1st Draft Proposed Brand Market Position Moodboard
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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
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.
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 ...
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.
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