umbro Jess Ratcliffe
Who are Umbro?
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Known for quality football attire and equipment
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Low price
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Decline in sales
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Attempted to branch out to more fashion based attire
What I Found…
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Respondents said Umbro was ‘Outdated’ ‘Forgot about them’ Make it clear whether they want to dive into fashion
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Collaborations weren’t heard of
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Advertising is minimal
Current brand positioning
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Strengths; High quality football apparel, basics are cheap Weaknesses; lack of advertising and online presence is very minimal Main competition; adidas, nike, fila - succeeding at offering both fashion and performance clothing
Future strategy & improvements ✤
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Own store - not relying on JD etc Concentrated advertising social media particularly Build a ‘cult-like’ audience incorporate ‘drops’ - minimal stock Influencer marketing youtuber, someone more relatable Fresh look - Logo, Colours, Unique pieces regularly changing