buying patriotic products
‘Dunkirk Spirit’
set to reignite the I
n times of national crisis, patriotism has o en been proven to be the
perfect antidote for economic and social woe within the UK. From the evacuation of Dunkirk in 1940 to the Falklands confl ict in 1982, British nationalism has successfully been used as a tool to promote patriotic sentiment and to act as a catalyst for future prosperity. 2012 is likely to be a bumper
year for Union Jack fl ag bearers. With the Olympics taking place in London, the Queen celebrating her Diamond Jubilee and England likely to enter a major footballing tournament with an English manager at the helm, even the most sceptical are likely to be stirred by feelings of patriotic pride. But will pride turn into profi t in the coff ers of the UK retailer? With the Olympics now less than 150 days away and Christmas trading now a distant memory, all eyes should be locked on the biggest sporting event to have hit these shores in many years. Many retailers outside of the south east are sceptical of the impact the
sports trade in 2012 2012 is likely to see a new wave of British patriotism. Is this the kick-start the UK sports trade has needed?
games will have on trade. Kevin Ellicott of Apex Sports based in North Devon for instance told SGB “We are too far away to expect any real impact on my business.” However is this really the case?
With unprecedented demand for tickets and blanket TV coverage in place, sports participation is likely to be very high. Obviously tourism will have a positive impact in the south east but the rest of the country will have the potential to benefi t. Actively seeking out likely popular products and using events in
2012 as a marketing tool may be the key to success. Many retailers have already
invested in the London 2012 licensing programme featuring brands such as Adidas and many independents will be selling a host of souvenir products. There are reported to be over 12,000 Olympics products for sale in the UK and so this certainly suggests demand is anticipated within the retail trade. Other suppliers have also been
invested in the London 2012 licensing programme featuring brands such as Adidas and many independents will be selling a host of souvenir products
Many retailers have already 18 |
SGB-SPORTS.COM
keen to exploit the potential for a patriotic year. Aqua Sphere has released a new ‘GB’ collection for 2012. This new swimwear range features a striking Union Jack design and is marketed at both adults and children. Even multi- national brands like Lucozade have been quick to jump on the British bandwagon with Union Jack packaging on two of their products. The wedding of Prince William and Kate Middleton in 2011
demonstrated how the British love celebrating a Royal occasion and the Queen’s Jubilee should be no diff erent. With the added bonus of two bank holidays, it is hoped consumer spending will be buoyed by the event, as has been the case with Royal occasions in the past. To supplement the
aforementioned events, there are other key sporting events for retailers such as Wimbledon and the added bonus of a currently successful England cricket team. With a host of sporting events to look forward to, is it too much to ask for England to win Euro 2012, Andy Murray to win Wimbledon and the British Olympic team to win a host of gold medals? Yes you are right, I probably am
dreaming! However regardless of sporting success, hopefully 2012 is the year when sports retailers are ‘not for turning’ in their pursuit of economic success!
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