A. The nature of business and background
LeSportsac, established in 1974, is the leading international brand of affordably priced luxury nylon fashion bags, accessories and luggage. With its signature lightweight rip-stop nylon and iconic repetitive logo ribbon, LeSportsac has become internationally recognizable. The Classic and Designer Collections (designed by trendsetters Stella McCartney, Jonathan Adler, Diane von Furstenberg, tokidoki and Gwen Stefani) have established LeSportsac as the leading American brand of casual nylon bags in the U.S., Mexico, Asia and Europe. The Collection's trademarks are sporty American styling, a wide color and print assortment and lightweight functionality with high performance fabrics and hardware. Known for its design flair and its exciting colors, patterns and fabrications, LeSportsac is sold at leading specialty stores and department stores throughout the world, with a strong customer base in Europe, Asia, and the United States.

Available in sixty fashion forward styles, including handbags, travel totes, backpacks, tech gear, accessories and more, LeSportsac is true lifestyle brand. LeSportsac is sold in over 20 countries worldwide including Italy, Mexico, U.K., France, Sweden, Japan, Hong Kong, Korea, Taiwan, Singapore, Australia, Colombia and Saudi Arabia.6

B. Competitors Analysis
Identifying the strengths and weaknesses of LeSportsac and its competitors such as Kipling and Lacoste are fundamental for the company to design its marketing programs. This can, in turn, help the firm grow and succeed through building on the strengths and correcting the weaknesses2. The strengths and weaknesses of Lesportsac, Kipling and Lacoste are as follows:

1. LeSportsac
LeSportsac’s strength is that it is a well-known brand name. It provides customers with a wide range of handbags which are stylish, light and durable with reasonable price. Besides, designs are found to have a wide array of color and a plethora of patterns and...