Brenthaven is a Seattle based company that designs high quality cases made for all of your digital accessories – your digital lifestyle. Having been around for the last 30 years, they have established a clearly defined value proposition:
- 100% lifetime guarantee. They offer a high quality product made by a local company that prides itself in its sustainability
- A beautiful and simple design of a highly functional product
- They know their customer: tech savvy, well-informed, and environmentally conscious looking for brand loyalty for all of their technological needs
Their customers are 25 – 50 year old tech savvy, city dwellers that are generally more male-focused. They are practical technophiles, living a fast-paced hardworking life, who choose their brands wisely and stick to them. Their competition is predominantly other bag makers as well as department stores that also carry bags such as: Timubkt2, Herschel, REI, Nordstroms, Apple products, Samsonite, and Amazon.
Analysis:
PEST (Political, Economical, Social, and Technical)
- P: Urban growth, expansion of tech companies, minimum wage
- E: Rising cost of living, minimum wage, increase in cost of goods
- S: Changing demographic of Seattle, urban density
- T: Social media, increasingly tech savvy population, online purchases (use of mobile)
SWOT (Strengths, Weaknesses, Opportunity, Threats)
- S: Life-long customers, local, class & not trendy, sustainable, high quality, brand recognition, value
- W: Cell phone cases (see below), price, no mobile site, male focused, not trendy
- O: Streamline cell phone with other products, expand to outdoor gear, products for women, expand locations
- T: Same product & lower price, offering too many products and moving away from core values, sustainability becoming too costly, digital trends shifting faster than product line
