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Finalised Brand Marketing Report

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Umbro Brand Marketing Report Here is the link to my report on ISSU. I think overall I am pleased with what I have discovered and proposed. I have researched severely into Umbro and I believe I have bettered my knowledge on the brand, the positives and negatives that surround it. I have gone through many websites and statistics and found out a lot of evidence to back up my points which I think has worked well. My layout was simple and this was intentional, I wanted to focus more on the body of the report as that is the most important part.  However, I think that I could’ve definitely spaced out my research, particularly on my blog and given myself more time. I could’ve worked on my fonts a bit better, I’m unsure on the title fonts which I have used and could’ve spent more time deciding on this. My bibliography is alphabetised  although, I forgot to change the format when I pasted it into InDesign and the titles of the articles are not in italics. Therefore I should’ve double-chec
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Existing Examples of Pop-Up Shops

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Nike and Adidas have both previously opened several pop-up shops all over the world in a way in entice their audience in unique ways. The shape being a shoe box intrigues shoe fanatics to take a lot inside but more importantly, want to take a picture and post it online. This then creates more audience engagement and raises huge awareness for the brands online. These pop up stores also include limited edition stock which intrigues a younger generation Z entrepreneur who thrive from exclusivity. Nike have recently opened a pop-up shop with SNKRS which includes technology to intrigue a gen z audience and increase engagement and sales. They released an app which goes hand in hand with the store; for example it allows you to purchase stuff from a vending machine, a new and unique way of selling exclusive items. 't he company has a vending machine that serves SNKRS- and Atlanta-themed swag for free, such as stickers, pins and smartphone cases. To do that, you just have to scan y
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Reduced Stock on Umbro's Website

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Here are some examples of the Umbro's stock on their own website. It is clear to see that they are struggling to sell these items at full price hence why they are much cheaper and between 30-50% off. It can suggest that the audience will not buy Umbro for the original steeper price but will instead settle for this cheaper price. Shows that they are struggling to sell the majority of their stock, particularly those which have a more casual vibe. Sportswear brands which are more successful in terms of releasing casual wear items are Nike and Adidas. This is evident through questionnaire results stating that the public would rather buy Nike or Adidas. This also evident on these brands' websites as a lot of there stock is still full price, perhaps suggesting that their audience will still buy their products at the original retail price as the are buying into luxury items.
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Initial Ideas for Proposal

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Pop Up Shops - This idea is a great idea to help get new ideas and collections out exclusively. They cost a lot less that what permanent stores cost which is why they work for lower budget brands. The exclusive stock will intrigue an audience as people have the want for limited items. Having an interactive experience within the shop as well would help connect the brand with the audience. An example of this would be having an area where the public are able to try on football boots and kick a football into a goal, to see exactly how the boot performs for them. Influencers - Using influencers is a great idea to intrigue different audiences due to who the influencer targets. To keep Umbro's initial audience, using English footballers wold gain the attention of middle-aged men with a large interest in football, intriguing them to take a look at the new collections if they see this influencer wearing and promoting the brand. To entice a new audience, a younger generation Z one, then
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New Front Cover of Report Idea

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After being disheartened with my older front cover of my report, I decided to design something more simple. I used the old Umbro logo to emphasise the point of producing a revived collection, as well as using a colour scheme which compliments the imagery. I didn't want to put too much text on the front therefore I put my course name, first and second name and University name on the back. 
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Updated Brand Positioning Map

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I edited my brand positioning map as I wanted to show a higher performance based brand, in this case I chose Under Armour who cater specifically for performance gear. I would have placed Umbro as lower in price than Under Armour, but since they have done collaborations with Vetements, Off-White and other high end brands, I figured they had to be placed slightly higher than Under Armour. 
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Advertising Campaigns.

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Advertising Campaigns thedrum.com  is a website that keeps you up to date with all the latest marketing and advertising campaigns for many brands. The last advertisement they have recollection of for Umbro is the 'Men in Black' short film advertising the Velocita football boots, however this was 6 months ago, and no advertising since. This can possibly suggest the lack of funds which Umbro have in the advertising and marketing department.  The Drum show that there had only been 4 advertising campaigns in the last 4 years and two of those are from 4 years ago.  This print advertisement for Umbro was published 6 years ago, just after Nike took over to sponsor England. The play on words is mocking Nike in a way 'we just did it', playing on Nikes logo. After this point, I believe is when Umbro's advertising decreased, sponsoring the England team has huge press for Umbro and suddenly that is all lost, and people end up forgetting about the brand as they aren&
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