fashion management and marketing

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...

Strengths Umbro’s strong points are definitely football apparel. Umbro are still kitting out many football teams every year; including England, Chelsea. The football boots which they manufacture are high quality and stick to the roots of the brand as they still make the original football boots which helped the brand excel. Although the different sections of Umbro apparel are not as clear and defined as they could be, they still sell a large variety of products. The price point is also another strength to the consumer, most products are largely discounted and the ones that are not, are still very reasonable. The more expensive products are the boots which is understandable as they are high quality. Collaborations with Missguided and Off White are intriguing and widen the target audience. Weaknesses Some negatives with Umbro’s brand position include the lack of advertisements on and offline. They need to promote their products otherwise it will result in the brand declining ...