Umbro's target market has always been the same since the mission statement was implied to the company, which was given in the beginning of the company. They, the marketing group,don't stress it enough on how imperative it is for them to interact and target their market with the people who have a passion and every day culture for soccer. Most of these people are not locatd in the United States, they are mostly located in other continents such as Europe, South America, Central Amaerica, and etc. In order to succeed in America they must exude that passion through the people who live by soccer every day. Not only are they exposing great advertisement through the soccer culture but great soccer apparel and footwear is being designed and merchandised. The prices on the items are very reasonable for the quality provided to the customers. Most of the jerseys are from English teams due to the brand's inheritence. Not to mention, Umbro is collaborating with top designers Aitor Throup and Peter Saville on the England football shirts, adding to the number of innovative creative thinkers to work with the brand.
A lot of the values that Umbro sends out is upward mobility which means "success would come to anyone who got an education, worked hard, and played by the rules." Not only do they share culture with the people but they recieve feedback by asking them to complete a survey through the web so Umbro can be aware of any discommunications, improvements, and compliments. The CEO of the company once stated, "Society implies ideas about looking for the currency when in reality all we try to exude is the passion and love for soccer through our apparel and footwear. Each of our products has a storyline to them which can be defined as culure."Umbro doesn't have an exact demography in terms of age or race because soccer is not about race nor age but the embracement of the sport through apparel and other soccer equipment that Umbro provides for the football intitution.
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