fashion management and marketing

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 do...

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...

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.

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 ...

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. 

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. 

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...

Moodboard 6: This moodboard shows the proposed influencers which could be used to entice a wider target demographic and other marketing strategies. It shows using pop up shops stocking exclusive pieces, advertising on the tube, creating apps and upping the presence and sponsored advertisements on Instagram.

Moodboard 5: This moodboard shows the demographic that Umbro could adhere to. The hype beast entrepreneur culture would find the limited edition and exclusive drops intriguing and raise huge awareness through social media about it. Which would help to spread to a generation z audience with a huge interest in streetwear fashion. I also don't think that Umbro should isolate its current football orientated market, therefore creating football kits and boots which are exclusive to UK buyers would be a great marketing technique reminding this audience of Umbro's heritage.

Moodboard 4: This moodboard shows the position I think Umbro should aim to be in. Producing Limited Edition football and fashion collections, including exclusive boots personal to the individual. Bring back a revived collection including old football kits and old logos, reverting back to the heritage.

Umbro are well known for supplying football teams with equipment, clothing and football boots of a very high quality. They currently still sponsor the kits of Bournemouth, Everton, West Ham in the Premier League, and previously England. This can suggest that their main target market are those with a huge interest in Football and who are fans of these teams. Particularly men aged 25-45. This is evident in the questionnaire results. The majority of respondents who answered ‘yes’ to owning any products by Umbro went on to say that they were either football attire or equipment. They are most likely in the C2, D and E categories on the Socio Demographic scale, having low income since the pricing of Umbro’s garments are extremely cheap or discounted massively.  However, Umbro’s main target demographic is those located in Brazil and United States, since the lack of English sponsorships has decreased. The traffic on desktop in Brazil has decreased by 2.17% in the past 6 months, but a ...

Odegon-Deo Tags Umbro have used this new micro technology to attract and destroy the molecules responsible for body odour,   which  are  used by professional athletes and footballers across the world.  These tags remain in the jacket and are featured in the pro training jacket range. They are chemical free and overall environmentally friendly. “We are always looking for innovative ways to enhance our performance product and  Odegon's  DeoTag technology offers a clear benefit to athletes.”   https://www.odegon.com/news/umbro-includes-innovative-odour-destroying-technology-in-new-pro-training-jacket-range/ However, Umbro is ranked E on  rankabrand.org  which is extremely low and negative on how the brand is perceived by the public. Neither Umbro nor Iconix Brand Group (Umbro´s brand owner since 2013) does openly communicate its carbon emissions policy, if indeed it has one. Sustainability information should be easily accessible to...

Umbro Brand Proposal Presentation Click above for the link to my mid-module presentation on umbro.

9. Marketing Mix 9.1 Product Umbro could be and has been considered as one of the leading football sports apparel companies as they sponsor 20% of Premier League teams currently ( scoreandchange.com ). Their  product focus is football attire including boots, kits, equipment. They sponsor several UK football teams; Derby County, Everton, West Ham etc,  as well as many other international ones; Colombian teams, Brazilian teams, Tokyo FC and Canada meaning their products will be consumed by these athletes all over the world. Umbro have collaborated with many other brands producing items embracing football with street style attire to engage a new audience. Palace X Umbro, collided football and streetwear creating a collection featuring football jerseys with the bold Palace logo. ‘Umbro let us rework a properly iconic bit of English football history’ (Palace Chief; Lev Tanju. dazed.com ). 9.2 Price When comparing Umbro to their competitors; Nike and Adidas, Umbro i...

This was my initial front cover for my report, however I was never pleased with the way it looked so I decided to completely change it to something more simply. But I like experimenting with different designs and styles to see what I like best.

Moodboard 3: This moodboard shows Umbro's current online presence including, followers, likes and posts across Instagram, Facebook and Twitter. In terms of influencer marketing, Umbro have retweeted Ashley Cole's tweet of him holding up his Derby County shirt.

Moodboard 2:  This moodboard shows Umbros current consumer demographics, those with huge interest in football, players that they sponsor. Younger kids as the pricing is cheap. Those who shop in sports direct as they stock Umbro. Those from the UK as that is where Umbro originated from, and Brazil, and similar places over seas which Umbro also sponsor.

Moodboard 1:  This moodboard is made up of advertisements from Umbro and competitors, showing that umbro's focus on football whereas, Nike and Adidas advertise football products as well as fashionable items.

I also turned my PESTEL analysis into an infographic as the word count was too high.

I turned my SWOT analysis into an infographic as my word count for my overall report was too high and didn't want to cut out too much important information.

First attempt at proposed brand market position moodboard - after having a group crit I realised that this did not represent how i wanted to change Umbro as a brand, so i relooked at this moodboard

FIRST DRAFT Brand Report 1. Executive Summary Within this report, suggestions to revive Umbro from its current brand positioning will be discussed, looking at their social media statistics, and influencer marketing to see how much audience engagement is being produced. The purpose is to help Umbro come to terms with the problems which they are facing and how they can rejuvenate and bring a wider demographic to the table. Through primary and secondary research findings, this report will give an insight into the main concerns the general public have on the brand, and their own personal opinions of what the brand needs to change to keep up to date with its competitors. Many respondents stated that they never buy from Umbro as they had ‘forgot about it’ or that they ‘don’t advertise enough’, both these statements will be taken into consideration throughout the report. Therefore, for Umbro to really begin to excel and change the direction the brand is taking, advertisements are ...

UMBRO I had a look into Umbro's Instagram as well as a few of their competitors to really understand what the brand is promoting as well as followers to likes ratios to see who is engaging. At the time of analysing (11/02/18), Umbro have 343K followers and have gained 20K in one month. They are rather inconsistent with posts, sometimes 3 a day are posted, other days 1 and often no posts at all, this can perhaps suggest that they are unsure which strategy to take in terms of  uploading imagery and videos to promote the brand. They have posted 34 pictures and 5 videos in a month, which is considerably high and suggests that they have to constantly try and post to keep the audience engaged. However, the average likes are much lower than the likes of Adidas and Supreme and they post a lot less than 39 posts a month; 5.5K. The total likes for Umbro was 189K. The posts with most engagement were the videos in terms of views, and particularly those featuring a famou...

This is my second drafted moodboard for Umbro's current position but focussing on collaborations they have done. Umbro have collaborated with many other brands, both high end and budget, all fairly unheard of evidently from the primary research results. Umbro have collaborated with big names such as Palace, Vetements, Off White and budget brands such as Missguided, House of Hollands. These brands can reflect where Umbro's intentions lie in terms of rejuvenating itself, however with the success rate being fairly low, it is unclear what Umbro's next plan is.

This my first draft of the Current Brand Market Position and Competitors moodboard. I have now realised that I may need to redo/edit this moodboard as it doesn't emphasise the current competitors which Umbro has. However, the initial theme is clear that football is what Umbro currently and have always specialised in, and I believe still strongly pride themselves as a brand on. They have had success previously when they were owned by Nike, they sponsored England's football kits as well as many other teams in the Premier League, therefore sales were much higher as the sponsorships were seen much more regularly on the pitch, both shown on television, and in real life. Since Nike sold Umbro to Iconix Brand Group in 2012, Nike have taken over most of these sponsorships. Umbro currently only sponsor Bournemouth, West Ham and Everton in the Premier League today. Resorting in a lack of sales due to appearing less on the pitch. The football products are the only attire on the Umbro we...

Here is my first attempt at my brand positioning map. I have placed Umbro at the bottom left of the map suggesting that they are very low in price and that the majority of products are highly performance based. This can limit the target audience as not only are they only adhering to mainly football enthusiasts, the price point does not reflect luxury, therefore the general public will not feel as though they have worked hard to purchase these items. Hence the lack of sales in the casual wear. I featured several other brands which specialise in the same field as Umbro; sportswear, as well as brands which have been successful in branching out and creating more street wear and casual clothing items. These brands are the biggest threat to Umbro's current position, due to the amount of success they are having in both sectors; sports related and street related - maximising sales from a much wider target demographic. Umbro have attempted to collaborate with brands with huge success in t...

Political In terms of political issues surrounding Umbro, most of their factories in which their products are manufactured are in China and Hong Kong, and has been this way since 1999. Therefore political happenings such as Brexit are not going to effect the manufacturing and importing process of their products. Although using factories in China is cheaper for the company, some negatives may include a job loss in the UK for those in the fashion industry as Umbro previously manufactured their products in the UK.  Economical Economical performance within Umbro is currently low, there are clear issues including annual revenue, stock pricing and pricing of products. According to campaignlive.co.uk , Nike bought Umbro for over 500 million dollars in 2007, there was a glimpse of hope for the brand, however, in 2009 Nike announced that they had to take an impairment charge of 401 million dollars as the company’s future cash flow had fallen below the levels Nike had expected. ...