p8-10 Replica Kit FEB:SGBGolf_NEW_template 26/02/2009 11:55 Page 8
SGB Sports
Digging down
Team-wear brands are responding to slow retail conditions by digging down to a
new entry level for Spring 2009. Robin Barwick reports
I
f the market won’t come to existing price initial reaction we have had from retailers has Rosemary Carter. “As such, we've positioned
points, there is only one thing for it, been very positive.” ourselves as a bespoke kit manufacturer giving
according to many of Europe’s leading Paul Sherratt, UK country manager for the customer options in the styles, sizes and
team-wear producers: take the price points Uhlsport, reports a similar response from colours they can have. We have seen an
down to the market. the premium German brand. “Uhlsport increase in the demand for
“Unfortunately what we are seeing is that has always positioned itself as a mid bespoke sportswear, football kit
there are less small businesses out there to top-end brand and we still and team-wear. As more people
sponsoring team kits, so a lot of teams are having have products within those opt for bespoke kit, we've
to make do with the same kits as last season,” categories,” he says, “but we experienced positive growth
says Ian Bishop, Prostar’s Business Development made a strategic decision to try this past year and we are
Director. “It is tough times but we are holding and open up more doors by warily confident that this
our own. Thankfully our sales have remained introducing some new product growth will continue into
even, year on year, which is great considering the that maintains Uhlsport’s quality, 2009.”
economic climate we are in.” but which is priced more aggressively. For rugby brand Rhino, which has a
Sensport brand manager Simon Shalloe is of a This has allowed more retailers to buy long tradition in rugby training
similar opinion; “Clubs are looking at more cost- into the brand.” equipment yet only entered the team
effective options,” he says, “mainly because Sherratt singles out Uhlsport’s Club apparel game last year, they hope the
sponsors are offering less in terms of hard cash. range, which is retailing at the “pretty secret to success lies in coconuts, or
Where a sponsor may have once offered £800 to key price point” of £19.99 for a shirt- to be more specific, Cocona.
a club for their playing kit, and a further amount shorts-socks set. “That has been a big “Rhino has exclusivity for
for training-wear, sponsors and clubs now need drive for us,” he adds. Cocona in the rugby market, and
to get more for their money.” However, the new entry level is not being we will be launching the products in our
These market conditions have prompted Prostar entertained by all brands in the team-wear sector. forthcoming range for August 2009,” says
to establish a new entry level. “We are offering a On the back of a strong 2008, for example, Duncan Olner, commercial manager for Rhino
basic design but with the same quality of Precision Training is holding its kit RRPs from last licensee Tri-Merchandise. And no, Cocona is not
product,” explains Bishop. “It offers real value to year. a new moisturiser for prop forwards. “Cocona is
teams that need their kit at a low budget. The “In 2008 we showed good increases in our
long-sleeved jersey will retail at around £12, as sales for team wear and training wear, and one
opposed to £14-15 for our normal range. The of the reasons is that we have stock,” explains
Dave Sanderson, national sales manager for
Precision Training. “Crucial to the team wear
market is whether companies have got the right
stock on the shelves at the right time. We can
turn around orders in 48 hours. That is an integral
part of our service to the sports trade, that we
offer 24-48 hour delivery. It’s a very good
service.”
Precision Training’s 2009 catalogue is being
launched on April 1, and it will feature new
colours across all four of its team kits, which are
named after some of the great stadia of
European football: Bernabeu II, Olimpico, San Siro
and Parkhead.
For team-wear manufacturers, like any other
business, it is critical not to stand still in a tough
market, whether that means working out a way
to pull back prices or by pushing forward with
enticing technological advances.
Team Colours is hoping to stand out by
positioning itself as a bespoke kit specialist.
“Competition is fierce,” claims managing director
8 SGB SPORTS FEBRUARY 2009
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