Situation analysis illustrates a better definition of the issues of DFS from the micro and macro end. It represents the internal and external environment of DFS for the sake of understanding the company’s communication strategies, customers, and business environment. More precisely, the internal environment can be described as that which clarifies the strengths, opportunities, threats and weaknesses for the company (Mattsson, 1997). It can be resource level analysis or as is the case here would be a corporate, management, marketing and communication strategy level analysis. The external environment can be explained as macro and meso environment of DFS and shows what and how social factors would influence the development of DFS’s social media platform. At the end of this stage, a SWOT table will be used to clearly present the overview of the internal and external factors.
In September 2013, DFS Group firstly introduced the new brand identity “T Galleria” (see picture 2.1) to travelers in DFS Honolulu, the first downtown store of DFS. The new identity will be rolled out globally to all DFS stores within eighteen months (DFS Group, 2013). Philippe Schaus, the Chairman and Chief Executive Officer of DFS said (2013), “The new T Galleria logo is simple, accessible and pronounceable to all. These stores not only offer the ultimate assortment of luxury products but also deliver seamless shopping environments that travelers associate with their destinations” (DFS Group, 2013). He also indicated that travel retail has already become to one of the most important sectors in luxury retail and he wanted that travelers could see DFS T Galleria wherever they were travelling.