7.1 – Strength
· Unique- XIXILI offers unique concept of products that hardly get in other lingerie stores.
· Fashionable- XIXILI is one of the leading high fashion lingerie brands in Malaysia.
· Concept- Do not worries about sizes, XIXILI promise to help you to get your Perfect FIT.
· Variety- Offers variety of lingerie from bra to pajamas.
· Service- the USP which is professional hands-on bra fitting service to perfectly fits you.
· Quality- The material are all chosen and imported from Italy and Spain to make sure it give you the most comfortable feel.
7.2 – Weakness
· Price- The price is quite high as the material and fabric are imported and in good quality.
· Lack of publicity- XIXILI has not advertised extensively in Malaysia, especially printed ads and TVC.
· Design- Most of XIXILI lingerie design is sexy and mature, that is a reason why XIXIL targeted female adults from age 28.
7.3 – Opportunity
· Sales- The Malaysian Tourism Promotion Board will have its annual sales from August to September which known as the Malaysian Mega Sales.
· XIXILI leads in competition with the same concept brands such as Triumph and La Senza in terms of popularity and types of product in Malaysia.
· Awareness- Wearing a wrong size bra has been linked to breast cancer and XIXILI promise our professional fitters will hands-on giving every lady bra fitting service to make sure they got perfectly fits.
7.4 – Threats
· Fashion and apparel products are considered a luxury in Malaysia.
· The economy of Malaysia is not in good shape as the tax and price of petrol increasing every year.
· The rising of online shopping, with lower price and convenience which you don’t have to go out from home.