Umbro
Elise Sibley
Why are Umbro an interesting brand for my report? - They have a lot of history about them so they’ve come a long way in how they have devleoped - There’s so many compeitiors that create similar products so it’s been interesting seeing where they stand when compared - Its been interesting asking different people’s opinions on the brand
Umbro’s current position in the market and their history... - They currently sit as a very cheap and performance based brand - Current Consumer Demographic: Older generation, football fans of teams sponsored by Umbro - They are more football focused where as their competitors have a solid balance between fashion and performance wear - Competitors: Nike, Adidas, Fila, Reebok, Puma, Champion, Kappa - They sponsor now only 15% in the premier league whereas Puma sponsor 25% - Their products are sold in over 90 Countires, they are known globally
Moodboard - Current Consumer Demographic Moodboard Current Market Postion and Competitors
My findings/methodologies of your research Primary Store visits: this was something unsuccessful to myself as I was told that the stores were not lisenced to answer my questions Emails - sent out but have not recieved replies yet Survey (Group): From this survey we have some interesting but not shcoking results, out of 100 people 44% have not purchased something from Umbro and those that have bought items such as socks, football boots. Over 50% had never heard of any of the collaborations we asked them about, this was shcoking but not surprising as umbro don’f focus on their advertising. Some quotes from our survey when we asked them what they would improve were “ Never heard of it”, “too chavvy, bad quality and awful designs”. Secondary Articles Collaborations Competitors Marketing Mix Social Media Analysis Founder Timeline History
Collabortation Umbro x Vetements
Recommendations for Umbro - To be more focused on streetwear and their collaborations more than the football, but when football season arrives become more based on that on social media - Become more present on social media, by connecting with younger audiences, create competitions, countdowns, IG TV something that excites a younger audience. - Maybe release some outside stores, like Adidas did in Amsterdam as this widened their audience and was very successful - Focus more on Instagram and Twitter as these are the most used social media platforms by potential consumers - Collaborate with more up to date brands, or collaborate with previous partners but advertise these more so it’s well known
Adidas Pop-up shop Amsterdam
Thankyou for listening