fashion management and marketing

I worked in a group with other people who were also working on the rebrand of Umbro. We started to  develop questionnaires and interview questions that over Christmas we went into stores which sold Umbro, trying to gain an inside opinion on the brand, sales and whether they like or dislike the company. With the questionnaires, they were posted on social media using the website 'Survey Monkey' to gain an overall opinion from the general public, what they thing the brand is good at and what they think they could do to improve. These results are excellent and will be useful in helping me  develop a brand strategy as to what the brand could do to rejuvenate it, and any new ideas to increase sales and audience engagement.  The questions asked in the questionnaire were as followed: - What is your age? The majority of people who answered the questionnaire were ages 18-24, this could be down to posting the questionnaire only on social media, and as the age group is the sa...

Umbro are a sportswear brand which dominantly focus on creating football equipment as well as other kinds of apparel, with a smaller area being casual wear. They are part of the subsidiary Iconix Brand Group and have been since 2012. Prior to this, they were part of Nike. Iconix Brand Group also own companies such as; Lee Cooper and Mudd . Umbro originally started creating football kits for many teams, and continue to do so today, they had their debut football kit in 1934 during the FA Cup when both Manchester City and Portsmouth played in kits created by the company. Years after many other teams were wearing gear by Umbro such as Manchester United and Sheffield United, as they were growing, Umbro gained opportunities to branch out and create attire for other sports. In the 1950's Umbro supplied the entire British team in the Olympics and continued to do so for 20 more years, and also started to supply for tennis as well, this was particularly in collaboration with player Ted Tinl...

This is my blog where I will be documenting my research for the module Fashion Management and Marketing. My key focus for this blog will be around the brand 'Umbro', considering the origin of the company, where the brand is today, and in my own personal opinion, what I would suggest the brand should do to excel further in the fashion world, taking marketing strategies into consideration.  We were given the choice of 6 brands to look into for the module; Abercrombie and Fitch, Umbro, Victoria's Secret, Dolce and Gabanna, Ben Sherman and Topshop/Topman. I chose Umbro as I have little knowledge of the brand, and as it is less popular, I was intrigued to see what struggles the brand comes across to succeed. In my previous module, I had a strong focus on sportswear culture, therefore I wanted to further my knowledge in this area by choosing a company which sells sports apparel. I have also seen the brand feature on websites I often visit such as Urban Outfitters, they have d...