Fashion Marketing & Management 1

Market Positioning This is marketing map that I have created to show the current position of Umbro and its competitors. These are the axis I used:  High Quality Low Quality Premium Pricing Affordable I felt that these are acceptable and evaluative axis as these are the main factors that are causing Umbro to decline. I placed them on the low quality side and the upper end of affordable pricing. As their football shirts and merchandise is of a high quality, however, their garments that aren't related to football are of a poor quality, meaning that I placed them on the low quality end. In comparison to Nike, Adidas and Fila, who are on the "High Quality" and "Premium Pricing" section, yet consumers are more willing to buy their products as they know that they are getting the quality that they are paying for.  Ideally, Umbro should be more toward the "High Quality" and on the line of affordable, as people would definitely buy into this, ...

Proposed Strategy Moodboards Proposed Social Media  For my proposed social media idea, it is mainly revolved around the influencers and fashion photography. For instance, using people such as @gulluguyleo and @adrianneho to boost brand awareness. In addition to using fashion photography to make their products seem more appealing, as they will be in a more attractive setting and also be seen on influencers that are known in that specific area.  Proposed Demographics This is my proposed strategy moodboard, and my idea for Umbros' new target market is to have a more mixed gender demographic, as they are currently very male orientated. At the moment, the female market is heavily into wearable sportswear, as brands such as Nike, Adidas and Fila are being worn not just to do sports in. However, these brands have already covered the genders, and this is where Umbro are falling down. As if you were to look on their website you would see a large male section and the...

This is the presentation I prepared for the formative feedback, about Umbro and why I chose to study them for this module. 

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 compe...

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 d...