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SI FC SEPT.07
10/8/07
3:30 pm
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THE LEADING TRADE MAGAZINE FOR UK SPORTS RETAILERS, MANUFACTURERS AND DISTRIBUTORS
Sports
£3.50 SEPTEMBER 2007
Insight
www.sports-insight.co.uk
THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS
INSIDE THIS ISSUE
UPDATE YOUR IMAGE
Top tips for a successful store refit
FEMALE FITNESS
Specialist brands lead the way
IN SEASON
Focus on rugby, racquet sports,
supports, darts and football
HERE TODAY GONE TOMORROW
How to harness the power of
pop-up retail
Vulkan Ad:Layout 1
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Vulkan Ad:Layout 1
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contents.lewis
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IN THIS ISSUE
Sports Insight
working with
Sports Insight
Messe Munchen’s
UK partner
for new media
CONTENTS 09.07
ABC Certification
Sports Insight has a current ABC certified
circulation of 5,186 (audit period July 1,
2006 to June 30, 2007). 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.
Sports
Insight
Editor: Jeff James Tel: 01273 719900
Email: [email protected]
Assistant Editor: Catherine Eade
Sub Editor: Joe Curtin
Advertising Manager: Keith Marshall
Tel: 01206 505947 Email: [email protected]
Fax: 01206 500243.
Advertising Sales
21-23 Phoenix Court, Hawkins Rd, Colchester, Essex CO2 8JY
Group Advertising Manager: Sam Reubin
Group Editor: Ted Rowe
Publisher: Matthew Tudor
Art Director: James Philp
Art Editor: Lewis Webb
Designer: Vicky Taylor
Advertisement Art Director: Brett Glennon
Reproduction: Ace Pre-Press. Tel: 01206 797541
Accounts: 01206 505958
Published by Maze Media (2000) Ltd, 21-23 Phoenix Court,
Hawkins Rd, Colchester, Essex CO2 8JY
COVER STORIES
24 HERE TODAY - GONE
TOMORROW
How to harness the power of pop-up retail
26 FEMALE FITNESS
Specialist brands lead the way
Top tips for a successful store refit
FEATURES
REGULARS
56 COMPANY PROFILE
Latest headlines, key dates and events
HILLY Clothing’s products can now be
found in most specialist running stores in
the country
12 KIT STOP
62 E-TAILING
Essential stock for your shop
Online advertising has come
of age and is now an
essential component for
all internet businesses
06 NEWS
16 TALKING SHOP
Kevin Jarvis, managing director of USA PRO
18 60 SECONDS
Atul Shah, managing director of Hy-PRO
International
magazine are not necessarily those of the publisher. Every effort is made
20 WHAT’S HOT
to ensure the veracity and integrity of the companies, persons, products
Kustom Kit’s Gamegear range
and services mentioned in this publication and details given are believed
or liability whatsoever can be accepted for any consequence or
repercussion of responding to any information or advice given or
22 FSPA FOCUS
The Federation of Sports and Play Associations
presents a six-month review of 2007 events
inferred. No part of this publication may be copied, broadcast,
interpreted, or stored, in any form, for any purpose, without the written
66 UNDER THE COUNTER
permission of the publisher.
A sideways look at the world of independent retailing
ABC certified circulation: 5,186
(audit period July 1, 2006 to June 30, 2007)
UK SUBSCRIPTION: £35 for one year (10 issues)
04
SPORTS INSIGHT
30 RUGBY
40 RACQUET SPORTS
48 DARTS
50 FOOTBALL
54 SPORTS SUPPORTS
28 UPDATE YOUR IMAGE
All contents © Maze Media (2000) Limited. The views expressed in this
to be accurate at the time of going to press. However, no responsibility
IN SEASON
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Brands Exhibiting...
1000 mile
Joma UK
Rucanor
Apollo Leisure
K-Swiss
Samsonite
Ashaway
KangaROOS
Samurai
Asics
Kappa
Saucony
Bank of Scotland
Karakal
Second Chance
BCE
Kelme
Selsport
Burton McCall
Kooga
Shock Absorber
Canterbury
Lotto
Skechers
Columbia
LP Supports
Speedo
CRAFT of Scandinavia
McDavid
Stateside Skates
Diadora
Maru
Stiga
Dita
Mercian
Sunwise Sunglasses
Dunlop Slazenger
Merrell
Timberland
Elle Socks
Mitre
Timex
Emsmorn
Mizuno
Top to Toe
Fitness Mad
New Balance
Trezeta
Footie Chick
Nike Vision
U K Leisurewear
Gaiam
Nomis
uhlsport UK Ltd
Gardiner Bros
Pineapple Pix
Umbro
Gymphlex Ltd
Petron Archery
Unicorn Products Ltd
Harrows Darts
Puma UK
Vasyli
Head
Ransome
Vulkan
Hilly Clothing
Reusch
Winmau
Hi-Tec
Reydon Sports
Woodworm
Jack Wolfskin
Rieker
Yonex
Jakabel
Ronhill
Zoggs
If you are a STAG member and
have not booked your place
please call NOW
05
News
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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 719900
BLUE IS THE COLOUR
Team kit supplier Prostar has released
research showing that more football teams
wear royal blue than any other colour, striped
shirts are bowing out and goalkeepers are
getting bigger.
The Wakefield-based company, which
began making sportswear 100 years ago, has
launched its new catalogue taking into
consideration the changes in football kit over
the years. The catalogue features an easy-touse team colour guide for over 500 different
styles and a new women's range.
Says Shane Bray, Prostar’s sales and
marketing director: "The average kit size is
now extra large, compared to medium 30
years ago and large 10 years ago. Prostar
research confirms that goalkeepers are
definitely getting bigger too. Based on the kit
sizes ordered, we estimate that the average
goalkeeper was about 5ft 11in tall 30 years
ago, while the average is now almost 6ft 2in."
HILLY’S MARKETING MANAGER
TO COMPETE IN WORLD
CHAMPIONSHIPS
HILLY Clothing’s Marketing Manager, Peter Riley, will be
competing for Great Britain in the marathon in this month’s
World Athletic Championships in Japan.
Riley, one of the country’s leading distance runners, is hoping
to improve his best time of two hours 14 minutes and mix it with
the world’s best.
06
SPORTS INSIGHT
News
10/8/07
3:28 pm
Page 2
Diary Dates 2007
THE TENT SHOW @
STONELEIGH
SEPTEMBER 2-7
Stoneleigh Park
ISPO RUSSIA SUMMER
SEPTEMBER 6-8
Crocus Center, Moscow
THE OUTDOOR TRADE
SHOW 2007
OCTOBER 3-5
Stoneleigh Park
GOLF EUROPE
OCTOBER 7-9
New Munich Trade Fair Centre
SPORTS SOURCE ASIA
OCTOBER 27-30
Hong Kong SAR
www.sportssource-asia.com
STAG BUYING SHOW
in association with Sports Insight
NOVEMBER 18-19
Heythrop Park Hotel & Country Club, Oxfordshire
For further information call STAG on
01793 715406
ISPO WINTER 08
JANUARY 27-30
New Munich Trade Fair Centre
ISPO CHINA WINTER 08
FEBRUARY 24-26
China International Exhibition Centre,
Peking
SPORTS MERCHANDISE
EXHIBITION
MARCH 3, 2008
Chelsea Football Club,
Stamford Bridge
AGENTS REQUIRED
TUFF SPORTS UK, the distributor of 2 of the fastest
growing football brands in the UK require experienced
sales agents with a genuine interest in football.
HO SOCCER is one of Europe’s leading
Never Beaten
goalkeeping companies and is quickly becoming a
leading brand in the UK, with 200 goalkeeper’s world wide choosing to wear the
brand including David James of Portsmouth FC and Brazil’s No 1 Helton.
KELME is a leading Spanish brand specializing in high quality football boots
and team wear. Our most recent signing is the French International striker Jérémie
Aliadière of Middlesbrough F.C.
If you believe you can add your own quality to our brands and build on our
existing success please we would like to hear from you.
For more information call 01823 325332 or email [email protected]
www.kelme.co.uk
STAG member.
News
10/8/07
3:28 pm
Page 3
WHAT’S NEWS
Send your news stories to the Sports Insight news desk at
[email protected] or call 01273 719900
WELL GROUP AND
SPRINGBOOST
JOIN FORCES
East Yorkshire-based Well Group has been
awarded the exclusive UK distribution rights to
the SpringBoost range of footwear,
manufactured by Swiss-based company
SpringBoost SA.
SpringBoost offers a range of performance
athletic shoes based on the innovative concept
of Dorsiflexion Technology, whereby the heel
position is lower than the forefoot. It has been
developed to meet the specific demands of
individual sports and walking activities. The
shoes were designed to improve posture by
making the wearer stand in a natural upright
walking position, as well as increasing muscle
usage in the lower legs and core muscles.
The range was developed after five years of
extensive research at the University of Lausanne,
Switzerland. Researchers discovered that
footwear based on the biomechanical principle
known as Dorsiflexion Technology can improve
performance in sports and training by enhancing
muscle strength, speed and vertical leap.
In addition, the shoes also feature two-three
interchangeable footbeds, called the U-Control
Insole System, which enable the wearer to
individually determine the intensity of their
workout by lowering or heightening the degree
of dorsiflexion within the shoe.
Says Dr Brian Ellis of Well Group: “We are
delighted to be working with SpringBoost in
bringing the brand into the UK. The shoes have
been extremely successful in both the USA and
throughout Europe and we hope to build on this
success within the UK.”
The SpringBoost B-Fit range, to be launched
in the UK in September, is an athletic shoe that
firms the legs and buttocks during a workout
and is priced at £79.99 for both women and
men. Over the coming year, Well Group plans to
extend the UK range to include SpringBoost
shoes for performance training, walking,
outdoors and an urban range, too.
Says Dr Ellis: “We are looking to distribute
the shoes to sports shops, gyms and shoe
retailers through a network of sales agents. Well
Group has lots of experience within the posture
shoes market and offers excellent product and
marketing support to retailers and agents.
“The SpringBoost range is a real opportunity
to sell a high-value, quality product that can
improve health, fitness and enhance the
performance of professional athletes. With a
national PR and advertising campaign planned,
we hope to generate real interest for this
exciting product and look forward to
establishing partnerships with stores throughout
the country.”
For more information visit
www.springboost.com
News
10/8/07
3:28 pm
Page 4
"Cricketers have lovely dark red balls these days."
Jonathan Agnew
Sports
Shorts
…Berghaus has been awarded Superbrand status for
2007-08, a reflection of the growing popularity of outdoor
activities and associated brands. It comes on the back of the
company’s first-ever cinema campaign at the end of 2006,
featuring sponsored climber Leo Houlding, shown across the
UK before the Bond movie Casino Royale… Around 17,500 visitors attended ispo SPORT
& STYLE, which featured 821 exhibitors…The Amateur Swimming Association has
launched a new initiative, branded as 'Flip n Fun', designed to draw young children into
the sport of diving ahead of the London 2012 Olympics…In addition, an initiative designed
to increase the number of children learning to swim while at school has received an £8.25m
boost as part of a government campaign to give every child the opportunity of five hours of sport every week...An
international jury of renowned designers has honoured adidas Golf's new TOUR360 II golf shoe with its
prestigious ‘Best of the Best’ for 2007 award...European sports retail group Decathlon has installed a further 12
state-of-the-art indoor golf simulators into stores across Europe, bringing the total number in operation to 18…
Peterborough-based running shop Advance Performance is to open a second running store in Cambridge to
complement its original 2,360 sq ft outlet…Golf brand PING has seen overall sales increase 23 per cent across all
Alliance stores and 48 per cent in all Foremost stores for the period January 2006 to December 31, 2006...Latest
research into the UK sports and leisurewear market shows that £190m worth of profit is squandered each year.
A new, in-depth report from Plimsoll has found how 370 companies in the market would make more profit if they
were taken over. For a copy of the report call 01642 626422 or email [email protected]…
HEAVY DEMAND FOR SPORTSWEAR
AT OFF-PRICE SHOW
The Organiser of the Off-Price Show, the London show for instant clothing stock, has
reported a surge in demand for branded sportswear and is planning a strong
showing from the UK’s leading sports wholesalers and importers at the event.
Exhibitors already lined up for the show include TopGrade Sportswear, Ski &
Sport, Enkay Sports, Adam Sinclair, EN-S Sports Monaco, PMC Sports and Leisure,
Brandshop, Leading Lines and NGR Sports.
These exhibitors are planning the biggest ranges and the lowest prices available in the UK
on all leading sports and leisurewear brands - both garments and footwear - such as Nike, Adidas,
Reebok, Umbro, Head, Fila and Puma, as well as leading contemporary leisurewear brands.
Says Buzz Carter, from event organiser IDEX: “We have had a surge of show visitor registrations
from both smaller sports retailers and larger chains, and as usual a great deal of interest in the show
from abroad.
“From what exhibitors are telling me, there is going to be even more choice offered at keener
prices than ever before - the September show is going to be an excellent place for sports retailers to
source new suppliers and stock away from their traditional suppliers.”
For more information visit www.offpriceshow.co.uk or call 0207 733 5102.
Sponsorship
…Lucozade Sport and The Football Association have
signed a new three-year supplier agreement that means
Lucozade Sport will become Official Sports Drink and
Nutrition Supplier to the England Teams, providing its range
of sports nutrition products and services to the FA’s 23 national teams…Canon Europe is to
be the Official Sponsor of the 2008 UEFA European Football Championship… Hi-Tec Sports has been
announced as title sponsor of the Hi-Tec World Squash Championships, which will take place in Manchester in
October 2008…Umbro has become the technical partner to six of the teams competing in the Premiership - more
than any other sports brand. Birmingham, Blackburn, Everton, Sunderland, West Ham and Wigan will all sport the
double diamond logo on their shirts…Puma has announced a new four-year kit sponsorship of Brentford FC and
Raith Rovers FC. The deal will see Puma supply team kit, replica kit and training wear for four years...Prince has
extended its association as 'Official Racket' of the English Grand Prix - Birmingham 2007 to become title
sponsor of the 5-star PSA World Tour squash championship, which will attract the world's leading players to the
UK in September…South African squash star Tenille Swartz has signed to Prince Sports...
News
National Sales Manager
Based in the East Midlands
Skins, the dynamic Australian company that is recognised as the leading technical brand in the rapidly growing
compression and therapeutic product category, is seeking a National Sales Manager for the UK. This new position reflects
part of the current expansion programme following the highly successful launch of Skins in the UK last year. The
successful candidate will have a proven track record in sales management and the ability to gain market penetration
across a wide range of market segments. Skins has a unique culture, and only potential candidates with a ‘hands-on
approach’and an aptitude for ‘thinking outside the box’should apply. There are significant career opportunities going
forward with this fast-growing company, so if you think you’re up for the challenge please apply to:
General Manager, Skins Ltd, Clements House, Clements Lane, Elford, Tamworth B79 9DH.
Sports Insight Buyers’ Guide 2008/9
Book NOW and get a 10% early booking discount
09
News
10/8/07
3:28 pm
Page 5
WHAT’S NEWS
Send your news stories to the Sports Insight news desk at [email protected]
or call 01273 719900
STAG news update
This month STAG launches its online special offers. The simple and easyto-navigate site will be exclusive to STAG members and provides access to
a superb range of special offers from world-leading brands.
STAG members will benefit from:
■ All special offers are exclusive to STAG members
■ Ease of ordering direct with the brands
■ SMS alerts to special offers
■ Immediate access to special deals
■ Ability to view special offers 24/7
STAG members can access the site by going to
www.stagbuyinggroup.com and clicking through the ‘exclusive special
offers’ link at the top of the page.
The preview site is now available to view; a full launch is planned for
September.
STAG and Saucony team up to launch exclusive new
children’s range
STAG members can now buy into the stunning new range of children’s
technical running shoes with an exclusive offer from Saucony.
The spring/summer 08 children’s range is being launched for the first
time by Saucony, which has identified a major demand in this sector. The
range offers many technical features, along with eye-catching shelf
appeal, and is available to STAG members with an enhanced margin offer.
Says Saucony’s Richard Outterside: “We have high expectations of our
S/S08 range and see STAG as a perfect partner to launch
our first range of technical children’s running shoes.”
STAG embraces IFRA
Following recent discussions between STAG and
the Independent Footwear Retail Association,
STAG is delighted to announce a partnership
whereby it will promote and recommend IFRA to its
independent shoe trade buying group members (current
and new).
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SPORTS INSIGHT
Both STAG and IFRA will work together to strengthen the
independent footwear retail trade and membership of STAG will be
offered to all IFRA members, subject to them agreeing to the standard
buying group membership criteria.
This agreement is targeted at the independent footwear retail sector.
These businesses may already be members of STAG, IFRA or both.
However, STAG has agreements in place with 130 sports, outdoor and
shoe trade suppliers combined. All suppliers offer STAG’s 400-plus retail
businesses better margins as a result of STAG membership.
Commenting on the new partnership with IFRA, Ward Robertson,
managing director of the STAG Buying Group, said: “I am very pleased to
have STAG partner IFRA. Both organisations offer the UK shoe trade
something completely different, by working together we can help to
strengthen them, which is one of our mutual core objectives.”
For further information on the STAG Buying Group, visit
www.stagbuyinggroup.com. To find out the latest news from IFRA,
visit www.shoeshop.org.uk
Hy-Pro Ad:Layout 1
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Page 1
Kit Stop
10/8/07
3:16 pm
Page 1
PRODUCT ROUND-UP
Kit Stop
12
SPORTS INSIGHT
MBT physiological
footwear - get the
competitive edge
Every player wants to avoid
injury and gain the edge
against the competition.
Now there is a way
to maximise recovery,
help prevent re-injury
and train smarter that’s
been proven by over 10 years’
study and research by leading
independent institutes - MBT (Masai Barefoot Technology).
MBTs work by activating the core muscles responsible for
power, balance and posture. The unique curved sole and
technology built around its core - the Masai Sensor - recreates
natural instability that strengthens the muscles while
increasing muscle activity.
The additional benefits include improved
posture, toned thighs, stomach, buttocks,
increased circulation and reduced damaging
shock forces to the joints.
For more information visit
www.swissmasai.co.uk
Kit Stop
10/8/07
3:16 pm
Page 2
www.sportindustry.biz
EXEL Nordic Walking poles
and accessories
Protect the Family Jewels with HyPro
When taking part in contact sports, the Power Carbon
Flex Cup from Shock Doctor offers the ultimate protection
where an athlete needs it most.
Brought to you by HyPro International, this state-ofthe-art groin protector features a high impact flex cup
that provides advanced multi-staged impact protection
that transfers shock away from vital areas, whilst
allowing maximum mobility and comfort.
The unique flex curve design of the Flex Cup mirrors
the shape of the athlete’s body, allowing unrestricted
movement, whilst the gel perimeter pad ensures
additional comfort with no chafing.
What’s more, with multiple vents for improved
ventilation, a fresh and comfortable fit has never offered
such protection.
The Power Carbon Flex Cup is available in three sizes:
adult, teen and youth.
To find out about the whole Shock Doctor range call
HyPro on 01582 670100 or email [email protected]
Nordic Walking UK distributes original Finnish Nordic
walking poles and accessories by EXEL.
Nordic Walking UK is the leading authority on
Nordic walking in this country and is responsible
for the development of the sport nationally.
Nordic Walking UK has trained over 260
instructors and all Nordic Walking UK instructors
use EXEL Nordic walking equipment.
Nordic Walking UK supports the retailer through
building direct links between local instructor and
outlet. Nordic Walking UK, with its partner ASICS,
promotes www.nordicwalking.co.uk as the country’s
leading website for information on instructors and
classes and EXEL and ASICS Nordic walking stockists.
Nordic Walking UK: 020 8878 8108.
Hilly launches new socks
With the growing demand for technical products,
Hilly Clothing Ltd has launched the Mono Skin
Padded Socklet in white and pale blue (small and
medium only).
Supporting the current Padded Socklet in
white and grey, this cushioned, low-cut, wicking
Coolmax socklet provides shock absorption
throughout the heel and foot. Air vents keep the
foot cool, while the
hand-linked flat toe
seam and cushioned
toe protection help
prevent blisters.
Also due out
this autumn is
Hilly’s Mono Skin
Supreme sock in
black and grey,
probably the most
technical sock in the world.
See next month’s issue for
more details.
For further details contact Hilly on
0161 366 8207 or email
[email protected]
13
Kit Stop
10/8/07
3:53 pm
Page 3
PRODUCT ROUND-UP
McDavid ReSkin protect against friction
McDavid is proud to announce the arrival of the world’s first breathable and
reusable bi-elastic plaster.
Pain due to friction can affect the performance of any athlete and if this
pain can be prevented, performance and pleasure is bound to increase.
Available as a bike patch, feet patch, hand patch and all-round patch,
ReSkin can be applied to any area of the body where friction may result in
rubbing, blisters and infection.
Runners, walkers, cyclists, skiiers, racket sports players, footballers - the
list of athletes suffering from friction-induced pain is endless - yet with
ReSkin blisters can become a thing of the past.
ReSkin features:
■ Prevents friction
■ Breathable and kind to the skin
■ Pain-free removal
■ Washable and reusable
■ Can be trimmed to fit
For further information call McDavid on 08701 188002 or email
[email protected]
Kit Stop
Add some cool designs to the heart
of your workout
Combining outstanding looks with the most
powerful features, Polar Electro UK has launched
its innovative fitness monitors in 10 new
vibrant colours.
The ultimate training partner for
anyone challenging themselves to new
fitness levels or working on weight
loss goals, this new range will
complete any workout experience
in style. Incorporating Polar’s
trademark features, the new-look
F4, F6 and F11 exercise motivators
will be available in September in the
following colours:
F4 - striking Red Berry or Black Thunder
F6 - inspirational Green Tea, Red Fire, Black
Diamond and Black Coal
F11 - electrifying Pink Fizz, Blue Glow, Grey
Pepper and Blue Gold
Polar leads the way in the fitness world - train with
Polar and make your fitness story a success story.
Polar Electro UK: 01926 310330.
www.polarelectro.co.uk
14
SPORTS INSIGHT
Kit Stop
10/8/07
3:16 pm
Page 4
The Super Tramp Folding
Rebounder
At last - a good-quality, popular-sized rebounder
that won't take up all your store space and is
attractively and informatively packaged to sell
'off the shelf' or even 'off the pallet'.
Packed in a display carton measuring just 80 x
40 x 10cm, supplied complete with a drawstring
shoulder bag and weighing 10kgs, this is a
purchase that can be easily carried out of the store
by your customers. RRP is £59.00 and your
delivered in-store price is from £23.80 (plus VAT).
Specifications when assembled: 40 inch
diameter. 8.5 inches high. 36 x heavy duty 3
inch springs. Maximum user weight: 100 kgs
(16 stone).
Rebounding continues to be an easy and
popular form of aerobic exercise requiring
minimum outlay, little space and no special
clothing. Just kick off your shoes, step aboard
and start gently bouncing. Check the mirror:
you'll be smiling. As you set your own levels and
intensity of training, literally anyone can benefit
from rebounding.
Also available for those who want to know
more and get a greater benefit from
rebounding are Margaret Hawkins’ excellent
book - Rebounding for Health (RRP £5.99) and the PT Bouncer Complete Body Work Out
DVD (RRP £12.99).
Super Tramp Ltd: 0800 1971897.
www.supertramp.co.uk
15
Talking shop.lewis
10/8/07
2:21 pm
Page 3
RETAIL INTERVIEW
a lot of time as they can check stock
and find all the information they need.
We will still be offering a high level
of sales service, but the VSAs will
give customers an option to serve
themselves - and our research has
shown there are plenty of women who
want to do that.
How strong is the women’s fitness
market?
Very strong, and it keeps growing,
especially running and swimming.
Talking Shop
USA PRO’s first retail outlet is due to open in central London
in September. The designer store will have around nine fulltime staff, as well as ‘virtual assistants’. Sports Insight spoke
to managing director Kevin Jarvis about the concept
When and why did you decide USA
PRO should go into sports retailing?
Around three years ago, when I
realised that the distribution in the UK
was quite narrow and buyers edited
our collections to the extent that the
brand personality was totally diluted.
We believe the time is right to offer
women a one-stop shop for all their
active clothing and footwear.
What will the store be like?
The store trades from 1,220 sq ft with
two defined areas - clothing and
footwear - which will be branded U
Shu. The U Shu area will carry
performance, physiological and
lifestyle footwear. Brands stocked will
be MBT, Nike, Asics, Puma, Merrell,
K-Swiss, UK Gear and New Balance.
What specific design factors were
incorporated into the outlet?
The store theme is very neutral with
light beech floors, white walls and
ceilings and accents of feminine
colours to beams. Fixtures will be a
combination of clear acrylic and
brushed aluminium fittings.
The walls are curved to enhance
the femininity. The graphic
presentation is unique. A lightweight
suspended metal framework curves its
way round the store above the
merchandise and the graphics are
interchangeable using magnetic tape.
16
SPORTS INSIGHT
Tell us more about the virtual sales
assistants.
There are seven monitors and two
plasma screens in the store, which will
play USA PRO fashion shows and
slide shows as well as promotional
information. A touchscreen with builtin barcode scanner will be beneath
each monitor, and by passing a selected
product’s barcode over this screen the
individual monitor will display a
‘catwalk’ video clip of a model
wearing the selected garment or shoe.
Stock availability, colour options,
coordinating tops or bottoms, activity
suitability and a size chart will be
displayed - in effect it will be a silent
sales assistant.
The store will also be fitted with
six webcams for security, enabling our
retail management team to view the
store over the Internet, analyse
customer behaviour and check on
merchandise layout.
We will have a treadmill located
at the back of the footwear store
where a trained member of staff will
film the consumer running, captured
with software supplied by Asics, in
order for the assistant to recommend
the correct shoe.
Are virtual sales assistants the
future of retail?
The VSAs were originally my idea,
and I believe they will save customers
What do you anticipate will be best
sellers?
Only one thing is certain: we will sell
lots of black pants!
What marketing strategies are
accompanying the launch of the
store?
With the whole of the Carnaby area
being relaunched, we see this as a
stepping stone for us to raise both our
profile with shoppers as well as
establish the brand as a serious
competitor in the retail arena.
We hope to offer unique
promotions throughout the first few
months of launch: in-store events for
people living and working in the
area, incentives and special discounts
to reward loyalty as well as a
fantastic opening.
What has been the biggest challenge
involved in this venture?
Finding the right location.
How will you keep customers
coming back?
The retail industry is more
unpredictable than ever at the moment
with customers rejecting brand loyalty
in favour of seeking something
original and unique. We’ve worked
hard over the past few years to create
a whole active wardrobe for fun and
fearless women. We have a fantastic
all-female design team who we
believe have an instinct for creating
collections that are truly desirable.
What future plans do you have with
USA PRO retail?
Our plans are to open 40 UK stores
within the next five years. We also
plan to open three stores in China and
we also have interest from our
distributors in Russia, Sweden, the
Repulic of Ireland, Switzerland,
Germany, Dubai, Israel and Spain with
a view to opening flagship stores. si
Reydon Textiles Ad.qxd
1/8/07
14:39
Page 1
PRECISION Training
Offering a one-stop training wear
NEW ULTIMATE TEXTILE RANGE
JUST ADD
BLOOD,SWEAT
AND TEARS
Reydon Sports on 0115 900 2340 or visit
www.precisiontraining.uk.com
solution - whatever your chosen sport.
More styles, more colours, more value.
We have everything that can help you enjoy
your training, improve your proficiency and
enable you to look the part with the
introduction of our new Ultimate Range.
60 secs
10/8/07
1:15 pm
Page 1
60 SECONDS INTERVIEW
Atul Shah: “Our
brands and licenses
reflect the demands of
the modern consumer”
Seconds
Atul Shah, managing director of
Hy-PRO International
Which areas have you experienced most growth in
during the past year?
Our licensed football items are always good
steady business for us, and Street Gliders have
flown out of the door. Our imminent launch of
Street Gliders Evolution is getting retailers
excited about the brand as they know the
wheels-on-heels craze is still as strong as
ever with kids.
You seem to work with a wide range of
brands. Why is this?
It’s a very competitive market out there. Our
brands and licenses reflect the demands of the
modern consumer, who are becoming more and
more fashion and brand loyal. By choosing to work
with the most popular licenses and brands, we are
able to target consumers more effectively with less risk
of competition.
How do you market the brands?
We use a mix of advertising including TV, online and
print. All brands are also supported by attractive point
of sale and PR. We believe in an eclectic mix of
marketing ideas that singles out
the core consumer.
What type of retailers do
you supply?
Hy-PRO obviously has
strong relationships in sports
retail from independents to
larger multiples, but we
also have very strong links
with toy retailers, supermarkets
and e-tailers.
What do you
look for in a
brand before you
take it on?
We look at every
aspect of a brand
and the
competition it
faces, but our main
focus will always
be on whether a
consumer will
demand the brand
on one of our
products. Our
main focus will be
on brand
18
SPORTS INSIGHT
recognition, brand longevity and consumer loyalty, as well as
whether it fits within our core capabilities as a manufacturer.
Our main footballing licenses speak for themselves.
England, Manchester United, Chelsea, Liverpool and
Arsenal have huge recognition and loyalty with consumers
nationwide and sit well in our sports ranges. Likewise, other
licenses such as Bratz and SpongeBob SquarePants have
huge loyalty and recognition within core target audiences
and are translating well on to our Street Gliders range.
At the end of the day it’s the consumers who make or
break a brand, but by doing our homework we can
determine consumers’ needs and provide ranges that will be
strong at retail.
Do you have any plans to take on new brands
this year?
As with all companies, we obviously need to
play our cards very close to our chest. All I
can really say is there are
some very interesting
times ahead at HyPRO International. si
the ft
SPORT
INDUSTRY
summit
WHERE
SPORT
MEETS
BUSINESS
1 NOVEMBER 2007
THE CUMBERLAND HOTEL
LONDON
The Financial Times
and the Sport Industry Group
are proud to present
the second annual
FT Sport Industry Summit.
The Summit will once again
bring together the industry’s
top decision-makers from
right across the world of sport;
not only from sporting
associations and their sponsors
but financial institutions,
broadcasters and government,
all of whom will come together
to debate the up-and-coming
challenges and opportunities
for the sport industry.
Panellists include:
David Gill CEO, Man Utd
Syd Miller Chairman, IRB
Dick Pound WADA and ex-IOC
Brian Barwick Chief Exec, The FA
Sir Keith Mills Chair, LOCOG
Nick Fry CEO, Honda F1
Paul Deighton CEO, LOCOG
Register by
27/08/07 and
SAVE £150
Find out more at
www.ftsportsummit.com
or contact Tom Caplan
on 0207 240 7702 and
[email protected]
or Aliki Varsamides
on 0207 873 4109 and
[email protected]
Sponsored by
FTSIS_297X210+5_speakers3.indd 1
11/7/07 13:04:00
Whats hot
10/8/07
1:49 pm
Page 3
PRODUCT FOCUS
clothing that can be personalised with
their club logo.
How is it marketed?
A brand-awareness programme has been
rolled out targeting both the trade and
end users. Brochures and e-shots are
being sent to sports clubs and
organisations of various sports - from
football and rugby, to darts and judo.
Trade advertising, PR and direct mail are
also a key part of this exercise.
Our website (www.gamegear.co.uk)
gives the brand a strong online presence
and is currently receiving a very high
level of traffic. We are also launching a
fantasy football trade competition for the
2007/08 season (see
www.fantasyfootball.gamegear.co.uk).
What is the most effective
way a retailer can market
the range?
WHAT’S HOT
Kustom Kit’s Gamegear range
Kevin Farmer, Kustom Kit’s marketing director, talks us
through this new range of sportswear for personalisation
Can you give us some
background on the brand?
A new brand to the sportswear
industry, Gamegear has been created
by the team behind Kustom Kit - one
of Europe’s leading suppliers of
corporate and promotional clothing
with almost 40 years of experience in
garment design and manufacture.
Rather than develop another
consumer sports brand, the objective
with Gamegear was to produce a range
of sportswear designed to appeal to
teams and clubs for personalising with
their own logo.
What are the key features
and benefits?
The Gamegear range represents
unbeatable value in the teamwear
sector. Manufactured only from the
finest fabrics and to exacting technical
specifications, Gamegear clothing
combines outstanding performance and
superior comfort in a great range of
sporting styles and colours.
The garments are completely free
of branding, leaving more room for
club and sponsor’s logos. With this in
mind, Gamegear jackets and tracksuits
20
SPORTS INSIGHT
feature zipped access points around the
hemline for ease of logo embroidery or
printed logo application.
Why has the range sold so
well?
The brand has received a tremendous
reaction from both the trade and sports
teams. Our market research suggests
that this is attributable to a number of
factors:
■ The garments in the range are all
designed to be versatile in order to
appeal to the widest possible audience.
■ Coordinated options for kids and
adults in jackets and tracksuits mean
that these items have been very
popular with football and rugby clubs
that have teams from under eights
right up to seniors.
■ Excellent stock availability from
five UK distributors.
■ The quality and overall value that
the Gamegear range provides has also
had a very positive influence on sales
to date.
Who is it aimed at?
Gamegear is aimed at sports clubs
requiring stylish, quality team
We offer a number of marketing support
tools that the retailer can use. Smart
Gamegear branded merchandise units
displaying samples of the entire range
are available and make a real statement
in retailer’s shops or showrooms.
A5 brochures are available free of
charge and represent an inexpensive
direct mail opportunity for targeting local
sports clubs.
There are a number of online support
tools available to the retailer wishing to
promote Gamegear. These include a
personalised version of the Gamegear
website with your own unique URL, the
personalised email service, which can be
used to create professional sales emails
from a series of templates, and also a
hyperlink to an online Gamegear ebrochure. All of these marketing services
are provided free of charge.
To request your copy of the 2007
Gamegear brochure and to find out more
about the range or marketing support
services, call the customer service team
on 01332 858385 or visit
www.gamegear.co.uk si
Project1
31/7/07
12:42
Page 1
FSPA
10/8/07
1:46 pm
Page 3
FSPA MEMBER NEWS
and debated many hot golf topics.
The next GCA Profit From Golf
roadshow will take place on
Wednesday, September 19, 2007 at
Playgolf Northwick Park in Harrow,
Middlesex.
Internet seminar
Hosted by Hewitsons, one of the
country’s leading law firms, the FSPA
invited members and non-members to
a seminar on Internet trading in March
on the recommendation of some of its
members. After positive feedback, the
FSPA will be arranging further
seminars in the near future.
FSPA focus
The Federation of Sports and Play
Associations presents a six-month
review of 2007 events
The FSPA took a number of
companies to form a UK pavilion at
ispo winter in Munich. The British
group was among almost 2,000
exhibitors that displayed their
products at what has become
Europe’s largest sporting goods trade
fair.
With the ongoing support of the
UKTI and the increasing size and
success of the show, the FSPA is
looking to expand the UK pavilion for
next year’s show with space already
booked with double the exhibitors from
last year.
Limited space is available and
grants of up to £1,800 are available for
eligible companies. For more
information about exhibiting at ispo
winter 2008 and to obtain an
application pack contact Jane
Montgomery on 02476 414999 ext 210
or email [email protected]
EFTTEX
The Angling Trades’ Association
supported an impressive 16 members at
the June show in Prague, including 11
who received funding through UKTI.
The show was a resounding success for
members of the British group, thanks in
part to the attendance being one of the
highest in the show’s 26-year history.
SGMA spring market
This was the first time that the Sporting
Goods Manufacturers’ Association
(SGMA) had invited European
companies.
The FSPA supported a group of UK
companies, which were keen to explore
22
SPORTS INSIGHT
the opportunities in this new market,
and the UK pavilion generated a great
deal of interest from visitors to the
show. The FSPA will be taking another
group of UK companies to the show in
2008.
National Fishing Festival
The ATA is confident it can build on
the resounding success of last year
with this summer’s National Fishing
Festival - an extension of NFW to last
the whole summer, from the middle of
July right through to the end of
August. The festival includes the
popular Take a Friend Fishing
campaign and a full review of the
summer’s events will be in the next
edition. For more information visit
www.nationalfishingweek.co.uk
Golf industry day at
Woburn
In April members of the British Golf
Industry Association held their annual
golf day, raising over £22,000 to assist
the Golf Foundation in its work to
bring more youngsters into the game.
The BGIA held a dinner and
charity auction the previous evening,
with all profits going to the Golf
Foundation, a charity committed to the
sporting and social development of
young people through golf. The
money will be spent on the
Foundation’s initiatives in schools,
communities and golf clubs, aimed at
increasing the number of young
people who enjoy golf and learn and
develop through the sport.
The Golf Consultants’
Association’s Profit From
Golf roadshow
Sponsored by Ransomes Jacobsen,
this event was staged at Greetham
Valley Golf Club in Rutland in May.
A total of 40 delegates, including
key golf industry decision makers and
golf course owners and operators,
listened to a number of presentations
FSPA within the play
industry
The FSPA has been heavily involved
with the play industry through its play
associations covering manufacturers
and operators. It has been to External
Works and Cityscape with the API
and the PPA has held regional events
throughout the UK.
New research
In spring 2007 the FSPA published
the first results of a major research
project that investigates the sports
goods market in 35 countries in
Europe. With topics including trends
in sports participation, import/export
statistics, overall market-size data and
growth and ways of entering the
market, the in-depth research tells you
everything you could possibly need to
know about the sports goods market
in Northern Europe.
“The FSPA is
looking to expand
the UK pavilion”
The price is reduced for FSPA
members. For more information
contact David Pomfret on 02476
414999 extension 211 or
[email protected].
Looking forward
The FSPA will be taking part in the
following events for the rest of 2007
and 2008: Leisure Industry Week; a
seminar on agency law; Golf Europe;
tackle and guns; Saltex; Innosport
presentation; ispo winter 2008 (See
above for details); EFTTEX 2008;
and the SGMA spring market 2008. si
Mar Systems Ad:Layout 1
8/8/07
15:01
Page 1
pop
10/8/07
2:10 pm
Page 1
POP-UP RETAILING
NOW YOU SEE IT NOW YOU DON’T
Pop-up retailing is an exciting and cheap way of
getting customers to try products, says Tony James
ABOVE: Retailers are
finding that pop-up
stores bring brands to
life
One day there is exclusive
merchandise at bargain prices, boosted
by trendy promotions and often music
and free drinks. Then, just a few days
later, shop, merchandise and
razzmatazz have vanished completely,
as if they never existed.
Welcome to the world of pop-up
retailing, one of the world’s fastestgrowing selling trends. In simple terms
it involves temporary outlets that a
retailer can set up wherever bigspenders gather - before moving on.
Connect
Says Linda Berman, a strategic brand
development specialist: “As the line
between retail and entertainment blurs,
temporary stores can connect with
shoppers, create a buzz for products and
occupy otherwise unused space.
“Pop-up retailing is based on the
consumer’s thirst for something that’s
new and different. The idea is to inject
some thrills and excitement into the
retailing process. Traffic flow in stores
is increasing, but that doesn’t mean
customers are buying more, but it does
mean they are looking more. Looking
all the time for a fresh approach when
offered goods for sale. And pop-up
provides that.”
No wonder retailers are using popup stores to generate buzz and
excitement around a new product and
24
SPORTS INSIGHT
check the pulse of consumers at a cost
far less than other advertising media.
Of course, temporary retail outlets
aren’t new - for the past five years
shopping centres have had speciality
leasing arrangements that can provide
empty space for a few days, weeks or
months. What’s new is the interactive
entertainment nature of the latest popup shops.
Also known as guerrilla or buzz
marketing, pop-up has grown
worldwide into a £100billion business
in the past two years as the appeal of
shopping malls declines and shoppers
are looking for what’s being called
‘experience retailing’.
“Pop-up retailing is increasingly
becoming a part of the growing trend to
create lifestyle centres,” Linda Berman
says. “These can combine outdoor space
with shopping, parking and restaurants
to create a vibrant neighbourhood feel
and reinforce a sense of community.
Pop-up adds a vital buzz and a fresh feel
to a lifestyle experience. And there’s the
exclusivity factor, too.”
Favourite
Neil Henderson, boss of advertising
agency St Luke’s, says that retailers are
increasingly looking to provide extra
reasons for people to patronise their
stores and pop-up is a current favourite.
“Pop-up stores offer a thrill and also tell
a story,” he says. “When people admire
something bought from a store, the
person wearing it can say, ‘this is how I
got it and you can’t buy one because the
store is no longer there!’ It’s the
exclusivity that attracts people, and that
works in the mainstream, too.
“Not only do customers enjoy
feeling that they are in the know, but
retailers are benefiting by
differentiating themselves from a very
competitive high street without
spending a fortune on advertising.”
There are basically two types of
pop-up outlet:
■ Those that sell products
■ Those that are created to generate
brand recognition
The pop-up trend is based on the
theory that if new products can come
and go, why can’t the stores that display
them? And now they do - popping up
unannounced, drawing the crowds,
before disappearing or morphing into
something else, leaving punters with a
fresh and exhilarating experience.
So don’t be surprised to see
pop-up stores everywhere nowadays from airports to cruise ships, hotels to
vans, empty warehouses and even on
the beach.
For instance, Target, the
international fashion and sportswear
franchise, recently opened a 1,500 sq ft
temporary pop-up store for a month in
pop
10/8/07
2:10 pm
Page 2
New York’s Rockefeller Center to
promote stylish new lines amid a
razzmatazz of rock concerts, celebrity
appearances and firework displays.
Sales for the month were 200 per
cent up on those of a similar-sized
permanent Target store. And to snatch
even more headlines, Target gave
away half its pop-up proceeds to
cancer research.
Thanks to a new shopfitting
concept, which means a pop-up store
can be created and dismantled at
lightning speed, sports and watch giant
Swatch can make a surprise appearance
at any major sports or entertainment
event around the world at only a few
hours’ notice.
Says a Swatch consultant: “The
plan is for instant stores to shoot out of
the ground like mushrooms, enjoy a
brief intensive presence then disappear
and pop up in a different place a couple
of days later. It works. People like to be
surprised into buying things.”
Gimmicks abound in pop-up
retailing. At the last New York Fashion
Week, the Creative Time fashion house
caused a sensation with an installation
consisting of a huge Perspex box that
contained a single item - changed every
day and ranging from a $7,000 dress to
some bargain-price sports t-shirts.
Red dots on a map changed at 1pm
each day to announce where the glass
box was going next. Locations changed
throughout the day and business ended
when all the day’s items were sold.
T-shirt specialist Imperfectionist
recently worked out a similar routine
in London’s West End. The company
gathered email addresses from its
website and only gave customers a few
hours’ notice of its next location.
Those who attended were rewarded
recently toured the Philippines in a
converted container van selling
students jeans at steep discounts.
Umbro have been touring London’s
East End, and The London Fashion
Bus, a refitted double-decker, tours
Britain stopping off at the most
unlikely venues to offer trendy casual
wear from young designers.
Gap has made sure it hasn’t
missed the bus by using one as a
travelling pop-up store stopping at
towns, cities and even beaches loaded
with t-shirts, flip-flops and leisure
wear bought and paid for at a cash till
operated by the driver.
Japanese clothing retailer Uniqlo
has also taken the pop-up store
concept on the road, driving two
shipping containers into shopping
precincts and giving impromptu
fashion shows to surprised passers-by.
Backfire
But if you’re planning your own popup project, be warned that there can
be problems. Sites in hot retail
locations aren’t easy to come by. And
experts warn that the project can
backfire if the pop-up isn’t manned by
your very best staff, who know all
there is to know about the product.
“We had to make sure we had
people who lived and breathed golf,”
says David Williams, who organised a
recent pop-up roadshow for Cobra
Golf, complete with a green and a
driving range. “It was their
enthusiasm and know-how which
would bring the punters in.”
Certainly, gimmicks are vital to
the success of pop-up retailing Fila let visitors draw their own
designs on a computer that was
printed on free t-shirts.
“We search the world for the unusual to
bring to our pop-ups. We work with emerging
brands as well as big manufacturers”
with free drinks and music and all
venues were a sell-out.
Even the big boys have got in on
the pop-up act. Nike has hit the road
with the Nike Runner’s Lounge, which
appears at pre-advertised locations
where running enthusiasts can get free
massages, drinks and snacks and testdrive Nike’s latest running shoes.
The lounge was scheduled to stay
at one recent location for three weeks,
but was so popular that it violated all of
pop-up retail’s unwritten rules and
stayed open for over four months.
Quick to get in on the act, Levi’s
Says Linda Berman: “An
increasing number of retailers are
finding that pop-up stores bring
brands to life and let customers
sample products without much cost.
Try getting that amount of feedback
from a 20-second TV ad.”
Consultants like Russell Miller,
36, founder of Vacant, a pioneer of the
‘here today gone tomorrow’ pop-up
retail craze, say that pop-up is perfect
for small low-budget retailers.
Miller used to work in corporate
advertising in London and New York
but made the break when he launched
his first Vacant pop-up in 2003, renting
an empty space in a store foyer to sell
limited-edition leisure gear.
“It seemed I had unconsciously
tapped into what punters were after exclusivity, novelty and hip
happenings,” he says.
Soon Vacant had worked out a
winning formula that saw the business
grow 60 per cent in its first year and
has made it a pop-up legend. This is
how it works: Vacant takes over an
empty space for a month and sends out
private invitations by email from its
million-member database to a showcase
of one-off and limited-edition products.
“We want people to feel like
they’ve found something unique
and special,” Miller says. As an
added attraction, Vacant stages
art installations and creative
happenings - the company
recently built a mini racetrack
at one pop-up venue.
“We search the world for
the unusual to bring to our
pop-ups. We work with
emerging brands as
well as big
manufacturers and
help them to come
up with unique
stuff. And we
don’t tell anyone
until a few days
before we open.”
Could popup retail be for
you? Studies
have shown that
renting unwanted
space on a short-term
basis can be
surprisingly cheap maybe a tenth of
the price of a
long-term
rental.
“Guerrilla
selling is all
about creating
fast businesses in
areas where you
previously haven’t
had a presence,”
Linda Berman says.
“You’ll soon find people
flock to something
that’s different particularly
when it
could be
here
today
and,
literally,
gone
tomorrow.” si
LEFT: The big
boys such as
Gap have got
in on the popup act
25
NPD LEWIS
10/8/07
2:05 pm
Page 1
WOMEN’S FITNESS
REAP THE REWARDS
Style in women’s fitness has changed significantly over the past couple
of decades as health hungry consumers look for the latest choices
Remember when the female fitness
options were yoga, callanetics and Jane
Fonda’s workout? A t-shirt, a pair of
tight leggings plus some legwarmers
were the norm in those days. Now the
opportunities are plentiful.
‘Women’s fitness’ conjures up a
variety of activities from power yoga and
pilates, to dance, a workout in the gym,
pumping some weights, running, as well
as jumping on one of 20-30 static bikes in
an enclosed room to try your hand at
spinning.
Popular
Some of these were available all those
years ago, but today they’ve just become
that bit more fashionable - and hence
more popular. Others are clearly
developments on particular fitness
practices offering superior exercise.
26
SPORTS INSIGHT
NPD LEWIS
10/8/07
2:26 pm
Page 2
Fig 2 - Retail Type Value Share of Females 12+
Sports Apparel Purchases in Great Britain
Source: The NPD Group Sports Apparel Consumer Panel
Products, likewise, seem to have
become more popular, with a wider
selection available to the female
consumer and technology playing a
bigger part. Brands and retailers alike
have been upping the ante over recent
years, focusing their ranges and
displays on targeting the styleconscious female.
Retailers have been seen to
promote female specific areas instore, including much heavier
reliance on female focused window
dressing, whilst the brands have all
developed female specific ranges
focusing on what’s important to the
female consumer - colour, fit, cut
and technology. Nike’s dance ranges,
which can be used in and out of the
gym as a fashion statement, are a
good example of this.
Expenditure
Competitive
In terms of expenditure, women spent
a combined €9.5 billion across the
big five European markets (Great
Britain, France, Germany, Italy and
Spain) on sports footwear and apparel
in the 12 months to March 2007.
Germany represented the largest
country for females 12+ apparel and
footwear combined (see fig 1). Great
Britain, however, was the largest
market for sports footwear and it
may come as no surprise that Italian
women spent more than their
counterparts in the other four
countries on sports clothing in the
last year.
In Great Britain, wider availability
and more brand options have been the
primary developments over the past
decade. Female focused websites
provide a new alternative to the
general sports store or high street
own-label retailer, and these websites
welcome you with an uplifting array
of bright colours and a surprisingly
large portfolio of brand options from
Falke, Pure Lime, Lucy P, Ronhill,
USA Pro (which is opening a flagship
store in London soon), as well as
Nike and adidas product.
The retail environment for women’s
products has become more competitive over
the past few years. According to The NPD
Groups’ sports apparel consumer panel,
department stores, clothing stores and mail
order stores all declined in the share they
took of the money spent on women’s sports
apparel.
As a group, in 2004 they captured 46
per cent of value sales, whilst in the latest
12-month figures they accounted for just
under 32 per cent. Taking the share are two
quite different retail channels. General
sports (JJB Sports, Sports Direct, JD,
specialists, etc) and internet-specific stores
(largely sports focused) increased their
stake from 24 per cent to 29 per cent, whilst
at the cheaper end of the market
supermarkets, discount and cash and carry
stores grew their presence from nine per
cent of value sales to 13 per cent (see fig 2).
In the current climate, with consumers particularly females - looking for that
something a bit different to wear, the
smaller brands and retailers look certain to
reap the rewards, at least for the short to
medium term.
For further information contact The
NPD Group sports team on
si
01932 355580.
27
REFIT
10/8/07
2:16 pm
Page 1
SHOP REFIT
Don’t forget the outside
of your store when
considering a refit
New lick of paint
Keeping your store looking modern and fresh is essential, but does
a refit really deliver any tangible benefits? Dave Howell reports
Take a minute to look at your store
objectively and from the perspective
of a customer. Does the layout, colour
scheme, lighting and merchandise
displays create an attractive
environment that would persuade
you to make a purchase?
Even a cursory glance at the other
stores in your street will illustrate
how often refits now take place.
What was once an event to undertake
every five years on average, now
takes place every three years. With
more consumers moving online to
shop, refreshing your store is
certainly one way you can entice
potential customers away from their
computers and into your outlet.
Brand planning
What is clear is that in a retail
environment that changes rapidly to
match the evolving needs of the
consumer, your store design must
always be part of your business’s
brand planning. What’s more, a badly
designed store, or an ill-conceived
refit, can severely damage a business’s
ability to attract and retain a loyal
28
SPORTS INSIGHT
customer base.
Creating the right environment
within your store is crucial. Store
design isn’t simply a cost that you
have to take on board, but an asset
you need to cultivate as part of your
store’s overall marketing strategy.
“Store environment is a critical
factor in the success of any retailer with such a wide choice of channels
why would a consumer want to shop
in a cramped, poorly lit store that
resembles a jumble sale when the
competition offers better conditions?”
says Richard Ash, managing director
of Green Room Retail Design.
“Even discount retailers realise
they now need to present their
products in a well-considered manner
- this has been evident in the fashion
sector with stores such as Primark
and Peacocks creating fantastic
stores that make their discount
offering even more appealing.”
Sports retailing is certainly a
specialised market and as such you
can focus on the narrow range of
environmental and emotional factors
that bring customers into your store.
Says Karl McKeever, brand director
at Visual Thinking, a brand delivery
consultancy: “With a specialist or
niche product range, it is vitally
important to create the most
appropriate look and feel to the store
to provide the best ambience and
atmosphere through every element of
the store environment.
“When sports stores get it right,
they can convey product expertise,
sport competence, professional
association and credibility, range
authority and create a sense of trust
for the products and brands stocked.”
Key issues
Store refits need to focus on a
number of key issues that all retail
outlets must bear in mind. There is a
trend in retail design at the moment
that states less is more. Retail spaces
are opening up and becoming more
spacious. There is a good reason for
this, as research has indicated that
more space between shelving can
actually increase sales as customers
can better view the goods they are
interested in.
It’s also very easy to forget the
outside of your store when
considering a refit. Don’t forget that
customers will see your store for the
first time from the street. Looking
closely at new signage and perhaps a
new window design is money well
spent. Often, new stores will have
REFIT
10/8/07
2:16 pm
Page 2
fantastic interiors, but spend little on
their facades, which is a massive
commercial mistake to make. Start
your store redesign by standing on
the street and closely surveying your
store from a passing customer’s
perspective.
A complete rebranding of your
store, or a simple refit to bring
fixtures and fittings up to date,
should be approach with as much
care and attention as you can bring
to the project. Refit companies can
now turn around a complete project
overnight if you’re prepared to pay a
premium for this speed of service.
The more likely scenario is that
you’ll need to close your store for a
period of time to complete the work
if it’s to be extensive, such as laying
new flooring.
You’ll know from your sales
figures when in the year you have
minimum footfall in your store, but
choosing the right time to action the
refit is only half the project. It’s
important to do your homework.
You could potentially be spending
tens of thousands of pounds on a
completely new refit, so getting the
store design right is a must.
Professional help is an essential
component of a successful store refit.
The consultants that you hire will
have their fingers firmly on the
retail store design pulse and can
advise you of the latest trends. It’s
vitally important that your new
store design remains contemporary
for as long as possible.
You wouldn’t contemplate
stocking last season’s football shirts,
so ensuring your store design
remains stylish and attractive, and
also supports the design trends that
your customers will be aware of, is a
very important consideration. When
it comes to store design, off-the-peg
identikit fittings could do your store
fittings with a long-lasting enduring
appeal - ie, no coloured shop fitting
systems. Stick to basic finished black,
chrome or grey metals. Don’t spend
money on showcase features that will
quickly become dated or tired funky cash desks or feature pieces.
Invest well in lighting and good shop
fitting systems and fixtures.
“Restrict the cost of ceilings and
other items that customers don’t
care about. Open, dark, painted out
ceilings are a good way to inject a
stylish look at a low cost. Keep
flooring neutral and versatile - don’t
invest in restrictive pathways and
finishes - stores need maximum
flexibility to plan layout changes.”
In context
It’s important to always put the
changes you make to your store’s
design into context. Blindly
following what other stores are
doing shows a lack of imagination,
but more importantly, a lack of
understanding of your own customer
base. If you look at the store design
of retailers like Size? you can clearly
see how the store has been fitted to
reflect who their customers are and
what they expect from the retail
environment they shop in. Store
design is about shelving, POS and
lighting, but these go hand-in-hand
with who your customers are and
what they want from your store.
All retailers know that their
stores have to move with the times.
Refits are now happening more
frequently than they ever have in the
history of high-street retailing. This
is in response to a number of factors,
not least of which are consumers’
insatiable appetite for anything that
is new. With sports retailing
inexorably linked to fashion,
periodically upgrading your store’s
design is a must if it is to reflect the
consumers have something new to
satisfy their interest, and done well
it should be done to capitalise on
specific high traffic generating
opportunities. The 2008 Olympics
gives sports retailers of every size a
major opportunity to convert
interest in The Games into sales,
but only if they are prepared well in
advance.”
Green Room Retail Design’s
Richard Ash offers this advice:
“Work with the brands - they will
support you if they feel your
proposition fits their marketing
strategy. They will supply you with
equipment, graphics and POP often
at no cost.
“Quick fixes to enhance your
store would include a lick of paint
to the front of the store, improved
window displays, clear the stock
clutter, improve your signage, relayout your fixtures to improve
customer flow, improve your
changing rooms - people who try on
product are 70 per cent more likely
to buy than those that don’t.
“Encourage your staff to
encourage customers to use the
changing rooms, have a core range
of accessories at the till and prompt
customers who have just purchased
some boots to buy leather protector
or spare studs when they buy some
boots. Think about your product
adjacencies and keep it moving tennis rackets next to tennis kit,
football socks next to the boots. It
all seems very logical, but it is so
often overlooked.”
If you’re planning a store refit
now, take a step back and look at
the other retailers around you. Ask
yourself what M&S or Next are
doing with their store design. They
have spent millions on
understanding their customers and
what kind of environment sells.
“All retailers know that their stores have to move with the times. Refits are now
happening more frequently than they have ever in the history of high street retailing”
more harm than good over the longterm. The investment you make now
must be put into the context of your
long-term profitability.
Says Karl McKeever: “Plan,
plan, and plan the changes carefully
to minimise disruption to trading.
Develop store design with longevity
in mind - don’t adopt a current
design trend too slavishly or
restrictively - it will date fast and
you’ll be stuck with it.
“Source and purchase versatile
changing market that your store and
its stock have to live within.
“Of course, we live in a ‘change’
society now where people are
exposed to and get tired of things
quickly. Marketing has weaned
people to react to the latest trends
and this in itself has become a
hungry beast that needs to be
constantly fed,” says Karl McKeever.
“The challenge for companies is
to create opportunities to refresh
certain areas on an ongoing basis, so
How can you interpret what they
have done across their stores?
Also, don’t forget the other
retailers in your sector. Larger
companies again can give you some
ideas for your store. Interpret what
they are doing in your own unique
style. If you copy, customers will
instantly see this and possibly vote
on your design with their feet. It’s a
thin line to tread, but one that can
be done with a little thought and
attention to detail. si
29
rugby intro
10/8/07
2:19 pm
Page 1
IN SEASON RUGBY
WORLD CUP PREDICTIONS
■ “It would be great to see England
Cup runneth over
Expert advice on how to boost
sales ahead of the Rugby World Cup
How do you maximise the retail
opportunity that the Rugby World
Cup presents before, during and
after the tournament?
Sports Insight spoke to a number
of experts to get their opinion, plus
their views on their company’s
summer best-sellers and how far
England will progress in the
tournament.
Get to the front
“Now is the time to get rugby stock
to the front of the shop,” says Rob
Davies, GILBERT Rugby’s brand
manager. “As with all event-based
sales, the more you can sell before
30
SPORTS INSIGHT
the tournament actually starts, the less
you will be dependent upon
favourable results for the home
teams.”
Says Dr Anthony Lovat,
managing director of OPRO: “Rugby
will be seen, talked about and
hopefully celebrated. However, rugby
is not the UK’s premier sport, so
many shoppers will not be intending
to purchase rugby products when
entering retail outlets or visiting
websites.
“If retailers take advantage of the
on-screen publicity and place
international rugby shirts close to the
front of their outlets for the duration
of the RWC, they should see a
reach the heights of the last
tournament, but somehow I can’t
quite see it. Maybe the quarters
at best.”
Sean Dean, operations director,
Optimum
■ “I think England will get to the
quarters, or maybe the semis. As we
are originally an Australian-based
company, I will have to say the
Aussies will win. But it would be
fantastic to see one of the home
nations win it.”
Gill Sandford
■ “England have the ability to go far.
The quarter-finals should be the
beginning of the true competition for
England, and then it’s a matter of
not just how they play, but how
much they believe they can win.”
Dr Anthony Lovat
■ “England all the way. I have to say it,
I’m English through and through.
However, I can see a France vs South
Africa final, with the Boks to win it.”
Rob Davies
■ “My head says New Zealand,
although my heart hopes England
spring a major surprise.”
Simon Hodgkinson
■ “My heart says England will go all
the way, but my head says the
quarter-finals. Unfortunately, due to
a variety of factors, we do not have
a settled team. I think the
inconsistency that the team has had
to endure due to poor management
and injuries will be its downfall. My
money is on the All Blacks.”
Neal Spencer
rugby intro
10/8/07
3:51 pm
Page 2
marked increase in purchases from
customers who had no intention of
buying rugby goods in the first place.”
But don’t bet everything on
replica shirts, says Simon
Hodgkinson, sales director at
Samurai: “The opportunity is there to
increase sales across all areas of
retailers’ rugby business, not simply
replica shirts. The biggest mistake I
think the retailer could make is not
recognising that and sinking all their
funds into the replica market.
“One thing companies like
Samurai find is that teamwear orders
grow significantly in World Cup year,
because of the added interest in the
sport and the subsequent additional
revenue gained by clubs from new
sponsors. The retailers who will come
out the best will be those that
immerse themselves into the local
rugby market.”
Novel ideas
Neal Spencer, group director at GNG,
has some novel ideas on how retailers
can boost sales both during and after
the tournament. “Retailers need to
dedicate some of their space to a
range of replica kits, boots and
protective gear, with TVs showing
live group matches or re-runs of
England’s 2003 triumph,” he says.
“Rugby-themed events could also
take place. I would suggest
approaching local Premiership or
National One clubs to organise a
‘meet the players’ day, which would
benefit the retailer, the club and the
profile of rugby union.
“As for after the tournament, an
England victory would, once again,
see a surge in interest in playing and
watching the game at all age groups.
Retailers should capitalise on this by
having ‘World Cup winners’ offers on
selected lines to drive footfall into
their stores.
“However, England winning
seems a pipe dream, but the RWC will
still increase awareness and interest in
the game. If, say, the All Blacks win,
their replica shirt sales are likely to
increase and people - even some
English people - will attach
themselves to the team as many
football fans do to Brazil just because
they adore the way they play.”
It seems that, whatever the fate of
the home nations, every well-prepared
and proactive retailer stocking a good
rugby range is likely to be a winner
this summer.
BEST SELLERS
■ Nomis The Glove and Spark ranges are top sellers, although Nomis is expecting
a big sales increase in its 3/4 rugby glove. “I believe you will see more club
players wearing orange gloves after the RWC,” says Gill Sandford, marketing
manager at Nomis UK.
■ Optimum Its number one product is the company’s range of Optimum Stik
Mits. The new Blaze and Inferno range of rugby boots have proved extremely
popular and Optimum’s shoulder pads and headgear are still excellent sellers.
■ GILBERT Rugby Generic ranges are going well at the moment, as well as
items such as keyrings and stress balls. National product has started steadily
and is likely to pick up as people become more involved in the tournament.
■ Samurai Its entire leisure range is currently selling well at retail.
■ OPRO Sales of England, Scotland, Ireland and Wales mouthguards are
expected to soar. Other nationality mouthguards will also be strong sellers.
■ GNG Sport Its branded post protectors are in demand from
sponsors at all levels of the game. They utilise the latest
protective foam material and leading-edge digital printing
technology to ensure durability.
31
Rugby profiles
10/8/07
3:50 pm
Page 1
IN SEASON RUGBY
Rugby
Samurai
Samurai’s UnderSkinz 142 is one of the best temperature
control garments available and is part of a range of highperformance garments that aids maximum muscle
endurance and quick recovery.
Originally in grey, success has meant the introduction
of black, white, red and navy to accompany the existing
range. Black and white will be stocked, but Samurai also
offers a made-to-order service for its UnderSkinz 142.
32
SPORTS INSIGHT
Decorative and functional flatlock stitching is offered
in nine colourways, including black, white, red, navy, sky,
grey, bottle, maroon and amber yellow, allowing hundreds
of colour combinations.
The retro-style branded Leinster t-shirt remains a
favourite - it looks great and is now finished with neck
tape and a side label in a slightly heavier fabric.
Samurai Sportswear Ltd: 0870 725 5000.
www.samurai-sports.com [email protected]
Mitra Ad:Etailing QX (lewis)
8/8/07
15:10
Page 2
Mitre Rugby World
Cup Promotion
Mitre is pleased to introduce its new rugby collection for the 2007-08 season
The range comprises of professional,
training and recreational rugby balls,
rugby footwear and protection, with
team-wear due to be launched in Q4.
In the build up to the season, the
brand has been focussed on securing
new endorsements across their rugby
range, to add to the long standing
relationship with FIR (Italian Rugby
Federation) as their Official Ball
Supplier which was recently renewed
until 2011, and now with a number of
International players that will be
wearing Mitre footwear during
this years World Cup in
France, including Peter
Bracken of Ireland and
Bristol, Kevin Yates
of England and
Saracens, Rocky
Elsom of Australia
and Luke
McAllister of New
Zealand.
As part of their
world cup trade
promotion, Mitre is selling
‘fun graphic’ country specific
rugby balls in size 5 at unbeatable
prices. Countries include England,
Wales, Scotland, Italy, Australia, New
Zealand, South Africa and France and
with every 40 balls bought they are
giving away a free dump bin to be used
at retail.
For more information on Mitre’s
promotional ball offer, please
contact [email protected]
or 020-8970-2866
33
Rugby profiles
10/8/07
3:08 pm
Page 3
IN SEASON RUGBY
ASICS Tigreor Rugby
Leading the ASICS rugby range is the new
Tigreor Rugby, a true innovation for the game.
To be worn by England internationals Toby
Flood and Jamie Noon at the 2007 Rugby World
Cup, the Tigreor Rugby is the first boot of its kind
to include injury prevention features. ASICS’ HG10mm gradient
technology, coupled with its SoLyte technology in the midsole,
enables the rugby player to perform at maximum capacity whilst minimising the
risk of injury through undue pressure and force on the lower body.
Available in a multifunctional cleat or 4-2 stud configuration, the Lethal
Tigreor, with its stunning gun metal, red and lightning finish, will bamboozle
opponent back lines this season. SSP £90.00.
Contact ASICS Sales on 01925 243360 or visit www.asics.co.uk
Rugby
OPRO launches self-fit mouthguard range
OPRO, the world’s largest supplier of custom-fitting
mouthguards, is launching a range of self-fit mouthguards OPROShield - which is available online and at leading retailers. It
utilises a unique, revolutionary patented design involving
internal fins and multiple materials.
Dr Anthony Lovat, managing director at OPRO, explains:
“OPRO has previously refused to enter this market place. It is
only now that we are confident that we have the design and
technology right to produce a self-fit product which we are
happy to bear the OPRO name.”
Tel: 01707 261261 or visit www.opro.com
34
SPORTS INSIGHT
Skins Ad:Layout 1
10/8/07
16:25
Page 1
Rugby profiles
10/8/07
3:08 pm
Page 5
IN SEASON RUGBY
West goes East
With so many companies importing from the Far East, it is
refreshing to see GNG Sport redressing the balance.
Having previously shipped goods to Beijing and Hong Kong
for the Sevens World Series, it is now sending consignments of
rugby equipment to Singapore. The latest post protectors
heading off to the Far East were manufactured utilising cuttingedge digital printing technology.
36
SPORTS INSIGHT
“With digital printing we can reproduce almost anything, and
having experienced the humidity in Hong Kong first-hand during
the recent sevens, these post protectors are made to look good
enough to drink,” says GNG Group director Neal Spencer.
GNG Sport is the leading manufacturer of branded rugby
equipment. Enquiries to Neal Spencer on 01924 418935 or email
[email protected]
Asics Rugby Advert A4
9/8/07
16:33
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AlfieAdvert07_2.indd 1
30/7/07 12:20:47
Karakal:Etailing QX (lewis)
8/8/07
15:41
Page 2
Get a Grip
At the top of its game for more than two decades, the Karakal PU super grip remains
THE No1 PU Grip for all racket sport players.
The grips have a unique surface
thickness, which stops vibration,
and a super tacky comfort feel,
helping to increase gripping power.
Now, here comes the science bit…..
…..Karakal have added ‘nano’
sized ceramic particles at a molecular
level, which has greatly improved the
grips’ durability, gripping power and
comfort.
As well as the improved PU
surface, Karakal has launched a new
range of more customer-friendly
packaging for 2007. The new blister
pack features a sample of the surface
section material, allowing customers
to touch and feel the surface before
they buy.
PU SUPER GRIP
■ NEW Blister pack
■ or box of 24
■ Non-slip PU surface
■ Super absorbent
■ Super tacky
■ Extra thick
■ Self adhesive
■ Universal length
■ Extra long life
■ Colours: Assorted, Multi, Duo or
Black
39
raquet intro
10/8/07
2:15 pm
Page 1
IN SEASON RACQUET SPORTS
Increase your
racquet sales
Paul Smith of Ashaway UK and Dave James from
Dunlop Slazenger provide their top tips
If you want to increase your
racquet sales, read on. We’ve
collected the views of two of the
sector’s experts - Paul Smith, head
of sales at Ashaway UK, and Dave
James, Dunlop Slazenger’s
European sales director - on how to
do just that.
“Offer a demo racquet service,
but charge a £5 fee, which is
refunded when a racquet is
purchased,” says Paul Smith. “It
stops customers using your demo
facilities and then buying elsewhere.”
Smith’s other tips include:
■ Make selection easy for the
customer. It is better to have three
pieces of 10 different frames neatly
displayed by brand and price than 40
different frames on a shelf.
■ After-sales service. Provide a
40
SPORTS INSIGHT
discount card for restrings and regrips
with each racquet purchase. Make
sure you clearly mark the benefit near
the racquet display - it will encourage
customers to buy from you now and
keep them coming back.
■ Keep your brochures. They are a
useful resource. It’s not always
practical to train all your staff on
every racquet, so keep your brochures
in a neat file and tell your staff to
refer to them when asked questions.
You may also get further sales
from being able to show customers
frames that you currently do not stock.
■ Rotate your shelf space. Tennis
racquet sales will peak in summer,
while badminton and squash will peak
in winter, so make sure your stock and
shelf space make the most of this.
Says Dave James: “Have a local
tennis coach linked with the shop
who is using and endorsing the
product - this helps to build brand
awareness and is a good way to pass
on ‘free’ advice to customers.”
James offers this further
advice:
■ Offer a demo service to give
potential customers the chance to
try before they buy. Tennis racquets
can be an expensive item and should
not be chosen solely on the
perceptions of the brand ambassadors.
The key motivating factor has to be
that the purchase will enhance the
player’s game.
■ Establish a link with local tennis
clubs in the area. Offer to attend
open days and work with brands to
make an impact on the club’s day. A
good open day will stick in the mind
of potential customers.
raquet intro
10/8/07
2:15 pm
Page 2
SQUASH SALES UP AT SMASH SPORTS
Smash Sports, the UK distributor of Tecnifibre, has
reported a 30 per cent increase in squash racquet
sales compared to last year.
This has been reflected by a steady increase in new
accounts, particularly retail shops and pro shops with
professional coaches, who value the emergence of a
high-quality brand with distinctive benefits.
Says Tom Haddley, commercial director of Smash
Sports: “The Tecnifibre brand image is growing, thanks
to increased sales and confidence in the product
range. Furthermore, this has been supported by a
number of professional player contract signings within
the men’s game.”
Explains Harry Gershfield, the company’s sales
director: “Tecnifibre is renowned for its squash string
range, but now offers a complete range of tennis
strings, grips, player accessories and affordable
technical sportswear for men, ladies and children.
“Through careful target marketing, it is anticipated
that the brand will continue to grow in 2008 and will
take away market share from its competitors.”
Smash Sports’ managing director Mark Ibbotson says
that Tecnifibre’s research and development and highly
acclaimed technological prowess allows it to keep
ahead of the competition.
■ In-store promotions, shelf stock
presence and well sited point of sale
and window displays are all ways to
catch the attention of the consumer
and make them more aware of new
product technologies. This promotes
effective communication of features
and benefits, helping customers to
make an informed choice.
■ Staff training is very important.
To be knowledgeable about the
product and to be able to answer
customer questions encourages
them to return to your store time and
time again.
Also, having knowledge of the
type of string and grip on each
racquet helps to promote repeat
business from each sale. It is vital for
tennis specialists to be able to offer
this level of service to differentiate
themselves from other retailers. si
41
racquet profiles.LEWIS
10/8/07
3:01 pm
Page 1
ASICS GEL-Sensei
The GEL-Sensei is ASICS’ flagship court shoe, filled with ASICS
technologies to improve the user’s squash experience.
Key features include RhynoSkin forefoot reinforcement to
reduce excessive wear on the upper and a biomorphic fit to
suit your foot shape. Inside, the GEL-Sensei includes a
SpEVA midsole, forefoot DuoMax for pronation
control, a Trussic propulsion plate and wet grip
rubber for supreme traction and stopping
ability.
Finished in Azzuri, White and
Lightning in men’s sizes only, this
great-looking shoe is the very best
footwear for serious squash
enthusiasts. SSP £80.00.
Contact ASICS Sales on
01925 243360 or visit
www.asics.co.uk
Racquet sports
Talbot Torro
Badminton racquet specialist Talbot Torro has introduced two new racquets into the Isoforce range for the forthcoming
season.
The Isoforce Ultralite is an extra-light racquet due to its slim shaft - even with the Power Wave system it weighs
only 80 grams. It provides excellent handling and extra speed, particularly when hitting smash shots.
The second new model, the Isoforce 511 Slim, is an extra-strong, one-piece racquet featuring Carbon 4. The 511 is designed for club players who are
looking for a competitively priced graphite racquet with a high specification.
The Talbot Torro range is renowned for featuring exceptional quality racquets at extremely attractive prices. Talbot Torro also offers the range of badminton
equipment for the Bisi programme, the official development products used and recommended by the sport’s governing body, Badminton England.
The Bisi racquets have special handles and drop shape heads, which are suitable for youngsters just starting the sport and developing
their skills.
For more information contact Lewis Tovey on 01642 224444
or email [email protected]
42
SPORTS INSIGHT
Asics Tennis Advert A4
9/8/07
16:27
Page 1
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For more information or to order this product
please call 01925 243 360 or e-mail [email protected]
racquet profiles.LEWIS
10/8/07
3:01 pm
Page 3
Ashaway Rackets
Ashaway’s 2007/08 rackets are amongst the
best in the business. With an extended
range, excellent graphics and the latest
materials used in construction, the range
covers every badminton player’s ability and
price point. Goode Sport provides above
average margins, superb service and quick
delivery from a brand synonymous with
badminton.
Pictured is the new Kevlar series, which
offers more power for strong hitters. The stiff
shaft needs the high swing speeds to
generate maximum power. All rackets can be
seen on Ashaway’s website. The company’s
clothes, shuttles and accessories aren’t bad
either!
Tel: 01707 321397. www.ashaway.co.uk
Goode Sport, Newton House,
Broadwater Road, Welwyn Garden City,
Herts AL7 3BQ.
Tecnifibre Squash Racquets
The new 2008 Carboflex 140 squash racquet, as
used by former world number one Thierry
Lincou, is Tecnifibre’s best selling squash racquet.
It now comes with the highly acclaimed XOne Biphase 1.18mm string in a striking red.
After play-testing the racquet, Lincou’s comments
were: “More feel, more power, more spin.”
The Carboflex racquet is constructed using
Graphite and reinforced with Texalium, which
enhances its performance. The new Dynergy 125
features ‘jumbo shaft’ technology for
significantly increased power. It also benefits
from the X-One red string.
Tecnifibre is proud to boast a growing team
of world ranked players, including Wael El Hindi,
Amir Atlas Khan, Bradley Ball, Mohammed El
Shorbagy and Omar Mosaad. The company also
supports a number of promising juniors and
established senior national players.
For full details of the Tecnifibre range of squash
racquets, from £29.99 to £139.99, visit
www.tecnifibre.com or call Smash Sports on
0870 242 2070.
44
SPORTS INSIGHT
TTK Advert:Layout 1
10/8/07
16:28
Page 1
Ransomes Ad:Layout 1
9/8/07
11:54
Page 1
JR SPORTS AD:Layout 1
8/8/07
15:50
Page 1
Support profiles Qx
10/8/07
3:03 pm
Page 1
IN SEASON SPORTS SUPPORTS
McDavid 195
Light Ankle Brace
With the approach of the rugby, football and
hockey seasons, ankle injuries increase dramatically.
McDavid, the world’s leading body protection brand,
recognises that an ankle support needs not only to be
able to offer ultimate support, but also to be
flexible and adjustable to ensure that the
athlete is comfortable when wearing the
product.
The 195 Light Ankle Brace is the solution to these issues, featuring an ultralight nylon shell with fully
adjustable figure 8 straps to simulate athletic tape.
Straps can be tightened at any time without replacing the brace and with padded lining, a notched front and
an elastic heel and tongue, the 195 is a must for any ankle injury.
Available in black or white, the 195 fits either ankle.
For further information call McDavid on 08701 188002 or email [email protected]
Sports supports
Vulkan Si Knee
The new Vulkan Si Knee has been
developed using the highest
quality grade of materials
to help retain heat at the
site of the injury,
accelerating the healing
process by increasing
blood flow and oxygen to
the damaged tissues.
Key features include:
Hg80 by Mueller. Superlative support
- no sweat
Traditional neoprene supports provide the soothing warmth
needed for strained muscles, but the downside is the sweat that
forms underneath.
Hg80 by Mueller replaces neoprene with Hydracinn - a
Mueller-exclusive material that warms the affected area, but then
wicks away the moisture so there is no residue sweat. This also
helps the support keep its shape during prolonged use.
The Hydracinn is bonded with AEGIS - a revolutionary
antimicrobial barrier - to protect against odour-causing bacteria
and fungus. Inner grip strips then hold the supports in place and
prevent annoying slipping. Products in the range include wrist,
ankle, knee and elbow supports.
To enquire about stocking Hg80 by Mueller supports, call
Greg Soffe at 1000 Mile Sportswear on 07801 923212.
48
SPORTS INSIGHT
■ Unique silicon support around the
patella to exert pressure in this key area
■ Additional silicon has been placed
around the back of the knee to provide
pressure and support around the whole
knee joint, making it feel secure and
stable
■ The cut-out around the knee is
designed to alleviate pressure for
those experiencing pain or swelling
around the knee cap
■ Superior heat retention allows
increased blood flow to the injury
■ Seamless luxury comfort for total
flexibility
■ Air holes to allow the skin to
breathe
■ Improved agility through Flexion
grid around the back of the knee
For more information and a full
range brochure contact the Vulkan
Sales team on 0161 626 8339.
McDavid Ad:Layout 1
8/8/07
15:56
Page 1
Art. 429
PSII HINGED
KNEE BRACE
Art. 452
WIRST
STRAP
Art. 431
ANKLE
SUPPORT
Art. 401
KNEE
SUPPORT
Art. 493
UNIVERSAL
BACK
SUPPORT
Art. 462
UNIVERSAL
SHOULDER
SUPPORT
Country Manager
UK & Ireland
Mob: 07968485188
Tel: 01993 840095
[email protected]
Art. 195
LIGHT ANKLE
BRACE WITH
FIGURE 8
STRAP
Art. 485
TENNIS
ELBOW
SUPPORT
football profiles
10/8/07
2:57 pm
Page 1
IN SEASON FOOTBALL
Reusch specialist
goalkeeping
products
football
Goalkeepers from all levels of
football trust Reusch's
specialist goalkeeping
products to provide reliability
and performance in all types of
match conditions.
With a range of products
covering all types of surfaces,
from grass to astroturf, and all
types of weather conditions,
whether it is cold, wet or dry, there
is a product available in the Reusch
range to match those needs.
Technical innovation, quality,
reliability, performance and value for
money are just some of the words
that can be associated with the
Reusch goalkeeping range. This is
never more evident than with the
Reusch Serie A III (SRP £39.99) and
the Reusch Ortho-Tec (SRP £59.99) two styles that have featured as part
of the range for many years, but are constantly updated to
ensure they have all the latest technical details and remain two
of the best selling models.
To find out more about the full range available contact
Bob Fidler at BF Sports on 0161 439 4383 or email
[email protected]
Nomis PG Ad MK2:Etailing QX (lewis)
10/8/07
16:32
Page 2
Nomis Company
Profile Products
And Future
Nomis have focused on three key elements- comfort, performance
and injury prevention – to deliver the ultimate range in footwear.
By incorporating innovative
technologies into the products, they
have set new standards for players
wanting a competitive edge.
The combination of control
technology and nomud technology has
created a new range of superior styles,
providing extra ball control, power,
speed and swerve, therefore lessening
the ‘aquaplaning effect’
The nomud technology keeps
studs/blades free of grass and mud
build up therefore keeping boots light
throughout your game – and less
cleaning!
To meet demand for the new
technologies Nomis has created a
formidable range of astros, blades and
studs, and has created a niche market
for womens boots.
The Spark, Pincer and Glove range
have sold extremely well throughout
the womens game and sales continue to
match the growth rate of the fastest
growing sport in the country.
The junior range offers no
compromise on quality or technologies.
Nomis believe children need the correct
and best footwear possible, to
encourage healthy development and
avoid injuries that may cause long term
damage in players, and the company
ethos is to encourage youngsters to
think about what they wear, to
appreciate good quality materials and
most importantly to understand the
importance of allowing rotational foot
movement. The Nomis range has been
designed to allow for this, with the
latest re- designed soleplates, which
helps remove stress from the ankles
and knees.
The best selling boot in the Nomis
range is the ‘Glove’, a snug fitting top
of the range boot made from ‘k’leather
and incorporates both wet control and
nomud technologies. The wet control,
basically does what it says – when wet
it gives more grip to the ball. The grip
will last the lifetime of the boots.
The Nomis sponsorship portfolio
also continues growing from strength to
strength, with the most recent signings
of Jamie Peacock and Mark Regan,
both tremendous assets to a product led
company. With acrobatic Portsmouth
striker Lualua wearing the now famous
Spark range, and Harry Kewell about to
be unleashed at Liverpool, the televised
future of Nomis looks very bright.
Among their representatives are
three England Internationals on their
way to the WFIFA World Cup in China
this September, and many of the
Arsenal UEFA Cup winning team are
devotees of the brand. A
tremendous achievement
for a company not yet
three years old.
Due to the brands
success, Nomis have
joined forces with rugby
giants Rugbytech, to
form a powerful
allegiance supplying
kit, replica,
compression and
protective apparel.
The synergy
between the two
companies works
brilliantly, whilst
Rugbytech have grown
from manufacturing
protective gear to developing
a dynamic and stylish clothing
range both on and off the field, Nomis
continues to develop new designs and
technologies never seen before in sports
shoes.
Both Nomis and Rugbytech take
pride in being pro-active and innovative
while constantly seeking new materials
for use in product development.
Recently, due to expansion Nomis
have moved into a brand new building
in Hawarden, near Chester, which now
incorporates, storage, sales and
distribution, showrooms and all
Management offices under the one very
vast roof..
For further information contact Steve Lees. Unit 9, Hawarden Business Park, Hawarden, Chester. CH5 3US
Tel 01244 536755 Fax 01244 538460 Mob 07789 712094
football profiles
10/8/07
2:57 pm
Page 3
IN SEASON FOOTBALL
ASICS Lethal Tigreor
Involving more than 10 years of intensive
research, which included surveying more than
1,000 elite footballers, ASICS has developed the
Lethal Tigreor, a football boot that for the first
time in the history of the sport provides the user
with boot features to reduce the risk of injury. It
also provides a fit and ride that belies the
rudimentary nature of the traditional boot.
While competitor examples sport
improvements in kick and striking efficiency,
ASICS goes one step further. The company has
redefined the comfort and fit of the boot itself,
inserting its HG10mm gradient technology, which
allows the footballer to perform from a
biomechanically efficient position. This improves
running performance and reduces pressure on the
lower limbs, the most common area of injury for
up to 92 per cent of all footballers. SSP £90.00.
Contact ASICS Sales on 01925 243360 or
visit www.asics.co.uk
football
Rucanor football
Rucanor has a comprehensive selection of footballs and footballrelated products for the new season, all of which are available
from stock.
This includes the Macario moulded sole and screw-in sole
boots with velcro fastening, which were successfully launched at
the STAG show last November. Available in sizes 28-39 (screw-in
30-39) and with an SRP of between £14.99 and £19.99, giving a
minimum double-up on trade price, these boots are set to be
winners for back-to-school, with some retailers already ordering
top-ups.
Also available are top-quality match and training balls with
IMS approval, as well as specialist balls for astroturf, indoor and
ball-skills development, together with shinguards, goalkeeper
gloves and Euro-style socks with
elasticated ankle and
padded footbeds.
52
SPORTS INSIGHT
Other must-have products for the new football season
include pumps (10 models to choose from), captains’
armbands, whistles, linesmen’s flags, coaching boards,
cones and bibs.
All are available to order for immediate delivery
from stock either from the sales office, your local
agent, or online at Rucanor’s retailer-only website.
For further information on these, or any other
products from the Rucanor range, log into your
online account at www.retail.rucanor.com or
call the Sales Hotline Number:
0845 2300147.
Hydro Ad - Shock Doctor:Layout 1
8/8/07
16:12
Page 1
Datadart Ad:Etailing QX (lewis)
10/8/07
16:39
Page 1
t
r
a
d
a
t
a
D
atadart have
experienced a huge
growth in sales in the last two years, the
popularity of the game has in most cases been
due to increased television coverage.
D
Datadart distribute both of the World Champions dart
ranges, Martin Adams the B.D.O. champion and
Raymond van Barneveld the P.D.C. champion, together
with other leading players – Michael van Gerwen, Jelle
Klaasen, Darryl Fitton, Gary Anderson, Gary Robson, and
Vincent van der Voort.
September 1st will be the date that Raymond van
Barneveld shark dart will be available to the retail trade.
This dart has a unique grip feature as well as carrying the
Barney logo.
Darts are sure to be a big seller in the lead up to Christmas
this year as main line television brings a new improved
look to our screens. If the trend continues we are heading
back to the god old days when everyone wanted
to play darts.
For more information email: [email protected] or Tel: 0191 237 4471
DARTS profiles
10/8/07
3:55 pm
Page 2
IN SEASON DARTS
Harrows: Ready for Action
Harrows’ new 2007/8 catalogue is packed with stunning new products, all superbly
presented and targeted at key retail price points.
The Bristow Gold Titanium Tungsten series is a state-of-the-art range celebrating
the unique achievements (47 world titles) of the ‘Crafty Cockney’. Available in 22gr,
24gr and 26gr. SRP £34.99.
The Black Jack intermediate price range features unique ‘tungsten-look’
barrels, Anodised shafts and world-beating Graflite
flights. Available in 20g, 22g and 24g.
SRP £9.99.
The Matrix Brass range is styled for
consistent repeatable control. The barrels
are contoured towards the rear for strategic
finger positioning. Available in 20g, 22g,
24g and 26g. SRP £5.99.
The Sherwood Solid Oak Cabinet is
presented in a superb colour carton, which is
a true reflection
of this top-ofthe-range new
product. SRP
£59.99.
For a copy of
the new
catalogue call
01992 300300.
Darts
55
Unicorn Ad:Layout 1
8/8/07
16:20
Page 1
footdisc® performance
shoe selector
◊ Aids selection
◊ Easy to use
◊ Saves time
The patented footdisc measuring device simplifies shoe selection
®
Selecting the perfect running shoe needn’t be a difficult or time consuming process:
◊ footdisc identifies your customer’s foot type by displaying contact areas through pressure and body heat.
◊ Easily match your customer’s foot type and static leg axis with those on the footdisc chart and it will guide you
towards either a cushion, support or control shoe.
How will footdisc help me sell shoes?
®
Every footdisc comes with a transfer sheet that you use to match foot type and leg axis – then you simply follow the
two-part selection matrix. If your part-time staff members are unaware of the functional class of each shoe model we
also supply reference stickers that can be utilised in your storeroom.
footdisc – an outstanding product that delivers outstanding results
®
t: 01344 621475 e: [email protected] w: www.footdisc.co.uk
MAR Systems, 29 Llanvair Drive, South Ascot, Berkshire SL5 9HS
2303_MAR_A4 Ad AW.indd 1
6/7/07 12:51:02
hilly
10/8/07
1:47 pm
Page 1
COMPANY PROFILE
The hardworking
HILLY team
Loving their work
Starting with a range of just four socks in 1996, HILLY
Clothing’s products can now be found in most specialist
running stores in the country
ABOVE: Peter Riley,
HILLY’s Marketing
Manager and one of
the UK's leading
distance runners
HILLY Clothing was
formed in 1996 by Dr
Ron Hill MBE
58
SPORTS INSIGHT
If the only way to do great work is to
love what you do, HILLY Clothing
has a bright future. It has an
abundance of running experience
within its ranks - enthusiasts that
combine to form a strong foundation
for this growing company.
The HILLY Clothing Company
(now HILLY Clothing Limited) was
formed in 1996 by Dr Ron Hill MBE
and his sons. Due to changes in
ownership at Ronhill Sports - the
company that Ron founded in 1970 Ron decided to leave the business.
He worked on a consultancy
basis for several companies,
including Cloverbrook, a leading UK
fabric manufacturer, where he
became Technical Director. It was at
this time that he saw a gap in the
market for technical running socks and The HILLY Clothing Company
was born.
Besides being the former
European and Commonwealth
marathon champion, and having a
string of other major athletic
achievements to his name, Hill had a
PhD in Textile Chemistry and had a
lot of ideas regarding the combination
of technical yarns and design features
for socks.
The company developed slowly
with a narrow range of four socks.
The products were very technically
advanced, and although they have
since been upgraded, are still in the
range today.
Potential
In 2001 Graham Richards, the current
managing director, joined the
company as a shareholder and
director. Richards had been employed
in the running market since graduating
in 1980, and both he and the Hill
family felt that the brand had a lot of
potential, but needed to develop both
products and distribution.
At that time the company had
three full-time staff, Richards, Dean
Loxam and Graham Hill, and operated
from a small office/warehouse.
Loxam is now the company’s Sales
Administration and Office Manager,
while Hill is Warehouse Manager.
Today HILLY employs a team of
eight, and last year moved to bigger
premises in Hyde.
Says Richards: “A good team is
key to the growth of the brand and we
have a very talented, committed and
hardworking group who work very
well together.”
The other members of the team
are Helen Hudson, Sales and
Administration; Andrew Dudgeon,
Product Manager; Tom Coxon,
Product and Design; Andrew Nixon,
warehouse; and, most recently, Peter
Riley, HILLY’s Marketing Manager.
Riley is one of the UK's leading
distance runners and will be
representing Great Britain in August's
World Championships. Becky Lyne,
last year's bronze medallist at the
European Championships, is also on
HILLY's staff, although this year she
hilly
10/8/07
1:48 pm
Page 2
has spent a lot of her time in Australia
preparing for the track season.
Most of the staff are runners, so
are actively involved in product
testing, which HILLY feels is vital to
offering top quality and value-formoney products for runners. In
addition, the company has a team of
external testers who put the products
through their paces, especially in the
development phase.
Range
HILLY's range is sold through the
independent sports trade, a channel
that Richards is keen to support, via a
team of sales agents. Richards says
that his team is probably one of the
strongest in the industry, and is keen
to praise them for their dedication to
the brand. Alex Wilson, Martin
Branfoot and Paul Rushmere have
been with the company from the
outset. More recently they’ve been
joined by Eric Muir, Damian Cooper,
Paul Daunt and Ray Johnson.
The company is both a STAG
Buying Group and Allied
Partners supplier - Richards
complimenting the work
of both organisations and
their support of the
independent trade.
Hilly's range of socks has
significantly developed over the years
and the company now offers one of
the best ranges of technical running
socks available. “We have always
been keen to offer a range of socks to
cater for all the needs of the runner,
ranging from our ultra light socks
through to our padded range,” says
Richards. “In addition, we have
always strived to incorporate new and
leading technical yarns and design
features. Ron's expertise in this area is
so important and effective.”
Indeed, HILLY's range is now
found in most specialist running stores
across the country, and the company is
also developing its export market. Its
Twin Skin (double layer) Moisture
Management range and Mono Skin
Supreme socks are probably the best
double layer and technical socks
respectively on the market today.
Although the socks are designed
for running, they are used for other
performance sports. Not surprisingly,
HILLY has plans to develop specific
socks for other markets in the near
future - one style in the range is
already being used regularly by some
Premier League football teams as a
liner sock.
The company has complemented
its range of socks with an impressive
range of accessories, and has plans to
further increase its offering in 2007.
The range includes gloves, hats,
reflectives, neoprene accessories (for
carrying mobile
phone, MP3,
gels, keys and
coins), water
bottles and packs,
and has recently
taken on the
distribution of
DRYZONE, a
highly effective
shoe dryer.
HILLY
has a good
reputation
in the
trade for
both
product and service - something that
Richards is very proud of and keen to
maintain as the company expands. He
says: “I like to think that we are a
nice company to deal with and who
care about our customers. For sure,
things go wrong from time to time,
and this is inevitable with a growing
business, but we are very focused on
customer care.”
The company has other plans to
develop its business, but Richards is
keeping them under wraps at present.
However, it is safe to say that whatever
HILLY does it will have been well
thought through and planned.
The company has a lot of
potential and it is refreshing to meet a
UK brand that is so dedicated and
keen to develop its future. si
FURTHER INFORMATION
For further information call HILLY on 0161 366 8207, or
email [email protected]
59
Kelme:football profiles1
10/8/07
16:48
Page 1
HO Soccer
HO SOCCER is one of Europe’s
top goalkeeping
companies and is
quickly becoming a
leading brand in the
UK after an amazing
first year’s success.
They have combined their passion for
the game with technology and superior
materials to offer a comprehensive
range of Professional goalkeeper
products to keepers of every level.
Currently, more then 200
professional keepers world wide choose
to wear HO gloves including Brazil and Porto’s No
1 Helton Da Silva.
For the 2007/08 season HO SOCCER is proud to announce the signing of
one of the Premierships best goalkeepers David James of Portsmouth F.C. For the
2007/08 season David will wear
gloves from the new Pro Mega
collection.
Other gloves in the 2007/08
collection include Enigma Kontrol,
Neo Inside 111, Aqua Grip and
Protek.
To complete the range HO
SOCCER will offer entry-level and
junior products to give keepers
superior fit and comfort.
For more information call 01823 325332
or email us at [email protected]
STAG member.
Never Beaten
Kelme
Leading Spanish brand KELME specalise
in making high quality hand crafted football boots.
For the new season KELME have signed the exciting French
International striker Jérémie Aliadière of Middlesbrough F.C.
Other top players choosing to wear KELME boots include J Lloyd
Samuel of Bolton Wanderers and Matt Jarvis of Wolves.
For the 2007/08 season KELME will introduce several new styles of
quality football boots to the UK collection including the MASTER
INFINITO in sensational gold/silver as worn by Jérémie Aliadière,
Also, after the amazingly successful
2006 launch of the TIBURON SHARK,
new colour’s blood red and grey will
be introduced to this unique
collection of boots.
For more information call
01823 325332 or email:
[email protected]
www.kelme.co.uk
STAG member.
52
SPORTS INSIGHT
Hockey Locker Ad:Layout 1
10/8/07
16:51
CE ENTERPRISES
Web: www.bagballs.com
Page 1
Phone: 028 90482537
Web: www.airflowlocker.com
Etailing
10/8/07
2:03 pm
Page 1
E-TAILING
PAY PER CLICK
Online advertising has come of age and is now an essential
component for all Internet businesses. Dave Howell reports
ABOVE: With PPC you
can ensure that the
right potential
customers are clicking
your ads
62
SPORTS INSIGHT
Advertising on the Internet has been
going through something of a
renaissance over the past few years.
Before the dotcom crash it was
difficult to track the effectiveness of
any online banner advertising a
business carried out, as the systems
to analyse the returns from these
campaigns were either non-existent
or seriously flawed.
Today, things have changed out of
all recognition. With dotcom
companies putting their houses in
order, and the online retail channel
becoming the latest bastion to support
the insatiable appetite of consumers,
businesses are once again turning to
the Internet to promote their goods
and services.
Successful
One of the most successful advertising
channels has become pay-per-click
(PPC). As the name suggests, banner
adverts are placed on the results pages
of search engines that customers click
on to be taken to your website. From a
standing start, this form of advertising
has rapidly evolved into a formidable
marketing tool. What’s more, if a
business has a narrow range of goods
to sell - as in sports retailing - PPC
works effectively as you can ensure
that the right potential customers are
clicking your ads and reaching your
online store.
Advertising can be expensive, but
with PPC campaigns you are always
in control of how much you are
spending on any given ad. One of the
most successful PPC platforms and
one that arguably put this kind of
advertising on the map and gave it
much-needed legitimacy is Google
AdWords. Here’s how it works:
You bid on keywords that you
think potential customers might use to
locate goods your business is selling.
These keywords are used to anchor
your PPC advert to the Google returns
page. When a potential customer uses
the keyword you have bought, they
will see your advert. AdWords is
particularly attractive for a small
business, as they don’t pay a penny
until their ads are clicked.
PPC advertising does seem to
offer the ideal solution for small
online businesses, but the system does
have an Achilles heel. To get the best
keywords that will place your PPC ad
high on the first page of search results
could mean potentially spending large
amounts of money. So think carefully
and do your sums to ensure that the
price you are paying for the keyword
you want to attach to your advert will
give you enough of a return.
You are or course not limited to
Google. Other PPC platforms include
Yahoo! (www.searchmarketing.
yahoo.com/srch/index.php), Yell
Direct (www.yelldirect.com) and, of
course, MSN (www.advertising.
microsoft.com). All these services
operate an almost identical service to
Google’s AdWords, but you have to
decide if your site’s potential
customers will be using these search
engines to locate the goods they want
to buy.
There is no secret to what each
keyword’s current bid price is. If you
go to the AdWords web page at
www.adwords.google.com/select/Key
wordToolExternal you can instantly
see what you will have to pay to
secure the keywords you want to use.
Once you have this information, it’s
up to you whether you are prepared or more importantly, if your
campaign’s budget can afford - to
enter a higher bid for the keyword
you want.
Don’t forget that spending this
money doesn’t guarantee a single
click through to your store, but think
of PPC advertising as targeted direct
mail. The PPC campaign can focus
on a very narrow range of potential
customers who are searching for the
Etailing
10/8/07
1:44 pm
Page 2
goods your store sells, which
should translate into a good rate of
return on the money you’re spending
on keywords.
Cyber criminals
As with all forms of online
commercial activity, PPC advertising
has attracted cyber criminals, with the
latest figures suggesting that upwards
of 10 per cent of all click throughs in
a PPC campaign could be fraudulent.
It’s important that your PPC
campaign’s host is on top of the many
forms of click fraud that could be
perpetrated against your business. You
must be vigilant and closely track the
activity of your PPC adverts, as any
unusual behaviour could indicate that
you have become the latest victim of
PPC fraud.
The Fraud Advisory Panel offers
this advice: “Fraud is a major threat to
any business, but there are steps that
can be taken to minimise the risks. A
business that is alert to the risks, that
takes steps to put in place appropriate
“Tracking your click throughs is only half of the PPC equation.
It is also important that the bid price of keywords is closely
monitored. If it isn’t, you run the risk of overbidding for a
keyword that won’t provide a good level of return.”
controls and procedures, monitors the
operation of these controls and their
ongoing effectiveness and maintains an
anti-fraud culture is going to be better
placed to deter, prevent and, at worst,
detect fraud. Taking the risk of fraud
seriously can help protect a business’s
bottom line, its image and reputation.”
The key to mounting an effective
PPC marketing campaign is to firstly
ensure you understand how much you
can spend acquiring the keywords you
think will give a good rate of return.
Don’t get into a bidding war with other
businesses as these can quickly get out
of hand.
You then need to practice writing
your PPC advert. This can be an art in
itself, but use the help utilities that all
the PPC providers have on their sites.
Next is to track your campaigns. You
need to have an insight into how well
the keywords are performing. Thirdparty tracking applications, including
Click Tracks (www.clicktracks.com),
SiteMeter (www.sitemeter.com) and
Keyword Max
(www.keywordmax.com), can help
you keep an eye on your campaigns.
Tracking your click throughs is
only half of the PPC equation. It is
also important that the bid price of
keywords is closely monitored. If it
isn’t, you run the risk of overbidding
for a keyword that won’t provide a
good level of return. Again, most of
the PPC providers will have their own
means of tracking bid prices, but they
are not as comprehensive as some of
the third-party applications that
include Atlas
(www.atlassolutions.com), BidRank
(www.bidrank.com) and Search Logic
(www.searchlogic.com).
Neal Polachek at The Kelsey
Group, a provider of strategic research
and analysis, data and competitive
metrics on Yellow Pages, electronic
directories and local media, offers this
guidance: “Do some homework first
before getting into PPC. Ask other
business owners about their
experience, ask others about
companies that might offer services to
assist in building a PPC programme.
“There is too much confusion to
just head into PPC without doing
homework. Get a sense of how much
others are paying for each click
because many systems require a bid
model. Make sure you know what
the value of a new customer means
to your business before you start
paying more per call than a customer
is worth.”
PPC advertising for the beginner
is very easy to set up, but more
complex to develop into a lucrative
sales channel. Even with an upper
return of 30 per cent, many of the
click throughs your site receives won’t
result in a sale. And don’t forget, even
if no sale results, the click through still
has to be paid for. si
LEFT: It’s important your
PPC campaign’s host is
on top of the many
forms of click fraud
63
Classifieds:Classifieds
10/8/07
16:59
Page 1
The Directory
To advertise here call 01206 505 947 or Email [email protected] or [email protected]
ATHLETIC / SCHOOL CLOTHING
VIGA
Athletic Clothing Co. Ltd
Tel: 01257 269611
Fax: 01257 241677
www.viga.co.uk
• WATERPROOF JACKETS •
• GILET TOP •
• LONG-SLEEVE TOPS •
• LEGGINGS & PANTS •
• CLUB TRACKSUITS •
• VESTS •
• SHORTS •
Sports
Insight
MARTIAL ARTS
For All Your Martial Arts And Boxing Equipment
TOP TEN HAYASHI SPORTS LTD
61 Warwick Road, Rainham,
Essex, RM13 9XU
Tel: 01708-522288
Fax: 01708-523322
To advertise your business in Sports Insight
contact Keith Marshall on: 01206 505947
or email: [email protected]
ARCHERY
TABLE TENNIS
Archery suppliers since 1963
UK Table
Tennis Ltd
Bows, arrows, crossbows,
targets, accessories.
The Table Tennis
Specialists
Phone: 0845 2600 780
E: [email protected]
Tel:
Email:
Web:
Fax: 0845 2600 790
W: www.uktabletennis.co.uk
SPORTS WEAR
01296 632573
[email protected]
www.petron.info
CRICKET SWEATERS
Custom-made cricket sweaters
in club colours.
Plus Bowls/Schools/Golf.
Contact: Balmoral Knitwear
Galston, Ayrshire, KA4 8HF
Tel: 01900 829 229 Fax: 01900 829 009
[email protected]
www.balmoralknitwear.co.uk
YOGA AND PILATES
NEW
LOOKING FOR UK DISTRIBUTORS?
Are you looking for a distributor
or looking to change your
distributor in the UK?
TEAMWEAR
We have 22 years experience of selling,
marketing, storing & distributing sports
products and are looking to expand our
business by taking on another agency.
We have a large warehouse, offices, resources and the
infrastructure needed to make a success of your brand in
the UK.
Please contact us on the details below.
Paul Smith, Goode Sport, Newton House,
23 Broadwater Road, Welwyn Garden City, AL7 3AU
E-mail: [email protected] Tel: 01707 321397
EQUIPMENT
WHOLESALER
FST
Suppliers of Tennis Equipment
and Sports Floodlighting
Tel: 01473 744949/744830
Website: www.fst.co.uk
• Huge range of Licensed Premiership Football souvenirs available from stock.
• Best Wholesale Prices – Immediate Delivery • Latest Products and Designs
To place an order or request a catalogue: Call 08702 646 255 Fax 08702 646 257
Email [email protected]
Warehouse: BB SPORTS DISTRIBUTORS, 29A Apple Lane, Trade City, Exeter, EX2 7HA
Classifieds:Classifieds
10/8/07
17:00
Page 2
Sports
Sports Insight Buyers' Guide 2008/9.
Book Online at www.sports-insight.co.uk
Tel 01206 505947
Insight
SPORTS BOTTLES
WEB TRADE DIRECTORY
AGENTS REQUIRED
Require an Agent for your premium Brand?
The Wholesaler UK the leading online trade
directory of wholesalers and suppliers to retailers.
www.thewholesaler.co.uk
Do you require a 'premium brand' specialist Agent for your National
Accounts or London / Home Counties / East Anglia area? I
have over 15 years sports sales (and marketing) experience at National,
Buying Group & Independent level in apparel, equipment & footwear. Contact
Dave Bates on the below email address or telephone number.
Email: [email protected] Website: www.djbsales.com Tel: 07875 494 578 Fax: 01494 522 221
MERCHANDISING
OFFICIAL PREMIERSHIP FOOTBALL SOUVENIRS
Global Football Company offers by far the most comprehensive range of licensed football products available,
which this year includes a number of lines that are totally exclusive to us. From branded footballs &
playing accessories such as sweatbands, water bottles and captain’s armbands to fan products like
hats, scarves, flags, gloves, mugs, keyrings, badges, and executive gifts
such as leather wallets, pewter tankards, hip flasks and zippo lighters.
See the web site at www.globalfootballcompany.com
and contact us for full details: T: 0161 282 0770
F: 0161 282 0733 E: [email protected]
TEAMWEAR
FOOTBALL COLLECTABLES
FOOTBALL SOUVENIRS LIMITED
DISTRIBUTORS OF OFFICIAL FOOTBALL
MERCHANDISE
Trade Accounts now available online
www.footballsouvenirs.net
30 Racecourse Road, Gallowfields Trading Estate, Richmond, North Yorks DL10 4TG
Telephone 05600 767108 Tel/Fax 01748 826024
AGENT REQUIRED
Repetto, leader in the manufacturing and distribution of high-quality dancewear & dance shoes,
is currently looking for an experienced, multi-brand representative to cover the UK territory and
promote its new active wear line (apparel and sneakers) among sport retailers on the said territory.
Please send your application with resume to
Barbara Legras by email : [email protected] or by Post : Repetto, 22 rue de la Paix, FR-75002 Paris.
Repetto will also take part at the next edition of ISPO SPORT & STYLE (July 8th-10th) in Munich,
do not hesitate to visit our stand on this occasion (Stand 319B Hall C2)
Counter
10/8/07
1:42 pm
Page 3
TAIL-ENDER
Under the counter
A sideways look at the world of independent retailing
I once had a dog that drove me nearly
round the bend with irritation and yet
when something happened to him I was
really gutted. I felt almost the same when
my faithful assistant Norman handed in
his notice last Friday. I say almost, because
at least Norman hadn’t been run over by a
corporation recycling lorry in thick fog.
I should have twigged something was
up when he put on his best blazer and
asked for an hour off to go to the
chiropodist. He also mentioned twice in
one week that he hadn’t had a pay rise
since 1984, was still owed two weeks of
last year’s holiday and I hadn’t paid his
national insurance stamps since 2003.
Abseiling
Okay, I might not be the world’s most
wonderful employer, but I did give him a
fortnight off on half pay when he fell 20 feet
onto a gravestone and broke his leg when
abseiling down a church tower for charity,
and I’ve paid for the elevenses doughnuts on
a pretty regular basis since 1998.
Anyway, when I came back from lunch
Norman handed me this letter addressed
‘To Whom It May Concern’, which was
pretty daft considering there’s been no one
in the shop but him and me since I took
over from my dad in 1981.
The letter, which began ‘Dear sir,’
officially gave me four weeks’ notice and
list for the firm’s holiday
timeshare in Marbella.
“That’s all very well,”
I said. “But you’ll
have to buy your
own doughnuts.”
When it
seemed obvious
that Norman (or
his wife) had
firmly made up
his mind, I
shook his hand,
wished him all
the best and gave
him the bottle of
Scotch I’d got from a pub raffle.
That evening when I got to
wondering whether Norman, who
has led a pretty sheltered life,
actually knew what it would be like
to work for a massive conglomerate.
I thought the least I could do was put
him in touch with Kevin, my wife’s
second cousin, who works in the
swimwear department of the sports
chain’s branch in the next town and
who might give Norman an idea of
what he was letting himself in for.
Bait
I can report that Norman took the
bait and met Kevin in a cafe known
His boss was into amateur
dramatics and would require
Norman to attend the shows. He
was about to play the Lion in ‘The
Wizard of Oz’. If he claimed time
off to go to the dentist, a supervisor
would later check what dental work
had been done and mark the fillings
on a chart.
Attendance at the company’s
football and cricket matches was
compulsory, so were bowling nights
and country dancing competitions.
Self-defence and karate classes
were encouraged - the CEO’s wife
was a brown belt. A wheelbarrow
“His wife also thought that I had exploited him mercilessly and
underpaid him for years and it was high time he found a job more
suited to his undoubted abilities”
asked for his P45 and - would you believe
- a reference.
The formalities over, he told me he had
been offered a job as acting assistant deputy
manager of leisure footwear by our
deadliest rival, the local branch of a sports
goods chain, and as he had read somewhere
that proactive marketing was here to stay,
felt it would be prudent to take it.
His wife also thought that I had
exploited him mercilessly and
underpaid him for years and it was high
time he found a job more suited to his
undoubted abilities.
They had also offered him four weeks’
paid holiday, a non-contributory pension
scheme, opportunities for promotion, a
discount on in-store purchases, subsidised
canteen facilities and a place on the waiting
66
SPORTS INSIGHT
locally as Botulism Joe’s where the
tea tastes like hot petrol. Kevin
soon got into his stride. Norman
would of course be expected to
wear trainers, not only at work but
at home, too. His superiors might
even ring him during Coronation
Street to make sure he hadn’t
swapped them for his slippers.
At work he would wear a yellow
blazer with his name on the pocket
and be expected to order a sushi
takeaway for lunch. After work he
would be compelled to attend
departmental seminars on
organisational culture, loyalty
overlap, the tall poppy syndrome
and counselling out (that’s getting
the sack).
race in the car park commemorated
the chairman’s birthday.
When I arrived at the shop slightly
late the following morning, Norman
was sitting at the counter with his
head in his hands. He said he hadn’t
felt so depressed since Accrington
Stanley had been relegated and felt he
had made a terrible mistake. After he
had agreed to buy the doughnuts until
at least the end of the month, I said he
could have his job back.
That evening I rang Kevin to
congratulate him on his powers of
persuasion. Of course, I intend to
keep my side of the bargain and give
him a bottle of Scotch the moment
I’ve found some way of getting it
back from Norman. si
Shiner Ad:Layout 1
10/8/07
16:53
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Carta Sport Ad:Layout 1
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