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Company > Lovisa Holdings: Business Model, SWOT Analysis, and Competitors 2023

Lovisa Holdings: Business Model, SWOT Analysis, and Competitors 2023

Published: Jan 11, 2023

Inside This Article


    In this blog article, we will delve into the business model of Lovisa Holdings, a renowned global fashion jewelry retailer. We will explore the key components that drive Lovisa's success, including its strategic positioning, target market, and revenue streams. Additionally, we will conduct a comprehensive SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats in the dynamic retail industry. Furthermore, we will examine Lovisa's competitors, analyzing their strategies and market share to gain insights into the competitive landscape. Stay tuned to gain valuable insights into Lovisa Holdings' business model and its future prospects in 2023.

    What You Will Learn:

    • Who owns Lovisa Holdings and the significance of understanding the ownership structure of a company.
    • The mission statement of Lovisa Holdings and how it shapes the company's goals and direction.
    • How Lovisa Holdings generates revenue and the key factors that contribute to its financial success.
    • An in-depth explanation of Lovisa Holdings' Business Model Canvas and how it helps in understanding the company's value proposition, customer segments, and revenue streams.
    • The main competitors of Lovisa Holdings and their potential impact on the company's market position.
    • A comprehensive SWOT analysis of Lovisa Holdings, highlighting its internal strengths, weaknesses, as well as external opportunities and threats.

    Who owns Lovisa Holdings?

    Major Shareholders

    Lovisa Holdings is a publicly traded company listed on the Australian Securities Exchange (ASX) under the ticker symbol LOV. As such, the ownership of the company is distributed among various shareholders, both institutional and individual.

    One of the major shareholders of Lovisa Holdings is the company's founder, Brett Blundy. Blundy is a renowned Australian entrepreneur and investor, who established Lovisa in 2010. As of the latest available information, Blundy holds a significant stake in the company, which showcases his continued belief in its growth potential.

    Another notable major shareholder is Vanguard Group, an American investment management company. Vanguard Group is known for its diversified portfolio of investments across various industries and geographical regions. Their significant ownership in Lovisa Holdings signifies the interest of institutional investors in the company's performance and potential.

    Institutional Ownership

    Apart from Vanguard Group, several other institutional investors also hold notable stakes in Lovisa Holdings. These include BlackRock, an American global investment management corporation, and FIL Limited, a leading international asset management firm. The presence of such institutional investors indicates the confidence they have in Lovisa's business model and future prospects.

    Individual Ownership

    While institutional investors make up a significant portion of the ownership, Lovisa Holdings also has a substantial number of individual shareholders. These individual investors include retail investors, employees, and executives of the company. Owning shares of Lovisa allows individuals to participate in the growth of the company and potentially benefit from its success.

    Shareholder Structure

    The exact shareholder structure of Lovisa Holdings may vary over time, as investors buy and sell shares in the open market. It is important to note that the ownership percentages of shareholders are subject to change as the company's shares are publicly traded and can be bought or sold by anyone with access to the stock market.

    To stay updated on the current ownership structure of Lovisa Holdings, investors can refer to the company's reports and disclosures filed with the Australian Securities Exchange. These reports provide detailed information regarding major shareholders, changes in ownership percentages, and any other relevant information related to the company's ownership structure.

    What is the mission statement of Lovisa Holdings?

    The Mission Statement of Lovisa Holdings

    Lovisa Holdings, a renowned fashion jewelry retailer, has a clear and compelling mission statement that encapsulates their core purpose and values.

    The mission statement of Lovisa Holdings is to "create beautiful, affordable, and accessible jewelry for every woman to express her individual style."

    This mission statement reflects Lovisa's commitment to providing customers with a wide range of aesthetically pleasing jewelry options that are not only affordable but also easily accessible. By emphasizing beauty, affordability, and accessibility, Lovisa Holdings aims to empower women to express their unique personalities and individual style through their jewelry choices.

    The first aspect of Lovisa's mission statement, "create beautiful jewelry," highlights their dedication to designing and producing high-quality pieces that are visually appealing and on-trend. Lovisa understands that jewelry plays a crucial role in enhancing a woman's overall look and aims to offer customers unique and stylish designs that complement their personal style.

    The second element, "affordable jewelry," emphasizes Lovisa's commitment to making their products accessible to a broad range of consumers. Lovisa believes that everyone deserves to have access to fashionable and high-quality jewelry without breaking the bank. By keeping their prices affordable, Lovisa ensures that their jewelry remains attainable for customers from various socioeconomic backgrounds.

    Lastly, the phrase "accessible jewelry" in Lovisa's mission statement signifies their commitment to making their products readily available to customers. Lovisa Holdings operates through an extensive network of stores across multiple countries, enabling customers to easily access their jewelry in physical retail locations. Additionally, Lovisa also operates an online store, allowing customers to conveniently browse and purchase their products from anywhere in the world.

    In conclusion, Lovisa Holdings' mission statement reflects their dedication to creating beautiful, affordable, and accessible jewelry for women. Through their mission, Lovisa aims to empower women to express their individual style and enhance their overall look with high-quality, trendy jewelry options.

    How does Lovisa Holdings make money?

    Retail sales

    The primary source of revenue for Lovisa Holdings is through retail sales. Lovisa operates a vast network of stores globally, offering a wide range of fashion-forward jewelry and accessories. Customers visit Lovisa stores to browse and purchase items such as earrings, necklaces, rings, bracelets, and hair accessories. The company's products cater to various style preferences, making it a popular choice among fashion-conscious individuals.

    Lovisa's retail sales generate substantial income for the company. By constantly updating their product range to align with the latest fashion trends, Lovisa attracts a loyal customer base who return to their stores regularly. This steady stream of customers, combined with effective marketing strategies, allows Lovisa to maintain a strong presence in the competitive retail industry and generate consistent revenue.


    In addition to physical stores, Lovisa also operates an e-commerce platform, enabling customers to shop for their favorite jewelry and accessories online. The company's user-friendly website provides a seamless shopping experience, with detailed product descriptions and high-quality images. Customers can easily browse through the extensive online catalog, add items to their virtual shopping cart, and proceed to checkout.

    E-commerce has become an increasingly important revenue stream for Lovisa Holdings. With the advancement of technology and the growing popularity of online shopping, the company has recognized the need to establish a strong online presence. Lovisa's e-commerce platform allows them to reach a wider audience beyond the geographic limitations of their physical stores. This expansion into the digital realm not only boosts sales but also enhances the overall customer experience by providing convenience and accessibility.

    Wholesale and franchise partnerships

    Lovisa Holdings also generates revenue through wholesale and franchise partnerships. The company collaborates with various retailers and distributors worldwide to expand its market reach. Through wholesale partnerships, Lovisa supplies its products to other retailers who then sell them to their own customers. This allows Lovisa to tap into different market segments and increase its brand exposure.

    Furthermore, Lovisa offers franchise opportunities to entrepreneurs who wish to operate their own Lovisa stores. Franchisees receive support and guidance from Lovisa, including access to the company's established brand, product range, and marketing strategies. Franchise partnerships provide an additional revenue stream for Lovisa as franchisees pay fees and royalties in exchange for the right to operate under the Lovisa brand.

    By diversifying its revenue sources through wholesale and franchise partnerships, Lovisa Holdings can capitalize on various market opportunities and maximize its profitability.


    Lovisa Holdings employs multiple strategies to generate revenue and maintain its position as a successful jewelry and accessories retailer. Through retail sales, e-commerce, wholesale partnerships, and franchise opportunities, Lovisa ensures a steady stream of income and continued growth. This multifaceted approach allows Lovisa to adapt to changing market dynamics while meeting the evolving demands of its customers.

    Lovisa Holdings Business Model Canvas Explained

    Introduction to the Business Model Canvas

    The Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It consists of nine key building blocks that describe the core aspects of a business and how they interact with each other. In this section, we will explore Lovisa Holdings' business model canvas and delve into each of its components.

    Key Partnerships

    Lovisa Holdings has established key partnerships with various stakeholders to support its business model. These partnerships include collaborations with suppliers, manufacturers, and logistics companies. By partnering with reliable suppliers, Lovisa can ensure a steady supply of high-quality fashion jewelry at competitive prices. Collaborations with manufacturers enable the company to maintain control over the production process and ensure timely delivery of products. Additionally, strategic alliances with logistics companies facilitate efficient distribution and global expansion.

    Key Activities

    The key activities of Lovisa Holdings revolve around the design, sourcing, distribution, and retailing of fashion jewelry. The company's design team constantly creates new and trendy jewelry pieces, keeping a pulse on the latest fashion trends. Lovisa sources its products from trusted suppliers and manufacturers, guaranteeing the highest standards of quality. The distribution network is a crucial aspect of the company's operations, ensuring that its products reach customers through its various retail channels worldwide.

    Key Resources

    Lovisa Holdings relies on several key resources to drive its business model. The company's most valuable resource is its highly skilled and creative design team, which is responsible for developing unique and fashionable jewelry collections. Lovisa also invests in its extensive retail network, comprising physical stores and an online platform, to cater to a wide customer base. Furthermore, the company's strong relationships with suppliers and manufacturers ensure a consistent supply of quality products.

    Value Proposition

    Lovisa's value proposition lies in offering affordable and on-trend fashion jewelry to its customers. The company focuses on delivering high-quality products that meet customer preferences while maintaining competitive pricing. By constantly refreshing its collections with new designs, Lovisa can appeal to a wide range of fashion-conscious consumers. The company's commitment to providing an exceptional customer experience through its retail channels further enhances its value proposition.

    Customer Segments

    Lovisa Holdings targets a broad customer base, primarily comprising fashion-conscious individuals who seek trendy and affordable jewelry. The company caters to both male and female customers, covering a wide age range. Lovisa's customers are typically fashion-forward individuals who value self-expression through accessories. The company's focus on offering affordable fashion jewelry appeals to price-sensitive consumers without compromising on style and quality.


    Lovisa utilizes various channels to reach its target customers. The company operates a network of physical stores, strategically located in shopping centers and high-traffic areas. These stores provide customers with a tactile shopping experience, allowing them to try on and purchase jewelry in person. Additionally, Lovisa has a robust online platform that enables customers to explore and purchase products from the comfort of their homes. The company also leverages social media platforms and digital marketing to engage with its customers and promote its offerings.

    Customer Relationships

    Lovisa Holdings places a strong emphasis on building and maintaining customer relationships. The company strives to create a personalized and memorable shopping experience for customers, both in-store and online. Lovisa's friendly and knowledgeable staff provide assistance and product recommendations, ensuring customer satisfaction. The company also engages with customers through social media platforms, responding to queries and feedback promptly. By fostering positive relationships, Lovisa aims to build customer loyalty and advocacy.

    Revenue Streams

    Lovisa generates revenue primarily through the sale of its fashion jewelry products. The company's multi-channel approach, combining physical stores and online sales, contributes to its revenue streams. Lovisa also offers additional services such as ear piercing, which provides an additional source of income. Furthermore, the company explores collaborations and partnerships to introduce limited-edition collections and special releases, creating additional revenue opportunities.

    Cost Structure

    Lovisa Holdings operates on a cost structure that focuses on efficiency and cost optimization. The company aims to minimize production costs through effective sourcing and manufacturing processes. By maintaining strategic partnerships, Lovisa can negotiate favorable terms with suppliers and manufacturers. The company also optimizes its distribution and logistics costs by leveraging economies of scale. Furthermore, Lovisa invests in marketing and advertising efforts to promote its brand and drive sales, ensuring a healthy return on investment.

    Which companies are the competitors of Lovisa Holdings?


    Lovisa Holdings is a popular global fashion jewelry retailer known for its extensive range of on-trend accessories. While Lovisa has experienced significant growth and success in recent years, it faces competition from several other companies operating in the fashion jewelry industry. In this section, we will explore some of Lovisa's key competitors and how they compare in terms of market presence, product offerings, and customer base.

    Competitor 1: Pandora

    Pandora is a well-established Danish jewelry company that specializes in customizable charm bracelets, rings, and necklaces. With a strong global presence and a loyal customer base, Pandora competes with Lovisa by offering high-quality jewelry pieces that are often perceived as more premium and luxurious. While Lovisa focuses on providing affordable and trend-focused accessories, Pandora appeals to customers seeking timeless and personalized jewelry.

    Competitor 2: Claire's

    Claire's is a popular retailer that primarily targets younger demographics, particularly teenagers and young adults. Offering a wide range of affordable fashion accessories, including jewelry, hair accessories, and cosmetics, Claire's competes with Lovisa by catering to a similar customer base. However, Claire's differentiates itself by focusing on a more diverse product range and a playful, colorful aesthetic, often incorporating licensed characters and pop culture themes.

    Competitor 3: Swarovski

    Swarovski is a renowned Austrian crystal jewelry manufacturer known for its elegant and sophisticated designs. While Swarovski operates at a higher price point than Lovisa, it competes by offering a wide range of crystal-studded jewelry, watches, and accessories. Swarovski's brand reputation and emphasis on craftsmanship attract customers seeking premium jewelry pieces. However, Lovisa appeals to those looking for more affordable alternatives without compromising on style and current trends.

    Competitor 4: Charming Charlie

    Charming Charlie is a US-based retailer that focuses on providing a wide variety of affordable fashion accessories, including jewelry, handbags, and footwear. Like Lovisa, Charming Charlie offers trendy and affordable accessories, making it a direct competitor. However, Charming Charlie differentiates itself by organizing its products by color, enabling customers to easily find coordinating accessories. This unique approach to merchandising sets Charming Charlie apart and attracts customers seeking a vibrant and cohesive shopping experience.

    Competitor 5: H&M Accessories

    H&M, a leading fast-fashion retailer, also competes with Lovisa in the fashion jewelry market. H&M Accessories offers a diverse range of affordable accessories, including jewelry, bags, hats, and scarves. With its extensive global presence and strong brand recognition, H&M attracts a wide range of customers seeking fashionable and budget-friendly accessories. While Lovisa provides a more specialized focus on jewelry, H&M Accessories appeals to customers looking for a one-stop shop for their accessory needs.


    Lovisa Holdings faces competition from various companies operating in the fashion jewelry industry. Pandora, Claire's, Swarovski, Charming Charlie, and H&M Accessories are just a few of the competitors impacting Lovisa's market share. Each competitor differentiates itself through unique product offerings, target demographics, and brand positioning. Despite the competition, Lovisa's emphasis on affordability, trend-focused designs, and global expansion strategies have helped it maintain a strong presence in the fashion jewelry market.

    Lovisa Holdings SWOT Analysis


    • Strong brand presence: Lovisa Holdings has established itself as a leading global retailer of fashionable jewelry and accessories. With over 450 stores in 15 countries, the company has built a strong brand presence and enjoys a loyal customer base.

    • Wide product range: Lovisa offers a wide range of trendy and affordable jewelry options, catering to diverse customer preferences. From statement necklaces to delicate earrings, the company's extensive product range attracts a wide customer demographic.

    • Effective supply chain management: Lovisa's efficient supply chain management allows for consistent and timely delivery of products. This ensures that customers have access to the latest trends and designs, giving the company a competitive advantage in the fast-paced fashion industry.


    • Dependence on physical retail stores: Lovisa primarily operates through brick-and-mortar stores, which can be a weakness in an increasingly digital world. As online shopping continues to grow in popularity, the company may need to invest in enhancing its e-commerce capabilities to stay competitive.

    • Limited geographic presence: While Lovisa has a strong presence in countries like Australia and the United States, its geographic footprint is relatively small compared to some of its competitors. This limits the company's growth potential and exposes it to risks associated with regional economic fluctuations.

    • Reliance on third-party suppliers: Lovisa relies on third-party suppliers for its products, which poses a risk to its supply chain. Any disruptions in the relationships with these suppliers, such as quality issues or delivery delays, could have a negative impact on the company's operations and customer satisfaction.


    • Expansion into new markets: Lovisa has the opportunity to expand its presence in untapped markets. By identifying countries with growing fashion industries and consumer demand for affordable jewelry, the company can capitalize on new market opportunities and increase its global footprint.

    • E-commerce growth potential: With the increasing popularity of online shopping, Lovisa can leverage its strong brand presence to enhance its e-commerce capabilities. By investing in user-friendly online platforms and efficient delivery systems, the company can reach a wider customer base and drive sales growth.

    • Diversification of product offerings: Lovisa can explore opportunities to diversify its product offerings beyond jewelry. By expanding into complementary product categories such as handbags, sunglasses, or scarves, the company can attract new customers and increase overall sales.


    • Intense competition: The fashion retail industry is highly competitive, with numerous brands vying for market share. Lovisa faces competition from both established players and emerging brands, which may impact its market position and profitability.

    • Economic downturns: A global economic downturn can significantly affect consumer spending on discretionary items like jewelry. Lovisa is vulnerable to economic fluctuations, and a decrease in consumer purchasing power could lead to a decline in sales.

    • Changing consumer preferences: Consumer preferences and fashion trends are constantly evolving. If Lovisa fails to adapt to changing consumer demands and offer relevant products, it risks losing customers to competitors who better align with the latest trends.

    In conclusion, while Lovisa Holdings has several strengths, such as a strong brand presence and wide product range, it also faces weaknesses and threats that need to be addressed. By capitalizing on opportunities like expanding into new markets and diversifying its product offerings, Lovisa can mitigate risks and maintain its competitive edge in the fashion retail industry.

    Key Takeaways

    • Lovisa Holdings is a publicly traded company, meaning it is owned by its shareholders who hold shares of the company's stock.
    • The mission statement of Lovisa Holdings is to be the leading fast-fashion jewelry brand globally, offering high-quality, on-trend accessories at affordable prices to fashion-conscious consumers.
    • Lovisa Holdings primarily generates revenue through the sale of its jewelry products, both through its physical stores and online channels.
    • The Business Model Canvas of Lovisa Holdings focuses on key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.
    • Some of the main competitors of Lovisa Holdings include companies like Pandora, Claire's, H&M, and Zara.

    For the SWOT Analysis of Lovisa Holdings, please refer to the full blog post for a detailed analysis of the company's strengths, weaknesses, opportunities, and threats.


    In conclusion, Lovisa Holdings is a successful jewelry retailer that has gained popularity worldwide. Through our research, we have discovered that Lovisa Holdings is primarily owned by the founding family, the Wasley family. Their mission statement focuses on offering fashionable and affordable jewelry to their customers, allowing them to express their style and individuality.

    Lovisa Holdings generates revenue through various channels, including the sale of their jewelry collections, as well as through online platforms and wholesale partnerships. Their business model canvas highlights key aspects such as their strong brand presence, efficient supply chain, and focus on customer experience, which contribute to their profitability.

    While Lovisa Holdings has a strong market position, they face competition from other jewelry retailers such as Pandora, Swarovski, and Claire's. These companies, along with others, constantly strive to attract the same target audience by offering similar products and customer experiences.

    In terms of a SWOT analysis, Lovisa Holdings has several strengths, including their strong brand recognition, global presence, and trend-focused designs. However, they also face challenges such as increasing competition and potential economic downturns. By capitalizing on their strengths and addressing weaknesses, Lovisa Holdings can continue to thrive in the jewelry retail industry.

    Overall, Lovisa Holdings has established itself as a prominent player in the jewelry retail market, with a mission to provide fashionable and affordable jewelry to customers worldwide. Their successful business model, along with their strengths and opportunities, positions them well for continued growth and success in the future.


    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company Websites: Many companies publish their own SWOT analysis on their websites, especially in the investor relations or corporate governance sections. Look for annual reports, investor presentations, or strategic planning documents.

    2. Financial News Websites: Websites like Bloomberg, Reuters, and CNBC often provide SWOT analysis on various companies. Search for the company name along with the term "SWOT analysis" to find relevant articles or reports.

    3. Business Databases: Online business databases such as Hoovers, MarketLine, and IBISWorld provide comprehensive company profiles and analyses, including SWOT analysis. These databases may require a subscription or access through a library or educational institution.

    4. Industry Reports: Industry-specific reports published by research firms often include SWOT analysis on key companies within that industry. Look for reports from reputable research firms like Gartner, McKinsey, or Forrester.

    5. Academic Journals: Scholarly articles and academic journals sometimes include SWOT analysis on specific companies, particularly in the fields of business, management, or marketing. Access these journals through academic databases like JSTOR, EBSCO, or Google Scholar.

    6. Consulting Firms: Consulting firms frequently conduct SWOT analysis for their clients. While these reports may be paid and not freely accessible, you can sometimes find excerpts or summaries of these analyses on the websites of consulting firms.

    Remember to critically evaluate the sources and consider multiple perspectives to get a well-rounded understanding of a company's SWOT analysis.

    What are threats and weaknesses in SWOT analysis?

    In SWOT analysis, threats and weaknesses refer to external and internal factors that can hinder the success or growth of a business or organization.

    Threats: These are external factors that are beyond the control of the organization but can negatively impact its performance. Some common examples of threats include:

    1. Competitive pressure: Increased competition from existing or new players in the market can threaten market share and profitability.
    2. Economic factors: Economic downturns, inflation, or changes in consumer spending patterns can pose threats.
    3. Technological advancements: Rapid technological changes can make existing products or services obsolete and create challenges for the organization.
    4. Legal and regulatory changes: New laws and regulations can impact the operations and profitability of the organization.
    5. Changing customer preferences: Shifts in customer preferences or trends can pose threats to existing products or services.

    Weaknesses: These are internal factors that hinder the organization's ability to achieve its objectives. They are characteristics or limitations within the organization that need to be addressed. Some examples of weaknesses include:

    1. Limited resources: Insufficient financial or human resources can hinder the organization's growth and competitiveness.
    2. Poor brand reputation: Negative perceptions about the organization's brand can affect customer trust and loyalty.
    3. Inefficient processes: Ineffective or outdated operational processes can lead to inefficiencies and higher costs.
    4. Lack of innovation: Inability to adapt and innovate can make the organization less competitive in a rapidly changing market.
    5. Weak management team: Inadequate leadership or lack of key skills within the management team can impede the organization's progress.

    Identifying and understanding these threats and weaknesses is crucial for organizations to develop strategies to mitigate risks, overcome weaknesses, and capitalize on opportunities.

    What are company SWOT analysis weaknesses examples?

    Some examples of company SWOT analysis weaknesses include:

    1. Lack of brand awareness: The company may not have a strong brand presence in the market, making it difficult to differentiate from competitors and attract customers.

    2. Limited financial resources: Insufficient funds or limited access to capital can restrict the company's ability to invest in growth opportunities or withstand economic downturns.

    3. Inadequate infrastructure: Outdated or insufficient infrastructure, such as technology systems or manufacturing facilities, can hinder operational efficiency and limit the company's ability to scale.

    4. Dependence on a single customer or supplier: Relying heavily on a single customer or supplier can leave the company vulnerable to disruptions in the relationship, such as loss of business or increased costs.

    5. Weak distribution channels: Ineffective distribution channels can result in limited market reach and difficulties in delivering products or services to customers.

    6. High employee turnover: A high turnover rate indicates potential issues with employee satisfaction or management practices, leading to increased recruitment and training costs and reduced productivity.

    7. Lack of innovation: Failure to innovate or adapt to changing market trends and customer preferences can lead to a loss of competitive advantage and market share.

    8. Weak marketing and sales strategies: Inefficient marketing and sales efforts can result in low customer acquisition rates, decreased market share, and missed growth opportunities.

    9. Regulatory compliance challenges: Non-compliance with industry regulations or changing legal requirements can result in fines, lawsuits, damage to the organization's reputation, and potential business disruptions.

    10. Weak supply chain management: Inefficient supply chain operations, such as delays in procurement or poor inventory management, can lead to increased costs, missed deadlines, and dissatisfied customers.

    Which company is good for SWOT analysis?

    There are many companies that can be good candidates for SWOT analysis, as it is a commonly used strategic planning tool. However, it is important to choose a company that you have access to relevant information about. Some well-known companies that are often analyzed using SWOT analysis include:

    1. Apple Inc. - A technology company known for its innovative products and strong brand image.
    2. Amazon.com Inc. - A multinational e-commerce company that has revolutionized online shopping.
    3. Coca-Cola Company - A global beverage corporation with a strong distribution network and iconic brand.
    4. Tesla Inc. - An electric vehicle and clean energy company, recognized for its disruptive approach to the automotive industry.
    5. Microsoft Corporation - A technology company offering a wide range of software products and services.
    6. Walmart Inc. - A multinational retail corporation with a vast physical and online presence.
    7. Nike Inc. - A renowned sports apparel and equipment company, recognized for its marketing strategies and strong brand loyalty.

    These are just a few examples, and the choice of the company for SWOT analysis ultimately depends on the purpose and context of the analysis.

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