Impressions - Sports Fan Retailer - June 2015 - 26

less and have to get more product than
to have too much of something
very few people want."
While retailers can never know exactly how a team
or player will perform during
any given season, they can take
some basic steps to minimize the
risk of being stuck with unwanted
inventory.
"One of the more effective ways
of addressing this challenge is to
order from companies that have
domestic production capabilities,"
says Michael Schindler, president of
Baden Sports, Renton, Wash. "Typically, this step alone provides a big
advantage to retailers by shortening
lead times and providing greater flexibility in the types and quantities of
licensed products offered."
But in an industry where fan favor
- and, thus, consumer demand - is
driven, in part, by fluctuating player
and team performances, are the pitfalls
of trying to sell jerseys that have lost
their luster somewhat avoidable? In a
word, yes, but it takes some common
sense from retail buyers.
"If you pay attention to the contracts
signed by athletes, you can tell where
they are in their careers," says Ben De
Voe, franchise development director,
Pro Image Sports. "For somebody like
Peyton Manning, [retailers] should be
buying fewer of his jerseys now than
[they] would have at the beginning of
his career. Using common sense in your
ordering will save you some money."
But, De Voe admits, some bumps in
the road are tough to predict. "Nobody
expected the situation with Adrian Peterson [who pleaded no contest last season to
reckless assault], who was the face of the
franchise for the Minnesota Vikings," he
says. "Nobody saw that coming."
While licensed jerseys are a high-profile and, at times, expensive item, De Voe
says they represent a small, single-digit
part of most Pro Image stores' inventory. "We make sure to have enough team
novelty items on sale, which are not affiliated with any given player, [but] which
26 June 2015

In fact, one of the industry's biggest growth
areas is the women's demographic.
"From T-shirts and fleece to
accessories, we offer a wide assortment of products all made
specifically for young and passionate female fans," says Natara
Holloway, vice president of consumer products for the NFL.
The children's demographic,
which has youth and infant/toddler subcategories, also is growing.
"Years ago, licensees would simply make a small or extra-small
in men's sizes, hoping it would fit
a child," says Joe Hutchinson, vice
president of apparel management,
The Collegiate Licensing Co. (CLC).
"Now, our licensees make youth-specific sizes where the apparel is properly made, fit and sized for a child."

When Carmelo Anthony was traded
to the New York Knicks in 2011, many
Colorado retailers probably were left
with his Denver Nuggets jersey on
their shelves.

are popular with consumers throughout
the year," he says.
Retailers can also cash in on a player's
popularity without being committed to
buying and selling high-priced jerseys.
De Voe says Pro Image sells more nameand-numbered T-shirts, which is more
economical for the retailer and customer.
DIVERSIFY CLIENTELE
Smart retailers understand that consumer
and fan demographics have shifted such
that men are not their only customers and
product selection is not limited to jerseys.

TEAM APPEAL LASTS
While many retailers consider the
names on the backs of jerseys as factors that indicate popularity, don't
forget that your customers may have
more team-centered allegiances. This
particular phenomenon seems to exist among fans sporting MLB- or
collegiate-branded jerseys.
"I'm a lifelong St. Louis Cardinals
fan and my game-day outfits reflect
that," says Sam Simmermaker of Columbus, Ind., who threw the ceremonial first
pitch at a Cardinals spring training game
in 2014. "I have followed all the players
over the years, from the Bob Gibson-led
teams of the 1960s to today's young stars.
It would not be fair for me to wear one
jersey connected to just one player. I'm
always cheering for the team."
"Players come and go with the Cincinnati Reds, but my allegiance is always with the ballclub," says Jonathan
Eskridge of Covington, Ky. "None of my
Reds apparel is connected to any one
player, just the team. I buy Reds gear,
not player gear. I have nothing with a
number or reference to any player. I'm
never out of style at the ballpark."
In college sports, players come and go
cyclically, but the team spirit endures.
SportsFan Retailer

Impressions - Sports Fan Retailer - June 2015

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