Proposed Ideas for Umbro

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Proposal


My proposed ideas for Umbro include changes to social media, product lines and their marketing. As these are the main contributors to Umbros decline at the moment.
The proposed changes to social media include getting streetwear influencers involved, as this would help boost Umbros brand awareness, and also encourage people to purchase their products, as they'll be seen on popular people, that are able to influence consumers to buy a certain brand.
Additionally, By having their products modelled by people that aren't exactly "famous", would make the consumers feel closer to the garments, as they are able to see them on a person. that is similar to them.

In terms of the product line, I think that Umbro should create a capsule collection that is heavily fashion orientated, which would appeal to a wider demographic, and therefore increase their success rate. The fashion market is growing per day, that said, they need to constantly be in touch with the trends, as if they fail to do so, this will cause them to decline as well. This is where Umbro are going wrong, as they are not in touch with the modern trends and don’t know what is currently appealing to people. If they were to dedicate their time to analysing the market that they are currently in, and the market that they potentially want to be in, this would be beneficial as it would allow Umbro to then produce products to fit the current trends of the market(s) and begin to build up their reputation again. 
In addition to this, we would propose that Umbro increase their marketing, as currently, it is very minimal and the only marketing they have is on their Instagram, and even that isn’t enticing to many people. For instance, if they were to design a capsule collection, then have a countdown to the release on social media, this would not only build suspense and grab peoples interest, this will also be a selling point as it would-be limited-edition items. Designing a new collection would also give them an opportunity to create marketing that is more attractive and have all of their social media platforms to increase their consumer reach, and this ultimately is what Umbro needs. 


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