Umbro Brand Marketing Report by Jessica Ratcliffe

brand marketing report

contents

1. executive summary

2. introduction to the brand

3. PESTEL analysis

4. brand market position 4.1. SWOT analysis

10 11

5. competitors 5.1 brand positioning map 5.2 current brand position moodboard

12 13 14

6. consumer demographic 6.1 current consumer demographic moodboard

17 18

7. product selection

8.1 social media and influencer marketing 8.2 current social media and influencer moodboard

24 26

9. marketing mix

10. proposed strategy 10.1 proposed brand position moodboard 10.2 proposed consumer demographics moodboard 10.3 proposed social media and influencer moodboard

30 34 36 38

11. bibliography and references

12. appendices

EXECUTIVE ummary s

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 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. Through a primary research questionnaire, many respondents stated that they never buy from Umbro as they had ‘forgot about it’ or that they ‘need to advertise more’, both these statements will be taken into consideration throughout the report. Secondary research showed that ‘Iconix Brand Group: Q1 revenue declines by 17%’ (fashionunited.com). This report includes recommendations for the future for how Umbro can adapt, change and really begin to excel. A viral advertising campaign for an exclusive pop-up shop, particularly through Instagram and other social media platforms, would be a new strategy to entice generation Z entrepreneurs. Also using influencers to promote the brand and its new collections will help to engage this younger audience. Releasing revived collections may help bring the heritage of football back into the brand, and help re-attain a lost, older generation. Through concentrated promotion on social media it may ultimately help the brand head in the right direction.

introductotuiomn bro

Umbro has previously been a successful sportswear brand who originated from specialising in football and particularly football boots. They are currently part of the Iconix Brand Group subsidiary, who are not excelling well. ‘Iconix’s revenue for the third quarter ended September 2018 totalled 46.2 million a 13% decline’ (us.fashionnetwork.com). The brand still pride themselves on football gear and equipment, this is still sold on their website and in Sports Direct but it is clear to see that there has been a decline in sales; the lack of advertising and lack of audience consumption. This can be due to the brand failing to meet Nike’s expectations when being part of that subsidiary in 2012, resulting in Nike taking over many of Umbro’s sponsorships on the pitch. ‘Umbro failed to become a significant player in Nike’s portfolio of brands with revenues of $276m (£180m) in 2006 falling to $224m (£146m) last year.’ (marketingweek.com). They have attempted to develop new collections for a fashionable alternative to the brand, however these too are lacking audience engagement. For Example, on their own website umbro.co.uk, a large amount of stock has between 30 and 50 percent off, and secondary sellers have not helped to promote the brand. ‘In the UK, retailers such as Sports Direct and JD Sports have continued to discount the brand’s products over the years.’ (marketingweek.com)

This report will explore Umbro’s current brand positioning, starting by identifying the brand’s positives and negatives in today’s society, establish why they have become irrelevant and why a large majority state that Umbro is ‘outdated’. (See appendices) Common findings through a primary research questionnaire on Umbro’s current brand position, showed that the public were more likely to buy from Adidas and Nike as they have collections which appeal to a mass audience who have different styles and interests due to the vast range of products. They advertise regularly, and regularly update stock keeping a constant fresh look to the brand, something Umbro is definitely struggling with. 44% of respondents in one questionnaire, stated that they have never bought from Umbro. (See appendices). This helps to understand why they aren’t being sold and promoted in stores such as JD and Schuh, and why all products are hugely discounted online. Using this information, this report will suggest alternative roots that the brand could explore keeping the current audience interested and appeal to a wider audience with their own consumer needs. It is clear to see that today, Umbro are struggling to promote themselves, particularly to a generation Z audience with a strong interest in fashion. The ratio of followers to likes on their Instagram within a month is 1:62, having 343K followers and an average of 5.5K likes per post; proves a lack of audience engagement.

e In terms of political issues surrounding Umbro, most 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 with the uncertainty of wealth, consumers may be less likely to buy into luxuries due to the higher price point. On the other hand, they may be more likely to buy luxuries due to the higher quality meaning products last longer.

Economical performance within Umbro is low. 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. Nike admitted that ‘projected future cash flows had fallen below the levels we expected at the time of acquisition’. According to marketwatch. com; the annual revenue for 2017 was 225 Million Dollars, which is a 11% decrease from 2013 where the revenue was; 400 Million. In perspective; Adidas’ revenue was $30 Billion. On Umbro’s official website, the majority of the stock is between 30 and 50 percent off, suggesting that there is a weakness in sales. ‘In 2017, an estimated 525K people used Umbro sports clothing in the UK’ (stastista. com), whereas in 2013, 1.4 Million used the goods.

s Society is becoming much more health aware as well as brand conscious. Gym clothing and trainers are excelling in sales, particularly those which are ‘fashionable’. People are more prone to buy from Adidas and Nike as they have high quality performance gear which has a ‘cool’ streetwear feel, also as the price point is higher, it is seen as more of a luxury compared to the low price of Umbro. Pop up shops with exclusive stock intrigue the generation Z entrepreneur who thrive off these limited edition ‘drops’, they buy stock for the sole reason that it is limited, only to resell for hundreds of pounds more. This is the current generational shift and change in mind set. In the future; ‘Generation Z workforce will be far more entrepreneurial it is crucial that businesses give everyone a sense of autonomy, as well as a chance to develop’ (lsnglobal. com). The hype around streetwear is huge, if known about; Umbro X Vetements in a pop up store would intrigue thousands of individuals.

t Umbro’s competitor’s have a much stronger social media presence, Adidas have several instagram accounts which are all regularly posted on, the main account has 23 million followers, Adidas Originals has 31.7 million followers; the most followed Adidas account. Umbro have many different Instagram accounts for all countries which they supply, however only three are verified. They have 336k followers, and the feed is unstructured. Umbro’s social traffic is only 1.18% (similarweb.com). Younger people are more prone to shop online; Umbro deprives their audience from an app they could get on their smartphone. Nike has an app; increasing interactivity with their audience. Nike also incorporated an app with the launch of SNKR pop-up shop. Apps allow the retailer to tailor a personalised shopping experience; ‘Customers using apps can generate a wealth of data for retailers, allowing them to understand product trends and individual customer behaviour.’ (blog. salecycle.com)

e As Umbro manufacture there products in China and are sold all over the world, this means that the products will be travelled by air; increasing pollution. Ideally, once you have bought your product and had enough wear, the products should be recycled or donated to reduce landfill. Umbro are not a company who promote sustainability often therefore the audience are not being told what to do with the product at the end of use. This could result in large more amount of landfill. Ideally the products could be sold through websites like Depop or Asos, or be donated to charity shops and other family members, or start making the products out of recyclable materials. The same can go for packaging, plastic packaging should be reduced, increase cardboard packaging and add labels to direct the user to recycle. The collaboration with Christopher Raeburn is completely environmentally friendly and ‘fully embraces the ethos “remade, reduced, recycled”’ (soccorbible.com).

l Items should be correctly labelled; for example if the product is not machine washable, this should be labelled as so. Again, as Umbro is manufactured in China, the wages paid should be at least minimum wage, and of a legal age, working a legal amount of hours. An issue which Iconix Brand Group have came across is racial bias within the company. Jay Z is currently suing the brand after they bought his company ‘Rocawear’ and now have a lack of African American arbitrators within the company.

4. Brand Marketing Positioning Through gaining responses from a questionnaire, common comments made it very clear where the consumer considers Umbro’s brand position to be. Such as; ‘more widespread advertising needed’, ‘improve social media platform’, ‘they should add in more fashionable styles’. These comments were made by those aged 1824, therefore it shows that the decline this age group have towards the company. It is fair to say that the company is not succeeding as much as its competitors, advertisements are not present or concentrated at all on any social media; hence the negativity from young people. ‘Nike spent around £3.9 million advertising.’ (mintel.com) Umbro seems to have no clear direction in terms of products, it is as if they are not confident in what they produce so they do not advertise and do not continue with similar collections apart from football attire. One respondent suggested that Umbro need to filter out their products from sportswear and fashion, and the offering needs to be clear. (See appendices)

strengths

weaknesses

Umbro are still kitting out many football teams every year; including Derby County and Everton. The football boots which they manufacture are high quality, as they always have been 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. Collaborations with Missguided and Off White are intriguing and widen the target audience. They are very active on Instagram.

opportunities Opportunities which Umbro could take on board might be opening their own stores with new and refreshed stock rather than relying on JD, Sports Direct and other third party brands to promote their products. It is clear to see that these stores are not promoting Umbro at all, so being your own promotor would be a great opportunity. By having an Umbro store they could have a collection which regularly changes, or ‘drops’ building audience anticipation and more engagement as it would make the audience want to travel to the store or click on the link to see these brand new products. This could create a cult following similar to Supreme and Palace increasing brand loyalty. Viral advertising campaigns to go alongside these drops would increase clicks and sales.

S W O T

Umbro has a lack of advertisements on and offline. The decrease in promotion of their products results in the brand and audience engagement deteriorating. The social media presence can be improved, on Twitter, they usually only use it to wish footballers happy birthday, never promoting new products. Their Instagram feed is unstructured and do not get the audience engagement like competitor’s do, as 1 in every 62 followers on average, like an Umbro post. Decline in football sponsorships, and are not focussing on the English heritage of the brand.

threats

Other popular sports brands are the main threat to Umbro, they are succeeding with advertisements, collaborations and pop-up shops. Capturing the attention of audiences can not be done through massmedia campaign anymore such as TV, billboards and posters, society is evolving and the target market needs advertisements which are engaging and entertaining which are easily shareable. Adidas and Nike have had success in opening several pop up stores in the form of giant shoe boxes, severely catching the audience’s attention which is all promoted through social media. ‘the pop up was a success and sold out of all pairs of the Air Max 270 in just a few hours.’ (cpcstrategy. com). This created excitement and a sense of urgency.

5. competitors

Umbro’s main competition are other sports brands, particularly those which have a huge influence on fashion as well as having the high quality performance garments which athletes and sports enthusiasts buy into. This brand positioning map shows Umbro being low price and far left into the performance category, they have released fashion pieces by themselves as a brand and through collaborations e.g Palace, however the collaboration is fairly unknown to those who are not large fans of Palace which meant that Umbro did not increase the audience engagement. The collaboration was a new and interesting idea in merging football and streetwear together; ‘I don’t think anyone saw this thing coming and that’s what I set out to do. Suuurprise, bitches!’ (Palace Chief; Lev Tanju. dazed.com) 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. Brands such as Adidas and Nike have done wonders for the collision between fashion and sportswear. As well as having a reputation for high quality performance in sports attire, they have succeeded massively in having a clear fashion section of their brand, something which Umbro are struggling to do. Nike have had success all over the world by having their own pop-up shops, and recently combined an in-store exclusive experience with new technology by needing a specific app to unlock more features at the store. This is the future of shopping it ‘Is the sportswear giant’s latest effort to seamlessly merge its digital and physical shopping experiences.’ (engadget.com).

6. consumer demographic

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 can be 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 much greater engagement came from United States with an increase of 38.77% and France with an increase of 39.63% (similarweb.com). This could be due to the increase of sponsorships Umbro has gained with many South American teams and athletes; particularly 17 Colombian Players. (wikipedia. com). The top destination Umbro site was ‘umbropremier.com’ which is the US website, with a mass increase of 54% in the past 6 months. 84.57% of all countries searched directly for Umbro, only 1.18% through social and 10% direct links. The average amount of time spent on the website was little over a minute; suggesting that they do not engage the audience as much as they would like. Since collaborating with Missguided, you could suggest that some of Missguided’s target audience have engaged more with Umbro itself. Majority being girls aged 16-29, those who invest lots of time on social media; ‘85% of Missguided customers agree they get most, if not all, of their fashion inspiration from Instagram.’ and consume fashionable goods. (marketingweek.com)

7. product selection

When researching into the type of products Umbro produce, the key items are football related; evident from their initial Instagram and Twitter pages, as well as the homepage on their website. It is clear to see that Umbro pride themselves on their heritage. ‘Umbro’s DNA is based on football and we need to stay grounded there’ (Guillaume Fleux; marketing director for Umbro in France (uk. fashionnetwork.com)). On the Sports Direct website (sportsdirect. com), the best selling Umbro products are the Velocita football boots, however there is no sign of any streetwear collections which they have on umbro.co.uk. The pricing of these football boots are £52.00, this is a discounted price from the previous £129.00 price point, suggesting that the boots were not getting enough sales and recognition from the steeper cost. Can suggest that the initial launch price of these boots was unsuccessful. The boots being cheaper than the average Nike or Adidas football boots being between £80 and £250 is what interested the audience. As Adidas and Nike’s football boots are mostly full price, this can suggest that these products are more successful as the audience is still wanting to purchase at a more expensive rate (adidas.co.uk). On umbro.co.uk, they have various collections and pieces which Sports Direct and JD do not stock, since these stores have more recognition it can suggest that a large majority of sportswear fanatics are not aware of the other garments Umbro has to offer, which can give evidence for the common 30-50% off on all Umbro casual wear. Fashion designer Virgil Abloh for Off-White embraced the football casual attire, by collaborating with Umbro for a ‘punk-style’ aesthetic on the runway in 2017. As Off-White is a premium brand with the price point reflecting this, many Umbro fans who were used to the cheaper price point would have found this collection less accessible to them. This can give reason to why in a primary research questionnaire 100% of 18-24 year olds had not heard of Umbro x Off-White. (See appendices) However with Umbro making more and more appearances, both on the runway; Juun.J x Umbro Korea and with more mainstream brands; House of Holland - sold in Urban Outfitters, and Missguided it can suggest that, they are very active on the market and the current 90s revival is ‘paving the way for a more lifestyle-inspired line.’ (uk.fashionnetwork.com)

edia 8. social m and

INFLUENCER MARKETING

Umbro’s social media presence is poor. According to similarweb. com, their Twitter page is the most visited out of a range of social media platforms, however the traffic Umbro gather from social media online is only 1.18% of their total online traffic, and Twitter makes up 46.23% of this. Although, on Twitter they have 128K followers, whereas on Instagram they have 340K. Twitter has a lack of audience engagement, with an average of 30 likes on a post, it shows that they are struggling to promote themselves to any audience. Instagram has better engagement, with an average of 5.5K likes on a post within a month, working out at 1 in every 62 followers like a post. They are rather inconsistent with posts, this can perhaps suggest that they are unsure which strategy to take 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 and so they do not forget. In comparison with Nike, they have 84.6 Million, but currently since analysing they had not posted for 7 days; can suggest that they have such a loyal fanbase that they do not need to constantly catch the audience’s attention. Nike are also successful at influencer marketing; they have long partnered with athlete influencers, and have recently started partnering with Youtubers; e.g ‘What’s Inside?’ who have 6 Million subscribers. Across all platforms, Umbro do not use popular influencers which would increase engagement and interactivity online, they only promote football gear, again priding themselves on their heritage, therefore to do this they use footballers who play for teams which Umbro currently sponsor. The majority of these teams are international, since Umbro were founded in the UK, this could give reason for the lack of interaction, as UK citizens are no longer personally identifying with the brand like they used to.

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 is much more affordable which sets them aside from the premium priced popular sportswear brands. Umbro generally offer sports attire which is cheaper but at a high quality, the majority of items must be lower than most of their competitors as that is what keeps there smaller loyal audience interested in what they produce. They also offer student discount; a small suggestion that they want to branch out to a more youthful market. 9.3 Place Umbro was founded in Cheadle, Manchester, they have a strong British Heritage and their headquarters is in Manchester. The products are available worldwide in over 90 countries, dominantly in Brazil, USA, Canada, UK and France. ‘the Manchester-based label gradually broadened its footprint on the French market, outfitting top-flight French football clubs and being distributed by about 500 multibrand retailers’ (uk.fashionnetwork.com). Many UK sponsorship deals had been taken over by Nike in 2012 when they sold Umbro to Iconix Brand Group. Umbro products are sold by third party retailers JD and Sports Direct in store as well online, Amazon and their own website also market the products. 1 9.4 Promotion Umbro’s approach through social media and off line adverts are always to associate themselves with football, however tese advertisements are lacking. Their approach to advertising on social media is minimal, over 2/3rds of the general public stated that they do not advertise enough and that they had forgotten the brand existed leading to a decrease in interactivity. They have not released a TV advertisement for over 6 months (thedrum.com) and they have also not had any major billboard advertisements since 2012 when they sponsored England for the Euros. Since Nike took over this roll, it can suggest a lack of English engagement in the brand as they are no longer supporting the countries team. The heritage could be considered lost, hence why the brand focussed on more international teams. 29

10. proposed strategy

Umbro’s current approach to keeping a loyal audience engaged is not benefitting the brand, a new strategy must be taken into consideration when trying to push the brand to its true potential. Pop up shops are a great way for smaller brands to provide customers with a high quality experience, rather than just the product itself, they also allow the customer to have access to limited edition pieces which may prompt them to impulse buy as they know that the stock is only there for a limited time. They have a huge success rate in terms of sales, the average sales per square foot for top pop-ups were $1,230 compared to $341 in an average retail environment. (thestorefront.com) The exclusivity of attending a pop up shop is almost a luxury, something that Umbro do not necessarily have as a brand, but something which may engage an audience who enjoy the luxuries of more expensive brands. Although Umbro may not be considered a smaller brand, having their own pop up shop(s), will give them the freedom to promote themselves, rather than through third party retailers such as JD and Sports Direct. Competitors Nike and Adidas have had huge success with pop up shops to the point where they now have permanent stores. Umbro having a pop-up shop could be beneficial considering Umbro’s financial status. ‘pop-up stores cost 80% less to launch than a full time store.’(cpcstrategy.com) The Umbro pop up shop could firstly be located in Box Park in Shoreditch, this location would be ideal as it has the edge which Umbro need to rejuvenate the brand and they are famous for having many pop up shops throughout the year. Another pop up shop could be seen again later in the year in Manchester, where Umbro originated from. The shop itself will embrace the English heritage of the brand, whilst also being slick and modern. To do this the store will be split into two sections, with the aesthetic representing England shirts between 1996 and 2010. This would use nostalgia to drive the sales. A section specifically for football boots could be incorporated where customers are able to try on boots kick a football into a goal to see if they like how the boot performs for them. An interactive and personal brand experience will ultimately raise audience engagement as; ‘The successful growth of a business lays in its ability to connect with its target audience.’ (https://blog.spot.im) This allows for a relationship to be built between the brand and their target audience, generating brand loyalty to ultimately attract others. To enhance interactivity, Umbro could launch an app that would allow you to unlock more luxury, limited addition items in the store, competing with Nike, engaging the audience and furthering social traffic.

Umbro could release a ‘revived’ collection, this could incorporate some of Umbro’s older logos. All the stock in the store must be limited edition so that the products are more sought after, and bring fresh attention to the brand, it creates a sense of exclusivity and prestige to drive sales. ‘Limited edition is there to drive desire and show a different side to the brand. It is a brand’s moment to free itself from its everyday expression and connect with consumers in a new and exciting way.’ (pearlfisher.com) So, featuring previous collaborations such as Umbro X Vetements, Umbro X Off White, as well as new releases will entice a large demographic. To promote the pop up shop to Umbro’s target audience and possibly gain a wider target demographic, the use of social media and a viral marketing advertising campaign, along with influencers is key. In terms of influencers, players from English football teams could be used to target Umbro’s current audience, reverting back to the heritage again, which an older audience could personally identify with and would be interested in the collaboration between football and fashion. In terms of targeting a younger, social media driven demographic, influencers such as Youtubers, particularly those who have a strong online interest in football and luxury products would be ideal in promoting the brand. One example, strongly football related, could be the ‘Sidemen’ a popular youtube group. Their target audience is aged 16-25 (youtube.com/sidemen), could be considered in the Generation Z entrepreneurs. Other influencers, aside from football which would appeal to these entrepreneurs and hypebeast culture would be; Ari Petrou and Blazendary; other Youtubers with a huge want for limited edition items and drops. These influencers could easily promote the collections by wearing them in their youtube videos which are easily shareable and sharing posts on social to start up a viral marketing advertising campaign. The pop up store will also have a Grand Opening, an influencer mentioned, could attend this event to open the store, this would bring a lot of attention to Umbro and many young people would be eager to visit. More advertisements can include featuring these influencers on large print advertisements, preferably in London and around Box Park to promote the popup shop. One place the advertisements would be seen by many people of all ages would be in tube stations, particularly ones on the route to Box Park. These ideas are ultimately a great route which Umbro could follow in order to rejuvenate the brand, re-engage their old audience whilst reaching out to others.

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12. appendices Primary Research; From two Questionnaires what social media do you use?

have you ever bought from umbro?

would you associate Umbro with Fashion or Sport?

how would you describe Umbro?

if yes, what did you buy?

if you could make a change to umbro what would it be?

tick the collaborations that you have heard of

what is your age?

what is your gender?

where have you seen umbro being sold?

what could umbro do better?

who is umbro main competitor?

Institution Title Sheffield Hallam University By Jessica Ratcliffe BA Hons Fashion Management and Communication