selling tennis
Back to the Future?
Should retailers look to the past to ensure future success? A
host of tennis labels are trying to reassert themselves within
the UK fashion market by reissuing classic designs from their past and appealing to consumers looking for that retro look. Fila with their iconic Bjorn Borg collection and Slazenger’s new heritage range are just two brands that have looked to exploit this growing trend. Global tennis distributor HEAD are another brand who has looked to fuse the past with the present to keep their brand fresh and innovative. To celebrate the 25th anniversary of the Presige racquet range, HEAD is relaunching a revitalised YouTek IG Prestige series for 2012. The Prestige philosophy takes stock from past brand achievements with the motto “Heritage, Precision and Class.’ Past players that previously used the Prestige include Henri Leconte, Thomas Muster, Goran Ivanišević, Gustavo Kuerten and Marat Safi n. The latest ambassador for the brand is world number 14 Robin Soderling. “It is a feeling very tough to describe, but everybody who has ever
played with a Prestige racquet understands,” confi rms Robin Soderling. “The Prestige racquet gives me the best mix of both power and control.” The Prestige range also ensures the brand utilises the latest product
technologies with the Prestige S-model. The racquet features a new 16/19 double grommet string pattern for a better sounding racquet and all Prestige racquets now include Innegra technology which is also used in Formula 1 to increase shock absorption. Tests carried out by HEAD indicate that Innegra technology
reduces vibration on ball impact by 17%. It is this complement of the latest technologies with brand heritage that is proving to be popular throughout the sporting goods trade which retailers should not ignore. Likewise the K-Swiss Classic, developed in 1966 has remained largely unchanged since its inception. With the simple yet classic look still revered by consumers, the brand has seen no need to change a simple design but still ensure that the shoe functions in
today’s environment. However this does not mean that retailers should ignore innovative new brands. Scandinavian women’s tennis brand
PureLime is a name that may be unfamiliar
to many UK sports retailers. Although established in the USA for a number of years, the company only introduced a range into a few UK selected stockists last year. Spring/Summer 2012 however sees their tennis range more widely available for UK retailers. The Scandinavian tennis range is designed to be a fresh approach inspired by the active and outdoor Scandinavian lifestyle. Appealing to the fashion conscious female tennis player, the garments also utilise the latest moisture wicking technology. “We off er a premium brand at an
aff ordable price”, says PureLime’s Martin Hudson. “Margins for retailers are around 2.2 RRP value and are an option for those looking to take advantage of the
large numbers of female tennis players. Tennis is a diverse sport and often the women’s side of the game is ignored in favour of the men’s game.” Tennis retailers should
ultimately not ignore heritage products but PureLime also exemplify a new approach to tennis in the UK. Keeping your tennis range fresh and well stocked should be important to ensure new and repeat custom and avoid consumers seeking out new products online.
The Scandinavian tennis range is designed to be a fresh approach inspired by the active and outdoor Scandinavian lifestyle.
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