Impressions - Sports Fan Retailer - December 2015 - 18

Fashion trends have
become more important in
sports licensing, but wins
and losses still drive sales.
Karen Raugust,
Contributing Writer

A

focus on fashion, premium apparel growth,
strong video game sales
and continued expansion in women's apparel
are among the trends propelling licensed
sports product retail sales.
The business saw a 5% bump in the
United States and Canada in 2014, according to The Licensing Letter Sports
Licensing Report 2015, with sales reaching $14.1 billion at retail, up from $13.44

billion in 2013 (see Figure 1). Collegiatelicensed merchandise added another $3.4
billion to the total, although that sector
fell 2.5% from the $3.43 billion reported
the previous year, per The Licensing Letter. The core categories of apparel and
accessories both increased by 5.8%, together accounting for nearly half (48.8%)
of industry sales overall.
An end-user attraction to premium
products is one of the main trends leading the sales proliferation.

The licensed sports product business saw a 5% bump
in the United States and Canada in 2014, according to
The Licensing Letter Sports Licensing Report 2015.

18 December 2015

"The better goods are seeing growth,"
says Duane Adams, president of Sports
Fever, citing higher-priced authentic goods
from Nike and VF Corp. as examples.
"Customers are interested in sideline
products from key brands like Nike, Under Armour and adidas, and are willing to
pay the premium retail [prices] for those
items," says Chad Haring, vice president
and general merchandise manager of
athletic apparel and licensed products,
Dick's Sporting Goods.
Licensees such as Peter Millar are driving price points even higher. The fashion
label launched a high-end men's collection
featuring 55 universities, focusing on cashmere sweaters that retail for $100-$150.
Performancewear - a premium product category itself, paired with team and
collegiate graphics - remains an industry standout. For universities represented
by the Collegiate Licensing Co. (CLC),
men's performancewear sales increased
42% in 2014, according to Gary Dubiel,
vice president of retail development, CLC.
Outerwear and knit hats have sold well
in many markets, thanks in part to a cold
winter in 2014. "We're seeing strong sales
in NFL lightweight outerwear, performance fleece tops, and knit headwear,"
Haring says. "Similarly, popular items in
NCAA include ¼-zips and fleece."
Lisa Piken Koper, vice president of licensing for the National Basketball Association (NBA) reports that the headwear
SportsFan Retailer



Impressions - Sports Fan Retailer - December 2015

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

Impressions - Sports Fan Retailer - December 2015
Contents
For the Record
From the Show Director
Starters
First & 5
MVPs
The More Things Change …
Alumni Allegiance
Follow the Crowd
Sneak Peeking
Around the Leagues
Retailer Focus
Impressions - Sports Fan Retailer - December 2015 - Impressions - Sports Fan Retailer - December 2015
Impressions - Sports Fan Retailer - December 2015 - Cover2
Impressions - Sports Fan Retailer - December 2015 - 1
Impressions - Sports Fan Retailer - December 2015 - Contents
Impressions - Sports Fan Retailer - December 2015 - 3
Impressions - Sports Fan Retailer - December 2015 - For the Record
Impressions - Sports Fan Retailer - December 2015 - 5
Impressions - Sports Fan Retailer - December 2015 - From the Show Director
Impressions - Sports Fan Retailer - December 2015 - 7
Impressions - Sports Fan Retailer - December 2015 - Starters
Impressions - Sports Fan Retailer - December 2015 - 9
Impressions - Sports Fan Retailer - December 2015 - 10
Impressions - Sports Fan Retailer - December 2015 - 11
Impressions - Sports Fan Retailer - December 2015 - 12
Impressions - Sports Fan Retailer - December 2015 - 13
Impressions - Sports Fan Retailer - December 2015 - First & 5
Impressions - Sports Fan Retailer - December 2015 - 15
Impressions - Sports Fan Retailer - December 2015 - MVPs
Impressions - Sports Fan Retailer - December 2015 - 17
Impressions - Sports Fan Retailer - December 2015 - The More Things Change …
Impressions - Sports Fan Retailer - December 2015 - 19
Impressions - Sports Fan Retailer - December 2015 - 20
Impressions - Sports Fan Retailer - December 2015 - 21
Impressions - Sports Fan Retailer - December 2015 - Alumni Allegiance
Impressions - Sports Fan Retailer - December 2015 - 23
Impressions - Sports Fan Retailer - December 2015 - 24
Impressions - Sports Fan Retailer - December 2015 - 25
Impressions - Sports Fan Retailer - December 2015 - Follow the Crowd
Impressions - Sports Fan Retailer - December 2015 - 27
Impressions - Sports Fan Retailer - December 2015 - 28
Impressions - Sports Fan Retailer - December 2015 - 29
Impressions - Sports Fan Retailer - December 2015 - Sneak Peeking
Impressions - Sports Fan Retailer - December 2015 - 31
Impressions - Sports Fan Retailer - December 2015 - 32
Impressions - Sports Fan Retailer - December 2015 - 33
Impressions - Sports Fan Retailer - December 2015 - 34
Impressions - Sports Fan Retailer - December 2015 - 35
Impressions - Sports Fan Retailer - December 2015 - 36
Impressions - Sports Fan Retailer - December 2015 - 37
Impressions - Sports Fan Retailer - December 2015 - Around the Leagues
Impressions - Sports Fan Retailer - December 2015 - 39
Impressions - Sports Fan Retailer - December 2015 - 40
Impressions - Sports Fan Retailer - December 2015 - 41
Impressions - Sports Fan Retailer - December 2015 - 42
Impressions - Sports Fan Retailer - December 2015 - 43
Impressions - Sports Fan Retailer - December 2015 - Retailer Focus
Impressions - Sports Fan Retailer - December 2015 - 45
Impressions - Sports Fan Retailer - December 2015 - 46
Impressions - Sports Fan Retailer - December 2015 - 47
Impressions - Sports Fan Retailer - December 2015 - 48
Impressions - Sports Fan Retailer - December 2015 - Cover3
Impressions - Sports Fan Retailer - December 2015 - Cover4
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