Umbro- Demographics

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Demographics

Umbros' main consumer base is in the UK, as they are the official kit provider of many football teams, and are the previous supplier of England. This means that many people buy into Umbro as they provide legitimate merchandise.
The current demographic profile of Umbro is:
  • Middle Aged
  • Male
  • Football Supporter
  • Not very much into fashion
  • High disposable income
I think that this is too much of a streamlined demographic for Umbro to be targeting, as they know that will always have success with it as long as they are providing a teams football kit, however, the growing market is in the teenage and more fashion orientated market, in particular, streetwear.
If Umbro were to diversify into a market similar to Topshop or Zara, this would prove much more successful as they are not only providing for the demographic that has been their core identity for years, but also hitting the demographic that is growing. 
This being:
  • 18-24
  • Both male and female
  • Into fashion/streetwear
  • Low-Mid disposable income

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