Brand Positioning Map - First Draft

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 the streetwear world such as Off White and Palace - which is why I have included brands such as Lacoste and Supreme on the map. However, these seemed to be fairly unsuccessful and unheard of. Umbro did not increase the audience engagement to a level that they were hoping for. Umbro could adapt there brand to be like Palace and Supreme, having there own signature pieces which are limited addition, to raise audience anticipation within the brand, and having higher demand for products, ultimately resulting in an increase in sales and exposure to a wider demographic.