Impressions - Sports Fan Retailer - June 2015 - 4

FOR THE RECORD

What's
In a Name?
Jamar Laster

Send comments, questions or
feedback to Jamar.Laster@
Emeraldexpo.com.
4 June 2015

A

bout nine years ago, I wanted to get my girlfriend a really cool
birthday gift. We had been dating fairly seriously for about a year and a
half, and I wanted to buy something special for her.
I don't consider myself a savant when it comes to knowing what makes
a memorable birthday gift for women. Well, I should clarify: The only items I could
think of at the time that would qualify as memorable (translation: something sparkling) were out of my price range. Still, I wanted the gift to spark a tad more excitement
than anything chocolates, another bouquet of flowers or a Visa gift card could elicit.
I eventually decided to get her an officially licensed jersey of our favorite NFL team,
the Atlanta Falcons. Furthermore, I wouldn't just go to the local sporting goods store
or big-box retailer for my purchase. I wanted to buy her the official jersey from the
team's online shop. This was partly because the player's jersey I knew she would love
was so obscure, it was doubtful that I'd find it anywhere else. D.J. Shockley, a quarterback who played at the University of Georgia, our college alma mater, was drafted by
the Falcons in the seventh round of that year's NFL Draft. So I knew I'd accomplish
my goal of making her birthday memorable with that specific jersey.
The point of this trip down memory lane is that, yes, the purchase was made with
a specific player in mind. But it also was made as an homage to the team. In this
industry, so much focus is sometimes geared toward player popularity, top-selling
merchandise and the names on the backs of jerseys that some retailers - and fans -
forget the bigger picture. Player success often is tied to team success ... you know, the
name on the front of the jersey. And if the team succeeds, everyone wins - on the
field, court or pitch, as well as at the cash register.
In this issue, contributing writer Mike May explores how retailers can combat the
problem of excess inventory due to various causes (see page 24). One strategy, he writes,
is using creative merchandising and selling techniques that emphasize the team over
specific players. You'd be surprised how doing so - combined with a few other methods - can help keep products steadily flowing out your front door.
How do I know the team-first mentality works for fans? Well, that girlfriend I mentioned, who's now my wife, still wears her No. 3 D.J. Shockley jersey when we watch or
attend Falcons games. And for the record: D.J. Shockley was cut by the Falcons in 2009.
I'd say there's something to this theory.

Jamar Laster
Editor

SportsFan Retailer



Impressions - Sports Fan Retailer - June 2015

Table of Contents for the Digital Edition of Impressions - Sports Fan Retailer - June 2015

Impressions - Sports Fan Retailer - June 2015
Contents
For the Record
From the Show Director
Starters
First & 5
MVPs
Fashion at the Forefront
When Inventory Gets Excessive
Apparel Takes Top Billing
Around the Leagues
Retailer Focus
On Deck
Impressions - Sports Fan Retailer - June 2015 - Impressions - Sports Fan Retailer - June 2015
Impressions - Sports Fan Retailer - June 2015 - Cover2
Impressions - Sports Fan Retailer - June 2015 - 1
Impressions - Sports Fan Retailer - June 2015 - Contents
Impressions - Sports Fan Retailer - June 2015 - 3
Impressions - Sports Fan Retailer - June 2015 - For the Record
Impressions - Sports Fan Retailer - June 2015 - 5
Impressions - Sports Fan Retailer - June 2015 - From the Show Director
Impressions - Sports Fan Retailer - June 2015 - 7
Impressions - Sports Fan Retailer - June 2015 - Starters
Impressions - Sports Fan Retailer - June 2015 - 9
Impressions - Sports Fan Retailer - June 2015 - 10
Impressions - Sports Fan Retailer - June 2015 - 11
Impressions - Sports Fan Retailer - June 2015 - 12
Impressions - Sports Fan Retailer - June 2015 - 13
Impressions - Sports Fan Retailer - June 2015 - 14
Impressions - Sports Fan Retailer - June 2015 - 15
Impressions - Sports Fan Retailer - June 2015 - First & 5
Impressions - Sports Fan Retailer - June 2015 - 17
Impressions - Sports Fan Retailer - June 2015 - MVPs
Impressions - Sports Fan Retailer - June 2015 - 19
Impressions - Sports Fan Retailer - June 2015 - Fashion at the Forefront
Impressions - Sports Fan Retailer - June 2015 - 21
Impressions - Sports Fan Retailer - June 2015 - 22
Impressions - Sports Fan Retailer - June 2015 - 23
Impressions - Sports Fan Retailer - June 2015 - When Inventory Gets Excessive
Impressions - Sports Fan Retailer - June 2015 - 25
Impressions - Sports Fan Retailer - June 2015 - 26
Impressions - Sports Fan Retailer - June 2015 - 27
Impressions - Sports Fan Retailer - June 2015 - Apparel Takes Top Billing
Impressions - Sports Fan Retailer - June 2015 - 29
Impressions - Sports Fan Retailer - June 2015 - 30
Impressions - Sports Fan Retailer - June 2015 - 31
Impressions - Sports Fan Retailer - June 2015 - S1
Impressions - Sports Fan Retailer - June 2015 - S2
Impressions - Sports Fan Retailer - June 2015 - S3
Impressions - Sports Fan Retailer - June 2015 - S4
Impressions - Sports Fan Retailer - June 2015 - S5
Impressions - Sports Fan Retailer - June 2015 - S6
Impressions - Sports Fan Retailer - June 2015 - S7
Impressions - Sports Fan Retailer - June 2015 - S8
Impressions - Sports Fan Retailer - June 2015 - S9
Impressions - Sports Fan Retailer - June 2015 - S10
Impressions - Sports Fan Retailer - June 2015 - S11
Impressions - Sports Fan Retailer - June 2015 - S12
Impressions - Sports Fan Retailer - June 2015 - S13
Impressions - Sports Fan Retailer - June 2015 - S14
Impressions - Sports Fan Retailer - June 2015 - S15
Impressions - Sports Fan Retailer - June 2015 - S16
Impressions - Sports Fan Retailer - June 2015 - S17
Impressions - Sports Fan Retailer - June 2015 - S18
Impressions - Sports Fan Retailer - June 2015 - S19
Impressions - Sports Fan Retailer - June 2015 - S20
Impressions - Sports Fan Retailer - June 2015 - S21
Impressions - Sports Fan Retailer - June 2015 - S22
Impressions - Sports Fan Retailer - June 2015 - Around the Leagues
Impressions - Sports Fan Retailer - June 2015 - 33
Impressions - Sports Fan Retailer - June 2015 - 34
Impressions - Sports Fan Retailer - June 2015 - 35
Impressions - Sports Fan Retailer - June 2015 - Retailer Focus
Impressions - Sports Fan Retailer - June 2015 - 37
Impressions - Sports Fan Retailer - June 2015 - 38
Impressions - Sports Fan Retailer - June 2015 - 39
Impressions - Sports Fan Retailer - June 2015 - On Deck
Impressions - Sports Fan Retailer - June 2015 - Cover3
Impressions - Sports Fan Retailer - June 2015 - Cover4
https://www.nxtbook.com/emerald/impressions/202404
https://www.nxtbook.com/emerald/impressions/202403
https://www.nxtbook.com/emerald/impressions/20240102
https://www.nxtbook.com/emerald/impressions/202312
https://www.nxtbook.com/emerald/impressions/20231011
https://www.nxtbook.com/emerald/impressions/20230809
https://www.nxtbook.com/emerald/impressions/2023
https://www.nxtbook.com/emerald/impressions/20230506
https://www.nxtbook.com/emerald/impressions/202304
https://www.nxtbook.com/emerald/impressions/202303
https://www.nxtbook.com/emerald/impressions/20230102
https://www.nxtbook.com/emerald/impressions/202212
https://www.nxtbook.com/emerald/impressions/20221011
https://www.nxtbook.com/emerald/impressions/20220809
https://www.nxtbook.com/emerald/impressions/20220506
https://www.nxtbook.com/emerald/impressions/202204
https://www.nxtbook.com/emerald/impressions/202203
https://www.nxtbook.com/emerald/impressions/20220102
https://www.nxtbook.com/emerald/impressions/202112
https://www.nxtbook.com/emerald/impressions/20211011
https://www.nxtbook.com/emerald/impressions/DigitalDecorator_2021
https://www.nxtbook.com/emerald/impressions/20210809
https://www.nxtbook.com/emerald/impressions/teamactivewear_2021
https://www.nxtbook.com/emerald/impressions/202106
https://www.nxtbook.com/emerald/impressions/202105
https://www.nxtbook.com/emerald/impressions/imp_0421_digital
https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
https://www.nxtbookmedia.com