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Accent Group Limited

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis

HomeSWOT AnalysisConsumerAccent Group Limited


This report on Accent Group Limited is part of our in-depth research on the 10,000 largest companies in the world. It is created and kept up-to-date on a rapid basis to provide the most current information.

Premium members have full access to this study on Accent Group Limited, including the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis and a myriad of additional high value sections.

We identify potential new products and services, forecast future market trends, and prognosticate synergies between Accent Group Limited and other organisations, all separate from the analysis-driven sections.

Company Description

Accent Group Limited is a footwear and apparel retail company headquartered in Melbourne, Australia, founded in 1990. The company offers a wide range of footwear, apparel and accessories products and services, catering to customers in Australia and New Zealand. Accent Group’s portfolio of brands includes Skechers, Platypus, Vans, Hype DC, Dr. Martens, Nike, adidas, and Converse, among others. The company operates over 400 stores and serves customers across both retail and ecommerce channels.

Industry Overview

Accent Group Limited operates in the retail industry, with a global market size of approximately 4.2 trillion US Dollars. The industry employs over 500 million people across the world, with the majority based in emerging markets such as India, China, and Brazil. Accent Group Limited is one of the largest retail companies in Australia, employing over 10,000 people across the country. The company focuses on the retail sale of shoes and apparel, and has a strong presence in the footwear market in Australia and New Zealand.

Industry Classification

In terms of formal classification, Platform Executive has tagged Accent Group Limited as a business operating within the Consumer industry.

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: Footwear having a flexible sole structure
Patent ID: WO2020035186A1
Date: 19/03/2020

Patent Title: Footwear having an adjustable strap
Patent ID: WO2020035192A1
Date: 19/03/2020

Patent Title: Footwear having a flexible sole structure
Patent ID: WO2020035185A1
Date: 19/03/2020

Patent Title: Footwear having an adjustable heel strap
Patent ID: WO2020035191A1
Date: 19/03/2020

Patent Title: Footwear having a flexible sole structure
Patent ID: WO2020035184A1
Date: 19/03/2020

Patent Title: Footwear having an adjustable heel loop
Patent ID: WO2020035190A1
Date: 19/03/2020

Patent Title: Footwear having a flexible sole structure
Patent ID: WO2020035183A1
Date: 19/03/2020

Patent Title: Footwear having an adjustable heel loop
Patent ID: WO2020035189A1
Date: 19/03/2020

Patent Title: Footwear having an adjustable strap
Patent ID: WO2020035194A1
Date: 19/03/2020

Patent Title: Footwear having an adjustable heel loop
Patent ID: WO2020035188A1
Date: 19/03/2020

Patent Title: Footwear having an adjustable strap
Patent ID: WO2020035193A1
Date: 19/

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Footwear: including brands such as Adidas, Converse, Vans, Nike and Dr. Martens.
  • Apparel: including clothing, accessories, and footwear from brands such as Lacoste, Puma, Levi's and Skechers.
  • Sport: including sporting goods, sporting apparel, and footwear from brands such as adidas, Nike and Puma.
  • Accessories: including backpacks, wallets, caps, and other accessories from brands such as Herschel, Fjallraven and Oakley.
  • Beauty: including products from brands such as L'Oreal, Maybelline, and Nivea.
  • Electronics: including products from brands such as Apple, Sony, and Samsung.
  • Outdoor: including camping and outdoor equipment from brands such as Coleman, The North Face, and BlackWolf.

Key Competitors

We have identified the following organisations as being key competitors:

  • The Athlete's Foot Australia
  • Rebel
  • Foot Locker Australia
  • Platypus Shoes
  • Hype DC
  • Skechers
  • Myers
  • Clarks
  • Shoe Warehouse
  • SportsPower Super Warehouse
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Shareholders: Accent Group Limited’s shareholders, who own the company and benefit from any returns the business generates.

2. Management: Accent Group Limited’s management team, which is responsible for driving the company’s strategic direction, making decisions and managing operations.

3. Customers: Accent Group Limited’s customers, who purchase the products and services offered by the business.

4. Suppliers: Accent Group Limited’s suppliers, who provide the company with the necessary resources and materials to create its products and services.

5. Employees: Accent Group Limited’s employees, who are the lifeblood of the business and play a major role in its success.

6. Financial Institutions: Accent Group Limited’s financial institutions, which provide the capital needed to fund operations and facilitate transactions.

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Accent Group Limited different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Accent Group Limited and its position within the marketplace.

The value proposition for Accent Group Limited is to provide a comprehensive range of services to the fashion and retail industries. This includes providing design and marketing services, as well as manufacturing and distribution.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Extensive Retail Network: Accent Group operates over 1,400 stores across Australia, New Zealand and the United States. This provides the company with a strong retail presence and the ability to reach a wide consumer base.

Strong Brand Portfolio: Accent Group’s portfolio includes well-known and respected brands such as Platypus, The Athlete’s Foot and Hype DC, which helps to ensure the company’s success and longevity.

Experienced Leadership: Accent Group’s executive team has decades of experience in the retail industry, giving them a deep understanding of the market and how to capitalise on opportunities.

Innovative Business Model: Accent Group has adopted an innovative business model, which combines the convenience of online shopping with a comprehensive physical store network.

Diversified Revenue Streams: Accent Group’s revenue streams are diversified across multiple countries, products, and price points, reducing the risk of relying too heavily on any one market or product.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Retail customers
  • Wholesale customers
  • Online customers
  • Corporate customers
  • International customers
  • Institutional customers
  • Hospitality customers
  • Government customers
  • Education customers
  • Healthcare customers

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Rise in Online Shopping The increasing prevalence of online shopping is a major market trend that could have a significant impact on Accent Group Limited. The convenience of online shopping has led to an ever-increasing share of the retail market, which could lead to reduced foot traffic and sales for Accent Group Limited if the company does not adjust to the changing trends. Moreover, online retailers often have lower prices, which could reduce Accent Group Limited’s market share if they do not adjust their prices accordingly.

Increase in Consumer Spending The increase in consumer spending, especially in western countries, is a major market trend that could have a significant impact on Accent Group Limited. With increased disposable income and access to credit, consumers have more money to spend on luxury goods, which could lead to increased sales for Accent Group Limited. However, if the company does not adjust to the increased demand, they could miss out on potential sales.

Increase in Mobile Shopping The rapid increase in mobile shopping is another major market trend that could have a significant impact on Accent Group Limited. With the increasing prevalence of smartphones and tablets, more and more consumers are shopping online through their mobile devices. This could lead to increased sales for Accent Group Limited if the company adapts to the changing trends and optimizes their website for mobile users.

Increasing Focus on Sustainability The increasing focus on sustainability is a major market trend that could have a significant impact on Accent Group Limited. Consumers are now more conscious of their environmental impact and are looking for companies that share their values. Accent Group Limited could capitalise on this trend by offering more sustainable products, such as those made from recycled materials, or by adopting more sustainable business practices.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Accent Group Limited include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement

[eod_financials target="AX1.AU" id="10329343" preset="Income Statement" years="2018-2023"]


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Custom design services: Accent Group Limited could offer custom design services for their clients, allowing them to create custom pieces for their homes and businesses.

Home decorating services: Accent Group Limited could offer home decorating services, allowing them to help their clients create beautiful, unique spaces.

Furniture rental services: Accent Group Limited could offer furniture rental services, allowing their customers to rent high-end furniture for special occasions or short-term needs.

Interior design services: Accent Group Limited could offer interior design services, allowing them to help their clients create beautiful, functional spaces.

Online design services: Accent Group Limited could offer online design services, allowing their customers to access design advice and tips from the comfort of their own homes.

Home staging services: Accent Group Limited could offer home staging services, allowing their clients to improve the appearance of their homes before putting them on the market.

Professional installation services: Accent Group Limited could offer professional installation services, allowing them to provide expert installation of their products.

Custom fabric services: Accent Group Limited could offer custom fabric services, allowing them to create custom fabrics to match their clients’ needs.

Home delivery services: Accent Group Limited could offer home delivery services, allowing their customers to receive their products quickly and conveniently.

Access to exclusive collections: Accent Group Limited could offer exclusive collections of their products, allowing their customers to purchase unique pieces.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

2. Nike
3. Adidas
4. New Balance
5. Clarks
6. Hype DC
7. JD Sports
8. Skechers
9. Rebel Sport
10. Foot Locker

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
The Porters 5 forces are:

1. Bargaining power of buyers: Accent Group Limited has a strong bargaining power of buyers as it is one of the leading companies in the footwear industry.

2. Bargaining power of suppliers: Accent Group Limited has a MODERATE bargaining power of suppliers as it has a diversified supplier base.

3. Threat of new entrants: Accent Group Limited faces a MODERATE threat of new entrants as the footwear industry is not easy to enter and requires significant investment.

4. Threat of substitutes: Accent Group Limited faces a MODERATE threat of substitutes as there are many other companies offering similar products.

5. Intensity of competitive rivalry: Accent Group Limited faces a HIGH intensity of competitive rivalry as there are many other companies competing for market share in the footwear industry.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Accent Group Limited caters to the retail needs of customers from all across Australia. Customers are mainly shoe lovers from all age groups and genders who seek to purchase quality footwear at competitive prices.

Actors: Accent Group Limited employs a team of knowledgeable and dedicated employees to ensure a satisfactory shopping experience. They are responsible for providing customer service, managing inventory, and handling product inquiries. In addition, the company engages with suppliers, vendors, and partners to ensure a steady supply of products and services.

Transformation process: Accent Group Limited focuses on providing customers with a seamless shopping experience by offering a range of products and services. Customers can easily browse and purchase products online or in-store. The company also offers home delivery and other convenient payment options.

World view: Accent Group Limited is committed to meeting the needs of customers by providing quality products at competitive prices. The company is also dedicated to providing customers with a convenient and enjoyable shopping experience.

Owners: Accent Group Limited is privately owned and operated. The owners are committed to the growth and success of the business and strive to ensure that customers receive the best possible service.

Environmental constraints: Accent Group Limited is subject to various regulations and laws in Australia. These include regulations on pricing and safety, as well as environmental regulations. The company must also adhere to the Competition and Consumer Act and other relevant legislation.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Accent Group Limited business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. Accent Group is Australia's largest footwear retailer with over 1,400 stores across the country.

2. Accent Group offers a wide range of footwear brands and products, including exclusive Australian and international brands.

3. Accent Group has a strong online presence and offers free shipping on all orders over $100.

4. Accent Group is committed to providing excellent customer service and offers a 60-day returns policy.


Below is a list of opportunities we have identified for the business:

1. Increase market share by expanding the retail footprint of Accent Group Limited. This could involve acquiring additional retail spaces, developing new store concepts, or increasing their presence in existing stores.

2. Enhance customer experience through increased digitalization and personalisation. This could involve launching a loyalty program and utilizing mobile technology for targeted marketing and customization of products and services.

3. Strengthen the supply chain through strategic partnerships and investments in technology. This could involve working with third-party vendors to optimize product delivery and inventory management, as well as leveraging advances in AI and automation to increase efficiency.

4. Utilize data-driven insights to inform decision-making. This could involve leveraging analytics to gain better insights into customer needs and preferences, as well as implementing predictive analytics to anticipate changes in the market.


Below is a list of the weaknesses we have identified for the business:

1. Lack of focus on online sales: Accent Group Limited has been slow to focus on online sales, which now account for a significant portion of the retail market. This has led to the company losing market share to competitors who have been quicker to embrace e-commerce.

2. Reliance on brick-and-mortar stores: Accent Group Limited is heavily reliant on its brick-and-mortar stores for sales. This leaves the company vulnerable to changes in consumer shopping habits and the rise of online shopping.

3. Limited international presence: Accent Group Limited has a limited international presence, with the vast majority of its stores and sales concentrated in Australia. This limits the company’s growth potential and exposes it to risks associated with the Australian economy.

4. Poor financial management: Accent Group Limited has a history of poor financial management, with the company posting losses in three of the past five financial years. This has led to concerns about the company’s ability to fund its operations and growth plans.


Below is a list of the threats we have identified for the business:

1. Competitive Threats: Accent Group Limited is facing stiff competition from other retail companies, especially in the footwear and apparel market. The company must ensure that it keeps up with customer preferences and industry trends in order to stay ahead of the competition.

2. Technological Threats: The rapid development of technology is also a threat to Accent Group Limited. The company must ensure that their technology and operations are up to date and able to keep pace with customer demands and industry changes.

3. Supply Chain Threats: The company is reliant on the ability of its suppliers to deliver the products that are necessary to fulfill customer orders in a timely fashion. Any disruption in the supply chain could have a negative impact on the company’s ability to meet customer expectations.

4. Financial Threats: Accent Group Limited must monitor their financial position closely in order to ensure that the company has enough capital to invest in new products, services, and technology. A decrease in sales or an increase in costs could put the company in a precarious financial position.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Accent Group Limited. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Accent Group Limited, as well as areas where the company needs to improve its operations or strategy.
Company: Accent Group Limited is an Australian footwear and apparel retail company, with a focus on the youth market. It is the largest footwear and apparel retail group in the country and has over 1,000 stores across Australia, New Zealand, and Southeast Asia.

Collaborators: Accent Group works with a number of suppliers and partners to ensure that its products are of the highest quality. It also has close relationships with well-known brands, such as Nike, adidas, and Converse, to ensure that its products are up to date with the latest fashion trends.

Customers: Accent Group’s target market consists of young people aged 15-25, who are looking for fashionable, affordable footwear and apparel. The company has an extensive range of products, ranging from casual to formal wear, and its prices are competitive.

Competitors: Accent Group’s main competitors in the retail industry include other well-known brands such as The Athlete’s Foot, Foot Locker, and General Pants. These companies also have a presence in the youth market and have similar product offerings.

Content: Accent Group uses a variety of content to engage with its customers, such as social media campaigns, fashion shows, and influencer collaborations. It also provides an online store, which allows customers to purchase products with ease. Through its content, Accent Group is able to communicate its brand values and connect with its customers.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Accent Group Limited as having an innovation score of C3.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Accent Group Limited forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

Further Information

Premium members: If you cannot find the desired information or data set for the business you are researching then please reach out to our research and analysis team. We can tailor reports to meet your requiremnents, with a fast turnaround time.

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Reproduction of the content produced in this report is prohibited without the prior permission of the publisher, Platform Executive Pty Ltd.

The facts of this report have been gathered in good faith from both primary and secondary sources. It is believed to be correct at the time of publication, but cannot be guaranteed. As such Platform Executive can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect.


Premium members: To request a priority update to this report, please contact us. Our standard turnaround time is normally 48 hours.

The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 25th April 2023

Industry Keywords

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