Branded 1

As pArt of regulAr feAture in BrAnDeD we spoke to Hazel Hebron, HeAD of retAil At newcAstle uniteD f.c. AnD AskeD for Her tHougHts AnD views on tHe BrAnDeD mercHAnDise sHe offers BAck to tHe extensive fAn BAse At newcAstle uniteD. stArter for 1 0 Starter for 10 | branded 1) What do you look for in branded merchandise, how do you ‘single’ something out? I look for a quality product which is well made from a reputable supplier and something which represents value for money for our customers. 2) How do you target your consumer base? Through media advertising and the website. 3) How do you identify the consumers ‘needs’ and ‘wants’? Do you actually consult supporters when looking for new products? We listen to our customers. We try to offer a large rang of products to cover all ages and by listening to the customers they will tell us things that they want and where possible, if the demand is great enough we will source it. 4) What changes have you noticed in recent years about what they (the consumers) are looking for? Customers demand good quality and value for money, we aim to price our products in line with the high street and do not compromise on quality. “ we listen to our customers. we try to offer A lArge rAng of proDucts to cover All Ages 5) Do you actively seek consumers that are considered slightly outside of your target market? It is difficult is say exactly the width of our target market, it is always someone who is interested in the club, but the person buying it may not be. For example, they could be a Grandmother buying something for her Grandson and we have to offer a range of products which will suit a wide audience. 6) Do you buy seasonally and also do you provide ‘seasonal’ products? Yes we buy seasonal, Spring/Summer and Autumn/Winter. Our ranges change at the “ same time as the high Street changes. We provide seasonal products such as Selection boxes, advent Calendars and boxed Christmas gifts. 7) What is the most successful product/s you have branded? Our replica shirts. 8) And the least? Hair accessories. 9) Which company has a brand that you most admire? John Lewis . 10) Where do you usually source new products? At trade shows in the UK and Far East. www.brandedmagazine.com | branded 5 http://www.brandedmagazine.com

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Branded 1 Contents Starter for 10 Security New Developments SMEX 2009 Preview

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