• Strong brand image/ awareness

• Quality

• Unique prints

• Some nice cuts

• Attention grabbing pieces 

• Large range of products- home and living

Weaknesses

• Not accessible to majority of market

• Many people who can afford the costs of the products do not like the patterns or vibrancy of the colours and prints.

• Only spring/summer clothing, not many people would purchase during colder seasons

opportunities

• Rebrand to make more minimalist and feminine prints and designs 

• Technology online styling

threats

• Outdated designs

• Technology producing similar print and product, Camilla still hand designs and hand produces

Political

• Import and export: wish to target US market, then UK and Middle East

Economic

• Higher cost of living means people may be less tempted to buy from Camilla, discretionary income less likely to be spent on yuckiness

Social

• Stand out, people tend to want to blend in

• Many garments are hand made

• Products are predominantly manufactured in India and some also in china 

• 78% of materials used are raw materials 

• Modern Slavery Statement: to identify, assess and address risk of modern slavery in their operations and supply chain

Technological

• 2024 Globalisation Strategy. Uses tech to streamline solutions and find issues in the supply chain. Customer data platform to better target and communicate with customers. 

• Want to have styling technology online to mimic in store experience

Environmental

• Sustainable packaging

• 50% green power used in head office facilities

• Offset flights 

• Only use faux fur 

• Feathers are sourced from suppliers retrieving feathers as a bi-product of the food industry

Legal

• Modern Slavery Act 2018 Requires Australian businesses with over $100 million AUD in revenue, such as CAMILLA, to research and report on the possibilities of modern slavery occuring throughout their business processes

  • 22/23 $130 million revenue