The Gap
Brand Positioning
Hang Ten has positioned itself as a casual clothing brand designed for those aged between 20 to 40. It is a brand for the self-confident trendy individual that prides himself in simple and clean designs. This image is conveyed through their products, which mostly comprise of colourful funky basic polo t-shirts and cleanly designed pants that are suitable for most casual occasions.
They also carry an inclusive communitarian image through their slogan "We're Hang Ten", suggesting that Hang Ten is ultimately formed by the people that patronise the store and everyone can be part of the Hang Ten community.
Brand Image
The brand image, unlike brand positioning, is concerned with how the community sees the brand Hang Ten and what they believe it epitomizes. Based on our quantitative and qualitative research, we discovered that that there is an evident disconnect between the positioning and brand image. As a result there are a number of challenges that have arisen for Hang Ten.
Challenges
1. Irrelevant to the target market
Based on our findings, although Hang Ten ranks high in awareness, they are not deemed as the choice casual clothing brand for the young and trendy. What's more surprising is that the young don't even believe that they are the intended target group for the brand. Many identified Hang Ten as an "aunty brand" appropriate for the older age group looking for simple casual clothing at a reasonable price.
If Hang Ten intends to maintain its positioning as a brand for the young they have to make themselves more appealing and relevant to the young.
2. Weak communication
Hang Ten has not made much of an effort to convey their image to their target market aside from in store posters at selected outlets. As a result, their target market are left to build their perception of the brand solely based on their products. Unfortunately, from our research findings, the products alone do not speak much of the brand. It is compared to other casual clothing brands that are better marketed and as a result becomes an inferior clothing choice.
Hang Ten's challenge thus lies in how it can improve communication and value proposition with consumers such that they are educated about the brand and, eventually, form an emotional connection with Hang Ten so that the brand relationship is strengthened.
3. A washed up local brand
Many are unaware of the origins of Hang Ten and associate it with being a local brand created for the heart-landers. This may be one of the main reasons why patronage from the target market is low as image is of high importance when choosing clothing. Through our research we found out that clothing is very often an extension of the individual. Therefore, if the young believe that Hang Ten is a washed up local brand they would not want to associate themselves with it.
Bridging the Gap
In the next section, you will see proposed strategic solutions designed to bridge the tactical gap Hang Ten currently faces and risk assessment (larger number means less risky). Each solution aims to address the challenges Hang Ten currently faces and, as a result, will carry a strong marketing message to the target market, solidifying Hang Ten's brand image to an extent where individuals will be proud to wear the Hang Ten brand.
| Proposed Solutions | Main Risk | Rating |
| Deeply ingrained perceptions may not change without a large marketing overhaul. | 8/10 | |
| Potential conflict with Hang Ten (USA). Misalignment with Hang Ten (HK). | 6/10 | |
| Misalignment with Hang Ten (HK). Severance with Hang Ten’s youthful heritage. | 7/10 |
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