rebranding of sports direct
DESCRIPTION
A creative pitch suggesting a new & fresh re-brand of the high streets Sports DirectTRANSCRIPT
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'IF I COULD REBRAND ANY BRAND, WHO WOULD IT BE, WHY, AND A COUPLE OF
IDEAS HOW'
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& S T R A T E G Y
BASIC RETAILING AT ITS BEST PILE ‘EM HIGH, SELL ‘EM CHEAP’ STRATEGY
SUCCESS OF THE RECESSION EMBODIES STRATEGIC MISSION
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STRENGTHS
• WORLD-‐RENOWNED BRANDS
• LOW COST • CONVENIENCE: SPORTSWEAR & EQUIPMENT
• STRONG MARKET POSITION
• EFFICIENT DISTRIBUTION PROCESS
• STRONG BRAND PORTFOLIO
WEAKNESSES
• POOR PERCEPTIONS OF QUALITY
• POOR STORE LAYOUT/SHOPPING EXPERIENCE
• POOR CUSTOMER SERVICE
THREATS
• INCREASING COMPETITION H&M, MATALAN & TOPSHOP & NIKE
• COUNTERFEIT GOODS • RECOVERING ECONOMY
• INCREASING OPERATING COSTS : WAGES, TAX, UTILITIES, REGULATIONS
OPPORTUNITIES
• INTERNATIONAL SPORTING EVENTS
• FEMALE SPORT PARTICIPATION INCREASING
• SPORTS-‐LUXE FASHION TREND
• CREATE SPECIALIST AREAS
• FORM ADDITIONAL STRATEGIC ALLIANCES
• ONLINE RETAIL
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I S N E C E S S A R Y
UK is now coming out of recession: is low price
enough?
Plans to introduce concession stores in Debenhams late 2014
Threat of losing big brands i.e. Adidas
Despite their slogan focusing on ‘excep\onal quality’ many consumers
overlook this
Prosumers
Consumers place more value on the shopping
experience
Move away from the cheep and
cheerful persona
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LOGO
GOALS, MESSAGES & CULTURE
STORES
WEBSITE
A N D C H A N N E L S
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Maintain aggressive discounted messages to
maintain core customers. More focus on quality as well as value Build a beber rela\onship with the
consumers More educated/specialist staff
KLOUT
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S T O R E D E S I G N S
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B E F O R E A F T E R
1 S T P O I N T O F C O N T A C T
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SALIDAVIES1 B E F O R E
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A F T E R
Fitness apps AR apps
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