Competitors

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 to diversify into a more fashion orientated market, as the only tabs that don't have anything to do with sports are the 'Collections' and 'Sale' tabs. However, even when you go onto the collections tab, it only shows collection to do with football, so ultimately, Umbro don't have any "fashionable" products. 

In comparison to brands such as Adidas, that have pages like this:

This shows an effort from the brand to not only produce reliable sportswear, but also provide clothes that would be seen as more fashionable and therefore are appealing both the sportswear market and the more fashion conscious market.