Fred
Perry Brand Story (Part 1) ------ Preface
When it
comes to sportswear brands, we usually talk about Nike and Adidas thanks to
their strong reputations globally. It is no doubt that both of them are two of
the largest manufacturers and suppliers specialized in a wide range of athletic
goods and recreational products. Although Nike and Adidas always dominate the
market, and target the diversified markets, there are still some gaps available
in the industry and some specific markets in which they fail to do well. Compared
with these big brands, a narrower brand positioning sometimes is good at
building a charming brand personality and differentiating its offering, which
contributes not only to attracting a group of loyalty followers, but also to achieving
a better performance in the specific market.
Fred
Perry is a fashion sportswear brand built by British Wimbledon champion
Frederick John Perry and Austrian footballer Tibby Wegner in the late 1940s. It
is well known for its classic and pure color tennis shirts with a recognizable
laurel wreath logo stitched into the cloth on its left chest. The inspiration
of this symbolic logo came from the original symbol design of Wimbledon, which
means excellence synonymous with Fred Perry’s tagline. The target population of
this brand is young people in the upper-middle class, and its positioning is
rebellious brand but a luxury brand for sportsmen. The athletic apparel of Fred
Perry is anti-perspiring, simple-designed, enduring, lightweight, and instantly
recognizable. Besides, it has always adopted new and exclusive elements to
design its clothing through appointing some legendary designers as fashion
designers such as Raf Simons so as to satisfy the needs of new generations and
meet the new trends.
The implication of this brand is that Fred Perry not only
provides excellent goods, but also creates emotional branding experience
including exclusive and comfortable feeling for its consumers. It takes
advantage of its long history and rich heritage to tell stories so as to create
stronger emotional bonds with its customers and turn them into loyalty
advocates. It also sponsors a lot of sports events such as Wimbledon, the most
prestigious tournament of Tennis, and tennis players such as Andy Murray. It
involves in celebrity endorsements and attracts a variety of athletes and
famous singers such as Amy Winehouse to be brand ambassadors. The key factor of its success is that Fred Perry has committed itself to creating an iconic
brand. It is adept at identifying cultural tensions and turning them into
potential opportunities. The most important event is that Fred Perry took
advantage of the Mod subculture of 1960s, and successfully created a blend
between sportswear and street wear. As a result, the brand enjoyed great
popularity in Britain.
Sources:
Top 10
Sportswear Brands of the World 2015
Fred
Perry Logo
Fred
Perry SWOT Analysis, USP & Competitors
A Brief
History of All Things Fred Perry
Fred
Perry
Official
Website
Team 4: Florine Bonduelle, Shensheng Dai, Arthur Jourdan, Erin Palmeter, Joséphine Peyre
When it
comes to sportswear brands, we usually talk about Nike and Adidas thanks to
their strong reputations globally. It is no doubt that both of them are two of
the largest manufacturers and suppliers specialized in a wide range of athletic
goods and recreational products. Although Nike and Adidas always dominate the
market, and target the diversified markets, there are still some gaps available
in the industry and some specific markets in which they fail to do well. Compared
with these big brands, a narrower brand positioning sometimes is good at
building a charming brand personality and differentiating its offering, which
contributes not only to attracting a group of loyalty followers, but also to achieving
a better performance in the specific market.
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