Impressions - Sports Fan Retailer - June 2015 - 16

FIRST & 5

The Flagship

Spirit Jersey's Andy Gerrard discusses
how the company's signature product
continues to win at retail.

Andy Gerrard

By Jamar Laster, Editor

sk Andy Gerrard what
it's like trying to create a
product that has mass appeal across all consumer
segments and demographics - from
collegiate Greek organizations to action
sports enthusiasts and everything in between - and he'll give you an immediate,
two-word reply: "Incredibly difficult."
Yet that's exactly what it seems Spirit
Jersey has done. Its flagship product -
you've no doubt seen its distinctive oversized back print and dropped shoulder
design - originated about 16 years ago
and became a favorite for male and female
consumers, says Gerrard, the company's
sales and marketing director. Sales have
been increasingly strong recently, quadrupling from 2012 to 2013, according
to the company. By all accounts, 2014
also saw strong sales figures.
"Our jersey is 100% USA-made and
our customers want the quality and the
Spirit Jersey brand," Gerrard says. "We
offer the widest choice of colors, fastest
turn times and ship all year round, so
we're never out of stock."
Demand is strong despite the Spirit
Jersey not being offered via mass- and
discount-retailer distribution channels.
"We've been very fortunate to receive such
high demand from almost everywhere
[else]," he says.
Gerrard spent several minutes with
SportsFan Retailer discussing the company's flagship product, innovation, prerequisites for retail success and more.
16 June 2015

SportsFan Retailer: The unique design
of the Spirit Jersey is noticeable immediately. Is the product more popular
with men or women?
Andy Gerrard: In the past three years,
the jersey was embraced by the college
market, and such was its popularity with
girls on campus, so it became known as
a women's garment. Since then, we have
launched various different styles of the
jersey and a full fashion offering of new
styles, all of which are targeted at college girls.
SFR: What's the key to delivering a truly innovative apparel product that also
becomes successful at retail?
Gerrard: The product has to be unique
and adaptable so that it is - and remains
- a trend setter. It also has to have the
right backup so it can consistently deliver
complete and on time all year round. I
think these are two factors we've achieved
with great success.
SFR: Any advice for retailers considering
placing Spirit Jersey orders?

Gerrard: Remember to purchase enough
so you're not caught short when your
customers clear you out in the first three
days - and that's a true story.
SFR: The company also offers customization options. Is garment design and
decoration done in-house or do you have
contract decorators?
Gerrard: We do everything in house.
We're proud to be 100% USA-made. The
endless custom options of the spirit jersey is one of the defining factors of its
longevity. It is always fresh.
SFR: Do you see any opportunities for
product or line expansion?
Gerrard: In the past year, we have extended our product offering significantly. We now offer a number of different
variations of the Spirit Jersey, including
V-neck, short-sleeve and pocket versions - among others - and have a
full fashion line targeted at the college
girl. Everything focuses on quality and
delivering complete product all year
round.

More About Spirit Jersey
Product Lines: Spirit Jersey and assorted styles, colors and prints; full
athleisure offering featuring tops, dresses and leggings.
Licenses Carried: Collegiate, NFHS, Greek, NFL Players, United States Army,
Marines, Air Force
Distribution Channels: Multiple
Website: spiritjersey.com

SportsFan Retailer

http://www.spiritjersey.com

Impressions - Sports Fan Retailer - June 2015

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