buying launch pad
Challengers Waiting in the Wings?
Adidas, Nike and Puma football boots feature prominently in shops across the UK. There are also alternative brands that can complement the ‘big 3’ in your shop.
2012
is shaping up to be a vintage
year in the world of football. With Euro 2012 and an open Premier League title contest, football is likely to be a key seller for retailers. When buying, retailers mainly
focus on the big 3 brands; Adidas, Nike and Puma. This is obvious as many of the top footballers use these products and so prove to be popular with people wanting to emulate the stars. However there are opportunities for retailers looking to off er alternatives for consumers. Danish sportswear company Hummel off er one such alternative. Hummel currently manufacture kits for a variety of clubs around Europe from Cork City to St Mirren. Aware that they cannot compete with the larger budgets of the bigger brands, Hummel have decided to market themselves as a seller of more traditional styles of football boot. “We were, and still are conscious of not going down the huge variety of colourways route as we cannot compete with the larger brands and their marketing budgets” said Gary Bright Hummel UK Sales Manger. ‘Our historic colourways are our strongest products and sit well
with the retro vibe that is proving to be popular at the moment.” Hummel football boots may be an option for retailers looking to maximise opportunities from customers who are keen on the traditional heritage look. Alongside looks there are also opportunities for favourable price margins. Bright comments “We feel our boots are competitively priced and made from high quality material and offer a decent pricing point, giving retailers higher margins than they are perhaps getting from other brands.” Their top style premium k leather boot for 2012 retails at £80.00, which is available in soft and fi rm ground options and compares well to top of the range models from other brands. This may off er retailers a cheaper alternative for consumers still wanting a top quality boot but who aren’t prepared to pay the prices charged by other brands. Similarly Hi –Tec’s range of
children’s football boots off er a suitable starting point for youngsters seeking to take up the beautiful game with very competitive prices. Available in sizes from J10 through to size 6, the EOS league SRP price is
Bobby Zamora in the Under Armour Dominate boot. Hi-Tec EOS League
£24.99 and the 6-stud format is designed for soft ground and wintry conditions. There are also new brands that maybe worth keeping an eye on from a retail perspective when stocking football boots. Formed in 1995, Under Armour are best known for their high performance apparel designed to be worn under sportswear. They have since diversifi ed into American Football, basketball and now football. Designed to be lightweight
yet not compromising on power,
Under Armour’s range of football boots are currently worn by Fulham striker Bobby Zamora and Hanover 96 forward Mike Hanke. Although not as established as other brands, it may be worth retailers looking at Under Armour as an exciting new brand with potential to complement the usual boots stocked. Although the ‘big 3’ are still going to be essential products for retailers, Hummel and Hi-Tec are viable alternatives as they are competitively priced. In times of economic diffi culty, this could be very important to your customers wanting quality products without the expense. Alternatively investing in a new brand could be benefi cial with customers keen on exploring the next ‘big thing’.
made from high quality material and off er a decent pricing point, giving retailers higher margins than
Hummel K-Leather 16 |
SGB-SPORTS.COM
they are perhaps getting from other brands. gg g
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We feel our boots are competitively priced and g
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