SWOT

Strengths -The target customer is very limited and know who and what age they are targeting.   -The style is not boring but more fashionable for women to be able to wear them freely without feeling old. -Diffusion line from the main Sweaty Betty, people will recognise the brand more -The brand always stay up-to-date with fashion and latest innovative fabric for sport	Weaknesses -The brand only do womenswear, while most of the competitors got both menswear and womenswear
Opportunities -expanding the menswear and shoes  -More sport event coming just like electric run -Celebrity Endorsement	Threats -Because the sport market is not so big, but there is a lot of new and old competitors to be competing  -Most of the consumers are loyal to the big brand such as Nike and Adidas