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Sports
SERVING THE SPORTS TRADE IN THE UK AND ROI
Insight
www.sports-insight.co.uk
£3.50 NOV/DEC 2011
THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS
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www.canterbury.com
INSIDE THIS ISSUE
HOOPING
FOR THE BEST
Is basketball too cool
to have mainstream appeal?
POINT OF SALE
How to get more bang for
your marketing buck
SEE PAGE 62
SHOW TIME
Full STAG Buying Show and
ISPO MUNICH previews
IN SEASON
Focus on London 2012,
rugby, running and football
www.ispo.com
Save the date! Connect with us
again at next year’s ISPO from
January 29 – February 1, 2012.
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PERFORMANCE TEAMWEAR COLLECTION
Create a winning identity with Gamegear
teamwear.
Designed for personalisation with your
logo, Cooltex dry wicking fabrics provide
improved air circulation and allow
moisture to escape keeping you cool
and dry when you’re at your most active.
www.gamegear.co.uk
01332 85 83 85
KK999 Tour Zip Neck Top
IN THIS ISSUE
CONTENTS 11.11
E-CATALOGUES & BROCHURES
To view the latest trade e-catalogues
and brochures,
visit www.sportsinsight.co.uk.
ONLINE COMPETITIONS
ABC Certification
Sports Insight has a current ABC certified circulation of
5,496 (audit period July 1, 2010 - June 30, 2011). The
Audit Bureau of Circulations (ABC) is an independent
audit watchdog that verifies magazines’ circulation
figures, providing accurate and comparable data for advertisers.
ABC Certification demonstrates a media owner’s integrity, in
their willingness to be audited and to conform to industry standards.
For more details on the latest Sports Insight
online competition visit www.sportsinsight.co.uk and click on the competition tab
for your chance to win.
COVER STORIES
WEEKLY E-NEWSLETTER
Ricky Chandler, joint managing director of STAG,
speaks to Sports Insight ahead of the buying
group’s UK show
Are you missing out on the latest
industry news? Then subscribe to the FREE
Sports Insight newsletter. Simply go to
www.sportsinsight.co.uk and
click on the
newsletter tab.
WWW.SPORTS-INSIGHT.CO.UK
30 UP FOR THE CHALLENGE
32 IDEAS, INNOVATION
& INSPIRATION
ISPO MUNICH is back with a new look and a new
aim to connect sports business professionals
34 POINT OF SALE
How to get more bang for your marketing buck
40 HOOPING FOR THE BEST
Is basketball too cool to have mainstream appeal?
REGULARS
10 NEWS
Latest headlines, key dates and events
14 KIT STOP
Essential stock for your shop
22 FOCUS ON
Physicool reusable cooling bandages
24 TALKING SHOP
Simon Skelton is manager of Gulf Stream, a surf
retail outlet and manufacturing business
27 MOVERS & SHAKERS
FRONT COVER: features Canterbury Brand Ambassador
Bryan Habana at RWC 2011. Image courtesy of Getty Images.
SportsInsight
working with
68 E-TAILING
How retailers can use social media to
grow their businesses
74 UNDER THE COUNTER
A sideways look at the world of independent retailing
IN SEASON
45 FOOTBALL
46 WOMEN’S PRODUCTS
50 LONDON 2012
52 RUNNING
58 RUGBY
FEATURES
36 POSITIVE CHANGE
Social conscience, sustainability. Are we
actually making a difference or simply mystified by
what it all means?
42 MY SPORTING LIFE
Chris Sutherland, joint managing director of
hockey brand Dita UK
64 VIRTUAL LAND OF
OPPORTUNITY
Tim Gardiner, sales and marketing director
at Admiral Sportswear
Why you should make ecommerce a pivotal part
of your retail strategy
28 FSPA FOCUS
72 MAKE IT MEMORABLE
The latest news from the Federation of
Sports and Play Associations
Without a distinctive experience, retailers will be
left with a small customer group
Editor: Jeff James. Tel: 01273 748675
Group Editor: Ted Rowe
Email: [email protected]
Publisher: Matthew Tudor
Assistant Editors: Catherine Eade and Louise Ramsay
Art Director: Jim Philp
Advertising Manager: Keith Marshall
Tel: 01206 508601
Tel: 01206 505947
Designer: Chris Ashworth
All contents © Maze Media (2000) Limited. The views expressed in
this magazine are not necessarily those of the publisher. Every effort
is made to ensure the veracity and integrity of the companies,
persons, products and services mentioned in this publication and
details given are believed to be accurate at the time of going to
press. However, no responsibility or liability whatsoever can be
accepted for any consequence or repercussion of responding to any
information or advice given or inferred. No part of this publication
may be copied, broadcast, interpreted, or stored, in any form, for
any purpose, without the written permission of the publisher.
Fax: 01206 500243.
Advertisement Art Director: Clare Brasier
Advertising Sales
Reproduction: Ace Pre-Press. Tel: 01206 797541
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Accounts: Philip Bale. Tel: 01206 505907
Colchester, Essex CO2 8JY
Published by Maze Media (2000) Ltd, 21-23 Phoenix
ABC certified circulation: 5,496
(audit period July 1, 2010 to June 30, 2011)
Group Advertising Manager: Sam Reubin
Court, Hawkins Rd, Colchester, Essex CO2 8JY
UK/ROW SUBSCRIPTION: £25/£42.50 for one year (10 issues)
06
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FEET
FIRST
Adverse weather conditions have contributed
to the growth in UK sales of outdoor footwear
in the past two years, says the NPD Group
The ice and snow that has plagued the UK for the past two
winters have played their part in an increase in sales of
outdoor footwear.
Figures rose four per cent year on year in the 12 months to
December 2010, as robust footwear was purchased by people who
needed to get around despite the adverse weather conditions.
According to NPD’s Online Consumer Panel, ‘leisure’ usage increased
significantly around this time, indicating an upsurge in general use.
NPD did not see a sudden increase in sales of hiking, walking or
mountaineering shoes, suggesting that people were purchasing
outdoor shoes as a necessity rather than for any particular activity.
LONG HISTORY
With over 10 per cent market share, the outdoor footwear category is
the third largest in Great Britain after leisure and running. This market
is among the few that doesn’t have the likes of adidas and Nike
08
leading the sales charts. While these two brands have a presence, a
number of outdoor specific brands have a long history of serving this
sector. Some have diversified into other categories, but the majority
remain true to their roots.
Once consumers bought their first pair of outdoor shoes during
the winter months, when spring arrived did they return to purchasing
their traditional footwear? Not according to NPD. During the summer
months sales of outdoor shoes continued to increase, growing by six
per cent. As a result, the market was valued at around £200 million for
the 12 months to June 2011.
Part of the reason for this growth has been Karrimor’s availability
through Sports Direct. The outdoor market is often regarded as a high
end, high priced category, but Karrimor’s pricing strategy has opened
the market up to a wider audience. The average price of outdoor
shoes lies in the mid-£30 region, but Karrimor currently sets prices
almost £10 lower.
OUTDOOR FOOTWEAR
Karrimor and Timberland are proving popular, with the latter
seeing a renaissance largely through JD Sports. In addition, Vibram
FiveFingers is expected to lead among minimalist fans, as this
market continues to grow in popularity.
The NPD Group monitors the sales of sports footwear
and apparel in many countries around the world. For
more information contact The NPD Group sports team
on 01932 355580.
“
THE OUTDOOR
MARKET WAS
VALUED AT
AROUND £200
E
MILLION FOR TH
12 MONTHS TO
JUNE 2011
”
Leisure usage makes up 50 per cent of the outdoor category a figure that continues to grow. And according to NPD, the most
common reason why people buy a particular outdoor shoe is
because of how well it fits.
WOMEN’S SECTOR
The women’s sector is a growth area of the outdoor market - many
outdoor and sports retailers saw strong sales during the 12 months
to December 2010. Retailers enjoyed another sales spike early in
the new year and during the summer months, with Go Outdoors
particularly successful (the retailer more than doubled female sales
in the 12 months to June 2010).
However, while leisure usage drove sales in the first quarter of the
year, outdoor activities such as walking and hiking were the reasons
behind second quarter growth. And although core brands are
enjoying sales increases, less technical brands are leading the way.
09
WHAT’S NEWS
ALL THE VERY LATEST IN THE SPORTS INDUSTRY...
Send your news stories to the Sports Insight news desk
at [email protected] or call 01273 748675
CALLING ALL INNOVATORS
The Youth Sport Trust is looking for leading, cutting edge sports
brands/companies that believe they have something to offer the youth
sports sector.
It has research to show the need for innovation. This can support
targeted areas as well as provide opportunities for all young people to be
the best they can be through PE and sport. This doesn’t need to be in
sport competition. Whether it is using sport within subject areas such as
curriculum, journalism, leadership, workforce development, technology
or more, it can all be of great benefit to the next generation.
Everyone is different. Therefore, everyone can benefit from
adaptations and developments through the use of innovative thinking to
offer a solution, which in turn encourages and supports engagement and
participation across all circles and all young people.
Whether you feel you have a marketable solution and are looking
for further marketing opportunities, or want to explore commercial
opportunities through a sector specialised route to market, apply today.
In addition, the Youth Sport Trust champions and is seen as a leader in
product development for sport and health with years of expertise and a
portfolio of nationally recognised work to date.
What are you waiting for? Spaces are limited, the opportunities are
endless. Investing in the next generation. Tel: 01509 226633. Email:
[email protected].
PUMA POSTS STRONG
THIRD QUARTER SALES
PUMA’s third quarter sales increased 10.2 per cent to €841.6 million, driven by a
16.4 per cent growth in sales in Asia/Pacific and Latin America.
“PUMA posted a very solid sales performance for the fifth consecutive
quarter,” says Franz Koch, CEO of PUMA. “This underpins our five-year
growth strategy, which is already delivering results.
“After a strong performance in the first nine months of this year, we are
now approaching our sales target of €3 billion for the full year, and despite
continuing cost pressures we maintain our forecast of an improvement in net
earnings in mid-single digits.”
Other highlights include:
● Gross profit margin remained at 50 per cent.
● Footwear sales rose seven per cent
to €431.1 million, apparel went up
13.8 per cent to €294.7 million and
accessories climbed 13.9 per cent to
€115.8 million.
● PUMA’s running category was
boosted by Usain Bolt’s
performances at the World
Championships in Daegu and sales
of its Faas range.
● The women’s fitness category
continues to grow, with strong sales
of the PUMA Bodytrain range.
● EMEA posted a sales increase of
9.5 per cent to €410.6 million.
● Sales in the Americas grew by 6.7
per cent.
10
“We wanted to take him to Reading, but we were
mindful he had to be in school early the following day.”
Derby County boss Nigel Clough on Mason Bennett, at 15 the club’s youngest ever player
Sponsorship
…British skier Chemmy Alcott has
become a Mizuno brand
ambassador…le coq sportif will be the
official supplier of Le Tour de France
in 2012…British cruiserweight Rob Norton has signed a
sponsorship deal with boxing equipment retailer Boxfit…Polar
will be providing its cutting edge products to Sale Sharks as part
of a new partnership with the Premiership rugby club…Heineken
will be the Official Beer Supplier and a Worldwide Partner for
Rugby World Cup 2015. The agreement extends Heineken’s longstanding association with international rugby, having first
sponsored the Rugby World Cup in 1995…Lonsdale has signed a
sponsorship agreement with European boxing champion Darren
Barker…Leicestershire wicketkeeper and batsman Ned Eckersley
and Kent and England cricketer James Tredwell have extended
their sponsorship deals with Gray-Nicolls…Mizuno has agreed a
two-year partnership with the British Volleyball Federation to
become its Official Footwear Sponsor. The brand will provide the
official competition and training footwear for the men and
women’s elite national teams…Trina Gulliver has extended her
sponsorship deal with Winmau until 2015…
News
RONHILL SPONSORED TEAMS WIN
NATIONAL ATHLETICS TITLES
The Aldershot, Farnham and
District Athletics Club, which
has a kit sponsorship deal with
running brand Ronhill, is
celebrating success after it
won both the senior men and
ladies’ National 6 Stage Road
Relay Championships recently.
“It is great to be
associated with the UK’s
leading team and we have
developed a very strong
relationship with the club over
the years,” says Graham
Richards, Ronhill’s brand
director. “We also support
other events that they
organise, as we are always
keen to be involved in running
at grass roots level.”
SPORTS DIRECT PROFITS
MEMBERS
4
MEMBERS
INTERSPORT is a global brand that is fundamentally a member
driven group of independent sports retailers. In the UK and Ireland a
common link through the membership is the multisport approach, with
the ethos of sport being for everyone. Within the group there is room
for individual diversity and each member focuses on key sports
categories to drive their business and cater for local needs.
A key point of difference on the high street is the strength of
performance and equipment products that are offered, giving
INTERSPORT clear separation from retailers concentrating on nontechnical apparel and leisure footwear.
The activities of INTERSPORT UK and Ireland are coordinated
by a head office team in tandem with the members for the benefit of
members and not as a profit driven organisation. Member opinion and
participation is encouraged and the expertise of the individual retailers
for the benefit of the entire group is shared within the newly formed
category steering committees.
Coupled with the international strength of INTERSPORT and its
strategic partnerships with key brands, the group is a strong force
globally and growing stronger within the UK and Ireland. Membership
is growing and, most importantly, with the right partners as the group
continues to build a strong platform for the future.
In addition to the quarterly buying shows, INTERSPORT has
reinstated regional meetings with members to ensure a close
integration of the business. These have recently been held in Glasgow,
London and Birmingham, giving the team and members a forum to
discuss the strategic direction of the group’s brand partnerships, as
well as reviewing recent events.
Moving forward, the group will continue to invest in substantial
exclusive marketing and brand campaigns, while supporting the
expansion of the head office team to include a merchandising and
retail division providing improved support and service to the
membership.
SHOW NO SIGN OF SLOWING
Sports Direct’s sales for the nine weeks to September 25 grew 11.5 per cent
to £329 million, while gross profit increased 12 per cent to £131 million.
“The group has delivered strong growth through the second quarter,
further validating our resilient business model,” says chief executive Dave
Forsey. “The strong trading highlights the positive sales growth achieved post
the tough FIFA World Cup comparisons, while we have continued to invest in
margin, inventory and additional group marketing.”
Forsey adds: “Management continues to believe that the group’s strong
performance, particularly against the tough economic backdrop, is
underpinned by the introduction of the employee bonus share scheme in
2009 and the new four-year scheme announced earlier in 2011.
“We remain positive about the group’s outlook and are excited about the
opportunities in 2012 with the official Sport Relief t-shirt available exclusively
in stores and online from January 19 and both Euro 2012 and the London
Olympics in the summer.”
11
WHAT’S NEWS
ALL THE VERY LATEST IN THE SPORTS INDUSTRY...
Send your news stories to the Sports Insight news desk
at [email protected] or call 01273 748675
SPEEDO TO EMBARK ON
12-MONTH UK TOUR
Speedo has announced plans to take its products to the people via an 11.5 metre
transformer vehicle that’s embarking on a 12-month tour of the UK.
As well as showcasing its products and providing expert advice, the Speedo
Roadshow will also be educating people about the benefits of swimming.
As part of the tour, Speedo will be challenging the public to take on eighttimes Olympic gold medallist Michael Phelps in the virtual world of the new Push
The Limit Xbox Kinect game.
“Swimming is a fantastic health and fitness activity enjoyed by millions of
people every day,” says David Robinson, Speedo brand president. “The Speedo
Roadshow is designed to present the full breadth of the Speedo range and give
advice to anybody looking to find the right swimwear. We hope it will inspire many
more people to swim and enjoy this fabulous activity.”
For more information visit www.speedo.co.uk.
MOUTHGUARD
MANUFACTURER UNHAPPY
WITH AMBUSH CLAIMS
The mouthguard manufacturer at the centre of two fines handed out to
brothers Manu and Alesana Tuilagi during the Rugby World Cup has hit
out at claims the company was involved in ambush marketing.
The ‘Mouthguard Two’, as they’ve been described in the media, were
hit with NZ$10,000 fines (around £5,000) after breaching IRB commercial
regulations by wearing OPRO mouthguards emblazoned with their
sponsor’s logo.
OPRO managing director Dr Anthony Lovat says he is “horrified” at
suggestions the company may have been involved in guerrilla marketing,
adding the company has in no way encouraged any player to wear its
branded mouthguards during international rugby tournament play.
“OPRO is a professional organisation and has never - and would never be involved in ambush marketing activities,” he says. “As a dentist I want to
do my upmost to protect players’ teeth, whether that is children at weekend
fixtures or the international rugby elite - all deserve to have the very best oral
protection possible.”
JJB’S LOSES WIDEN
The board at JJB Sports admitted the retailer faced a number of critical trading
periods in the coming months, as losses for the first half of 2011 increased 177 per
cent to £66.5 million.
JJB said performance during Christmas trading, the January sale period,
European football championships and the Olympics will be critical to the success
of the company’s turnaround plans.
“Despite the consumer environment being extremely challenging and
expected to remain so for the foreseeable future, our re-sized store portfolio and
other cost saving initiatives have allowed us to manage the business and maintain
tight financial control,” says Keith Jones, JJB’s chief executive officer.
“Our focus on people and processes is yielding early wins and with the
continued hard work from colleagues across the group, I remain confident of JJB’s
return to profitability and growth. Our turnaround plan is now firmly established in
the business and good progress has been made in a number of key areas, however
there is much to do.
“Our results for the half year have been impacted by the closing of unprofitable
stores and the sell-out of old and obsolete stock. Despite the tough trading climate,
the business is in better shape than of late and has the opportunity to develop the
JJB proposition into a truly authentic sports retailer over the next few years.”
UNDER ARMOUR HITS
BILLION DOLLAR MILESTONE
Under Armour grew third quarter revenues 42 per cent to $466
million, taking the brand’s net revenues past the billion dollar mark
during the first nine months of 2011.
“We surpassed a billion dollars in net revenues last year and the
brand has already topped that milestone this year through the first
three quarters,” says Kevin Plank, chairman, CEO and president of
Under Armour. “Our product engines are as strong as ever, as
demonstrated by consecutive quarters of 40 per cent-plus growth
for the first time since 2007.
“We successfully launched Storm Fleece during the quarter,
our cold weather charged cotton product. We also elevated our
footwear message while continuing to enhance our global
distribution network.
12
“Who’s the Scouser in the wig?”
Liverpool fans to Wayne Rooney, who was preparing
to come on as a United substitute at Anfield.
STAG STAGES SECOND
SUCCESSFUL ROI SHOW
STAG put on another excellent buying show at The Tullamore Court Hotel in
Tullamore, its second in the Republic of Ireland.
Just over 90 per cent of all STAG members based in Ireland attended the twoday event, which featured over 30 brands, including new members Trespass,
Oakley, Rockport and Helly Hansen.
With the focus on buying, STAG encouraged all brands at the show to make
exclusive offers available, as well as providing complimentary accommodation and
meals for members.
Twice as many members turned out for the show on October 23-24 as last
year, creating an excellent networking opportunity for all in attendance.
Says Ricky Chandler, joint managing director of STAG: “We were absolutely
delighted at the level of attendance from retailers and suppliers - they all played
their part in making The STAG Buying Show the tremendous success that it was.
The attitude of everyone created a fabulous atmosphere where the level of
business written was incredible.”
ASICS’ Sam Walker said the brand had a fantastic show, with record breaking
show sales and a huge amount of interest shown from all members, while Conor
Lloyd at Helly Hansen said the company wrote business with 10 new retailers.
“Once again STAG provided an excellent event where we managed to present
HI-TEC to over 50 new and current customers,” said the company’s Ian Cameron.
“We took record orders and opened many new accounts.”
Jon Drage of Fitness Mad added: “This show was so good for us that if STAG
ran four a year we would attend all four.”
McDavid endorsee Tom Court (pictured second left) spent several hours talking
to retailers and discussing the brand’s product range on the first day of the show.
Having just returned from New Zealand following Ireland’s quarter-final exit at
the Rugby World Cup, Court has begun training with Ulster, who are aiming to
make an impact in the Heineken Cup, and left the show with the latest McDavid
Hexpad rugby lines and base layers to assist him in his quest.
Independent Sports
Retailers Alliance
BENEFITS
“Our strong sales and the early acceptance of new products
such as Storm Fleece and our Charge RC footwear give us
confidence that the consumer continues to vote for our brand.”
Other third quarter highlights include:
● Apparel revenues increased 31 per cent to $363 million.
● Footwear revenues doubled to $52 million.
● Accessories revenues increased 211 per cent to $40 million.
● Gross margin was 48.4 per cent, compared with 50.9 per cent in
the third quarter of 2010.
Adds Plank: “Our brand continues to evolve and reach a broader
range of customers and we believe we are still scratching the surface
of the brand’s global potential. As we focus on that potential we will
measure our success with an equal focus on driving topline with
areas that will drive enhanced profitability and returns through
improved management of our overall gross margin and inventory.
“We will continue to invest in the talent and resources needed to
ensure this balanced approach.”
As part of the group, independent sports retailers
create a dynamic unit. The benefits are considerable:
■
■
■
■
■
■
■
■
Stronger collective buying.
Better discounts.
SMU and broader product offerings.
Access to new suppliers.
Lower costs.
Own-brand product.
Improved profit margins.
Market awareness and opportunities.
www.isra.ie
13
PRODUCT ROUND-UP
KIT STOP
Essential stock for your shop
GLENWAY
Tim and Glenn look forward to meeting customers old and
new at The STAG Buying Show.
On display will be a good selection of the 2012 range,
including the new Explode range, as well as a preview of the
2012 catalogue.
The Explode range includes a 32-inch trophy, which is a
must for any retail store.
For more information
call +44 (0)116 2448131.
REEBOK FITNESS
Reebok Fitness’ product portfolio ranges from key training
items such as fitness mats and dumbbells, to innovative new
products that take the sports equipment industry by surprise.
Reebok Fitness has just launched its new EasyTone Step, inspired by
Reebok’s EasyTone Moving Air Technology, and the TrainPod.
EASYTONE STEP
The integrated balance pods below the step platform have been engineered to
create natural instability to force muscles to adapt and encourage toning.
(Available in professional and retail versions.)
TRAINPOD
A fun and enjoyable toning experience designed to work muscles you
never knew you had. The vertical air transfer
through the pod provides instability
to help encourage muscle activation.
For more information email
[email protected]
or visit www.reebokfitness.co.uk
or www.rfeinternational.com.
14
www.sportindustry.biz
EKTIO
TM
● Ektio the most revolutionary patented sports boot on the planet.
● Physician designed to prevent ankle sprains.
● With two in-built straps, this secures the foot to the boot and supports the ankle, while
the bumpers on the side of the boot prevent the ankle from turning over.
● Clinically tested / athlete approved.
● Light and nimble with lateral bumpers for flat landings. Suitable for indoor
five-a-side football, basketball, tennis, squash, skateboarding and netball (all
sports played on a hard surface).
● Gives athletes more time playing sport and teams more player availability.
● No need for tape and ankle braces.
● Can be used as a remedial tool by helping athletes with weak ankles to train confidently
and play sports at full pace.
● Cuts the cost of rehabilitation expense for the individual and teams.
TM
visit www.alphaii.co.uk
or call Keith Childs on
07411 466292.
1000 MILE SPORTSWEAR
The team is looking forward to showing you additions to the 1000
Mile sock range, together with the bestselling Fusion and Fusion
Walk socks (with their Achilles tendon protection
and blister-free guarantee).
Additionally, this is the perfect time to
see the company’s new brand, Ultimate
Performance - running and outdoor
accessories developed for the UK
consumer with good margin for
retailers and value for money for
consumers. Other brands being
shown include Noene,
Thuasne and
Compeed.
For an appointment email [email protected]
or call Nick Charles on 07968 307525.
15
PRODUCT ROUND-UP
HARROWS
There has been a phenomenal reaction
to the fantastic line-up of Harrows’
English-made darts products, as
featured in the company’s new
industry leading catalogue.
Following the successful 2010
launch of the I.C.E (Isostatically Cold
Extruded) 90% tungstens, 2011 has
seen the dawn of a new ‘I.C.E Age’
with the introduction of Black I.C.E.
The new generation features
super cool barrels that have
undergone a titanium nitride
vapour deposition process, which
impregnates the tungsten for a
tough non-slip grip. SRP: £39.99.
The all-new Diva 85%
tungstens are super chic, uber
cool laser engraved darts that
are designed with the growing
number of female players in
mind. SRP: £24.99.
Contact: 01992 300300.
[email protected]. www.harrowsdarts.com.
ALPHA STRONG
SANDBAGS
Alpha Strong sandbags are internationally
renowned for their extreme durability, superior
quality and outstanding versatility.
Supplied exclusively to the UK through
functional training specialist Jordan Fitness,
Alpha Strong’s range of sandbags include the
Powerbag and Thy range, which are able to
support the most intense of exercise regimes.
Manufactured to combat issues that other
sandbag manufacturers encounter, each bag has
six padded handles, reinforced with triple stitch
bar-tacked zigzag stitching. The bags are also made using a
high count nylon outer shell to ensure maximum durability
and product lifespan for the user. Weight can also be easily
adjusted via a non-leak inner liner to
provide a full body workout suited to
the needs of every user.
For more information call 01945 880257,
email [email protected] or visit
www.jordanfitness.co.uk.
16
CARIBEE BACKPACKS
Brand Agility is delighted to announce the 2012 Caribee UK launch, featuring
an exciting new range of backpacks with retail price points starting from £15.
Impala 28L: RRP £27.50. Trail 30L: RRP £49.
● Caribee offers quality products at reasonable prices.
● No minimum order.
● Delivery next day from stock.
● Free shipping on orders over £250 (mainland UK - £350 NI and ROI).
● Free point of sale material.
See the new range at The STAG Buying Show.
TOP MARKS TO BRAND
AGILITY FOR GREAT
2011 SCHOOL BAGS
Brand Agility is delighted to announce the
arrival of the latest backpack brand from
the States - YAK PAK.
YAK PAK has pioneered the trend of
bringing fashionable prints to the backpack
market, and all come with a lifetime
warranty. The brand is popular with school
children and has a loyal following of UK
children on Facebook. Retail price points start
from £19.99.
Four styles are available:
● Deluxe backpack RRP £27.50-£30.
● Basic backpack RRP £24.99.
● Mini backpack - RRP £19.99.
● Basic messenger - RRP £24.99.
In a multitude of
vibrant colours, YAK
PAK is available to
order now from stock.
No minimum order.
To find out more about YAK PAK and
arrange an appointment with
representatives in your area call
Jacquie Sandison on 0131 554 5555
or email [email protected].
For further information on Caribee call Jacquie Sandison
on 0131 554 5555 or email [email protected].
17
PRODUCT ROUND-UP
CYBERTILL
Cybertill’s web-based EPoS system allows sports retailers to increase sales while reducing
stock. What’s more, retailers can manage their store and ecommerce from the system.
Independent retailers cannot normally afford to ring fence large amounts of
valuable stock for web sales, but at the same time the vast majority of separate
websites don’t communicate in real time to retailers’ EPoS stock control system,
meaning that web stock levels are either not available online, which reduces
customer confidence, or are simply inaccurate, which allows for sales to be made
against stock already sold in store.
Cybertill, a cloud-based EPoS solution, has the capability to share stock in
real time with a store or stores and provide a truly integrated solution. This
removes all the above stock issues and allows for a unified customer file as well,
so customer tracking and loyalty systems are also integrated, thus increasing
sales. It is even possible for clients to reserve online and collect in store, again
in real time, resulting in increased sales.
You can see Cybertill at The STAG Buying Show in November.
For more information call 0800 030 4432,
email [email protected]
or visit www.cybertill.co.uk.
18
TEAM COLOURS
Team Colours’ unique range of bespoke team kit and leisurewear
now features some great new products and options. For this
season the company has introduced new bespoke varsity jackets
in custom colours and a hooded alternative of the increasingly
popular sports underlayer.
Team Colours’ fully customisable performance baselayers
can be tailored to include a hood, thumb holes, neck styling and
a wide choice of colours. The unlimited variations allow for
exact requirements to be met, with low minimum quantities and
fast lead times.
For creating unique teamwear, Team Colours provides a
range of online designer tools and can mock up visuals
on request. To enquire about custom team options
go online or call the sales team.
For more information call +44 (0)1920 871453,
or visit www.team-colours.co.uk.
FITNESS-MAD
Fitness-Mad specialises in high specification fitness equipment focusing on the areas of core
stability, resistance, boxing and strength training.
The company’s sister brands, Yoga-Mad and Pilates-Mad, are the UK’s leading brands of
studio quality yoga and pilates equipment, offering a comprehensive range of mats, props and
small equipment.
The same Mad equipment that is the choice of many leading
studios and clubs is available to
independent sporting goods retailers
in new eye catching retail packaging.
The Mad brands offer high margins and
minimal commitments; come and see for yourself.
To receive a brochure
or enquire about a
trade account call
01386 859 551 or visit
www.fitness-mad.com.
19
PRODUCT ROUND-UP
JAKABEL - NUMBER ONE FOR SAFETY
AND PROTECTION FROM THE SUN
● Floatsuits/wetsuits/UV50+ wear/pool toys.
● From 0-13 years, plus adults.
● 2-3 day delivery.
● No minimums.
● High quality/low price.
● Vibrant colours and designs.
● Keeping one step ahead of the competition.
20
For more information call
+44 (0)20 8715 2385, email
[email protected]
or visit www.jakabel.com.
NEW SAMURAI RETAIL RANGES
AVAILABLE EXCLUSIVELY FROM
BRANDCO SPORTSWEAR
BrandCo Sportswear is now the exclusive distributor of Samurai retail
products. Launching at The STAG Buying Show will be a brand new range
of Samurai retail products that have been designed, sourced, and are now
sold, by BrandCo Sportswear.
The collection is made up of four ranges - Elite, Pitchside and Training,
Gym Gear and Off Field. There is also a full range of rugby accessories,
including headguards, body protection, balls, bags and bottles. The new
ranges are available for delivery from March 2012.
For more information or to arrange an
appointment to view the range email
sales manager James Lawrence:
[email protected].
21
PRODUCT PROFILE
FOCUSON
Physicool reusable
cooling bandages
Ian Jarvis, sales manager at Physicool UK, talks us
through the offering.
CAN YOU GIVE US SOME BACKGROUND
ON THE BRAND?
Physicool was founded by Kay Russell in 2007 and became well
known after Kay’s successful pitch on Dragon’s Den. The brand
originated from the equine sector and is now sold within the sports
and medical markets worldwide.
KEY FEATURES AND BENEFITS?
Physicool is a range of reusable cooling bandages that administer
instant cooling, compression and support. The bandages come pretreated. When applied to an injury they work by drawing heat away
from swollen tissue, not trying to drive cold in, thus providing instant
treatment for inflammation, bruising and damaged muscle tissue, and
combating pain.
The bandages are made out of a specially woven stretchy cotton
and come in two sizes. Size A bandages are designed to treat elbow,
wrist, ankle and foot injuries. The larger size B bandages are used to
treat shoulder, rib, calf, knees and other leg injuries.
After two hours of direct contact with skin, body heat drawn out
of an injury will evaporate the coolant, drying the bandage. To reuse
simple apply the coolant directly onto the bandage. Independent
research has proven that Physicool removes more swelling and
inflammation from an injury than leading cyro sleeves and without
the risk of ice damage - reducing pain, suffering and recovery time.
To complete the range, we supply a combi pack comprising a size A
bandage with a bottle of coolant.
WHY HAVE THEY SOLD SO WELL?
The product’s portability enables athletes to carry the bandages for
use when needed, without any need for refrigeration or electricity.
Application takes seconds and bandages provide instant cooling and
relief straight from the packaging. Athletes and physios use
Physicool as an essential part of their kit bag, relying on the product
if they sustain a sprain, strain, knock or niggle.
Eight out of 10 consumers who purchase Physicool will
repurchase a product within nine months.
WHO ARE THEY AIMED AT?
Within the sports market, Physicool’s products are bought by both
athletes and physiotherapists. The bandages are used by footballers,
rugby players, runners, cyclists, skiers, hockey, tennis and other
racquet sport players.
HOW ARE THEY MARKETED?
Physicool has recently appeared in leading newspapers such as the
Daily Mail, The Mail on Sunday, Daily Express and many of the major
sports and health magazines. To demonstrate the products directly to
end users, we attend top sporting events such as the London
Marathon and sponsor athletes across a wide range of sports.
22
WHAT IS THE MOST EFFECTIVE WAY A
RETAILER CAN MARKET THE RANGE?
Personal recommendation has proved to be the most effective
method of selling in-store. Product knowledge, experience of the
product and one-on-one customer interaction has created the best
results. Retailers who either demonstrate or explain the benefits sell
the most products. In addition, we are happy to supply point of sale
promotion and training to help drive sales. Retailers experiencing
the highest sales volumes are stocking Physicool within their
medical section.
WHAT WILL YOU BE PROMOTING AT
THE STAG BUYING SHOW?
This event allows us to demonstrate the range first hand, showing
retailers how the products are applied, demonstrating the benefits
and teaching them how to sell the range. We will be putting
together some special offers for the show.
To learn more about Physicool or to enquire about becoming a
stockist call Kay Russell at Physicool UK on 07778 274 265 or
email [email protected].
XPRES
CUT
®
THE PERSONALISED SPORTSWEAR SOLUTION
The increasing demand for low volume runs of
personalised sportswear make the Xpres Cut transfer
system a must for all suppliers of sports apparel.
O
Produce single and multi colour transfers for
Football Shirts, T-Shirts, Bags, Polo Shirts, Caps,
Jackets, Tracksuits, Promotional Wear and more
O
No screen or set up costs
O
Superb proﬁt potential
3LHZL
?WYLZ*\[
MVYHZSP[[SLHZ
WLY^LLR
V]LY`LHYZ
www.xpres.co.uk
Tel: 01332 85 50 85
RETAIL INTERVIEW
TALKING
SHOP
Simon Skelton of Gulf
Stream, a surf retail outlet
and manufacturing business
based in North Devon
WHY AND HOW
DID YOU GET INTO
SPORTS RETAILING?
We started manufacturing surfboards in
1993 and needed an outlet to sell them at
full price rather than wholesale to make the
exercise financially viable. As the quality of
the surfboards we produced improved, we
increased the number of boards we could
hold in stock at any one time, introduced
other brands into the shop and before long
had become an established surf retailer in
the local area.
WHAT ELSE DO YOU SELL?
The majority of our turnover is from the
surfboards we make. By not wholesaling our
product, anyone who wishes to buy a Gulf
Stream surfboard has to do so directly
through us, via our shop, website or by
custom ordering one for those with more
specific requirements.
We also sell our
own range of
clothing, surfing
accessories and
wetsuits - a
necessary
piece of
kit for
anyone
who surfs
in the UK.
Basically, if
someone walks
into the shop and
says: “I want to start
surfing, can you kit me
out?” we
can do it.
WHO MAKE UP
THE BIGGEST SHARE
OF CLIENTS FOR
SURFING KIT?
Our customers vary from local kids who
have saved up their pocket money, to
wealthy businessmen from London who
have caught the surfing bug.
HOW HAS TRADE
BEEN OVER THE PAST
12 MONTHS?
Trade has been good. There are undoubtedly
less people walking in off the street as in
previous years, and I’m sure every other
retailer in the area would say the same.
However, by continuing to make the best
boards we can, looking after our existing
customers and remaining competitively
priced we have seen a steady increase in
sales over the last three years.
WHAT ARE YOUR BESTSELLING PRODUCTS?
The best-selling items in our shop have
always been the boards. Our clothing sales,
however, have been steadily increasing over
the last few years, and this is the area we are
hoping to expand in the years to come. The
sale of accessories goes hand in hand with
the number of boards we sell.
ARE THERE COMPETITORS
NEARBY AND HOW DO
YOU COMPETE?
There are many other surf shops in the area.
However, because we sell our own brand of
boards we don’t necessarily class them as
competitors. We are very confident that we
make the best boards around, and I think
potential customers sense that when they
walk through the door.
DO YOU USE SOCIAL
NETWORKING SITES AND
TWITTER TO PROMOTE
YOUR STORE?
We have been using the likes of Facebook
and Twitter more and more over recent years
to promote the store and generate interest in
24
the business. Clearly, using these tools is a
great way to reach out to new customers and
keep in contact with existing ones.
WHERE ARE YOU AT WITH
YOUR ONLINE BUSINESS?
Our online shop is a relatively new venture
and we believe there is huge potential for us
to do much of our business online in years to
come. All the boards we sell in-store are
available online and we feel that people are
becoming increasingly confident about
buying products such as surfboards this way.
WHAT DO YOU LIKE
MOST AND LEAST
ABOUT THE BUSINESS?
The best thing is when people choose to
buy our product over hundreds of other
brands on the market. We are a relatively
small company tucked away in North
Devon, but we have stuck to our values, still
make all our boards by hand and focus on
quality not quantity.
WHAT HAVE BEEN YOUR
BIGGEST CHALLENGES IN
SPORTS RETAIL?
The economic meltdown we find ourselves in
at the moment is very challenging, but we
have found that with the right product at the
right price, you can still succeed.
**************************************
If you would like to be
featured in Talking Shop email
[email protected].
Brought to the UK by
For more information or stockist
enquiries, please contact us on
01306 883 240 or
[email protected]
PEOPLE
Tim Gardiner, sales and marketing
director at Admiral Sportswear
WHY DID YOU DECIDE
TO RELAUNCH ADMIRAL
IN THE UK?
The UK is where it all began for Admiral in
1914. From manufacturing underwear for
the armed forces based in Leicester to
pioneering the replica football kit industry in
the early 1970s, the UK was Admiral’s
home market and we want to re-establish
the brand here.
CAN YOU TELL US
ABOUT THE PEOPLE
BEHIND THE BRAND?
We have a team in place to develop
overarching product and marketing
concepts for the Admiral brand. As a
former Umbro, JD Sports and West
Bromwich Albion executive, I have an
extensive knowledge and range of contacts
within the European retail sector that I’m
aiming to utilise as we look to reinvigorate
the brand. Jonathan
Hamburger is the
managing
director of
Admiral
Sportswear Limited, and he has a wealth of
product sourcing, management insight and
industry experience.
CAN YOU TELL US
ABOUT THE PRODUCT
COLLECTIONS?
We are building on our brand heritage here
in the UK with a retro-inspired back
catalogue of Admiral products based on
designs from the seventies and eighties,
coupled with our main focus, a new fashion
concept called Admiral Gold. We also have
a small capsule range of fashion apparel
and retro bags influenced by the hugely
popular 1982 England football jersey. The
range will launch spring/summer next year
and includes t-shirts, polos, track tops and
an iconic retro messenger bag.
Autumn/winter 2012 will see the first
Admiral Gold range arrive on the high
street in men’s fashion stores, which is
inspired by the Admiral
brand origins,
amplifying our
heritage and
authenticity.
HOW DO YOU PLAN
TO MARKET THEM?
PR and product placement will play a key
role in the re-energising of the brand.
WHO’S YOUR TARGET
AUDIENCE?
The Admiral Gold collections will be
targeted at fashionable 17-30-year-old
males with a focus on quality and attention
to detail. Our positioning for the brand will
see Admiral sitting alongside other sports
inspired heritage brands.
HAVE YOU HAD A
GOOD REACTION
FROM THE TRADE?
It’s early days. However, the England retro
range is currently being sold into
independent retailers and the signs are
extremely encouraging.
HOW’S THE
RELAUNCH
PROGRESSING
ACROSS EUROPE,
THE MIDDLE
EAST AND
AFRICA?
Our licensing
strategy for overseas
territories is in its
infancy, but we have
licensees signed
for both Italy and
Norway, with
several strong
expressions of
interest from
other
countries.
27
FSPA MEMBER NEWS
FSPAfocus
The latest news from the Federation
of Sports and Play Associations
Two UK athletes, Gail Emms MBE and Liz Yelling, visited their local
FSPA Play Providers Association (PPA) play centres recently to
experience first-class indoor play for themselves.
The PPA represents the highest quality indoor play centres in
the UK and aims to promote, develop and protect the interests of
all businesses engaged in providing enclosed play facilities and
encourage children’s physical activity through play.
Gail won mixed doubles badminton silver at the Athens 2004
Olympics and gold at the 2006 world championships. Retiring from
competition after the Beijing Olympics, she now devotes herself to
promoting sport and active lifestyles, as well as raising her 16month-old son, Harry.
Gail and Harry visited their nearest PPA indoor play centre, 360
Play in Knowlhill, Milton Keynes. Gail was impressed by the size of
360 Play and for the next couple of hours found herself chasing
after Harry as he explored the wide range of soft play environments
on offer, with play areas suitable for children of all ages across three
stories.
Says Gail: “360 Play more than matched my expectations of the
fun and exercise value of indoor play. Harry really developed in
confidence with the course as we went into the bigger area and loved
the ball pit and the massive slide. I was amazed he knew his way
28
around after just a couple of goes.
“The PPA and its members are trying to
highlight the importance of indoor play
centres and that they can be used in a GP
referral scheme for obese kids, and I think it
is an excellent idea.”
With several PPA play centres offering
nutritious snacks for children and parents, Gail is
in favour of encouraging a combination of
active play and educating children about healthy
eating, adding: “There needs to be a lot more
education about nutrition as well as exercise, as
there is no point doing one without the other. Tackling childhood obesity
must come as a whole package, but it is good to know there are PPA
play centres like 360 Play available to help tire the kids out.”
Like Gail, Liz Yelling (pictured) is an accomplished British
athlete. She competed in several Olympic marathons and won a
bronze medal in the 2006 Commonwealth Games marathon. Liz
recently visited Serendipity Sam’s indoor play centre in Dorset in
support of its Healthy Play Every Day campaign, which supports
active play for both children and local businesses.
Liz enjoyed her time so much at Serendipity Sam’s that she
made a YouTube video describing her experience. She says: “I love
coming to Serendipity Sam’s with my daughter Ruby.” Liz also
praised the value of ‘exercise in disguise’ and the opportunity to be
active and have fun with her daughter.
For more information on the Play Providers Association
(PPA) call association manager Kate Costin on 02476 414999 x205
or email [email protected].
www.sportsandplay.com.
OLYMPIAN’S
GET BEHIND
INDOOR PLAY
Getty Images
CEOs and managing directors of the
Federations’ sport, golf and play brands will
come together for another FSPA sports industry
think tank on December 5 to listen to guest
speaker Andy Reed discuss sport policy.
Reed, MP for the key marginal constituency of
Loughborough and now the chair of the Sports and
Recreational Alliance (formerly the CCPR), will discuss
his involvement as co-founder of an independent
sports think tank covering play, sport, recreation and
physical activity.
This think tank provides a platform for topical
debate, views on government policy and gathering
thoughts from all areas of sport on an independent
basis to help shape government policy. Vitally, the
industry’s views are also sought, so December 5
represents an opportunity for Reed to speak with FSPA
members and hear their thoughts on how the
government can best provide for a thriving future of
sport within the UK.
Reed holds a significant and influential role in this
venture, having experience writing policy and knowing
what current policy writers are looking for, so the
Federation and its members’ involvement in this
independent think tank will be very useful indeed.
UP FOR THE
CHALLENGE
Ricky Chandler, joint managing director of STAG, speaks
to Sports Insight ahead of the buying group’s UK show
HOW HAS 2011 BEEN FOR THE STAG
AND FREEDOM BUYING GROUPS?
No one can deny that 2011 has been a challenging year for lots of
businesses, especially for independent retail. We have worked very
hard to maintain our USP in the marketplace, enabling us to offer
STAG and Freedom members the opportunity to increase their
margins and make more profit. The chance for our suppliers to work
more closely with 480 independent retail businesses has been
instrumental in offering our retailers valued membership. We are also
pleased to report that we have seen the group grow in both
membership and supplier base.
AS A BUYING GROUP, HAVE YOU
DIVERSIFIED INTO OTHER AREAS?
We feel that in times like this it is important not to be distracted too
30
far from the core values of your business. However, natural business
opportunities have led us to grow in the Republic of Ireland, with
many new retailers joining the group. On top of this, lots of interest
from shoe trade retailers and suppliers has led to further opportunities
for the group.
WHAT NEW PRODUCTS/OPPORTUNITIES
ARE OUT THERE FOR INDEPENDENT
RETAILERS?
The running market, as ever, is massive and new opportunities have
come along in the form of barefoot running technology. The growth
of interest and participation in triathlons has led to further specialist
sales opportunities. Many retailers are also reporting increases in
business for teamwear, where all their well-nurtured contacts with
local clubs, schools and associations are paying off.
SHOW PREVIEW
“
THE COMPANY’S
DNA IS TO HELP
INDEPENDENT
BUSINESSES
CREATE BETTER
MARGINS & MAKE
MORE PROFIT
”
IT WAS THE SECOND YEAR FOR
THE IRISH SHOW. WAS IT A
SUCCESS? WILL IT CONTINUE?
The show was a great success. We were delighted at the
STAG visitor numbers, with 90 per cent of members
attending. This, coupled with excellent show offers from
supporting STAG suppliers, led to a hugely beneficial and
profitable show for all concerned. The STAG Buying Show
ROI is here to stay.
AS WELL AS BRANDS EXHIBITING,
WILL THERE BE ANY OTHER
SERVICES AT THE UK SHOW?
All our major brands are exhibiting again this year - in fact,
many have increased the space they have booked from
last year and have all provided us with tremendous show
special offers.
STAG service provider partners will also be exhibiting.
Top to Toe and Cybertill will provide information and offers
on their EPoS systems, while Eden will exhibit its shop
display and fitting range for the first time to STAG members.
We are expecting a very productive couple of days for all.
ARE YOU HAPPY WITH THE DATE
AND FORMAT OF THE SHOW? ARE
YOU PLANNING ON DOING
ANYTHING DIFFERENTLY?
UK SHOW INFORMATION
DATE: November 20-21.
TIME: Sunday 9am-6pm. Monday 9am-5pm.
VENUE: Cotswold Water Park.
For directions visit www.cotswoldwaterparkhotel.co.uk.
For Sat Nav the postcode is GL7 5TL.
For further information call STAG on 0044 1793 715406 or visit
www.stagbuyinggroup.com.
The format of the show works very well, so you could say
if it’s not broke don’t fix it. However, we are always mindful that the timing of
the show is vital to its continued success, so we will be looking to canvas
retailers and suppliers for their input. For the first time, this year we have
invested in a guest speaker to deliver a talk on the Sunday. Nicholas Bate is a
tremendously talented business guru who works with many leading
international companies. In his unique way he will give everyone food for
thought about their own business or operation in a 45-minute speech entitled
More Business, More Profit, More Easily, Right Now. This will take place at
6.30pm on Sunday evening and should not be missed.
DO YOU CONTINUE TO ENJOY RUNNING THE
STAG AND FREEDOM BUYING GROUPS?
Running the STAG and Freedom Buying Groups is both a very challenging and
mentally rewarding experience. The company’s DNA is to help independent
businesses create better margins and make more profit, while giving the
opportunity to all our preferred suppliers to work more closely with them. We
never take for granted that we are in a unique position in the industry and always
try to conduct our business in the correct manner. STAG and Freedom will
continue to be successful as long as we give exceptional value for money to all.
31
SHOW PREVIEW
IDEAS, INNOVATION
& INSPIRATION
ISPO MUNICH is back with a new look and a new
aim to connect sports business professionals
To stand still is to go backwards, which
is not the case with ISPO MUNICH.
Taking place on January 29-February 1 at
the New Munich Trade Fair, the event that
offers a snapshot of the entire sporting
goods market has undergone a rebrand, as
well as introduced a number of new features
to its international sports business platform.
“By integrating all the trade shows and
services under the ISPO family brand, we
plan to expand the international exposure of
our customers and increase their profitability
with the support of additional services,” says
Tobias Groeber, ISPO’s business unit leader.
“The new logo represents the new central
ISPO network. The three colours of the logo
symbolise the three segments of the parent
brand - red equals action, blue equals
traditional and orange equals performance.”
EXPERTISE
Groeber says ISPO’s goal is to become a
comprehensive full service provider, bringing
together expertise from all over the world
and further supporting developments and
trends in the industry.
He adds: “This encompasses services
that assist sports business professionals with
their development and helps them tap into
new markets. There are already
programmes available like ISPO Distributor
Matchmaking and the China Seminar, in
which participants learn about development
strategies for the Chinese market.”
While the layout of the exhibition remains the same,
initiatives such as the ISPO On Snow Demo and new
ISPO Card scheme benefits for 2012 add to the attraction
of making the trip to Munich.
The ISPO On Snow Demo (February 24) gives retailers the opportunity to test 2013
winter kit under professional conditions at
the Hintertux Glacier in Austria’s Ziller Valley.
A number of British retailers attended the
event in 2011, at which over 15 winter sports
brands showcased more than 500 products.
As usual, the ISPO Card represents
excellent value. Not only do holders get
access to ISPO MUNICH and international
partner shows at significantly reduced prices,
plus free travel on the airport shuttle to and
from the venue, new benefits include access
to the VIP Lounge sponsored by Gore, use of
the luggage and cloakroom facilities, one
hour’s free WiFi usage and discounts at the
onsite catering venues as well as car hire,
hotels, restaurants and bars in Munich.
The Federation of Sports and Play
Associations is once again hosting the UK
Pavilion in the Performance hall, with
brands exhibiting including Unicorn, 1000
Mile Sportswear, Harrows, Opro, Reydon
Sports and Optimum.
Says Lauren Fox of Totally Foxed
Communications, which runs the ISPO UK
and ROI Information Center: “ISPO
MUNICH continues to grow, and the UK and
Republic of Ireland are part of that growth.
“In the last three years there has been an
increase in the size of the UK Pavilion, which is
a superb showcase reflecting the strength of
national sports brands. ISPO MUNICH also
provides a superb programme for new and
independent brands. For example, ISPO Easy
enables small or new brands to exhibit
alongside key players and the Brand New
competition continues to put new brands in
the spotlight.”
KEY PLAYERS
In retail terms, many key players regard ISPO
MUNICH as a focal point for new ideas,
innovations and inspiration, according to Fox,
who adds: “While the number of multiples and
independents has contracted in the domestic
market, there has been an increase in the
number of retail professionals attending. Due to
the key account programme and improved
communication and presentation of the
opportunities for retailers, many are returning to
the show as they learn about the new features
and potential that ISPO MUNICH offers.
“Buying group representatives and
individual retailers are equally well served by
the show. Sales agents - the show has a
partnership with APSA - and distributors
seeking new brand opportunities also
recognise the importance of the events.”
Over 2,000 exhibitors, a raft of innovative
services and informative seminars, and an
opportunity to get first sight of new brands it’s a potent mix for those Munich bound.
For more information visit
www.ispo.com. Totally Foxed
Communications can be contacted on
01923 233683 or [email protected].
32
THE ONLY WAY IS
Ultimate Performance launches
sports supports and tapes
Following on from the successful launch of its sports
accessories collection, Ultimate Performance is introducing
a comprehensive range of supports and tapes designed to
help athletes carrying a real or potential sporting injury
or weakness.
The range of supports will offer RRPs from £7.99 for the
Wrist Support to £39.99 for the Hinged Knee Support. Many
are available as One Size Fits Most, thus reducing the number
of SKUs a retailer needs to maintain.
There will also be a comprehensive range of tapes including
EAB, Cohesive, Golfers and Kinesiology tape, with retail
prices from £3.99 a roll.
The website www.Ultimate-Performance.co.uk is constantly
being expanded and will educate consumers on the
product range.
Says Greg Soffe, brand manager: “These are exciting days
for our fledgling brand. The runaway success of our running
and outdoor accessory range has exceeded expectations.
Adding supports and tapes to the ever increasing portfolio
of products carries Ultimate Performance to another
threshold. The brand is fast becoming recognised for top
quality products at prices hitherto unseen.”
Key benefits to buyers
- Lower price points, but still matching quality of competitors
- Greater margins, but no compromise on quality
- Early bird discounts available
- Benefit from brand recognition of other UP products
- Clean and distinctive medical-influenced packaging
- In-store POS
- Launch supported by online and offline advertising and
marketing activity
supports • hydration • tape • laces • apparel • accessories
www.ultimate-performance.co.uk
MERCHANDISING
RULES
Good point of sale is a money spinner, but how do you
get the best out of it? Paul Clapham investigates
There is a simple and free way to improve your
marketing effectiveness - avoid making the classic errors.
Most of these are very basic, but they refuse to go away.
It’s easy to take a cynical view of display material, but
you dismiss it at your peril. Careful, planned, orderly and,
indeed, creative use of PoS works. It stops customers in their
tracks, can persuade them to repurchase and it will increase
the average basket size. In addition, it’s well produced,
supports manufacturers’ other marketing activities and it’s
free. So how do you get the best out of it?
IMPORTANCE
The significance of PoS and merchandising materials in
producing sales is hard to quantify, but you can be confident
that the manufacturers who provide it are convinced of its
importance. The industry body POPAI (the Point of
Purchase Advertising Institute and, yes, it is pronounced
Popeye) estimates that £750 million is spent on PoS and
merchandising materials per annum in the UK. Hard-nosed
businesses don’t scatter that sort of money around for fun.
The first route to getting the best results from any
marketing activity is enlisting the help of an expert.
Fortunately, your suppliers’ sales and marketing team are
mustard keen to help out. It goes without saying that this
enthusiasm is driven by self-interest, but they are trained in
merchandising techniques and know that best use of it will
drive your sales and theirs as a result.
However, it’s your store. It’s got to look and feel like you
want it to look, rather than a display for manufacturers. They
don’t all seem to appreciate that, so you need to pick out the
best from all the propositions put to you.
Ask six of them which sites they’d choose in a perfect
world and, sure enough, you’ll get six identical answers. This is
more helpful than it seems because it highlights the key selling
areas. You probably knew them already, but confirmation is
encouraging. So why should they have (or keep) those sites?
The answer to that should be 100 per cent related to
generating profit. Gross sales are important, but it’s increased
margin contribution that really matters. Will that merchandising
unit deliver more profit? Will it drive sales of other products? Will
it earn its keep better than the alternatives?
The primary purpose of good merchandising is to help the
customer. First they have to find the right section(s), then the right
category and finally pick out the right product. Obvious? It should
be, but visiting a variety of sports stores often proves otherwise.
Customers regard sports shops as ‘fun’ places to shop, but they’ll
walk out empty handed if the layout confuses them.
Retailers get hacked off by suppliers implying their PoS is
somehow superior or that it is the merchandising equivalent
of rocket science. Any manufacturers obsessed with their
version should note the analysis of one retailer when
complimented on his use of different racks: “Well, it’s better
than piling it on the floor.”
In contrast to a multiple, the independent retailer makes
34
his living out of knowing what’s best for a customer, and
they care about it too. That message should be in all the
printed material.
Training on merchandising is something you can get free
from suppliers. A little known fact is that if you teach people
skills that will be of universal value to them in their work,
their reaction is loyalty to the teacher. The net result is that
the provider of the training gains commercially.
Category management is grown-up retailing and it
delivers additional sales per square metre. Susan Herbert,
marketing and communications manager at INTERSPORT
UK, tells of a retailer who created a running section and,
without increasing stock, increased sales. On a given day,
customers’ wants are specialist. Putting all the additional
associated products together creates added sales. Granted,
this may have logistical problems, as products don’t
necessarily sit entirely in one category, but it works.
Brand owners who would love to dominate part of your
store have to live with this. They should aim to build their
promotional package as part of your category managed
space. This approach requires regular re-siting, so that key
categories are front and central at appropriate times. But
that’s good because it refreshes your store.
The key benefit of category management is that it helps
ensure you are buying the right brand mix. INTERSPORT
checks with members who specialise in individual sports and
provides detail of the right mix to non-specialists.
CREATIVE
The large stores with their open spaces can accommodate
yet more creative techniques. How about copying what
Safeway did before the Morrisons takeover - hiring drama
students (or sports students) to inject life into in-store
marketing? People who can talk the talk and walk the walk
would create retail theatre and generate new customers.
Are your suppliers up to speed with other techniques? A
detergent brand used a scent dispenser to promote a new
variant. Applying the same thinking, a recorded message
could be played to passers-by. Imagine - as a case - “Brand
X, the rugby boot that kicked the winning points in the 2011
World Cup”. This isn’t cheap, but ‘good’ rarely is.
Digital print means that all the PoS material offered to
you can - and should - carry your name. In John Smith’s
sports store, material based on a brand but reading ‘John
Smith’s Centre of Cricket Excellence’ will generate far more
sales than a generic brand message, not least because John
Smith and his team will get right behind it.
Be grown-up and be demanding. Grown-up means
don’t just negotiate on price and volume. You will generate
far more sales by getting an excellent in-store marketing
package. But, yes, demand display material you have
seen used elsewhere. If your reps are listening, as they
should be, your wish should be available, as applies in
other retail sectors.
POINT OF SALE
35
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Lauren Fox as
“It’s not easy being green,” a famous frog once told me,
and I would have to agree with him - along with a large
number of people who aren’t entirely clear where their
social conscience is. Or more accurately perhaps, what it
is meant to be.
Thirty years ago it was simple. You could paint the whole world
with a rainbow - or a Rainbow Warrior to be more exact. This
former UK Ministry of Agriculture, Fisheries and Food trawler
became legendary in supporting Greenpeace protest activities
against seal hunting, whaling and nuclear weapons testing during
the late 1970s and early 1980s.
VICTORY
She was sunk in 1985 by the French intelligence service while in a
New Zealand harbour during an environmental protest against
French nuclear testing, an action that cost the French government
36
over £8 million in compensation. David McTaggart, Greenpeace’s
chairman, described the award as: “A great victory for those who
support the right of peaceful protest and abhor the use of violence.”
For many the word green - irrespective of the word ‘peace’ conjured up groups of hand-knitted sweater wearing, hemp loving,
vegetable eating do-gooders invariably described as tree huggers or,
at the other extreme, activists. Either way, saving the planet and
protecting what we have was hitherto regarded by the masses as
faddy or a downright nuisance created by undesirables.
Fast forward to the 21st century and ‘green is good’. Social
conscience can be described as the ability to reflect on deeply held
opinions about social justice and sustainability. And the critical part
is the fact that these are and should be passionate beliefs. How
many of us add that obligatory line to our emails: ‘Think before
printing’, as well as a huge corporate paragraph to something that
inevitably gets printed?
GREEN BUSINESS
It is considered that today’s emphasis on sustainability is a
natural part of our evolution, which has taken us through an
agricultural revolution to the Industrial Revolution, where
capitalists and scientists accelerated our ‘improvement’, to the
present day where we now have to figure out how to rescue what
we had in the first place.
For retailers, that sustainable story has tended to be all about
carrier bags. While America has been the home of the big brown
paper bag for years, the realisation that
plastic bags were not a good idea has
taken an age elsewhere. Only recently
a decision to charge for carrier bags
in Wales was made, with a 5p levy
being introduced. It’s a topic that
does tend to induce occasional till
rage, particularly when customers
are spending a significant amount
in store.
The British Retail Consortium has
been advising customers to avoid
‘flashpoints’ at the till by taking their
own bags to stores, as well as calling
on the Welsh government to iron out
potentially confusing anomalies. “We
still believe education and
encouragement, rather than
compulsion, is the best way to achieve
lasting customer change,” commented
Bob Gordon, head of the BRC’s environment department.
In the same way, being asked if you want to add even more to
your bill to offset your carbon emissions is the sort of promotion
that can make a consumer see the wrong colour. Red.
Perhaps the problem is that nobody knows what is the right
thing to do. Every business has a social policy, green statement
and an eco strategy because they should. Not necessarily because
they passionately believe in it and want to educate others towards
a better way of living.
“
positive change no matter how small that makes the difference.
From Nike to etnies, whose offices really are the ultimate in green
space, to those ‘sustainable businesses’ that still produce masses of
brochures and flyers, there is currently a world of difference in the
message about saving the planet.
CHAMPION
One company that has been the ultimate sustainability champion
is Patagonia, which has long been lauded for its unambiguous
ways of combining product function with the brand’s
environmental values.
Since 1985 Patagonia has given at least one per cent
of its sales to environmental charities, and in
2001 owner Yvon Chouinard co-founded
1% for the Planet, an alliance of mostly
small companies that pledge to do the
same. In total, its members have given $42
million to more than 1,700 groups.
Perhaps the vision that a large
company can have a social conscience at
heart and how this is something that runs
through every vein of the business was
best summed up by Patagonia managing
director Holger Bismann, who sadly
passed away recently.
He joined the company from
Nike for what was his dream role.
Bismann was passionate about the
environmentally driven ethos of
Patagonia and the fact that it was
something every employee was
committed to, which challenged him to maintain the ethics and
look after everything from the company’s buildings to its
behaviour.
He explained: “I love that at this company people switch the
lights off when they leave a room - nobody goes home and leaves
the heating on.” Social conscience can be as simple as that.
Making a small difference, finding out how your customers
feel, showing them you are taking simple measures - things that
you believe in and can implement are a start. Doing nothing at all
or paying lip service, as they say in that greenest of places, Oz,
well that’s just plain
wicked.
THERE IS
CURRENT
LY A
WORLD OF
DIFFEREN
CE IN
THE MESS
AGE
ABOUT SA
VING
THE PLAN
ET
MORAL COMPASS
Social conscience, whether it is about sustainability, joblessness,
inner city deprivation or retail access for the old or disabled, is
about what spins the personal moral compass - a genuine interest
in improving the business world to preserve the living world.
Where and how to start is a huge challenge. And with so much
information being thrown at us, it’s difficult for any commercial
venture or individual to know quite where to start.
The UK government’s Climate Change Bill set an ambitious
target of an 80 per cent reduction in emissions by 2050, with
profound implications for social choices and behaviour - from
becoming a low carbon consumer (eg, buying locally sourced
food) to a low carbon employee (someone committed to a low
carbon future who acts as a change agent in the workplace).
The publicity surrounding Nike’s sustainability report has been
well documented. Previously hampered by criticism over labour
practices and toxic manufacturing, the company invested at least
a decade in improving its corporate social responsibility.
The company reduced its carbon footprint by 75 per cent by
finding a non-greenhouse gas to fill Nike airbags and dramatically
reduced waste in its footwear and apparel manufacturing by
adopting a strategy of zero waste, zero toxics, 100 per cent
recycling, and 100 per cent clean energy. An entire line of
products was created - Considered Design - which looks at the
future impact, waste, energy and so on of every aspect of a
product throughout its life. But still the company comes under
criticism, accused of greenwashing some of its practices.
The fact is so do most people and most companies - it’s the
”
37
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Basketball is a sport that
traditionally the British
and Irish have never taken to their
hearts - could that be about to
change? Adrian Hill reports
Only football
has a greater
profile than
basketball in the
rest of the world,
yet the game invented
by American fitness instructor
James Naismith 120 years ago has failed to seep into the
UK consciousness.
If ever there was an opportunity to change this perception
it’s now. The British team will play in the Olympic Games for
the first time since 1948 next year, and we all know where that
is being held.
MEDIA COVERAGE
“The great thing about basketball at the Olympics is that it is on
for the whole two weeks - no other sport has that. There is going
to be saturated media coverage,” says Molten’s Bob Hope.
Hope established the Molten brand - the leading basketball
manufacturer in the world - in the UK in 2003; its G-Series
product is the official ball for all major international events
run by world governing body FIBA, with Molten having
supplied equipment to every Olympics since 1984.
Molten is also the official ball supplier to British Basketball
- supporting the British Basketball League clubs, the GB team
and the GB wheelchair team - and is also the ball of choice for
Irish basketball.
The company has climbed to its current position through
innovation, on the back of the revolutionary 12-panel design.
“When basketball was invented the rules established an eightpanel stitched ball,” explains Hope. “In 2005 Molten
developed a 12-panel ball. In basketball you require fingertip
control and you get that from the seams. We took it to FIBA
and they accepted it. It is now used in every international
tournament and has a Molten patent.”
Hope, a former professional basketball coach and GB
team manager who has been involved with the sport for 40
years, admits that the lack of success internationally has
stunted the chances of it growing from ‘cool’ street activity to
mass participation.
“We need a successful international programme,” says
Hope. “We now have the best GB teams, at all levels, we have
ever had. Basketball sales have tripled in six years, the sales of
size 5s and 6s have quadrupled.”
40
It’s the sale of these smaller balls
where Hope sees the biggest opportunity
for basketball to break out of its street
niche. He argues that if basketball can be
accepted as the indoor sport at schools
throughout the country then its potential is
huge. Molten is the approved ball for the
London Mini and Youth Games, while Hope
says basketball is making headway with girls,
whereas previously it was a given that netball
was the sport they played at school.
“We make balls in all different colours. The
pink size 6 is very popular with girls and we are
currently waiting for more stock to be
delivered,” reports Hope. “You have got to get
the right size and weight. The view can be that
one size fits all - that’s not the case, you can’t sell a
size 7 ball to an eight-year-old.
Hope says that in 2005 Molten only sold 2,000 balls
in the UK. In the year to July 2011 the company shifted
46,000 and August/September saw a record 23,000 sold.
Something is happening, but then again it doesn’t take a
lot of investment to get people bouncing a ball.
BEAUTY
Hope adds: “The beauty of basketball is you don’t need
a team. You can give a ball to a kid and say: go off and
play. They don’t even need a hoop, they can practice
dribbling by bouncing the ball around. It’s a relatively
cheap sport to play. You can buy a quality Olympic
ball for £72, whereas an all-weather version is £10.”
Hope’s point about accessibility is a valid one,
but until basketball equipment at home becomes a
mass market product the sport will continue to
make little headway.
The Oxfordshire-based Basketball Equipment
Shop is one of the leading suppliers of backboards
and hoops on the internet. In any other country
BES would be a multi-million pound operation, but
in the UK the market remains limited.
“We sell specialist units direct to clubs and the
consumer,” says Shannon McDonald, marketing
manager at BES. “The market is pretty
tough at the moment. What we need is a
BASKETBALL
huge drive, someone really famous taking up the game or
regular NBA games over here.”
Adds McDonald: “It’s a small market, absolutely nothing
compared to America. We just don’t have the facilities - you
can’t pop down the road and play on the same quality of
court as you can in the States. It’s all about infrastructure.”
McDonald agrees that success for the national team
would be a boost to his business, but his major gripe is the
lack of media coverage. Without visibility it is tough for
any sport to grow.
Argues McDonald: “We’ve seen with the WWE that
regular exposure on television gets people
interested. Suddenly everyone wanted to
give wrestling a try. Basketball just
doesn’t have that here.”
ENERGISE
Basketball’s major advantage is its
position in the valuable youth
market. Many sports seek
to energise teenagers and
few are as successful as
basketball, but its
problem has been
maintaining interest
into adulthood. Where
McDonald differs from
Hope is that he
struggles to see how
the Olympics will
have the image to
“
reach the youth. Surprisingly, he sees the Games as a turn-off.
“Our target market is 13-19-year-olds - it caps off at
that,” says McDonald. “It’s difficult to spin it [the Olympics]
properly. The Olympics is a bit of a marketing cliché. With
basketball you need to target the youth, image is very
important and it’s quite expensive to get the right type of
advertising to reach them.
“We spend our money on R&D, developing basketballs
and backboards. Our core market is the people at home who
go on their laptops in the evening and want to buy basketball
equipment. We focus on trying to get the best search engine
results we can.”
So while a high-end manufacturer is licking his lips at the
prospect of millions tuning in to a sport that rarely gets
publicity in this country, a grass-roots retailer sees more
importance in developing point of sale.
BES has weathered a financial storm that has indirectly
assisted its task in reaching its market, as more people search
for bargains online. “There’s been no huge decline in our sales
during the recession, we have actually seen growth,” explains
McDonald. “I think it’s down to people staying at home, not
going on holidays and focusing on buying affordable, quality
kit for their kids to play with at home. A decent ball and
backboard for the back garden only costs £190.”
Basketball will always have its fans, as too much money
is pumped into it by the multinationals and big American
manufacturers. However, it is clear that, although desirable,
success on the elite stage is not the be all and end all that it
so often appears to be in other sports. A powerful, vibrant
image and affordability are powerful tools that basketball
has at its disposal.
BASKETBALL’S
AGE
MAJOR ADVANT
IN
IS ITS POSITION
THE VALUABLE
T
YOUTH MARKE
”
41
MY SPORTING LIFE:
Chris Sutherland
Tony James finds out about the life and times
of the international hockey icon
Chris Sutherland became an international hockey icon literally
by accident, but could probably have reached the top in any
one of half a dozen other sports.
The man who played over 160 times for Scotland and Great
Britain before becoming one of the world’s most successful hockey
coaches admits to excelling at rugby, cricket, athletics and basketball.
He was a pretty mean table tennis player, too.
FORBIDDEN
But not football. And there’s a simple reason for that - the game was
forbidden at rugby-mad Leith Academy.
“If you were found with a round ball in your possession you were
taken straight to the headmaster and got six of the best with a leather
strap, no questions asked,” remembers Sutherland, now joint
managing director of hockey brand Dita UK. “It was a shame
because I really enjoy the game.”
But fate had a surprise in store and now Sutherland gets all the
football excitement he wants. Son Craig, 23, is the new star striker for
Championship club Blackpool and his proud dad rarely misses a match.
Craig, who had never played the professional game, made the
headlines when he was signed by Blackpool boss Ian Holloway straight
from four years at an American university studying sports management.
“I played college football, but I was still wondering what to do
42
with my life after finishing university,” says Craig - but he hadn’t
reckoned on the legendary energy and ingenuity of his dad.
“We made a DVD of Craig in action and sent off literally
hundreds to clubs in England and Scotland,” Sutherland explains.
“Then out of the blue I got a call saying: ‘This is Ian Holloway,
manager of Blackpool, and I like the look of your son.’
“At first I thought it was a joke and said: ‘But you haven’t seen him
play.’ He said: ‘I’ve seen enough on the video. When can he come down?’
Now Craig’s in the first team every week and really enjoying himself.”
At Leith Academy Sutherland lived for sport. “I was in the school
cricket, basketball, rugby, tennis and athletics teams, but I only started
playing hockey by chance. I had a slight injury that kept me out of the
rugby team and the hockey coach asked if I wanted to have a go.
“Within a month I was playing for the county and within a year
was turning out for the national senior team. By then it was my major
sport, although I was asked to play for Scotland at basketball. The
problem was I was playing hockey for Scotland on the same day.”
BONUS
After school Sutherland joined the Edinburgh environmental
architects’ department, not least because he got almost unlimited
time off to play hockey. Another bonus was meeting his wife Eleanor,
a top badminton player, who worked in the same building.
INTERVIEW
Thirty years later and Eleanor works with her husband at Dita
and, according to Sutherland, they’ve never had an argument. Their
other son, Scott, is also a Scottish hockey international.
From the beginning Sutherland was fascinated by the technical
side of hockey, particularly the traditional wooden sticks, usually
imported from India or Pakistan.
“In the 1970s a friend and I got together to see if we could
improve the existing sticks,” he explains. “We got some blank sticks
from India, reinforced them with glass fibre and found we could hit
the ball harder and faster. Other players became interested and we
started selling off a few of our sticks for beer money.
“The problem was we kept falling foul of the rules. I worked on
designs for aluminium sticks with detachable heads. They were
used in three Olympics, but were eventually banned on health and
safety grounds, which seemed a bit of a mystery - surely a
splintered wooden stick could do more damage?
“There were even regulations governing the speed a ball leaves
the stick - a maximum of 125kph - but it’s never been practical to
enforce it.”
In 1980, after playing and coaching for Scotland since the 1960s,
Sutherland left the civil service for Holland: “I was there four years and
played for what was then the best team in the world. Was I a
professional? In those days there were strict rules for amateurs, so I was
technically a coach rather than a player and got paid for that. I was the
first British person to play hockey in Holland and I learned an awful lot.”
It was when nearing the end of his playing career in Holland
that Sutherland had a life-changing encounter with an executive
from Dita who was on a European sales tour. Founded in Pakistan in
1891 (Dita is Urdu for heaven-sent), the company now has branches
throughout the world and is a key player in the hockey stick and
artificial grass shoe market, plus specialist clothing and accessories.
Looking back on the fortuitous encounter, Sutherland
remembers: “We started chatting about research into improved
hockey sticks and I mentioned I had some ideas about composite
construction and other things.
“He said: ‘Why don’t you become our distributor in the UK?’ I
said: ‘I’m not living there at the moment, but I can get my dad to
organise something in a small way,’ and he did until I got back. We
started distributing Dita hockey sticks and their other products in
1981 and I finally came back to take over the business full-time in
1984, despite the Dutch wanting me to stay on as coach.
“They offered some very tempting financial deals, but I decided
to return to Scotland - and have slogged my guts out here ever since.”
DESIGNS
Today many top international players have chosen Dita as their
brand, but the company stresses that you don't have to be a hockey
star to use their products. Sutherland has seen designs change as
the game has developed. Today it’s all about a combination of
strength, weight and power.
“Players were flicking the ball rather than just hitting it, so we
designed sticks with more of a bend, which helped the flicking
technique,” he says. “So does bringing the balance towards the shaft.
We are always looking for new ideas, but of course there’s only a
certain amount you can do to change a hockey stick. For instance,
you can’t use titanium because it’s classed as a metal.”
Dita claims to be the first brand to produce specialist hockey
footwear. Long gone are the days of wearing a moulded sole
football boot or anything else that seemed vaguely appropriate.
Sutherland remembers when he played for Great Britain in the first
international match on astroturf in 1975: “I was wearing trainers with
miniature studs and that was it. After that we came up with designs
specifically for hockey with studs on the edge of the boot, taking into
account the game’s foot movements and giving essential lateral side
support. A hockey boot mustn’t simply cover the foot, but work with it.”
A still active 62, Sutherland has only recently retired from hockey
coaching after taking his teams to over 40 national titles and seven
British titles. Now he’s even talking about retiring from business next year,
something that people who know this seemingly tireless chap find hard
to believe. At least it would give him more time to follow Blackpool.
“
I WAS THE
FIRST
BRITISH
PERSON TO
PLAY
HOCKEY IN
HOLLAND
AND I
LEARNED
AN AWFUL
LOT
”
43
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45
Retailers who stock specific
items to appeal to women
may find a lucrative seam, as
Catherine Eade discovers
With advancements in the world of technology and textiles,
sports clothing designers are mixing functionality with high
quality, cutting-edge design - a huge benefit to women’s
sporting attire.
Over the last decade there has been an extraordinary increase
in the number of female-only sporting events, and a rise in women
competitors in extreme sports such as triathlon, rock climbing and
snowboarding. Many formerly male-oriented brands are expanding
into female sports ranges, and a number of women-only sports kit
brands have sprung up.
Despite healthy growth, recent research
shows that women still lag behind men when
it comes to participation.
“Unfortunately, women are not
as active as they should be. In
fact, the amount of women
taking part in regular physical
activity is declining,”
explains Sue Tibballs,
chief executive of the
Women’s Sport and
Fitness
Foundation, who
says research
shows young
women leave
school half as active as young men.
“At WSFF, we know that women have different barriers that can
get in the way of them staying active - everything from childcare
provision to male-dominated gyms,” says Tibballs. “Clothing can
certainly be another factor in this trend. We've found that if women
can exercise in something they feel comfortable in it helps
encourage them to take part.”
There is a huge selection of products designed to appeal to
women, so Sports Insight picked a handful of products voted for by
a panel of sporting females.
SPORTS BRAS
A surprisingly high number of women still do not wear specifically
designed sports bras. Today the market is full of bras that minimise
movement, many made using moisture wicking fabrics that are
durable and breathable, as well as being stylish and lightweight. The
women I spoke to all had their favourites, but the top three voted for
among a circle of runners, badminton players, triathletes, cyclists
and occasional Sunday joggers were the following:
● The PureLime 0098 Compression Bra, a streamlined, attractive
back fastening bra in a choice of black or white, was apparently:
“So comfortable you don’t know you’re even wearing a bra,”
according to tester Liz, 36, a keen jogger.
● The Sportjock Action Sports Bra was: “Extremely stretchy and
comfortable and also suitable for being worn on its own as a crop top
for those with the abs to
carry it off. Really nice
Finding a solution for running on soggy days is not
for my new Acro-Yoga
always easy. In this category the Zoca Packaway
obsession,” said Jo, 45.
Jacket came up trumps for its lightweight
●
Shock
Absorber, which
construction and good looks. Our tester, Eliza, 44, said
picked up an award for
it was the “softest, most lightweight” jacket she had
best sports bra at the
ever worn and loved the way it folded into a pocket small
Women’s Fitness
enough to be stashed anywhere. Great for cyclists, too.
Awards 2010.
46
IN SEA SO N WOMEN’S PRODUCTS
PEDOMETERS
Although there are some high tech pedometers on the market (I tried the
Nike ‘in your shoe’ wristwatch model and hated it), our ladies said they
preferred a simple clip-on pedometer that gave the option of recording
distance as well as steps, such as the Silva EX Distance pedometer, which
is small, clips on to a belt or waistband and can be easily programmed to
measure kilometres or miles.
Over 12
million pairs of
FitFlops, ‘the world’s
first muscle activating flip
flop’, have been sold, and now
the company has branched out
into clogs, sneakers, shoes and
boots. Our tester, Lucy 45, tried a pair of
the latest boots, which she said were: “Like
biker boots, but with the added bonus of
increasing muscle activation in my legs and
being good for my joints. I like the idea that when I’m not working out
I’ll be doing something that’s good for me just by walking around.”
Vibram FiveFingers take a bit of getting used to, but Clare,
37, said she loved running on grass in them, and also used
them for sailing and windsurfing: “Great grip on wet
surfaces.”
ASICS’ Gel running shoes were voted for by long-time
charity fun runner
Polly, 42, who called
SWIM KIT
them simply: “The
The Maru swimming costume was voted
most comfortable
for because, in our tester Jane’s words:
running shoes
Putting on extra layers traps air between clothing
“This swimsuit is brilliantly chlorine resistant
I’ve ever
and increases insulation to the body. The hippsy
and doesn’t go baggy despite regular use.”
had.”
waist and kidney warmer is designed to target
“Zoggs anti-fog goggles do actually keep you
the area that can be problematic for women swimming longer as they don’t mist up, and are
cold drafts over the kidney area. This item
lightweight and comfortable,” said Lou, 24.
proved comfortable, comforting and extremely
A surprise winner in the swimming category was the Speedo
supportive. Our tester Pam, 24, wore it to the
Aquabeat (pictured). This waterproof MP3 player is submersible to three
office as well as during runs and yoga practice
metres and floats too, so there’s no chance of you resurfacing without it. As
and said: “Once I’d put it on, I didn’t want to
I had recently signed up to SwimFit’s challenge to swim the Channel in my
take it off.”
local pool, this seemed like a good excuse to try it out. Although I found it
A high percentage of women interviewed
fiddly at first, the gadget transformed my experience. Swimming along
said their favourite piece of kit had to be a good
listening to some of my favourite tracks meant I didn’t want to get out of
yoga/pilates mat. Yoga fans also voted for soft,
the water. A good gadget to recommend for people who are a bit bored of
stylish yoga pants and tops from PureLime,
swimming, lack motivation or who are training for a long distance swim.
SweatyBetty and No Balls. This brand uses
bamboo in its clothing range, which is Cashmere
soft, sweat wicking and anti-bacterial. The yoga
Capri pants were particularly popular.
The PT Rebounder toning trampoline (not to
be confused with a mini trampoline) is designed
to tone and strengthen your body in less time
than other activities. Voted for by Charlotte, 32,
who said: “I think it’s the easiest way of building
muscle, and I’ve noticed more body tone,
increased strength and flexibility.”
The trusty hula hoop for fun and toning, and
for snowboarding Burton snowboard boots were
voted for by Katharine, 43.
And finally, the Mooncup: “The original
silicone menstrual cup designed by women to be
a convenient, safe and eco-friendly alternative to
tampons and sanitary pads is a must for active
women,” says Su, 48.
BEST OF THE REST
47
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Retailers are gearing up for the biggest sporting event in Britain
since 1948. But how can they best translate the fervour of the
Olympics into sales? Catherine Eade reports
The London Olympic Games are widely expected to give
the UK’s sporting goods industry a major boost over the
next two years.
Visa Europe estimates there will be a record breaking £750
million consumer spending spree in the seven week period of
next year’s Olympic and Paralympic Games - the biggest ever for
a host market. In its report, called London 2012 Olympic and
Paralympic Games Expenditure and Economic Impact, Visa
Europe says that during the three weeks between the opening and
closing ceremonies tills will be ringing to the tune of £621 million.
This will be supplemented by a further £129 million spend during
the Paralympic Games, an increase of 18.5 per cent above what
would be expected during the same period were the Games not
taking place.
HIGH PROFILE
According to a recent report from Amer Sports, the sporting goods
sector - which includes equipment used in all ball sports, outdoor
activity, and gym and fitness regimes - is anticipating a strong sales
recovery between now and 2013, led by the high profile of the
Games. Much of the growth in spending on sports goods is likely to
be shared among the biggest brands in the industry, as consumers
are expected to gravitate more towards established names.
The Federation of Sports and Play Associations conducted
numerous trade interviews as part of its UK Sporting Goods Report
“
ULD
RETAILERS SHO
LOOK FOR
NDS
RELEVANT BRA
WITHIN THEIR
SPECIFIC SPORT
THAT ARE TIED
PICS
INTO THE OLYM
50
2011, finding a mixed response as to the likely Olympic legacy.
“Most people were very positive about the hosting of the Games,
but the general opinion was that some sports would benefit more
than others, and those sports would largely be determined by medal
success,” says an FSPA spokesman.
Most respondents didn’t think there would be any noticeable
impact on their own sales, but those most likely to benefit would be
the sports brands involved in sponsorship. Interestingly, the FSPA
concludes: “There has been an improvement in some sporting
infrastructures, the quality of the new participant experience and in
the level of volunteering, but the question arises: if improvements in
sports participation cannot be achieved for the Olympics, then when
and under what circumstances could they be?”
Although most in the trade are aware of the need for sports
retailers to begin planning their strategy early to get the most out of
the Games, some sports industry figures sound a note of caution.
“Most of the major sport brands are linking to the Olympics through
their sponsored athletes as they cannot use the Olympic symbols or
names,” says Susan Herbert, INTERSPORT UK marketing and
communications manager.
Indeed, sports retailers will have to be careful how they ally
themselves with the Games to increase sales. While the event offers
real opportunities, the intellectual property rights of the 2012 brand
is a minefield.
Retailers cannot, for example, show their support for the
Olympics by putting up a sign saying ‘We support the 2012 Games’
as this is unlawful. Sports retailers must also avoid using any of the
official names, trade marks, logos and designs relating to the
London Games without formal permission. The use of the 2012
logo and the five gold rings are also off limits for most retailers,
unless specific permission has been granted, and retailers must not
use promotional or marketing materials that could suggest any
association between their business, goods and services and the
London Games.
HEIGHTENED EMOTIONS
Jack Gordon of sport media relations specialist Silver Hammer says
the main advantage of the Olympics will be the heightened
emotions associated with such a high profile sporting event.
He explains: “Retailers need to find a way to plug into the
euphoria, fervour and sense of national pride that comes from
hosting the Olympics. The greatest sporting event - which has
retained its brand appeal and value - presents the opportunity for an
expression of economic patriotism by buying British. Retailers can
”
IN SEA SO N LONDON 2012
tap into this rich emotional seam with point of sale, window
displays, in-store marketing, cooperative advertising and
promotions to make the most of the drama that is the Olympics.”
Gordon adds that times of economic instability often
engender a sense of nostalgia, which leads to consumers buying
goods specifically manufactured in their own country. “Although
times are tough, what the Olympics may do is create a desire to
buy sports goods that might otherwise remain dormant,” he says.
“The best way to increase sales is to work closely with the brands
that are tapping into that nationalism, pride and domesticity.”
STAG joint managing director Ward Robertson adds: “I would
imagine retailers are implementing the basics of good business
right now by paying very close attention to margins, amount of
stock, reducing overheads and setting aside time, money and
innovative thinking to marketing their businesses.
“There are countless ways to tie in the activities of their own
retail business with the sports being played at the Olympics.
People succeed in the
Olympics by developing
and honing skills as
athletes. Retailers are
business people, so they
also need to continually
develop their business
and retail skills in the
‘business Olympics’.”
surge in customers buying running shoes in our store. At the time
we were asked whether it was because of the Olympics and,
despite some denial, I believe the power of the subconscious
cannot be ignored and there will be lots of this happening in the
run up, during and immediately after the London Games. We will
be raising our profile locally with increased visibility of window
displays and other strategies to ensure we gain the maximum
possible share of the market.”
Says Suka Sport owner Yolanda Hinchcliffe: “The Olympics
are the fashion week of the sports world. To us it means an
increased awareness and passion for sports of all genres. It means
a new breed of competitors and a fresh wave of upcoming
athletes for us to kit out and support. Most of all the Olympics
means that for a few months London will be sports mad, and to us
nothing is better than that.”
If all goes to plan, London 2012 will be remembered by many
sports retailers as their year of plenty.
RELEVANCE
Mark Robinson of
Lanson Running in
Kingston Upon Thames
advises: “Retailers should
look for relevant brands
within their specific
sport that are tied into
the Olympics. This could
be as simple as the team
GB kit designed by
adidas [the Games’
official clothing
licensee], but there will
be lots of other sports,
brands and countries to
consider.
“I was in
Melbourne for
the 2006
Commonwealth
Games and the
branded kit was in
lots of shops and
people wanted to
show their support
and attachment to
the event. This will
be a limited
opportunity and will
date very quickly
after the Olympics,
so making sure you
are not overstocked
come September
2012 will be vitally
important.
“During Beijing
2008 there was a
ODA
ODA
51
IN SEA SO N RUNNING
RUNNING
BROOKS GHOST 4
The Ghost 4 is an
evolutionary update to the
award winning Ghost 3. Now
friendlier than ever, the Ghost 4 embodies the spirit of
running. This super balanced ride, with its
substantial cushioning and exceptional fit, is
at the heart of Brooks’ Neutral silo,
making it the ‘go to’ shoe for many
runners.
Now with Brooks DNA, the new
and improved Ghost 4 adds
customised cushioning to its already
generous comfort arsenal, plus Omega
flex grooves for extra flexibility. Also now
included is a synthetic suede forefoot overlay
that captures the foot and provides a plush in-shoe
feel, plus tongue tied to prevent tongue migration. Take
them for a spin and become a believer.
For more information visit
www.brooksrunning.co.uk.
SAUCONY
Saucony’s revolution in running shoes is launched in December. The
‘Geometry of Strong’ range hits the shelves led by the Guide 5 and top-selling
Triumph 9. Each of these shoes is 10-15 per cent
lighter than their
predecessor, more
flexible, more stable
and just feel so much
better. Put simply,
they’re more desirable,
thus easier to sell.
Alongside the new
footwear, ViZi-PRO
apparel continues to break
sales records, and with the
darker evenings arriving
there are still opportunities
in this market.
For more
information visit
Saucony’s stand at
The STAG Buying
Show, visit
www.saucony.co.uk,
speak to your
Saucony
representative or
call 01794 537537.
52
HILLY
The latest technical sock development from the
UK’s market leader, The HILLY MONOSKIN
SUPREME PLUS, ANKLET AND CLASSIC,
designed by running legend Dr Ron Hill MBE, is
available from January 2012.
● Supreme anti-microbial/anti odour properties with
dri-release wool with Freshguard.
● Supreme blister resistance with friction
NanoGlide in heel and toe.
● Supreme cushioned anatomical design
left and right socks.
● Supreme durability with under-toe seamless
construction and nylon splicing in toe and heel areas.
● Supreme comfort with arch grip section,
‘Y’ heel and LYCRA.
call 0161 366 5020,
or visit www.hillyclothing.co.uk.
53
54 SPORTS INSIGHT
www.brookspureproject.co.uk
turn off the dark
the new adiviz range
The brightest, lightweight running wear available.
360° visibility so you can train safely all winter.
adidas.com
Get Muellered
with OPRO at
the STAG Show
For the complete range of
sports supports, braces and
medical consumables...
Mueller it.
Mueller now available
lable from OPRO
AY
NEXT D Y
R
DELIVE E
C
SERVI E
ABL
AVA I L
Please visit us as the Stag Show or contact us:
Tel: 01442 430692
WWW.MUELLERIT.CO.UK
IN SEA SO N RUGBY
RUGBY
OPTIMUM BOKKA RANGE
Since being launched, Optimum’s BOKKA range of tops,
headguards and rugby boots have proven to be one of the
company’s best-selling ranges of products ever.
The fabulously varied and excitingly coloured Optimum
logo has proved to be the choice for the player who refuses
to blend into the background and who instead wears their
BOKKA boots, tops and headguards with passion,
enthusiasm and pride.
BOKKA TRIBAL TOP
Sizes: MINI / SB / LB / S / M / L / XL / XXL.
RRP: Jnr £29.99. Snr £34.99.
BOKKA EXTREME HEADGUARD
Sizes: SB / LB / S / M / L.
RRP: Jnr £29.99. Snr £34.99.
BOKKA ECLIPSE RUGBY BOOT
Sizes: 1-13.
RRP: Jnr £24.99. Snr £34.99.
For More details call Optimum
on 01942 497707 or see your
local area representative.
SENSPORT
ADRENALIN RUGBY
Adrenalin by Sensport is a range of stylish,
cutting-edge garments in high performance fabrics.
● Available in combinations of 18 colours.
● Long sleeved and short sleeved.
● Pro and regular fit.
● Four collar options
● Lead times of 6-8 weeks.
● Minimum order 15 units per style.
For more information on Sensport
Adrenalin call 02476 644 666,
or visit www.sensport.co.uk.
58
PROTECT YOUR BODY WITH SHOCK DOCTOR
Whether you’re playing rugby, cricket or sparring, you always have to make sure you protect your body from
dangerous blows. Shock Doctor specialises in technological advances to create protective sports equipment
for athletes, making sure you are always safe.
GEL MAX MOUTHGUARD
The heavy-duty rubber exoskeletal shock frame and gel-fit liner provides maximum protection, fit and comfort
in an easy-to-fit triple layered design. It’s ideal for all contact sports.
REFLEX ULTRA SHORTS
The sonic welded compression moulded foam pads maximise impact protection on the exposed tackle
area. The wraparound X-Fit Retention System and anti-microbial, moisture wicking four-way stretch fabric
draws sweat away from the skin to provide a close, comfortable fit that minimises odour.
ULTRA SUPPORTER WITH ULTRA CARBON FLEX CUP
This multi-sport X-Fit supporter is made of extra supportive four-way stretchable material with a
unique wraparound X-Fit cup Retention System.
All products are available in
national sporting goods shops, and
for online visit www.eninety.com.
59
IN SEA SO N RUGBY
GFORCE LAUNCHES PLUS
TRAINING WEAR
To support the phenomenal success of GFORCE,
Gymphlex is delighted to announce the creation of
GFORCE PLUS, a stock range of high performance
training wear.
Developed for suppliers to sell directly to customers,
GFORCE PLUS boasts all the key features of the
GFORCE range, including technically superior fabrics,
contemporary designs and an attractive price point for
retailers. As well as being perfect for clubs and teams,
PLUS by GFORCE is also appropriate for sporting
individuals, as there are no minimum order
requirements.
GFORCE has proved extremely popular with
retailers and end users, and PLUS is sure to follow
suit. With a stocked selection of generic colour
combinations, PLUS is available for immediate
despatch. Although PLUS does not offer the
extensive range of options for bespoke personalisation
of its sister brand, customers can choose to have embroidered badges, logos or
names applied onto the garment.
The GFORCE PLUS range will be stocked from January
2012 and orders are being taken now.
60
If you are interested in the GFORCE
PLUS range call 01507 523 243 or
visit www.gforcesportswear.co.uk.
Copyright © Canterbury Limited
LYCRA® is a trademark of INVISTA
FEATURING BRAND AMBASSADOR BRYAN HABANA
www.canterbury.com
0.1
TRAIN
Mercury Compression garments
feature graduated compression
zones to aid circulation and higher
venous return resulting in a faster
removal of lactic acid, improved
warm-up time and the ability to
train harder for longer. Enhanced
proprioception and muscular
awareness promote a positive
response to feedback within an
isolated training environment. *
0.2
COMPETE
The constant compression applied
by Mercury Compression garments
can reduce muscle oscillation by
up to 50%, resulting in decreased
energy expenditure linked to
improved mean power output,
muscle endurance and strength.
Enhanced garment fit and
freedom of movement obtained
from LYCRA® SPORT fabric provide
comfort in demanding physical
environments. *
0.3
RECOVER
Following
intense
exercise,
Mercury Compression reduces
muscles soreness and DOMS by
up to 30% which is associated
with reduced swelling, improved
recovery and a quicker return to
training. The use of LYCRA® SPORT
fabric improves shape retention
of the garments maintaining
greater levels of compression for
prolonged periods of time. *
Graduated compression applies to hybrid legging
and long sleeve garments only
* Suggested benefits
POWERED BY
To become a Mercury Compression stockist please email [email protected]
or contact customer services on +44 161 947 9944
ADRENALIN
CUSTOM RUGBY
APPAREL
Avaliable in a range of highly
advanced technical fabrics
rics providing
g
outstanding value for money.
Professional quality products
oducts at
affordable price points with a service
that is second to none.
Availability in following
g colours:
To view our new season ‘11-‘12 stock Teamwear and
d Custom Teamwer Brochures go to
www.sensport.co.uk
To present your customers with a full
colour presentation teamwear of their
total requirements go to kitselector.com
For details of our Custom Teamwear go to myteamkit.net
For further details call 02476 644 666
THE FABRIC OF SPORT
I
Caldoni House 3 Crondal Road
Bayton Road Industrial Estate Coventry
Tel: 02476 644666 Fax: 02476 367971
Website: www.sensport.co.uk
I
I
I CV7 9NH
Iain Divitt, online business manager for Westway Websites,
explains why you should make ecommerce a pivotal part of
your retail strategy, and provides some top tips
Without doubt, the internet has changed
the way people shop. The first thing
customers will do when looking for a product is search for it
on the web. Within a matter of minutes they’ll have an idea of the
options available, who stocks it and at what price. Within the next 510 minutes they’ll have probably bought the item from the retailer
with the best combination of price, trust and delivery options. And
the scary thing is they could be doing all this via their mobile phone
while stood inside your store.
That’s the reality of today’s world. Technology has moved so fast
that customers can now do instant price comparisons by simply
scanning a barcode with their smartphones. How do you compete
with that? To have any chance you’ve got to be online.
UNDERSTANDING THE POTENTIAL
The internet is built on databases; everything you do is either the result
of a database query or a function of the database content. When it
comes to webshops, the amount of data you can collect on your
customers borders on the exponential. The technology is out there for
you to build a comprehensive two-dimensional image of your customer.
The information is there to be dissected, tailored and transformed into
targeted marketing campaigns. This data has the ability to maximise
your marketing return on investment, increase sales and improve your
business. The data you collect and analyse gives you the knowledge
and power to succeed - the difference between on and offline trading.
“
DO
CUSTOMERS CAN
INSTANT PRICE
Y
COMPARISONS B
GA
SIMPLY SCANNIN
THEIR
BARCODE WITH
SMARTPHONES
”
CONTENT MANAGEMENT SYSTEMS
Choosing which CMS best suits your needs is a daunting task for
anyone, but for the uninitiated it’s a hundred times worse. I know
merchants who’ve traded online for over five years and still came a
cropper when trying to upgrade their site. So here’s my guide to a CMS:
What is a CMS and why do I need one? The CMS is the userfriendly front end to a complex database that the developer doesn’t
64
want you to touch. It’s the operating system behind your website that
allows you to manage the customer facing text/imagery, as well as
process orders, stock levels, etc. Without a CMS a website would
need to be updated via its databases, which is fraught with peril - one
wrong move can bring down your entire site.
TOP TIP: look for a user-friendly interface with a
‘WYSIWYG’ editor. Remember, you are the one using the
CMS on a daily basis, so make sure you are comfortable
with the interface and find it easy to understand/use.
Deciding how much to spend on your website can also be
tricky. The internet is awash with people trying to sell you transactional
websites for anywhere between £99-£100,000; in reality, your CMS
should cost somewhere in the middle. You can of course buy too cheap,
but at the same time you can overspend and use a fraction of the
features your CMS provides. Typically £15,000-£25,000 should provide
you with a comprehensive CMS and bespoke front-end design.
TOP TIP: pick a vendor that caters for a company of
your size. A common mistake made by smaller
merchants is to take the risk-free option and go with a
major vendor, only to find out five months down the line
it is a small fish in a rather large pond and lacks support.
With so many options available it is imperative you go for a CMS that
has been built for the purpose. That doesn’t always mean a custombuilt website, but it does mean a website that has been built to transact
effectively with customers. Trends and technologies are constantly
changing, thus a CMS that can be easily updated to accommodate the
new needs of customers is also an essential element.
Lastly, search engines such as Google interact with the content
held in the complex databases powering your site. Ensure you are in
full control of your site’s search engine optimisation (SEO) by using a
CMS that allows you to optimise every element of every page, eg
keywords, page titles, alt tags (text descriptions of an image), etc.
FRONT-END DESIGN AND MARKETING
As the internet has matured, so have search engine technologies.
Gone are the days of trying to cheat Google into thinking your site is
relevant by hiding keywords at the foot of each page. Search engines
want exactly what your customers want - fast loading pages with
relevant content. And that means you, as the expert, are in with a
chance. Who is better placed to describe your products than you?
Good copy is not only a major plus point for search engines, it gives
the customer confidence they are buying from a professional.
A picture says about 25 words to search engines, but that doesn’t
mean it should be compromised. The customer wants to see, flip,
rotate and zoom in on the product they are buying.
E-TAILING
What sets you apart from your competitors? It’s unlikely to be
the product, thus you need to find your unique selling point and
leverage it. Your past customers are your best salesmen, so encourage
customers to leave reviews based on the service as well as the product.
Not only does this provide the user with confidence that you, the
merchant, can be trusted, but it can also allay any inhibitions they
might have about the product. What’s more, search engines thrive on
fresh content. If your site has fresh content added daily, they will make
a note of this and be back more often to see what’s been going on.
TOP TIP: don’t treat search engines any differently
than you’d treat a customer that walks into your shop.
So now your merchandising is up to scratch you can sit back and
relax, right? Wrong. Search engines can get the customers to your
site, but they can’t make them buy. Internet customers are
extremely wary when it comes to entering their details online or if
they feel like you’ve sprung a surprise on them. You need to make
them feel that your site can be trusted. As mentioned, customer
reviews can play a part in this, but not everyone reads reviews, so
you need to be upfront with things such as delivery costs or
restrictions, accepted payment methods and the checkout process.
The internet is an opportunity no retailer can afford to miss.
Whether it be a transactional website or listing on Google Maps,
you, as a retailer, need to have an online presence. Your competitors
are online and are stealing your trade.
There are plenty of things you can do to ensure web searches
result in customers finding your shop. But why stop there? If
someone finds you stock a particular item, they might come to your
store and make the purchase, but why take the chance? Go that
extra step, cater to the demands of today’s market and turn that
same search into an instant sale.
Ecommerce is here to stay. It needn’t be expensive to set up and
it needn’t be time consuming to run, but it does need to be part of
your strategy, growth or otherwise.
65
Dave Howell talks to Joanna Morley of online marketing
specialist SiteVisibility about how retailers can use social
media to grow their businesses
WHAT ARE THE SOCIAL MEDIA
PITFALLS TO AVOID?
Don’t just sell. You have to be smarter than this. Don’t just talk
about yourself, otherwise people will be deterred from visiting your
site. Instead talk about wider industry issues and position yourself
as a thought leader within your sector or industry. Engage with your
customers and contacts. The first thing to do is to develop an
online personality. This will ensure you become a trusted source of
information and advice, and you will also develop a reputation for
having a ‘personal touch’. Keep it important, relevant and
interesting to your audience with no self-promotion content. No
one likes a show off.
WHAT ARE THE KEY COMPONENTS OF
AN EFFECTIVE SOCIAL MEDIA
MARKETING CAMPAIGN?
Retailers need a simple, clear way to deploy a social media strategy
that does not necessarily start with technology. It is simply about
understanding; understanding who your customers are and why they
shop with you. Without a genuine appreciation of your customers
and their behaviour, your efforts and messaging could quite easily be
inadvertently targeted to the wrong audience, therefore having a
negative impact on the performance of your social media campaign.
And crucially, retailers must understand the clear differences
between social media and social networking. Social media is a way
to transmit or share information with a broad audience. Everyone
has the opportunity to create and distribute. On the other hand,
social networking is an act of engagement. Groups of people with
common interests, or like minds, associate together on social
networking sites and build relationships through a community.
ARE MARKETING MESSAGES MORE
ACCEPTED ON SOCIAL MEDIA
NETWORKS THAN THEY ONCE WERE?
There are two ways to look at this. Yes, they are accepted more
often, mainly due to the fact that there are more social media
platforms now, and more and more businesses, organisations and
individuals are becoming savvy users of such online tools.
However, you just can’t push out sales messages and expect
potential customers to contact you. Today customers are savvy
social media users and are often suspicious of businesses that try to
sell their services online. It is all about engagement; the goal of
social media engagement is to influence participants to have a
positive impression of the company through factual, verifiable
contributions from employees and subject matter experts.
68
HOW CAN A MARKETING
MESSAGE BE TAILORED TO
THE PARTICULAR NETWORK IT
WILL BE USED ON?
Businesses that are undertaking social media
outreach need to think about tailoring the
content for the specific site in order to maximise
reach and user experience. It is about adopting a
voice for each medium. For example, LinkedIn is
often perceived as more formal, whereas
Facebook is the opposite, but offers the greatest
breadth of community oriented functionality.
The rise to prominence of services such as
Quora, Groupon and Foursquare is there for all to
see, with the latter able to actually entice customers
into stores. However, it’s Twitter and Facebook that
remain the more popular choices for most campaigns.
Despite the similarities between the two, the tone of
voice used by the wider community on both sites is
entirely different. Facebook editorial tends to be more
generalist by nature, whereas Twitter it could be argued
can be more pointed, opinionated and acerbic, perhaps
because of the reliance on text-only content and the
limited amount of characters.
IT IS OFTEN SAID THAT SOCIAL
MEDIA MARKETING IS ABOUT
SELLING A CHANGE IN
BEHAVIOUR AND NOT A PRODUCT
OR SERVICE. WOULD YOU AGREE?
It has certainly changed the behaviour of brands. With an
online profile, they are open to the world and various
communities and they have to listen to people. By not doing
the basics right online, they are committing a serious PR faux
pas. Brands must behave properly and engage with customers,
whether it’s handling a complaint or receiving praise.
E-TAILING
CAN SOCIAL MEDIA MARKETING BE
MEASURED? IF SO, WHAT ARE THE
BEST TOOLS TO USE?
Absolutely. First of all, it can be measured by the number of
followers and fans you have accumulated over time on Facebook,
Twitter, etc. Then, of course, it can be measured by your own
level of engagement and the
number of people who are
‘liking’ your comments and
posts. And don’t forget about
people and businesses that
Re-tweet your messages.
Also, check your trends and
statistics - who is visiting
your website directly from
social media websites?
“
privately owned removals company, won’t just Tweet and post
messages about the removals industry. It branches into other
sectors and territories and uses social media to comment on the
wider industry issues that could affect its customers.
WHAT DOES THE FUTURE LOOK LIKE
FOR RETAILERS USING SOCIAL MEDIA
FOR MARKETING ACTIVITIES?
If retailers don’t develop a social media campaign, they risk falling
behind their competitors. I can’t stress enough the importance
of organising your social media efforts at
a global level, but using this as the
backbone to carry out campaigns
locally. For example, you want all
of your Facebook creative to be
optimised to get the best reaction.
And that takes local input and
interaction.
Crowd purchasing is also
becoming more popular and certainly
a method retailers should think about.
This allows groups of internet users to
purchase products and services from
local retailers. For online stores, selling
items in bulk and at discount prices
makes perfect sense.
IF RETAI
LE
DEVELOP RS DON’T
A SOCIA
L
MEDIA C
AMPAIG
N
THEY RI
SK FALL ,
ARE THERE ANY
ING
SPECIFIC
B
E
H
I
N
D THEIR
TECHNIQUES
RETAILERS CAN USE
C
OMPETIT
IN THEIR SOCIAL
ORS
MEDIA CAMPAIGNS?
Build communities and keep it interesting and
topical. Blogging is a favoured method. Many companies
overlook blogs, as they think they are used purely for self
expression. However, the smarter brands see blogging as an
additional platform to get their overall marketing message
across. Our client, Bishop’s Move, the
UK’s largest
”
69
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MAKE IT
Without a distinctive experience, retailers will be left with
a small customer group, says Jason Steere, partner and
co-founder of retail design agency Storeage
Sports retail is a broad term. The distinction must be made
between single branded and multi-branded stores, or as we
call it, wholesalers with stores or retailers with stores.
Wholesalers traditionally sell their products to retailers, include
some PoS with it and that makes up the brand experience. A few
retailers stepped up the customer journey like Champs in the US, JD
Sports in the UK and Stadium in Sweden, but for the most part multibranded retailers have a tougher time establishing their own brand
experience apart from the brands they sell.
WIDE LANDSCAPE
This has created a wide landscape of sports retail, some of it
memorable, some of it purely functional. When we look specifically
from a design perspective, the prize for successful sports stores is
won by the likes of Nike and adidas. These brands took a crash
course in retailing and have realised the best way to present their
products is via their own stores. More limited in quantity than multibranded retailers, the stores serve as much as brand builders as sales
performers.
Three main goals are set for a sports retail experience to be
successful:
● Brand(s) distinction is crucial. It is what the customer identifies
with that confirms the buying decision; products have a different
design, price point and even functionality that matches with the
buyer. Brands tap into this and therefore must be presented at
store level. Their identity converted to a 3D space is the trick to
creating a well performing store.
● Proper communication of features and benefits of the products for
sale. Via graphic, digital, interactive or all of the above, product
stories are important to a shopper. Whether it is a performance,
design or price story, clear in-store communication is a key
success factor.
● Inspiration/aspiration. Like the athletes on the field who we either
aspire to be or inspire us to take up sport, the retail experience
must do the same. Whether it’s a Niketown, where we are
immersed in sports via pavilions, displays and graphics, or a family
running store, which has runners servicing other runners, no
matter the size or offering, the environment must inspire us.
Customer service on the sales floor is also a key to success for sports
retailers. The increase in performance-based merchandise that helps
athletes perform better involves communicating features and benefits
of the products.
Customers rarely read brochures or informative hang tags, so sales
staff need to be trained to sell. Smaller more technical retailers tend to
do a better job with this due to staff-to-customer ratios. Also, the more
involved the technical merchandise the more training needed. Brands
can also support this training by offering in-store clinics, inspiring
product information and incentives for staff to learn more.
72
SPORTS INSPIRED
Lastly, sports retailers are not reserved to sports gear. The increase of
brands selling sports-inspired merchandise and the broader definition
of sportswear has provided a larger retailer pool in today’s market.
From luxury to low-end mainstream retailers, almost every store
offers a form of sportswear apparel and footwear. This creates a good
news/bad news scenario. The good news is increased competition
means brands and retailers need to work harder to provide distinction
in their retail experience, offering and value-added benefits. The bad
news is the market is flooded with copycat merchandise.
Customers like choice, but too much creates refrain, turning
customers away from the market in general. With the recent growth of
Asian companies no longer relegated to production for the big brands,
some have become brands of their own and are looking to expand
their retail offering beyond the Far East.
Whether a brand or multi-retailer, the sportswear market is a
growing segment with increasing competition. Without a distinctive
experience, retailers will be left with a small customer group. Even
retailers offering discounted or cheaper merchandise will need to
offer more value to their customers than only price. As brands
continue to create their own retail, the high street landscape will be
inundated with options and customers will make their choice based
on experience, service and price in that order.
From a design perspective, the
prize for successful sports stores
is won by the likes of adidas
TAIL-ENDER
UNDER THE
COUNTER
A sideways look at the world
of independent retailing
“Did you know,” said my assistant
Norman, “that the UK health and fitness
industry has a total market value of £3.8
billion? And how much of that is our
shop getting? Not much, that’s what.”
“Oh, I don’t know,” I said. “We did once
sell a pogo stick to a one-legged man in 1984,
although I admit we had to give him his
money back after he ended up in casualty.”
“My point exactly,” Norman said. “And
also it’s your turn to buy the crisps. Steak and
onion flavour for me, please.”
SWIFT HALF
We were in the pub having a swift half after
work and Norman was taking advantage of
the convivial atmosphere to say things he
wouldn’t dare to mention in office hours.
“Have you been into that big sports store
by the bus station?” he asked. “They’ve got this
health and fitness suite full of the latest gear elliptical cross trainers, multi-gyms,
computerised cardio workout monitors, the lot.
“There are fitness trainers too, girls in
Lycra shorts and t-shirts who give you a
complementary fitness workout. You could
hardly get into the place for blokes making
appointments.”
“We’re a family
business,” I
said. “And
anyway,
where would
we put a
health and
fitness suite?”
“I’ve thought
about that,”
Norman said. “If I
keep my bike out
on the pavement
and we move the
kettle into the toilet we
could make quite a nice little
display in that corner where the Henry
Cooper poster covers up the damp.”
I could see things were getting out of
hand, so I employed some basic diversionary
tactics by suggesting we did a little market
research. This meant asking a few chaps in
the pub whether they kept fit and would buy
exercise gear if we stocked it.
“You’d better ask Roger,” said one cove,
“
indicating a man in the corner
who was either asleep or
dead. “He thinks being part
of the human race
counts as exercise. He
gets exhausted
winding up his watch
and his idea of a
workout is to sit in
the bath, pull out
the plug and fight
the current.”
“I get enough
exercise lifting
my feet when the
wife is
vacuuming,” said
a bloke trying to
summon up enough
energy to pull his darts
out of the dartboard. “If God had meant us to
touch our toes he would have put some fivers
on the ground. As far as I can see, the only
advantage of exercise is that you die healthier.”
“That’s right,” said his mate who was
breaking into a sweat opening a pack of
cards. “Every time I get the urge to exercise I
sit down with a bag of chips and wait until it
goes away. I get quite enough exercise
stumbling around the
house looking for
my glasses.”
“Don’t believe
him,” said the
landlord, who had
been listening
from behind the
bar. “The
only
exercise he
gets is
jumping to
conclusions
and pushing
his luck. Not like
me - I started a strict running programme
yesterday and I’ve only missed one day so far.
“Don’t let anyone tell you that exercise
isn't good for you. My grandmother started
walking five miles a day when she was 60.
She’s 97 now and we don’t know where the
hell she is. You’ve got to be sensible about
keeping fit, though - if you’re going to try
O
WHEN I WENT T
A HEALTH CLUB
THE FIRST
MACHINE THEY
A
PUT ME ON WAS
RESPIRATOR
74
”
cross-country running make sure you start
with a small country.”
HEAVY BREATHING
“The only reason I would take up jogging is
so I could hear heavy breathing again,” said a
man who returned to the table with a tray of
drinks. “When I went to a health club the first
machine they put me on was a respirator.
Exercise wouldn’t be a problem for me if I
had a different body to do it with. But I do
like long walks - when they’re taken by
people I don’t want to see.”
“I’ll know I’m really out of shape when I
can’t pull two supermarket trolleys apart,”
said a man in a cap who had appeared in a
doorway with a dog. “Until then, I take it
easy. I was asked to run the London
Marathon, but I had to turn it down. I’ve no
experience organising something that big.”
Eventually Norman, much to his chagrin,
had to admit that I had proved to be pretty
accurate about the public reaction to fitness
and exercise in our neck of the woods. “They
all deserve to have high cholesterol and get
heart attacks at 50,” he said. “But at least my
bike won’t have to stand out in the rain.”
Perhaps one day I might confess to
Norman that while he was in the gents I
persuaded the chaps in the bar to tell a few
relatively harmless porkies. In the meantime,
pints all round and a packet of Marmite crisps
for the dog seemed a pretty good investment.
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CRS0006

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