Proposed Consumer Demographic Moodboard

-
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.

Comments

Post a Comment

Popular posts from this blog

Updated Brand Positioning Map

-
Image
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. 
Read more

Brand Positioning Map - First Draft

-
Image
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
Read more

FIRST DRAFT: P.E.S.T.E.L ANALYSIS

-
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. Anot
Read more