Fashion Marketing & Management 1

The current brand market position of Umbro How the brand is currently perceived by customers, where the brand sits in the market.  This is the moodboard I created to show Umbros' current position in the market. It is heavily football orientated with one or two items that are not to do with football. This is currently how Umbro are placing themselves in the market. There is also a "£54.99 was £105" taken from the schuh.co.uk website, this was for the "Bumpy" shoes. Considering this is near enough half price, that shows that they are not that popular.  The current competitors of Umbro The current competitors of Umbro and the potential threats to the brand. This is a moodboard that I created to show the current competitors of Umbro, including Adidas, Nike, Fila, Puma and Kappa. I decided to compare the different trousers that they make, as this is one of the most popular items if people are to buy anything from a sportswear brand. It is clear t

Competitors of Umbro Umbro is operating in an extremely saturated market, there are many competitors, and a few of them are a lot more successful.  Umbros' main competitors are: Adidas Nike Fila Kappa Reebok New Balance Puma These are all sportswear brands, and Nike and Adidas fall as the most popular. When people think of sportswear, they think of these brands. However, they most likely won't think of Umbro, and this is because they have cornered themselves by just exclusively producing football related products for years, and they have recently tried releasing a new line of clothing including sweatshirts, trousers and some more fashion oriented clothing. This however hasn't been a huge success, as people aren't looking for new Umbro products like this, they completely disregard the idea of dressing in Umbros' clothing.  This is the navigation bar on Umbros' website, this in itself proves that they are not really trying that hard t

Social Media Analysis- Umbro I decided to conduct a social media analysis on Umbro, as social media is one of the biggest factors in the success of a company, in terms of marketing, promotion, and sales.  From the survey, the most popular social media site was instagram, so I decided to review their instagram first.  Instagram Follower Count (as of 21/01/19): 320,000 Posts: 1,930 Average engagement: I worked this out by taking the total likes for the post (14/01/19), and adding this to the total comments.   7,831+602=8,433 I then took the total and divided that by the total followers and divided that number by 100. 8,433/(318x100)= 2.65 The average engagement for a successful instagram post is 5%, so considering Umbro's is half of the average, this shows that their social media is lacking interest.  As a comparison, I decided to do the same for one of Nikes, posts, as they are one of the main competitors of Umbro.  Nike instagram followers (

SWOT Analysis A SWOT analysis is a way of analysing a company's S trengths, W eaknesses, O pportunities and T hreats. It is a form of strategic planning for a business so that it can work on re-strategising based on the identified points. The strengths and weaknesses are internal issues within the company, and the opportunities and threats are external issues for the company. I decided to conduct a SWOT analysis on Umbro so that I was able to take my research further. Strengths Umbro are an established brand in their industry.  They have stuck strongly to their core identity. Well known in the football industry. They have attempted to diversify into streetwear.  Continuous discounts (their set prices are lower than competitors as well) Weaknesses They've decreased in popularity.  Limited presence in bricks and mortar retailers. Poor Branding. Not very active/ relevant social media. Not much advertising.  Opportunities  Product differentiation.

Collecting Primary Research Through A Survey As part of the primary research for this module, me and my focus group decided to conduct a survey that people could answer and give their honest opinions on Umbro. We tried to reach the widest demographic that we could, and ended up getting well over 100 responses. This was the outcome: Question 1 What is your age and gender? We had responses from both male and females, and with an age range from 15-78. Question 2 What is the main form of social media that you use? Instagram (65%) Twitter (12%) Facebook (23%) Instagram was the most popular answer, yet Umbro don't do much advertising on that platform, on average, their posts get 1,481 likes each, and they have 311,000 followers (as of December 2018). Question 3 Which of these collaborations have you heard of? MissGuided x Umbro (29%) Off-White x Umbro (16%) House of Holand x Umbro (6%) Pepsi x Umbro (15%) Vetements x Umbro (7%) None of the above (55

Changing Fashion Landscapes We had a seminar about the changing fashion landscapes, and this was to help us gather useful and relevant research on our brands to include in our module.  Ethics- Who made our clothes?  This can be a far-reaching issue and can include:  labour Environmental damage (deforestation, leather industry) Chemicals- skin conditions  Waste- plastics Animal Cruelty- fur, skins, animal farms Child Labour Circular Economy- "A circular economy is an alternative to a traditional linear economy, (make, use, dispose). In which we keep resources in use for as long as possible, extract the maximum value, then recover and regenerate at the end of service life"- Wrap 2018 Sustainability- Closed loop system, e.g. Levi's and H&M Fashion brands slower to adopt the closed loop system: Primark Luxury Brands Farming animals for fur Difficult to trace some supply chains/accountability for production Impacts-