rebranding of sports direct

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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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A F T E R

Fitness apps AR apps

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rebranding of sports direct

Business