family and friend STP Segment Primary target is Men expanded into women and kids Target Group Novelty hanging undergarment which identifies the wearer Positioning Change daily SWOT Analysis Strengths 2 / 4 Joe Boxer Last Updated Sunday, 26 April 2020 05:30 1. Brand differentiates the firm from its competitors 2. Continuous improvement on quality to maintain customer loyalty 3. Unique and distinctive product and service for which customer will pay premium 4. Seeking to keep cost lowest to attain advantage over its competitors 5. Very high brand awareness in the American market 6. Sales done through exclusive tie-up with Kmart and Sears stores Weaknesses 1.Needs to ensure sustainable competitive advantage by entering newer markets 2.Other brands have their awareness globally due to variable products differentiation Opportunities 1.Opportunity in emerging market where sales can be increased 3 / 4 Joe Boxer Last Updated Sunday, 26 April 2020 05:30 2. Taking forward the brand image as it has good brand awareness among its target market Threats 1.Emerging new Brands who can offer more innovative products 2.Local undergarment brands which offer lingerie products at less price 3. Fake products and imitations affects brand image Competition Competitors 1.Jockey 2.Calvin Klein 3.Diesel 4 / 4.