march2008.pdf - sports insight
TRANSCRIPT
Sportswww.sports-insight.co.uk
INSIDE THIS ISSUE
E-TAILINGHow Colin McPhail built a£600K pa online store
CUSTOMER LOYALTYTop tips on attracting repeat business
Insight£3.50 MARCH 2008
THE LEADING TRADE MAGAZINE FOR UK SPORTS RETAILERS, MANUFACTURERS AND DISTRIBUTORS
THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS
IN SEASONFocus on racquet sports, hockey,basketball, supports and replica
INDUSTRY ANALYSISWhat’s driving running salesin the UK?
COVER 7/3/08 3:40 pm Page 1
PRO-GKThe Future of
Goalkeeping is Here
e: [email protected]: www.pro-gk.com
PRO-GK 10/3/08 2:51 pm Page 1
WWW.SPORTS-INSIGHT.CO.UK 03
Turn to page 45 to see Starter Pack Offer
003:Layout 1 7/3/08 17:14 Page 3
IN THIS ISSUE
REGULARS06 NEWSLatest headlines, key dates and events
12 KIT STOPEssential stock for your shop
18 FSPA FOCUSNews from The Federation of Sports and Play Associations
21 MOVERS & SHAKERSDavid Ling, General Manager Europe, Skins
23 WHAT’S HOTSpringBoost range of athletic footwear
66 UNDER THE COUNTERA sideways look at the world of independent retailing
IN SEASON30 RACQUET SPORTS36 OUTDOOR38 BASKETBALL48 SPORTS SUPPORTS51 FITNESS54 HOCKEY58 REPLICA KIT
FEATURES24 PSYCHOLOGICAL PRICING13 ways to improve your bottom line
42 FIGHTING FITSeni is Europe’s biggest expo and festivaldedicated to martial arts and combat sports
61 OPEN TO BUYUsing an OTB inventory management systemcan increase your profits
ABC CertificationSports Insight has a currentABC certified circulation of5,186 (audit period July 1,2006 to June 30, 2007). TheAudit Bureau of Circulations
(ABC) is an independent audit watchdog thatverifies magazines’ circulation figures, providingaccurate and comparable data for advertisers.
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CONTENTS 03.08Sports Insightworking with
Editor: Jeff James Tel: 01273 748675
Email: [email protected]
Assistant Editor: Catherine Eade
Sub Editor: Joe Curtin
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Published by Maze Media (2000) Ltd, 21-23 Phoenix Court,
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ensure the veracity and integrity of the companies, persons, products and
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ABC certified circulation: 5,186(audit period July 1, 2006 to June 30, 2007)UK SUBSCRIPTION: £35 for one year (10 issues)
Messe Munchen’s UK partner
for new media
Sports Insight
COVER STORIES26 INDUSTRY ANALYSISWhat’s driving running sales?
28 CUSTOMER LOYALTYTop tips on attracting repeat business
62 E-TAILINGHow Colin McPhail built a £600K pa online store
04 SPORTS INSIGHT
CONTENTS 7/3/08 5:09 pm Page 2
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SI - Ads March 08:Layout 1 27/2/08 14:34 Page 1
WHAT’S NEWS
06 SPORTS INSIGHT
WHAT’S NEWS ALL THE VERY LATEST IN THE SPORTS INDUSTRYSend your news stories to the Sports Insight news desk at [email protected] or call 01273 748675
DAVID BECKHAM IS AMONG THE SPORTING STARS WHO HAVE ATTENDED THE SIA AWARDS
SIA SHORTLIST CONFIRMED
After a steering committee process involving over 50key industry figures and 40 hours of intensive judging,the shortlist of entrants for the Sport Industry Awards2008 has been confirmed. The winners will beannounced at a star-studded awards ceremony on May1 in front of 1,600 industry representatives.
Among the sporting stars who have attended theawards in previous years include David and VictoriaBeckham, Thierry Henry, Arsene Wenger, Lord SebastianCoe, Bernie Ecclestone, Martin Johnson and MichaelVaughan.
THE FULL SHORTLIST:Best Integrated Sport Marketing Campaign■ Coca-Cola GB - Buy a Player■ Marston’s Beer Company - Marston’s Beer of Cricket■ Nationwide Building Society - Sponsored by You■ Nike - Nike Total 90 Laser■ Premier Rugby - Be Part of It■ Samsung Electronics - Passionate about Football,
Inspired by Style
Best Promotion of a Sport by a Governing BodySponsored by Match Point■ ATP - ATP Tennis Masters Cup■ British Cycling - British Cyclosportive■ British Horseracing Authority - Careers in Racing■ NFL - Bridgestone International Series: New York
Giants v Miami Dolphins■ The Football Association - Transforming Perceptions
of Women’s and Girls’ Football in England■ The Rugby Football Union - Go Play Rugby
Best Sponsorship of a Sport Event orCompetition■ Artois - The Artois Championships■ Carling - Carling Cup Fans’ Final 2007■ Coca-Cola GB - The Coca-Cola Play Offs■ E.ON UK - The FA Cup sponsored by E.ON■ Flora - Flora London Marathon 2007■ Guinness - Guinness Premiership
Best Sponsorship of a Sport Team or IndividualSponsored by Odgers Sports Practice■ adidas - Jonny Wilkinson■ Nationwide Building Society - England Football Team■ Nike - England Rugby■ O2 - O2’s ‘Never Surrender’ Rugby World Cup
Campaign■ RAC - Team RAC■ Wrigley’s Airwaves - Wrigley’s Airwaves Sponsorship
of GSE Ducati
Best TV Sport Commercial■ adidas - Impossible is Nothing■ Nike - Traffic Jam■ Powerade - Powerade RWC 2007 Idents■ Reebok - Sheva’s Hero■ Shell - Shell V-Power Circuit■ The Times - The Game - McClaren
Best Use of Digital Media in SportSponsored by Sky Digital Media■ Emirates Airline - Arsenal’s 12th Man■ FL Interactive - new generation of FLi network of
official club websites■ Land Rover - England’s Real Passion■ Middlesbrough - ‘I know you still have the passion’
1/2 season ticket campaign■ Nike - Nike+ Supersonic■ Virgin Media - Virgin Media’s V Player
Best Use of PR in a Sport CampaignSponsored by Action Images■ adidas - Impossible is Nothing■ Coca-Cola GB - Buy a Player■ NFL - Bridgestone International Series: New York
Giants v Miami Dolphins■ Paddy Power - Tongan Paddy Power at the Rugby
World Cup■ Red Bull - The Red Bull Air Race London■ Transport for London - Le Grand Depart of Le Tour
de France
The Community Programme AwardBarclays - Barclays Spaces for Sports■ HBOS - Bank of Scotland Midnightleague■ Kellogg’s - Kellogg’s Swim Active■ Lafarge and Cravendale - Leeds Rugby
Foundation■ McDonald’s - Supporting coaching in Scottish and
Welsh communities■ Tesco - Tesco Get Active Programme■ The Golf Foundation - Golf Roots
The Environmental Concern in Sport AwardSponsored by SweetSpot■ A1GP - A1GP THINK Greener Racing■ Coca-Cola GB - Talent from Trash■ E.ON UK - Save your energy for the Blues■ Honda Racing F1 - Honda My Earth Dream■ SSE and the Weymouth and Portland
National Sailing Academy - Scottish and Southern Energy - Powering the National Sailing Academy
Sport Coverage of the YearSponsored by UK Sport■ Boxing News■ Sport Magazine■ The Daily Telegraph■ The Guardian■ The Sunday Times■ The Times
Sport Brand of the YearSponsored by Clarke Willmott■ adidas■ Nike■ Reebok■ Wilson Sporting Goods■ Yahoo! Eurosport
The Lenovo Technological Innovation in Sport Award■ Chelsea Football Club - Chelsea FC Viagogo
Ticket Exchange■ Hawkeye innovations - Hawkeye■ HI-TEC Sports - ION MASK■ Nike - Nike+■ Shell Brands International - Shell Technical
Partnership with Ferrari■ Speedo International -
Fastskin FS Pro
Sport Agency of the YearSponsored by Sport England■ brandRapport■ Fast Track■ Four Sports, Arts & Sponsorship■ Karen Earl Sponsorship■ M&C Saatchi Sport & Entertainment
For more information on the Sport IndustryAwards, contact Drew Barrand on 0207 240 7702.
“I’ve got more points on my licence - I’m not joking!”Derby manager Paul Jewell
news 7/3/08 4:10 pm Page 2
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PROFILE UK OUTDOOR REPORTPUBLISHEDThe UK outdoor market is undergoing significant change, according to the ProfileUK Outdoor Report 2008, which says it’s currently being pulled in two directions.
Recent acquisition activity is fuelling market consolidation, while at the sametime growth is coming from new consumers and a wider product pool driven bythe popularity of outdoor-inspired or so-called ‘urban outdoor’ products.
The Profile UK Outdoor Report 2008 is the definitive report on the specialistoutdoor industry, providing a combination of up-to-the-minute statistical analysisbased on retailer and manufacturer’s surveys, combined with individual productsector analysis gathered over the past five-plus years.
It identifies the value of the outdoor sector through its core product areasand associated sub-sectors, including clothing, footwear and equipment. It alsoincludes a full brand-by-brand analysis, profile of the top 20 sector suppliers byturnover, current trends and a profile of the top 15 outdoor retailers.
KEY FINDINGS OF THE REPORT INCLUDE:■ Changing consumer buying trends, the effect of falling prices and an
overcrowded market place have created a highly-competitive tradingenvironment.
■ Sales are coming from a broader product offering, and in some casesnew areas of distribution.
■ Waterproof sales are flat, while accessory and skiwear are down.■ Clothing sales, insulated outerwear, fleece and base layers have
grown, while travel apparel may have peaked. Lifestyle clothing isthe biggest driver.
■ Brand-wise, the market is being led by The North Face, Berghaus,Craghoppers and Regatta.
■ Footwear sales are static in terms of value.■ The big winner in 2007 was camping equipment.■ Sales for 2007 have grown by 3.1 per cent to £1.34billion.■ All economic factors point to continued growth from the outdoor
sector of 3-3.5 per cent.■ Market consolidation is set to continue, with more mergers andacquisitions expected.The 80-plus page report costs £495 and is available in pdf format orhard copy. For more details call Profile (Outdoors) Ltd on 01539 730400or email [email protected]
NIKE LAUNCHES WOMEN’S SPORTS CAMPAIGNNike is launching a pan-European marketing campaign that, it says, ‘strives tochallenge the limited appreciation of women in sports and inspire a new generation offemale athletes’.
Called ‘Here I Am’, the campaign features a mix of female elite and everydayathletes, including Paul Radcliffe, and will run across print adverts and the Bebo socialnetwork in the UK, as well as PR and retail marketing executions.
The objectives of the campaign, says Nike, are to stimulate women’s participationin sport and to provoke debate about the coverage of women’s sport. Nike believesmore women should realise the importance of sports and the positive impact it canhave on their lives.
Says Radcliffe: “Increased confidence and self-esteem gained through sport aresome of the many benefits which can translate into successful studies, careers andsocial lives. I’m pleased to see Nike engaging in a campaign to celebrate girls who playsport, encourage more girls to do so and raise the profile of women’s sport generally.”
“Girls who play sports really are stronger in body and mind,” says Bridget Elliot,marketing manager for NikeWomen in the UK. “Taking part in sport adds mentalstrength, in addition to the purely physical aspect. That is exactly what we want toexpress throughout this campaign.”
news 7/3/08 4:10 pm Page 3
WHAT’S NEWS
08 SPORTS INSIGHT
The Outdoor Industries Association has unveiled details of itslong-term strategy, along with an outline of immediate plansfor 2008. Designed to transform the OIA into a dynamic andeffective trade association, the plans incorporate a mixture ofproactive communications, lobbying on behalf of the industry,outreach work and industry engagement.
Explains OIA chairman Frank Bennett: “The commercialand political environment within which the OIAoperates has changed in many ways and what theoutdoor industries need and want from a tradeassociation has also evolved.
“In recent years the OIA has not delivered thegoods and it has to change as an organisation.
Following a comprehensive review of the association, a consensus and clear directionhas emerged.
“Although on the surface just a set of words, our new mission statementarticulates what the OIA wants to be: ‘The OIA will become a high-profile,campaigning trade association that provides leadership and promotes the outdoors,persuasively representing the industries’ interests at the highest level. Through itsactions, the OIA will contribute to broad health, environmental and communityagendas, inspiring young people and other consumers to explore the outdoors.’
“Sitting behind this statement, and underpinning everything that is outlined inthe strategy and plans that we have developed, is the desire to grow the core outdoorindustries for the benefit of all OIA members. Therefore, the objectives and actionsthat will follow are all designed to deliver against that fundamental imperative.”
THE OIA COUNCIL HAS AGREED FIVE KEY OBJECTIVES:■ Engage with and unite the UK outdoor industries.
■ Develop a strong and influential voice, able to effectively represent the interests ofthe industries within UK and European political spheres.
■ Develop an outreach programme to encourage more people to explore theoutdoors.
■ Work with other associations and interest groups to develop joint activities inareas of common interest.
■ Develop and deliver a communications strategy to promote the outdoor industriesand the outdoors, and to support all OIA objectives and activity.
In December the OIA appointed communications specialist Press Ahead tofinalise the 2008 action plan, develop a detailed calendar of activity and deliver aspects of the plan. That process has now started and regular directcommunication with OIA members and the media will provide progress updatesthroughout the years.
Activities that are being rolled out or considered for 2008 include a proactive,sustained PR campaign to the mainstream media, promoting the benefits of headingoutdoors as part of a healthy lifestyle; communication with other trade andconsumer organisations and events to explore the potential for future collaborationand lobbying activity; and the commissioning of trade and consumer research thatcan be used to support and promote the outdoors and outdoor industries.
Says Bennett: “Full details of the long-term strategy and short-term plans willbe circulated to all OIA members during March. Although it is important that wenow get on with the job of delivery, it is just as crucial that our members are giventhe opportunity to review and endorse the plans, giving their feedback and thencontributing to the programme of activity.
“As part of our commitment to improved communications, we will introduce aformal process for capturing comments about the plans and for ongoing discussionand debate on a range of topics. In addition, one of our priorities is to overhaul andrelaunch the website and introduce a regular email newsletter to update memberson industry issues.”
The OIA is also finalising new administrative arrangements following the closureof its Ruislip office.
FRANK BENNETT: “Thecommercial and politicalenvironment within whichthe OIA operates haschanged in many ways”
OIA REVEALS PLANS FOR A DYNAMIC FUTURE
SPORTS SHORTS…SKINS has signed MICHAEL VAUGHAN (pictured) in a bid to makeits compression and therapeutic sportswear as popular with UKcricketers as it is with their Australian counterparts.
The three-year ‘strategic association’ will involve the England Testcaptain undertaking various promotional activities for theAustralian company, the first of which will be to conduct acoaching masterclass at Lord’s for the three winners of a consumercompetition. The promotion, Skins Sporting Chance, will run in more than100 sports shops in the UK and Northern Ireland until April 30…PUMAhas signed a three-year deal to become the official technical partner forENGLAND ATHLETICS…FILA is the new official footwear licensee for theWIMBLEDON CHAMPIONSHIP with a five-year contract that will see theItalian brand provide a range of tennis and leisure footwear styles. Thepartnership marks the launch of the new Fila Alfa tennis shoe, which will beworn and merchandised at Wimbledon…DUNLOP SLAZENGERINTERNATIONAL has signed a five-year agreement with the WORLD SQUASHFEDERATION to be the official ball of the WSF, a continuation of thepartnership that will now run until 2012…NIKE has renewed its multi-millionpound sponsorship deal with the RFU that will see the England rugby teamscontinue to wear Nike kit for a further four years…Britain’s most successfulsquash player, PETER NICOL MBE, has been appointed as Squash Ambassadorby PRINCE SPORTS EUROPE. The former world number one will manage thebrand’s roster of international player signings and coaches and organisePrince squash promotions throughout Europe, the Middle East andAfrica…MOLTEN is to sponsor the UK’s Futsal Premier League and the newdesign Molten Futsal GOLAZO ball is to become the league’s officialmatchball. Futsal is an indoor version of football that is played by two teamsof five players with a low-bounce football…THE INTERNATIONAL TENNISFEDERATION has announced a deal with TURISMO MADRID, the tourism armof the Spanish city, to become an international sponsor of the DAVISCUP…THE WELSH RUGBY UNION has struck a four-year kit sponsorship dealwith UNDER ARMOUR…golf icon NICK FALDO has entered a long-termrelationship with TAYLORMADE-ADIDAS in a role that includes marketing,product innovation and creation, product testing and player evaluation…
“We’ll race you back to London!”Arsenal fans to Man Utd supporters during their 4-0 FA Cup defeat at Old Trafford
news 10/3/08 9:47 am Page 4
ISRA HELD ANOTHERSUCCESSFUL SHOW IN JANUARYThose suppliers who offered SMUs and exclusives had a very good show.
Despite all the negative press coverage of an economic slowdown and the
news that the sports multiples in the UK and Ireland had a very bad end to
2007 and a disappointing post Christmas sale the spent by ISRA members held
up very well over the two day show.
In fact a recent online survey declared that 42% of ISRA members
showed an increase in turnover for the Christmas period of 2007 over the
same period in 2006 while the majority of those showing a decrease reported
low single digit decreases in turnover.
However a large number of ISRA members have said they are more
cautious when placing orders due to the current economic climate.
Asked why he felt the independent trade seemed to fair out much better
than the multiples in 2007 ,Tom Foley of ISRA replied;
“I think in general small businesses are in a better position to react and
respond quicker to economic changes than larger organisations and
Independent sports retailers are no different. Sports fashion is also suffering
but our members are much less dependent on this sector than the multiples
and are more focused on technical, functional products and catering for the
sporting needs of their local towns.The different requirements of individual
towns vary greatly and can change significantly if a local club or individual in a
town has a successful period. This could be in any discipline, soccer, rugby,
tennis, running, Gaelic games etc. People still continue to participate in local
sports despite any perceived economic downturn, they still get up early on a
Saturday morning to play for their clubs, they still go out in the evenings for a
run and they still go to the gym. This is the core market that our members are
generally catering for and I believe is more insulated from dramatic changes in
demand due to taste or economic pessimism”
ISRA members were also invited by ISPO to its winter show. Those who
went found the show to be beneficial and some orders were placed with new
suppliers previously unknown to them. ISRA plan to have a greater
representation at future shows.
The ISRA members mid-term retailer meeting is taking place in the
Glasson Golf and Country Club on April 2nd.This full day meeting offers
members an opportunity to discuss trade issues and share advice.
The dates for the Summer ISRA show have
also been announced. July 21st and July 22nd at
the Radisson Hotel in Athlone,Ireland.
Updated news is also available on the ISRA
website, www.isra.ie
WWW.SPORTS-INSIGHT.CO.UK 09
JD COMES BOTTOM OF WHICH?RETAIL SURVEYJD Sports has finished in last place in the latest Which? Retailers’ survey. Thehigh street chain scored just six per cent for service, with one customersaying: “The shops are a jumbled-up mess”. Another complained: "Staff seem more interested in carrying on their own conversations than lookingafter a customer.”
Despite high prices, customers voted Waitrose their favourite shop,knocking sister company John Lewis into second place. The supermarketreceived a 75 per cent ‘excellent’ or ‘very good’ rating from respondents.Bucking the trend, discount stores Aldi and Lidl made it into the top 10,showing that if the price is right customers are sometimes willing to acceptthe ‘no-frills’ approach.
Other big names such as JJB Sports, Woolworths and Sommerfield, whichscored poorly in last year’s survey, still linger at the bottom of the Which?table, as do the shops in the DSG International Group, Currys digital, Currysand PC World.
“It’s not rocket science - customers like retailers that treat them well,”says Peter Vicary-Smith, chief executive of Which? “The best stores realise thatthe most important thing they can provide is helpful, well-informed staff.
“On the other hand, nothing alienates customers more than unfriendly,ignorant shop assistants or, even worse, not being able to find a member ofstaff when you need one. Unfortunately, several retailers at the bottom of ourtable haven’t learned their lesson from last year’s survey.”
www.isra.ie
news 7/3/08 4:10 pm Page 5
WHAT’S NEWS
10 SPORTS INSIGHT
DIARY DATESOFF-PRICE SHOW LONDON April 6-7
Olympia
SENI08April 26-27
ExCeL, London
ISPO SUMMER 08July 6-8
New Munich Trade Fair Centre
OUTDOOR TRADE FAIRJuly 17-20
Friedrichshafen
OUTDOOR TRADE SHOW 2008September 30-October 2
Stoneleigh Park
THE STAG SHOW 2008 in association with Sports Insight
November 23-24
Four Pillars Hotel, Cotswold Water Park
CONTINUEDSUCCESS FOR THEOFF-PRICE SHOWLONDON
The Off-Price Show Londoncontinues its successful series
of events at Olympia, Londonon April 6-7.
Now in it’s ninthyear, the show offers
trade buyers anexceptional
opportunity toview and order
from stock rangesnot normally available
elsewhere. Leading fashionwholesalers, importers, specialist
stock houses, stocklot traders, retailersand brands offer both branded and
unbranded fashion garments, footwear andaccessories at the lowest possible prices to the trade.
These companies are offering end-of-range, end-of-season, over-makesand cancelled orders, as well as current in-season stock, at highlydiscounted rates - often at 50-70 per cent below normal trade prices.Suppliers trade in both small and large volumes, giving all types of buyers,from small independent stores to large multiples, excellent opportunitiesto snap up deals not available anywhere else.
The show also gives buyers the ability to increase their range ofsupplier contacts - each show features many new exhibitors - thus givingthem the double benefit of sourcing new contacts and merchandise andmaintaining a competitive edge over their rivals.
The show displays men’s, ladies’ and children’s wear right across thespectrum, from sports fashions, outdoor wear, casual knitwear and wovengarments, to street wear, party wear, suits and formal wear, fashion andsports footwear, underwear, lingerie and fashion accessories.Visit www.offpriceshow.co.uk for further details.
RUCANORFOUNDERDIESAGED 88Former managing directorand founder of the Dutchsports brand Rucanor, Jacobvan Rijswijk senior, passedaway at the age of 88 onJanuary 21.
Van Rijswijk seniorfounded Rucanor in 1956.He started the companyfrom a small basement inRotterdam in theNetherlands and from therebuilt it into a successfulinternational operation. Hewas the driving forcebehind the brand until1984, when he handed overthe leadership of thecompany to his son, Ceesvan Rijswijk.
news 7/3/08 4:10 pm Page 6
PRODUCT ROUND-UP
12 SPORTS INSIGHT
GILBERT MATRIX NETBALL TRAINERGilbert’s 2008 range of apparel and footwear has been designed tomeet the requirements of players and coaching staff, providing on courtstyle and performance. The collection utilises the most up-to-datematerial technology, enhancing player performance and comfort bothon and off the court.
The company’s new product in footwear, the Matrix netball trainer,is made with a lightweight breathable mesh upper and a moulded EVAinsole for anatomical comfort. The breathable ankle sock has an elasticmid foot to ensure ultimate fit and a heel lipto prevent socks slipping, offeringperformance and style for players at all levels.
For more information call01580 880357 or [email protected]
KIT STOPEssential stock for your shop
TIMEX MULTISPORT 2008: THETIMEX SPORTS CATALOGUEASSIST has launched a new Timex 2008 Multisport catalogue.Collections included performance sports watches, heart ratemonitors, Bodylink and Sports Technology, plus, new for 2008, aSports Fashion collection.
The trade catalogue will be available in the standard paper-based format, as well as a podium format for in-store selling offthe page.
Retailers can obtain their copy of the Timex Multisport tradecatalogue by calling ASSIST on 01978 664743.
GRAY-NICOLLSNew for 2008! Rounded foamprotection along with a unique"impact" front bolster design gives astylish look together with optimumprotection. Lightweight reinforcedFibretec inserts surrounds the shinbonegiving the cricketer ‘international’protection at a fraction of the conventionalweight.
■ Unique ‘impact’ front bolster design
■ Excellent foam protection, weighing 40% lessthan traditional legguards
■ Fibretec insert creating additional anti-shock protection
■ Shaped knee bolster for added comfort
■ Extra wide lead leg protection
■ 2" ankle and calf straps reducing achilles and calfmuscle strains
■ Easy thread straps
■ Easy clean facing
■ Durable leather instep
■ Colour coordinated mesh lining onvertical bolsters for extra comfort,reducing moisture in any climate
For more information call 01580 880357or email [email protected]
KITSTOP 7/3/08 4:01 pm Page 2
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www.sportindustry.bizSPORT INDUSTRY
GROUP
MARU’S CHARLIE TANKINI - SPORTY BUT NICEMaru’s Charlie Tankini is ideal when relaxing by the pool or soaking upthose rays.
This flattering two-piece pant andhalter neck tankini features in Maru’snew spring and summer 2008 collectionand is proving very popular indeed.Available in the bright hot summercolours of blue, aqua, pink andnectarine, with pretty appliquédesigns, this flattering swimwearcomes in sizes 8-16 with removable cups.
The Charlie Tankini is part ofMaru’s stylish Aqua Leisure range,which also includes one-piece suits(halter-neck and thin strap style)and the Alfie Tankini, a thin straptop with short style pants.To find out more call MaruSwimwear on +44 (0) 115 985 1212,[email protected] or visitwww.maruswimwear.co.uk
CDS LEISURECDS Leisure offers possibly the mostcomprehensive range of Official ManchesterUnited Merchandise, with many items producedexclusively to their own designs.
The range cover a wide selection ofproducts such as hats, scarves, caps, badges, t-shirts, mugs, flags,footballs, sports and school bags, toys, in-car products, babywear,stationery, computer equipment, pet products, greeting cards, giftwrap, football accessories and much more, including a range ofOfficial Manchester United UEFA ChampionsLeague products.
For details tel/fax 0161 748 8799 or [email protected]
CDS also has a selected range of officialmerchandise for other top Premier League clubs.
KITSTOP 7/3/08 4:01 pm Page 3
PRODUCT ROUND-UP
Endorsed by the Royal Life Saving Society, the Swimsafe Floatsuit is the numberone choice floatsuit for kids again in 2008.
The Swimsafe Floatsuit is not only guaranteed not to tip over, it’s alsocomfortable to wear and has a UPF50+ sun protection rating - kids just loveto wear it all day long.
Developed in Australia, the Swimsafe Floatsuit’s patented design hasbuilt-in flexible foam buoyancy panels around the body and a unique
foam neck ring that keeps the child’s head above water - leavingarms and legs free to practice strokes or just splash around safely.
Who said fashion and sun protection wear don’t mix?Jakabel’s new sun protection range for kids just got funkier.Made from easy-to-wear lightweight nylon lycra, with aprotection of UV50+, new bright designs for 2008 means thatkids will feel cool and they’ll look great too. See the new
camouflage wetsuit designs with matching shoes to give kidsthe edge on surf fashion with no extra cost.
Try some funky pool toysand games from Jakabel’s
unique and interesting ranges. Fromfish-shaped kickboards to Toypedos youplay catch with underwater, there aremany interesting designs, functions andcolours to choose from.
To view the complete Jakabel range orfor details of local your stockist, visitwww.jakabel.com, contact Josu Shephardon 020 87152385/07957 541406 or email
JAKABEL’S FLOATSUITS, UV WEAR AND POOL TOYS
OPTIMUM - NEW FOR 2008Optimum continues into 2008 at the forefront of design andinnovation with the introduction of the Pulse Pro Rugby Boot.Being at the top end of the company’s new Pulse range, thePulse Pro provides a quality, technologically advanced boot at agreat value price - just what you expect from Optimum. Availablein sizes 7-13. RRP £49.99.
The best-selling shoulder protection top from Optimum in2007 was the Five Pad Tribal Long in navy/silver, which againcontinues into 2008 with the introduction of a brand newcolourway of black/gold.
At RRP £24.99 for juniors and £29.99 for seniors, and withan exciting new selection of matching products coming soon, theOptimum Tribal range will continue to be at the forefront ofbody protection.For more details call Optimum on 01942 497707.
KIT STOPEssential stock for your shop
14 SPORTS INSIGHT
KITSTOP 7/3/08 4:01 pm Page 4
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ASPEX SPORT EYEWEARThe Dusk frame is coloured in a dark French navy with a tactile softrubber finish. For a trade price of £10, you get the case, cleaning cloth,extra light enhancing lenses and the glasses. This offers an excellentmargin for the retailer, who could sell these at £25.
The Tiger’s frame is finished in a two-tone brushed aluminium colourand has Revo blue lenses as standard. This eyewear also comes with acase, cleaning cloth and light enhancing lenses. The trade price is £12.50and retails at £30.00.
All Aspex sport eyewear has a PC frame and PC optical quality lenses.The complete range offers 100 styles, with half including interchangeablelens packs. An excellent range of display units is also available.For more information call 01604 705151 / 07836 678188 or [email protected]
www.sportindustry.bizSPORT INDUSTRY
GROUP
KITSTOP 7/3/08 4:02 pm Page 5
PRODUCT ROUND-UP
ARMADILLO: A REVOLUTIONIN BODY PROTECTIONArmadillo is proud to announce the launch of its ultimatecalf and achilles protector. The exceptionally lightweightprotector delivers scientifically proven protectionlevels due to its specifically designed multi-platedcombination of technically advanced materials.
The protector has been extensively tested acrossa number of sports, at every level of participation,over the last 12 months and has received universalpraise and positive feedback, with specific testimonialsin football, rugby, hockey and mountain biking, to theextent that the protector is now officially endorsed bythe Professional Footballer’s Association (PFA).
The new protector, which comprehensively passed allSATRA testing, is now available at retail and on theArmadillo website at www.armadillo-sports.com. Theguard is sized to fit and priced from £9.99-£14.99.For further information call 0845 561 7148 or visitwww.armadillo-sports.com
KIT STOPEssential stock for your shop
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REYDON UNVEIL NEW 08 CATALOGUEREYDON Sports have unveiled a mammoth new 276 pagecatalogue for Spring/Summer 08.For the first time, Reydon will be producing two catalogues tocover the next 12 months. An updated Autumn/Winter 08-09 version will be availablefrom July 1.Carrying the slogan 'Judge us by the company we keep', thecatalogue includes a comprehensive range of sports apparel,aids and products from a wealth of leading sports brands.
These include, for the first time, Nike, as well as Puma, Mitre,Slazenger, Dunlop, Kooga, Speedo, Lonsdale, Sells, Vulkan, Yonex,Carlton, Hi-Tec. Also included is an extensive section on Reydon'shighly-successful own brand, Precision Training."This is the most comprehensive catalogue we have everproduced," said Nigel Carter, managing director."With the addition of Nike accessories, we offer an unparalleledrange and service to the independent sports trade."
Further information and catalogue requests on 01159 002340, www.reydonsports.com.
Reydon Ad:Layout 1 10/3/08 12:33 Page 1
FSPA MEMBER NEWS
The Federation of Sports and PlayAssociations’ trip to ispo winter has beenbranded an unmitigated success. One of thebiggest shows in the history of ispo, theevent attracted more than 2,000 exhibitorsand 64,000 trade visitors from 113 countries.
The FSPA’s UK Team Sports Pavilion was oneof the largest yet, and exhibitors reportedreceiving a great many visitors with some verygood contacts made. As you can see from thepicture, SGIA members such as Harrows Dartswere kept hard at work throughout the show.
innosport conferenceInvitations are now being sent out for theinnosport conference. The European conferenceon sports and innovation takes place on March12-14 in the auditorium at the University ofTechnology in Eindhoven.
The event provides an excellent opportunityfor companies, knowledge institutes and sportsorganisations to meet in an environment thatcultivates innovative thinking, creates relationshipsand stimulates partnership formation.
The conference is designed for CEOs, CTOs,business development managers, sales andmarketing executives, product developers, R&Dmanagers and specialists who are involved in thedevelopment, design or manufacture ofproducts and services targeting end-useapplications in the sports industry. To registervisit www.innosport.eu
CHANGES AT THE TOP FOR FSPADR BRUNO BROUGHTON has accepted the position of chairman of the FSPA board. Bruno has a longhistory with trade associations and has been employed on a part-time basisfor the Angling Trades Association since 1988.
Now the ATA’s chief executive, Bruno has been directly involved withnumerous campaigns to help protect and promote the sport of angling,including ‘Take a Friend Fishing’ and ‘National Fishing Week’. He is alsochairman of the Angling Foundation, co-chairman of the Professional Anglers’Association and a director of the Fisheries & Angling Conservation Trust. Healso sits on various national and international fisheries.
Commenting on his new role as chairman of the Federation of Sports &Play Associations, Bruno said: “I am flattered by the trust my fellow boardmembers have shown by asking me to be their chairman. My links to theFederation extend back over two decades, and I am well aware of the need tomaintain strong, effective representation, truly useful membership servicesand value for money. I am committed to ensuring that the FSPA and itsmembers continue to flourish and prosper.”JANE MONTGOMERY expands on her position as director of membership &external affairs to head up the Federation as managing director. Jane hasworked with trade associations for many years and has played a vital role atthe Federation for almost four years.
She is delighted that the board values the work she has been doingand that they have placed their trust in her to carry the Federation forward.
SGIA: a refreshing opportunity The Sporting Goods Industry Associationpromotes, develops and protects the interests ofthe UK’s sporting goods industry.
SGIA members such as adidas, Umbro,Puma, Nike, Harrows Darts and Target Sports allbenefit from a healthy, comprehensive list ofopportunities. Most recently, some SGIAmembers formed part of the UK Pavilion in theTeam Sports section at ispo winter. Being part ofthe UK group was a real benefit to smallercompanies, and the support and fundingopportunities, plus the networking andpromotional activities arranged by SGIA, addedto the success of the group.
ispo followed hot on the heels of theexcellent Sports Think Tank. These events areexclusive to members and the inaugural eventfocused on ‘Sports Participation’. The guestspeakers were from Sport England and LOCOG,which led to a lively and informative debatefrom a guest list that read like a who’s who ofthe UK sporting goods industry.
Literally two days after the Think Tank camethe meeting with Gareth Thomas MP,Parliamentary Under Secretary of State for Trade and Consumer Affairs. As theindependent voice of the industry, SGIArequested this meeting and invited members toattend to discuss topics high on their agendas,such as:■ UK government’s ongoing support for globaltrade liberalisation■ UK government support regarding AD dutiesfrom China/VietnamThe SGIA and its members are looking forwardto continuing the same level of constructivedialogue and working together to develop astronger, united industry.If you are part of the UK’s sporting goodsindustry please contact the SGIA for fulldetails of the comprehensive list ofopportunities available and how to joinyour trade association. Tel: 02476 414999.
SI
FSPA focusThe latest news from The Federation of Sports and Play Associations
BOB PRINGLE (secondleft), looking
resplendent in aHawaiian garland,
hard at work with therest of the Harrowsteam at ispo winter
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KLH Ad:Layout 1 6/3/08 10:25 Page 1
When we spoke to you 12 monthsago, you said UK sales had beenamazing. Is that still the case? Yes. We’ve continued to achieve significant growthin the UK and Ireland, in addition to expanding ouractivities into Germany, France, Italy, Switzerland,Austria and Scandinavia.
A major contributory factor to our continuedsuccess in the UK and Ireland was the TVcampaign (ITV, Sky Sports and Setanta) that ran intandem with the start of the 2007/08 Premiershipseason and the 2007 Rugby World Cup, whichwas allied to the ongoing print campaign inspecialist publications. Both have beeninstrumental in sustaining a particularly high levelof brand awareness and generating consumerdemand.
All of this has combined to build our businesssuccessfully through independent outlets, as wellas specialist multiples such as Snow & Rock andEllis Brigham, and further increase our marketshare in a rapidly expanding product category.
How does Skins differentiate itselfin what is becoming an increasinglycrowded and competitive sector? Skins is the only compression/therapeutic brandthat can substantiate its product claims throughthe results of independently conducted testingprogrammes, and this includes published studies.
Further testimonials, if required, can beobtained from a wide range of leading sportsdoctors, physiotherapists and fitness andconditioning people across all sports. The fact thatprofessional people of this status fullyacknowledge the unique performance enhancingand therapeutic benefits afforded by Skins is amajor endorsement in itself.
As with any new product category, there isthe inevitable array of brands seeking to takeadvantage of incremental business opportunities.However, it is evident that the better informed
retailer, and consumer, is now able to make thedistinction between a technically superiorgradient compression garment and other so-called compression products. This is reflected inthe brand rationalisation process that is currentlytaking place at retail level.
Is it still the company’s policy notto pay sports stars toendorse/wear your product?In the main yes, although there has been a slightdeviation from this policy following the agreementthat we have recently entered into with theEngland cricket captain Michael Vaughan. Thismove reaffirms our strategy to build awareness ofthe suitability of Skins during the summer period.
Michael will also spearhead a retail-basedconsumer promotion, which will be supported byconsumer advertising and in-store POS materialand will take place between March and the endof May.
Who is currently endorsing yourproduct?If we are talking endorsements specifically,there’s nobody apart from Michael Vaughan.However, we are continuing to developrelationships with various federations, clubs andindividuals, the majority of which emanate fromSkins being approached direct.
In this context, we currently supply a numberof clubs in the Guinness Premiership, MagnersLeague, Scottish Premiership, Coca-ColaChampionship and also various GAA teams inIreland. Additionally, we have arrangements withmany of the leading Tour de France cycle teamsand numerous individual athletes across allsports - from tennis to powerboat racing - such isthe broad-based appeal and potential of Skins.
Interestingly, a number of Premiership clubscontinue to purchase Skins direct, butunfortunately we are unable to divulge their
names because of their contractual obligations toother brands.
What training do you offer retailersthat stock your product?Because the category is still in its infancy, thereremains a lot of confusion surrounding the claimsmade by competing brands. We have addressedthis by recruiting Edd Hames and part of hismandate is to assume responsibility for developingthe ‘Skins Retail Staff Training Programme’.
We believe that it is vital that the point ofcontact at retail level is able to communicate toprospective purchasers the unique features andbenefits that have become synonymous with Skins.Although only recently implemented, it has alreadyproven to be a particularly successful move.
This programme is an integral part of ourretail support strategy, especially as one of the keyobjectives is to reinforce the Skins ‘point ofdifference’. In the meantime, an additionalchallenge is to educate both the retailer andconsumer that compression garments offer all-year-round benefits. Currently there’s a generalperception that they are better suited to a coldweather environment. So in essence manystockists are missing out on the full potential,especially in the cricket, running, cycling, golf andoutdoor categories.
Any new product launches plannedfor 2008? Yes. We are currently working on a number ofnew product development programmes. The planis to introduce two new styles mid-year for
immediate delivery and two newcategories on a pre-order basisfor delivery in March/
April 2009. SI
MOVERSSHAKERS&
David Ling, General Manager Europe, Skins
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Skins Ad:Layout 1 7/3/08 12:24 Page 1
Dr Brian Ellis, a director at the Well GroupLtd, talks us through the offering.
Can you give us some backgroundon the brand?Over seven years of extensive research has beencarried out by biomechanical experts from theUniversity of Lausanne and University St-Etienneto develop the SpringBoost range of footwear.They identified startling results by placing thefoot in the position of dorsiflexion (where theheel is lower than the forefoot).
There are currently SpringBoost shoesavailable in the UK for fitness and cross-trainingknown as the B-Fit and B-Train styles. April2008 will see the launch of the Walking andNordic ranges, known as the B-Walk and B-Nordic styles, which are great for walking,trekking and everyday use. There are otherexciting ranges due to launch later in 2008 and 2009, from lifestyle shoes to tennis andalso golf.
What are the key features andbenefits?The shoes come with either two or three pairsof insoles depending on the style, enabling thewearer to vary the degree of dorsiflexion andwalk at different gradients - similar to having atreadmill built into your shoes where you canvary the slope you walk on.
Another key finding was the use of anenergy plate, a polymer insert under themetatarsals that gives a more efficient pushoff, providing startling results in terms ofincreasing speed and jump height. Using thecombination of dorsiflexion with the energyplate and also the insoles, these elementsbeing brought together for the first time everenabled a technological platform to build an extensive range of sports, walking andlifestyle shoes.
Essentially, the immediate benefits to thewearer include helping you trim and tone thelegs, refining your posture, aiding you to improvefitness levels, enabling athletes to enhance theirperformance and assisting those with jointproblems to increase their mobility. Ultimately, thegreatest benefit rests with their ability to enhanceweight loss (when part of acalorie controlled diet).
Why has the rangesold so well? The success rests largely on thefollowing factors: ■ Our extensive knowledge ofthe footwear market.
■ Our patented technology,which is not only unique tothe brand, but has proven tobe successful.
■ Our competitive edge overother fitness footwear brands.
■ Our strong advertising,marketing and PR support to retailers.
■ Our efficient customerservice.
■ Our attractive margins and discount to partners.
■ Our constant monitoring of new developmentswithin the industry so to maintain our position.
■ Our strong global relationships with not onlyhealth and fitness experts, podiatrists andphysiotherapists, but also media and celebrity contacts, which assist in building thebrand’s awareness.
Who is it aimed at?SpringBoost appeals to a wide range of people,from busy men and women looking to tone upand lose weight, athletes of all levels aiming todevelop their performance and post-natal womenwanting to get back in shape, to those with jointproblems and/or sporting injuries and those whosimply don’t have enough time to work out, butwalk a lot and still want to be stylish, comfortableand, essentially, keep fit.
How is it marketed? Having only launched in September 2007, wehave already secured a wide range of partners,
including nationwide retailers andagents, so as to start satisfying the demand of such a wide target audience.
For each of our partners, we encourage theuse of our in-store point of sale items andmarketing materials. We have also achieved
incredible press coverage innational/regional newspapersand magazines and continue tobe proactive in increasing thebrand image to the media.
In terms of endorsements ofthe brand, Russian supermodelNatalia Vodianova, described asthe ‘most beautiful woman inthe world’ by ‘Harper’s Bazaar’,and also the face of CalvinKlein, is a great enthusiast ofSpringBoost, while London It girland model, Marie Donohoe, has recently won thecontract to be the face ofSpringBoost for 2008.
Such celebrities are activelysupporting the brand, whilewe are approaching more tosupport the new ranges as
they launch. We also work closely with sportingand fitness professionals.
What is the most effective way aretailer can market the range? Our target partners are not only strong retailbrands, we are also encouraging niche suppliersand agents to widen the supply of SpringBoost,and in order to secure and sustain their revenueswe offer vital support and advice across the board.
Not only is there the www.wellgroup.co.ukwebsite to market yourself on, we encourageyou to make use of the marketing materials -brochures and POS - and PR support that wealso offer.
The brand is focused and dynamic inpursuing global recognition of its uniquetechnology, and is proud to offer wide ranges ofstylish and inexpensive footwear for both menand women.For further details contact Dr Brian Ellis atthe Well Group Ltd on 01482 333510, [email protected] or visitwww.wellgroup.co.uk
SpringBoost range ofathletic footwear
SI
WHAT’SHOT
PRODUCT FOCUS
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WHATS HOT 7/3/08 2:56 pm Page 3
PSYCHOLOGICAL PRICING
What makes a customer buy? If we knewthat, we’d all be water-skiing in theBahamas not working in a store, but there’sno doubt that customer response does varyenormously depending on the way goodsare offered.
Now a new consumer science is emergingwhich claims to increase sales levels quitedramatically by using what’s called psychologicalpricing strategies, ranging from odd-even pricingto prestige pricing and price lining, to persuadecustomers that they’re getting a bargain.
“The truth is that over 60 per cent ofcustomers consider price first when making aretail purchase,” says Robin Lowe, author ofStrategic Marketing Decisions. “So obviouslypsychological pricing can be a major sales aid.”
So what exactly is psychological pricing? Insimple terms, it’s a strategy based on the theory that certain prices and selling techniqueshave a psychological impact on customers andincrease the chance that they will do morebusiness with you.
In fact, there’s nothing new about the PPconcept - it was used in the UK newspaper pricewar in the 1920s and by trendy chain stores inthe swinging 60s. But only recently has PP beenrecognised as a scientifically sound strategy thathas been found to increase sales of some goods
by anything up to 50 per cent.A number of studies have shown that
customer response can vary enormouslydepending on the way products are offered andhere are some of the most effective PP strategiesthat could well be adapted to your business:
Odd-even pricingIts practitioners believe that customers aresensitive to certain numbers particularly thoseending in one, three, five, seven and nine. Thetheory is that customers faced with a price of,say £9.95, subconsciously round it down to £9when considering whether to buy.
Says LSE business psychologist KarenWoodward: “The odd-even strategy can be usedto influence potential customers who receiveproduct information from others. We found thatmany times a buyer will pass on a price as beinglower than it actually is, either because theyrecall it being lower than the even number orthey want to impress others with their success inobtaining a bargain. In one example, a buyerwho paid £299 for goods told a friend he paid‘A little more than £200’.”
A recent study into the success ofodd-evens pricing concluded that:■ Consumers tend to ignore the least significant
digits rather than do a proper rounding up -even though the pence in a price are not totallyignored, they may be subconsciously dismissed,particularly if pence are in small print on theprice card.■ Fractional prices suggest to consumers that goods are being offered at the lowestpossible price.
■ Customers tend to look at a price ticket fromleft to right, noticing the pounds and largelyignoring the pence. As a result you can often put 99p on virtually any bill without acustomer reaction.
■ The number nine can have a spectaculareffect - when the price of a product waslowered from 80p to 70p sales increased by 60per cent. When it was reduced from 80p to 69psales soared by an incredible 200 per cent.
■ Odd pricing was tested using three versions ofa direct mail catalogue for women’s sportsclothing. The catalogues were identical exceptfor the prices, which ended in 00, 99 or 88. Theversion with prices ending in 99 generated 25per cent more sales than the other two.
KeystoningThis is doubling the cost paid for merchandiseand was once the rule for pricing products, but
USINGYOUR
Psychological pricing can dramatically increase sales. Tony James reports
HEAD
24 SPORTS INSIGHT
pricing.new 7/3/08 3:05 pm Page 2
increased competition makes this an unwisestrategy except in really specialised niche markets.
Pricing belowThe competition simply means beating yourcompetitors’ prices. This can work if you followa strict inventory plan: buy at the best prices anddesign a marketing plan that concentrates onprice specials.
Pricing aboveThe competition should only be consideredwhen you have a product monopoly andprovide a specialist service.
Multiple pricingInvolves selling, say, three articles for the price ofone. It can prove effective in luring customers tomake more and larger purchases and as a lossleader for clearance sales.
Discount pricingThis has been found to be psychologicallyattractive to over 60 per cent of potentialcustomers and can include coupons, rebates,buying clubs, markdowns or seasonal prices.
The decision on when and what type ofdiscounting to offer depends on the type ofmerchandise, the strength of the competitionand the amount of stock in hand. Keep in mindthat the right price of a product always boilsdown to what the customer is willing to pay.
Prestige pricingInvolves a strong correlation between perceivedproduct quality and price. Studies have shownthat the higher the price the more likely thecustomer is to accept the product as high quality.
Says Karen Woodward: “We found that theless customers know about a product the morelikely they are to regard the high price as beingindicative of high quality. Prestige pricing can beused in conjunction with odd-even pricing by
The name comes from the nursery story inwhich Goldilocks chose neither the hottest norcoolest porridge but the one that was “justright”. “In other words,” says Karen Woodward,“By providing three options you can manipulatethe customer into choosing the middle choice -which will be the most profitable as it’s the mostchosen option.”
Price liningOr product-line pricing, is the use of a limitednumber of prices for all your product offerings.This is a tradition started in the old sixpennystores when everything cost either sixpence or a shilling.
Its underlying rationale is that theseamounts are seen as suitable price points byprospective customers for a whole range ofproducts. The strategy may be easy toadminister but can be inflexible, particularly intimes of inflation and unstable prices.
Price/quality relationshipThe greater the uncertainty surrounding aproduct, the more customers depend on theprice/quality hypothesis and the more they areprepared to pay to guarantee top-quality goods.
Consultants quote the classic example of asnack cake produced by a major UKmanufacturer that sold like hot cakes until theprice was lowered, and customers assumed thatquality would suffer. It didn’t, but sales plungedso deeply that the product was scrapped.
Link a price cut to something elseFor instance, why not turn a price cut into aquality discount? ‘The price is X, but if you buythree you can have them for Y each.’
It’s also worth considering using a price cutas part of a deal to sell complementary productsor to trade a price reduction for a commitment:‘The price is Y, but if you make us your preferredsupplier for 12 months you can have them for X.’
levelling out prices.”Studies show that customers will buy a
prestige-priced product (Rolex and Bentley areprime examples) because:■ They believe the high price is an indication ofgood quality.
■ It’s a signal to others that they are membersof an exclusive group.
■ They require and expect flawless performance.
Goldilocks pricingDescribes the practice of providing a luxuryversion of a product at a premium price in orderto make other versions look more reasonablypriced. For example, encouraging passengers tosee business class airline seats as good value byoffering even higher priced first-class options.
Cut prices on carefullyselected productsSupermarkets are doing this allthe time - they proudlyannounce price cuts onstaples like bread or milkbut leave the vastmajority of pricesunchanged. As a resultthey appear to have cutprices by more than theyactually have.
Consultants saythat the bestproducts for thisstrategy are:■ High-profile goods that attract
BEGINNER’S GUIDE TOPSYCHOLOGICALPRICING■ Number nine on a price ticket can pull upto 20 per cent more buyers than number 10.
■ Avoid number six on price tickets.Research has shown that when it’s usedsales usually fall.
■ High prices don’t discourage punters butmedium-range prices do. A recent testshowed that high-price sales were only justsecond to low prices with medium prices abad third.
■ Impulse buyers will convince themselvesprices are lower than they are - to justifybuying something they don’t really need.
■ The pence on a price ticket are invariablydisregarded. Approached after they hadbought a £10.99 item and asked what theypaid for it, 55 per cent of customers said“£10” or “about £10”.
customer attention.
■ High-margin products that still make youmoney after a price cut.
■ Slow-selling products - whatever you make onthem will be a bonus.
Arrive at an efficient psychological priceThis will be very close to the maximumcustomers are prepared to pay. In economicterms, it’s a price that shifts most of thecustomer surplus to the producer.
An efficient pricing strategy is one thatbalances between the price floor (the pricebelow which you will be working at a loss) andthe price ceiling (which will cause a serious lackof demand).
“We found that the less customers know about a product the more likely they areto regard the high price as being indicative of high quality”
The number 9 on a priceticket can pull up to 20
per cent more buyersthan the number 10
SI
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INDUSTRY ANALYSIS
In 2007 the sales of running shoes rose three per centamongst British consumers, registering over £360millionand accounting for around 13 million pairs. Thisencompasses the larger running market, which includesrunning-inspired leisure footwear and sales of classicstyles, as well as performance models.
Consumers continue to identify strongly with runningshoe styles, be it old or new, to wear for leisure purposes,with around half of the running market value being
attributed to this segment (see figure 1). Possibly only asmall proportion of the models purchased by this segmentwill be performance models. It’s more likely they’ll be theclassic and inspired variants of 1970’s and 1980’sperformance lines.
Double-digit increasesOf course, many consumers purchase running shoes fortheir intended purpose and whilst in the general marketsales were lagging slightly behind the 2006 level, salesthrough the retailers participating in NPD’s Sports FootwearRetail Panel* saw double-digit increases in 2007 - more onthis later.
The third segment of the usage for running shoes is‘other sports’, accounting for just over a third of the valueof all running footwear sales. This is a very broad category, but upon investigation the statistics highlight agrowing trend.
A greater number of pairs purchased in 2007 aredestined to be used as gym club shoes, more so than in thepast three years. Approximately a third of value sales ofrunning shoes being used for other sports is attributed togym usage. Many of these gym goers will be using thetreadmill as part of their exercise routine, so in essence aproportion of these will still be used for running. This can
TOP PERFORMERSales of running shoesare growing, but arethey being used forrunning in? The NPDGroup investigates
26 SPORTS INSIGHT
NPD 7/3/08 3:03 pm Page 2
only be a good thing, as far too often people are seen in gymsrunning on the treadmill in a pair of old Reebok Classics!
NPD’s Sports Footwear Retail PanelAmongst the retailers providing their sales data to NPD (see belowfor a full list), sales of performance running shoes were particularlybuoyant, with sales of core running models increasing by 12 percent in value and entry-level running shoes increasing by 19 percent in value, compared to 2006. This strong growth continuedinto January 2008, with both sub-markets increasing around 25per cent in value sales versus January 2007 (see figure 2).
At 50 per cent of the market, motion control and stabilityshoe types account for the largest amount of sales (see figure 3)and contributed to most of the core running sub-market growth.Cushion shoe types also sold well in 2007, but the biggestperforming shoe type was ‘lightweight’, although in context it stillonly accounts for less than 10 per cent of the performance shoecategory. Both Nike and adidas were key drivers in the lightweightcategory, whilst the obvious brands drove motion control andstability growth.
Top-selling models from the Retail Panel for 2007 includeNike’s Air Zoom Moire Plus and Pegasus and Asics’ Gel 1120 andGT 2120 variants amongst many others.
For a full overview of the running segment from NPD’sConsumer Panel and Retail Panel contact NPD as below.
*The NPD Group’s Sports Footwear Retail Panel reportson sales information received from participatingretailers JD, King of Trainers, Size?, JJB Sports,Footlocker, Sweatshop, Decathlon, Alexandra Sports,Freeman, Grattan and Littlewoods Shop Direct.
The NPD Group is always seeking to add new retailersto the service. For more information contact The NPDGroup sports team on 01932 355580.
SI
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REPEAT BUSINESS
Every retailer knows that repeat business isthe key to a long-term sustainable store.The 80/20 rule that states that 80 per centof your businesses comes from 20 per centof your customers continues to hold true.
But in a retail sector buffeted by a slow-down in the economy, a customer basewatching their spending and the continuedonslaught of the online channel, how can youas a retailer insulate your business from thesetidal changes and continue to protect at leastmedium-term growth?
FactorsThe answer is to look at a number of factors thatall contribute to the success of your business.These include an intimate understanding of yourcore customer base, enhanced branding,improvements in staff and an eye on the futureof the industry. Sports retailing, perhaps morethan any other sector, is fashion driven. Thesymbiotic relationship that these factors haveshould be monitored and improved to ensureyour business remains profitable.
All sports retailers know that much of themerchandise they sell is because of the strong
brands that sit behind the products. PeterCooper, CEO at CRAM International, amarketing specialist, says: “Everything andanything can be a brand these days. Whatmakes a brand is that the essential productfeatures are combined with something else - acharacter, personality, mood or feeling.
“Brands then are psychological - powerfulmotivators to buy, acquire, and desire over andabove the sheer product itself. This is nowheremore evident than in sport. They appeal toachievement, success, aspiration andidentification by association with heroicarchetypal figures in the deeper levels of theunconscious well outside the bounds of logicand rationality.”
As a store owner you have an idealopportunity to gain more customers by aligningyour own store’s brand with those of theproducts you stock. Customers know the brandsthey want to buy, but aren’t initially thatconcerned about which retailer they spend theirmoney with. This is your opportunity to changethat and make your store the destination brandfor these customers.
Peter Cooper continues: “We know thatemotional and social factors account for 85 percent or more of most consumer decisions in thisarea. The other 15 per cent is logic andrationality. At the same time, consumers arebecoming more discriminating and quality
conscious - the 15 per cent is rising. They areincreasingly marketing literate, knowing thelanguage of ‘image’, ‘marketing’, ‘targets’,‘focus groups’ and hesitant to passively followthe crowd. Therefore, marketers need to workmuch harder to produce credibility and trust.”
Marketers know that customers want togive their loyalty to a brand, and by extension, aretailer. With a market that is fragmented andincreasingly moving online, you must move yourstore to a more brand conscious and customercentric stance to survive into the future.
Ask your customers what they are lookingfor. The responses you receive may surprise you,but armed with this information you canformulate a business plan that will enable yourstore to position itself in the retail landscapethat will ensure it becomes attractive to a widerrange of customers. New customers are neededto revitalise any business, but in retailingconverting a browser into a buyer and then intoa loyal customer is every store owner’s holy grail.With planning and market research this isn’tbeyond even the smallest store.
Specialised markets have long been afavourite of retailers. One area that manybusinesses are exploring is the disabled market.With nearly nine million registered disabledpeople in the UK, this is a market that is wideopen to any enterprising retailer. The customerswithin sectors like this are looking to align
Repeat business is the lifeblood of all retailers,but do store owners knowwhy their best customerskeep on coming back andhow to attract new ones,asks Dave Howell?
SERVED?Are you being
28 SPORTS INSIGHT
Ultimately it is yourmembers of staff
that make the salesthat keep your
business operating
REPEAT 7/3/08 3:09 pm Page 2
themselves with retailers that understand theirspecific needs. Look at marketing opportunitieslike this as they could provide a highly lucrativechannel long into the future.
Design consciousTake a look at your store. Today’s customers aredesign conscious. They know what kind ofenvironments theywant to shop within.The large retail chainsunderstand this andhave a formulatedstore refit programmethat stretches into the future. It is clearlyfinancially prohibitive to refit your store to thislevel, but you can focus on the components thatmake up your overall store design and tweakthese, as you better understand their impact onyour customers.
Dr David Lewis, a psychologist who hasmade a long-term study of shopping habits,says: “The store layout for instance, can reallymake or break the store. If we are looking atthe general buyer of these goods who wants tobuy into a lifestyle, you have to understandwhat drives them and design your storeaccordingly.
“With keen sports people, for instance, it’salmost a counter-intuitive thing with storedesign. Shops that cater for a more professionalmarket can almost get away with seeming toappear to be less professional in their storelayout, as its customers will see this as beingmore authentic.
“However, when selling to the generalpublic, you have to adopt a sort of PC Worldlook. The store has to look very modern andvery exciting. Goods have to be beautifullydisplayed and beautifully lit, and masculinewithout being too macho.
“Don’t forget that women buy a lot of thisproduct. If you look at successful shops like Nextand Gap, this is the layout, style and feel that asports retailer who is selling to the generalpublic should be aiming at. For the vast majorityof customers it’s the case that they arededicated followers of fashion, and notdedicated followers of fitness.”
The Internet of course can’t be ignored inthe customer-retention stakes. Many of thecustomers that walk through the doors of yourstore will have already visited your website. Theonline retail channel is well established, butrecent research is illustrating that the customerexperience online can influence their behaviourin the high street.
Customers are reporting that a badexperience on a retailer’s website could adverselyimpact on their purchases in the website ownersphysical store. A frustrating online experience issomething that your business should strive toavoid at all costs. It’s a business imperativetherefore, to closely align your physical store withyour online presence. If you haven’t updatedyour online store’s design for some time, now is
the time to make that investment.Consumers want to find brands and
retailers they can trust. Developing that personalconnection is where your staff come into theirown. No matter how much you spend on thedesign of your store, ultimately it will be yourmembers of staff that will make the sales thatkeep your business operating.
TrainingResearch has suggested that over a millionpeople go to work without the skills they needto adequately perform their jobs. NicolaMonson, author of a report on skills from theChartered Institute of Personal Developmentthat looked at the skills shortages in the SouthEast, says: “Employers will continue to struggleto find suitable candidates and keep staffturnover under control if their approach torecruitment and retention fails to take accountof both business and employee needs.
“Only half of employers currently have aformal resourcing strategy, which suggests manyare not planning for thefuture skillsrequirements of theirorganisation. This isparticularly worryinggiven that specialistskills and requiredexperience is still insuch short supply.Actively developingemployees shouldnot only increase theinternal talent pool,in turn reducingtheir reliance onexternal candidates,but also seeproblems retainingstaff ease due tonew careeropportunities.”
Hand-in-handwith staff trainingis yourunderstanding ofhow peopleactually maketheir purchasingdecisions. DrDavid Lewis saysof retailers’continued lackof insight intothe buyingdecision:“What I cansay is that myresearchers
find that the average sports retailer in the highstreet doesn’t understand how the buyingdecision is arrived at.
“We have spent a great deal of time inLondon, for instance, and have found thatmillions of pounds in potential sales is lost eachyear simply because retailers don’t understandhow to lock their buyers into their stores and the
brands that they sell.If they could do this,their customers wouldcome back again andagain to their store inorder to buy the items
that they are looking for. If you can do this,you’ve got that customer almost for life.”
Retailing today is all about customerexperience. From the second a potential newcustomer lands on your website or walks intoyour store for the first time, you have tomanage every aspect of their perception. If youcan place yourself into the minds of yourcustomers and intimately understand what theywant and why they have chosen to potentiallyshop with your business, you can develop thatrelationship, which will convert more browsersinto valued, long-term patrons that yourenterprise can build on. If you nurture yourcustomers they will nurture your business. SI
“Only half of employers currently have a formal resourcingstrategy, which suggests many are not planning for the
future skills requirements of their organisation”
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REPEAT 7/3/08 3:09 pm Page 3
hitting?
IN SEASON RACQUET SPORTS
30 SPORTS INSIGHT
This time last year the prognosis forracquet sales was not particularlygood: both retailers and racquet brands
reported a static market and achallenging 12 months - due in part to
the 2006 football World Cup being stagedat the same time as Wimbledon, whichmeant participation in the sport was down.
To cap it all, the weather was so atrociouslast summer that even the traditional rain duringWimbledon fortnight lasted far longer thanusual and it was declared the wettestsummer since records began in 1914. Notthe ideal conditions for strawberries,champagne and the soothing sound of a ballbeing thwacked about of an evening.
So have the companies fought back inthe last 12 months? Sports Insight spoke to
Keith Sawyer, owner of racquetmanufacturer Karakal, and
others in the sector to get a feel forwhat’s happening inthe market.
SI: This time lastyear there was a rather gloomyresponse from many racquetmanufacturers about the market.How were the last 12 months foryou? Has the situation improvedsince 2007? Keith Sawyer: “Yes. At Karakal we have seen amarked increase in squash and badminton sales,but tennis is still slow.”
What are your predictions for thecoming year? “We think this trend will continue on squashand badminton and also think graphite tenniswill increase.”
Are participation levels fortennis/squash/badminton static,or is there a further decline inracquet sports? “Yes, there is a decline, but it’s at the bottomof the cycle now and should improve.”
How intense is the competitionamongst brands? Can the marketsustain this? What is your branddoing to maximise sales?
Not sohappyRacquet sports are enduring a challenging period,with manufacturers having to develop strategies tostay ahead of the game, finds Catherine Eade
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“The ‘war’ between the brands is mainly foughton a discount front, with Dunlop Slazengerbeing the main instigator, trying to match in thetrade what they do in their own shops at SportsDirect. But it seems the trade is moving awayfrom these brands and supporting the otherswho do not adopt these policies. Therefore, wehave increased sales.”
Which areas of the market are ofmost concern and how are volumesales looking sector by sector?“Footwear and clothing are buoyant, andaccessories are also up, so it’s the racquets thatare the biggest concern. But as I’ve stated, signsare good for the future.”
What is your top-selling racquetand what new products are beinglaunched this year? “The Evo and Pro squash racquets have reallymade a mark in the market now, and furtherdevelopments in technology are showing thatimproved performance is really being appreciatedby players. SL and MTec badminton sales havealso mirrored this, and word-of-mouthendorsements being passed around by players arestill the best way for products to gain respect.”
What hopes do you have for Britishplayers in forthcoming tournaments?Will media coverage for majorevents be enough tokick-start interestfrom the generalpublic?“I really fear for the UKtennis players in upcomingtournaments, as whateverthe LTA/sports bodies seem to spend we reallydon’t seem to move forward, whereas squashand badminton - with much less exposure andmoney being invested - seems to improve all the time.”
Another perspectiveDerek Price at J Price Bath agrees the decline ofracquet sports is a situation that will not goaway. As the sole manufacturer of balls in theUK, he has a number of opinions about thestate of the market.
As for tennis ball sales, he says: “Dunlop hasbeen cutting ball prices during the past year,followed by the other major brands. Why, in adeclining market? If it is to get a bigger marketshare, what is the point if the lower prices meanthe overall value of the cake has dropped?
“It cannot stimulate increased sales becausepeople are not taking up tennis, and foranybody thinking of having a go there areplenty of cheap unbranded and branded ballsand racquets available.
“My opinion is that reduced prices, withthe static/declining number of players, meansreduced margins for all in the selling chain.Which, with the parlous state of most of those
in racquet sports, can only mean morebusinesses folding, small and large. Biggermargins, not less, are needed if there is to bemoney left over to fund continuous attempts tochange public opinion to get the playingnumbers and therefore sales up.
“With all the LTA’s efforts, which wesupport in various ways, and now the ITF, thereare upward movements in mini tennis and thedevelopment of our Red 75 ball for the LTAover six years ago has given us a good headstart. We do reasonably well with this ball, butthe low volumes will not support the largeproducers and the more suppliers that jumpinto mini tennis mean even less so.
Price is bullish about the mini squash arena,saying: “We developed three balls for minisquash, and with the England SquashAssociation’s efforts to get more children andadults playing squash, it is also moving forward.Obviously it’s still very low volume, but it isheart-warming to see the efforts by theassociation are having an effect.”
Constant salesMeanwhile, Jeremy Holt of string, grip andaccessory supplier Apollo Leisure says for thecoming year he is expecting: “A slightimprovement on 2007 trading figures -especially if there is better weather this summer.For Apollo Leisure, squash and badminton salesremain fairly constant year on year, whilst there
is some potential for growth in tennis productsin 2008.”
But Holt adds: “All indications are of adeclining market in squash and badminton,while at best tennis is static. Brand competitionis fierce and the market place is dominated byjust a handful of major brands.”
But Holt has a positive outlook for UKtennis this summer: “Hopefully Andy Murray willcontinue to rise up the world rankings and havea successful Wimbledon, which will encouragemore participation in tennis, especially amongstthe youngsters.”
There will be many mourning the retirement
of Tim Henman after 14 years of quality tennis,and looking to the current hope, GB’s numberone Andy Murray. Murray has seen variable formin tournaments over recent months, with mediareports of his sulks and strops with his managerand others all too frequent. It is too early to tell
whether he will takeWimbledon by storm in2008 after missing it lastyear - or storm off in a huff.
But Murray held hisnerve this month to recorda fantastic three-set victory
against the world number one, Roger Federer, inthe first round at the ATP Barclays Dubai TennisChampionships. The 20-year-old defeated the12-time Grand Slam Champion in one hour 55minutes, making him one to definitely watch forthose two weeks in June/July.
As all the brands know, success out on thecourt means success in retail outlets. But whatthe racquet sports sector needs is a sustainedperiod of growth that can be built upon, ratherthan a seasonal jump followed by a return tolower participation levels. Even so, anyone in thetennis sector will be keeping their fingerscrossed for a better summer this year.
TOP TIPS: INCREASE YOUR RACQUET SALES■ Offer a demo racquet service with a refundable fee on purchase of the racquet.■ Make selection easy for customers by choosing carefully what’s on display in-store.■ Provide a strong after-sales service with discounts for restringing and grips.■ Rotate your shelf space for racquets according to the appropriate seasons.■ Forge links with local tennis coaches who endorse products from your shop, and with local
tennis clubs.■ Focus on updating and innovating POS and window displays to catch customers’ attention.■ Staff knowledge on different products and brands is invaluable when making a sale, and a key
way of encouraging buyers to return to your store.
SI
“I really fear for the UK tennis players in upcomingtournaments, as whatever the LTA/sports bodies seem
to spend we really don’t seem to move forward”
racket intro 7/3/08 3:07 pm Page 3
IN SEASON RACQUET SPORTSwww.sportindustry.biz
SPORT INDUSTRYGROUP
The DunlopAerogel Pro Squash
racquet has been developed usingthe latest Aerogel technology. Aerogel is the world’s
lightest solid and has a strength of up to 4,000 times its own weight. The three-dimensional nanometer-sized molecular
network delivers an unmatched strength-to-weight ratio for enhanced stiffness andincreased power.
Dunlop’s Aerogel technology is coupled with the company’s proprietary M-Fil technology, used acrossthe hitting zone to soften the ball impact, which means that Aerogel frames deliver the perfect balance between power and control.
Ideal for advanced players, the Pro racquet specification frame employs an even balance to help generate greater momentumduring swing cycle, thereby enhancing power. The racquet is superbly constructed to drive the Dunlop Pro frame legacy forward.Further information for the new Dunlop Aerogel Pro squash racquet:■ Head size: 470cm sq ■ Balance: even ■ String: M-Fil TS ■ Frame weight: 140g ■ String pattern: 14x18 ■ String tension: 20-30lbs/9-14kgs
Dunlop’s stable of players include Amr Shabana (1st), Gregory Gaultier (3rd), Karim Darwish (8th), Lee Beachill (10th),Stewart Boswell (14th) and Ong Beng Hee (18th)*.For information on Dunlop stockists call 0870 838 7374.*PSA Rankings correct as of 25.02.08.
KARAKAL:EVOLUTION BY DESIGNKarakal’s 2008 squash and badminton ranges have usedevolution rather than revolution, with most of the
improvements under the surface, including improvedmanufacturing techniques and materials such as Nano
technology, which means stronger, lighter and moreconsistent frames.
Karakal has re-profiled the EVO squash frameto increase speed through the air. With theEVO-4SL at an incredible 120gms, it’s atrue superlight racquet withprofessional credentials.
The M-Tec 70badmintonracquet is the‘world’slightest
isometric badmintonracquet’, which offers alarge sweet spot withamazing flexibility and speed.
The same principles also featurein the 2008 footwear range, where Karakal’s top-selling XS shoe range uses superlight Cool-Tec materialto ensure a lighter, cooler and drier playing experience. Not only do these shoes look good, but they aresupremely comfortable.For further details contact Karakal on [email protected] or Freephone 0800 376 8500.
RACQUET SPORTS
32 SPORTS INSIGHT
DUNLOP AEROGEL: THE NEXT GENERATION OF RACQUET TECHNOLOGY
RACKET PROFILES 7/3/08 4:13 pm Page 2
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APOLLO LEISURE RACQUET ACCESSORIES
With a new tennis season approaching, the UK’s numberone racquet service specialist continues to offer anextensive range of strings, grips and accessories frommany of the leading brands.
Apollo Leisure is the exclusive UK distributor forPrince, Head and Gamma racquet accessories. Apollo alsosells its own range of high-tech monofilament tennisstring and a selection of racquet accessories from Babolat,Dunlop, Tecnifibre, Ashaway, and Yonex.
With a wide choice of stringing machines, Apollo canoffer expert advice to retailers thinking of starting astringing service or upgrading an existing machine.For more information call 01202 812000 or [email protected]
HEAD MICROGEL EXTREME TEAMWith the lowest density of any material, HEAD MicroGel is a revolutionary new silicone-basedmaterial. HEAD has combined MicroGel with stiff and strong carbon composite fibres to createa racquet with incredible responsive qualities. On ball impact, MicroGel uniformly distributesthe impact load around the frame to provide the most rock-solid feel and superior touch everachieved in the game.
HEAD’s most powerful Team frame, this racquet ensures maximum spin and a uniquelysolid feel and touch. RRP: £99.99. Weight: 270g. Head size: 690 sq cm.For more information call 01539 724740, email [email protected] or visit www.head.com
HEAD MICROGELPRESTIGE MPHEAD’s legendary tour racquet has beengiven a serious upgrade with HEADMicroGel technology.
With the lowest density of anymaterial, HEAD MicroGel is a revolutionary
new silicone-based material. HEAD hascombined MicroGel with stiff and strong
carbon composite fibres to create a racquetwith incredible responsive qualities. On ballimpact, MicroGel uniformly distributes theimpact load around the frame to provide themost rock-solid feel and superior touch everachieved in the game.
Mixing this technology with one of the ATPtour’s most popular frames makes for anunbeatable racquet. RRP: £169.99. Weight:320g. Head size: 630 sq cm.For more information call 01539 724740,email [email protected] or visitwww.head.com
DUNLOP SQUASH BALLS
2008 sees Dunlop evolve the world’s number one squash ball with the introduction of
N-1SR3 construction technology.
An elastic hydrocarbon polymer has been impregnated with 12 compounds,
creating a unique construction material that delivers the unparalleled durability and
playability properties associated with Dunlop squash balls. This new technology has
been developed in conjunction with some of Dunlop’s international pro players,
including Amr Shabana, current world number one.
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IN SEASON OUTDOOR
HI-TEC V-LITE GEMINIFollowing on from the success of the StMoritz 200 insulated winter boot, HI-TECis increasing its offering of superblystyled, waterproof and insulated
footwear for A/W 08.The V-Lite Gemini (SRP £60) is ideal
for all types of winter sports, featuring200 grams of Thinsulate insulation tokeep your feet warm in temperatures
up to -34 degrees.For further information on the
HI-TEC winter collection contact HI-TEC Sales on 01702 541 771.
TIMEX MULTISPORT 2008:RUGGED OUTDOOR FASHIONASSIST has launched a new Timex 2008 Multisport catalogue.Collections include performance sports watches, heart ratemonitors, Bodylink and Sports Technology, plus, new for 2008,a Sports Fashion collection. The trade catalogue will beavailable in the standard paper-based format, as well as apodium format for in-store selling off the page.
The new Sports Fashion collection includes some excitingdesigns based on rugged expedition and diver-style sportswatches. Timex Sport now covers all aspects of technicalproducts, from speed, distance, heart rate and altimeterproducts to the fashion and style market.Retailers can obtain their copy of the Timex Multisport tradecatalogue by calling ASSIST on 01978 664743.
36 SPORTS INSIGHT
SATMAP ACTIVE10The Satmap Active10 is designed with the user in mind. Thiseasy-to-use revolutionary design benchmarks a newlevel of GPS without complication. Unique, simple,effective design - and no computer needed. These allmake it a must-have for all levels of user.
Clear navigational controls, a full-colour system,robust product design, high-quality feature-rich SDcard mapping and automatic trip statistics are justsome of the key features set to revolutionise the waypeople use both GPS and digital maps.
Mapping supplied on SD cards means you just plug andplay. Maps contain powerful pan and zoom features, allowingyou to enlarge map detail by up to five times or zoom out forplanning. Personalise and annotate maps, add personalised dataincluding multimedia POIs, and customised mapping available, eachsupported by Ordnance Survey.No other unit currently available is comparable to this. RRP £299.99.Call Burton McCall on 0116 234 4611.
OUTDOOR
outdoors PROFILES 7/3/08 4:43 pm Page 2
Eskimo Leisure’s sales and distributionCentre, located centrally in Oxfordshireoffers immediate shipment of their entirerange to the whole of the UK Sports &Camping market.
The complete range of products availablefrom Eskimo can be view online atwww.eskimoleisure.com
In brief the range consists of the followingbrand leaders.Spalding & Huffy Basketball Equipment – NBABasketball Equipment -www.spaldingbasketball.com &www.huffysports.co.uk Bubba Keg – New for 2008 the best thermalmugs available www.bubba-keg.co.uk Igloo Cooler – The worlds Number 1 Coolers –www.igloocoolers.co.uk
These are just a selection of the depth ofthe range available for 2008, please contact oursales team if you wish to receive furtherinformation about these or any of our otherproducts ranges.
THE BEASTThe Ultimate Portable System with ultimateperformance■ 60” NBA Pro Glass Aluminium Framed Board■ Pro Image Rim■ Height Adjustable from 10ft to7ft with an U-Turn Pro System■ Angled 5” Square Steel Pole■ 55 Gallon Twin Power Move Base with Wheels■ 4 Main Pole supports for increased stability■ Power Move Multi-wheeled Base allowsmovement without tipping■ RRP £ 1299.99
GOLD SERIESHigh End Portable for maximum flexibility andperformance■ 48”-52” Steel Framed Acrylic BoardsAvailable■ Pro Slam Rim■ Helix Height Adjustment System 10ft to7.5ft■ Angles 3.5” Poles■ 40 Gallon Power Move Base■ Power Move Multi-wheeled Base allowsmovement without tipping■ RRP from £ 549.99
VIPER
YOUTH PORTABLEFor ages 4 - 9+ the best portable to get themstarted■ 32” Eco-Composite Board & Rim■ Telescopic Board adjustment from 4ft to 6.5ft■ 2” Steel Pole■ 14 gallon Base■ RRP £ 89.99
A full size portable system with greataffordable performance ■ 42” Steel Framed Acrylic Board■ Slam Jam Rim■ Telescopic Board adjust from 10ft to 7.5ft■ 3” Steel Pole■ 28 Gallon Base with wheels■ RRP £189.99
ESKIMO
THE BEAST – TheUltimate PortableBasketball System
YOUTH PORTABLE –From Little Acorns.
GOLD SERIES – TopSpecification &Performance at anaffordable price
Eskimo Leisure. Inuit House, Unit 4 Tower Estate, Warpsgrove Lane Chalgrove, OXFORDSHIRE. OX44 7XZ Tel: 0845 230 2350 Fax: 0845 230 2360Email: [email protected] Website: www.eskimoleisure.com
VIPER –Performance, Style& Affordability
ICECOLD Fridges – New for 2008 a completerange of camping fridge’s & coolers –www.icecoldcoolers.co.ukOfficeStar – Blow Molded tables & chairs for alloccasions – www.office-star.co.uk
Spalding & Huffy SportsEndorsed by the NBA the Huffy & Spaldingrange of basketball equipment offer unequalledlevels of quality and performance, the rangecaters for all budgets and levels of ability.Whether you can stretch to a 72” Pro In-GroundSystem or a Youth portable it’s available and instock ready to ship.
Due to a close relationship with ourdistribution partners we can offer shipmentdirectly to your customer home address or intoyour store, whether you want one or a hundred,all orders can be accommodated.
The Boffins at Spalding USA has been verybusy these last few months. New for 2008 areeleven Portable System, one In-Ground, twoBackboards, eight accessories and three new rimsA brief summary of some these new items.
Eskimo:Layout 1 10/3/08 12:38 Page 3
IN SEASON BASKETBALL
ESKIMO LEISURE
BASKETBALL
RUCANOR BASKETBALLThe classic F24 basketball shoe is back. With limited availability,
Rucanor has re-introduced the F24 in both high and low-cutversions. The retro-style shoe has already received excellentpress coverage in Europe, where it was launched during2006/07, and is now available in the UK.
Rucanor has been selling basketballs for nearly 50 yearsand still offers the tricolour Florida and also the NetmasterIII, which is available in sizes 5, 6 and 7. In the last couple ofyears the basketball ring and net set was introduced and
offers great value and margin, making it a popular addition tothe range.
All of the above and more are available to order forimmediate delivery from stock, either from the sales office, your
local agent, or online at Rucanor’s retailer-only website.Log in to your online account at retail.rucanor.com or call the Sales Hotline
Number (0845 2300147) for further information.
Eskimo Leisure, the UK distributor for Huffy Sports andSpalding Basketball Equipment, has an extensive range ofbasketball systems to cater for all ages, performance andbudget.
The Beast is the ultimate portable. Its 60" Pro Glassboard offers a 37 per cent truer rebound. It’s also heightadjustable from 7.5ft to the regulation 10ft and has anangled 5" square pole with a 55-gallon twin ‘Power Move’base. RRP is £1,299.99.For more information call 0845 230 2350.
38 SPORTS INSIGHT
basket PROFILES 7/3/08 3:42 pm Page 2
www.sportindustry.bizSPORT INDUSTRY
GROUP
MOLTEN STRATEGY BOARDFOR BASKETBALL The Molten Strategy Board for basketball is the perfectaccessory for basketball teachers and coaches.
With a full court marked out on one side and goal areaon the other, the magnetic white board comes with dry-wipe,black and red markers and coloured magnetic team pieces. Itcan be hung on a wall or carried in a sleek black Moltenbranded carry-bag, which has additional interior pockets forcarrying information such as team lists, game rules, etc.
Ideal for teaching players of all ages, the board enablesthe coach to explain simply and visually team playingpositions and game strategies by moving the magneticteam pieces around the board and using the markers toshow player movements.
One size: 45cm x 30.5cm. Cost: £22.
Available from Molten Sports:0800 298 8217 Email [email protected]
MITRE’S BASKETBALLRANGEMitre Sports has a ball solution for almost everyoccasion, so it is no surprise the company has awide selection of basketballs developed especiallyfor training and recreational use.
The current range of balls includes Profile,Playoff, Slam, Orlando and Arena, which are allavailable in a variety of styles and colours. The 2008range is available to be ordered now.For more information email [email protected]
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MOLTEN
40 SPORTS INSIGHT
THE MOLTEN G-SERIES – WHAT MAKES IT SO SPECIAL?The Molten G-series basketball was designed by the world famous Giugiarodesign team in collaboration with Molten. The task was to design a newbasketball which would blend tradition and innovation seamlessly as well asproduce a technically advanced ball. The result was a 12-panel ball whichretained the characteristic orange panels and black seams of the existingeight-panel basketball but included additional cream coloured panels whichembrace the ball and aid visibility as well as brand recognition.
But the beauty of the Molten G-Series is more than skin deep.Advanced technologies were also incorporated into the new design to solve
complex problems such as grip and rebound. And the additionalseams provide players with improved finger tip control which
has increased passing and shooting accuracy. The result is a unique and special ball with zero
trade-offs: style, speed, control and accuracy blendedinto one new legendary ball.
THE MOLTEN G-SERIES- WHAT COACHES ANDPLAYERS SAY ABOUT ITPlayers young and old, bigand small love the Molten G-Series ball. "My players lovethe Molten GG7, it's a topquality match ball and is amust for any serious player."Peter Scantlebury MBE - HeadCoach, Sheffield Sharks.
They love the improvedvisibility, the unmistakeablestyle when compared to thetraditional eight-panel ball.”The players like the positivefeel of the Molten ball, theyalso like its distinctive colourscheme." Henry Mooney -Head Coach, Everton Tigers.
They love the speed andaccuracy it affords. ''The feeland structure of the MoltenMatch ball has clearly beentried and tested and it is a realplayer's ball.'' SkousonHarker - Player/Coach,Worcester Wolves.
THE MOLTEN G-SERIES -THE CHOICE OF LEADINGUK TEAMSThe Molten G-Series has, in a veryshort time, become the choice ofthe professional and seriousamateur player. In the UK, it iscurrently the official ball for theGreat Britain International teamwhich includes world famousplayer Luol Deng of the NBAChicago Bulls, the BritishBasketball League, the GreatBritain Wheelchair BasketballAssociation and Mini-BasketballEngland.
THE MOLTEN G-SERIES -BALL SALES ARE ON THEUP IN THE UKThe Molten G-Series ball is makinghuge inroads into the basketballmarket all over the world as wellas in the UK where sales have risenexponentially since Moltenestablished a UK distributorship inlate 2004.
“Molten Basketball sales aregrowing rapidly” comments BobHope, chairman, Molten Sports“and across all sectors fromprofessional balls to training balls,and from indoor and outdoor ballsto mini rubber basketballs. Webelieve this trend is set tocontinue, especially now the GreatBritain International team hasqualified for the elite Eurobasket ADivision and have their sights setfor the London Olympics in 2012.”
Ade Adepitan,member of the GreatBritain WheelchairBasketball team
THE MOLTEN G-SERIES HAS THE RETAILERS’ VOTERetailers also are impressed with the quality and sales potential of theMolten G-Series ball. Comments Trevor Lowes, Sportserve: “The MoltenG-Series is a superb range of basketballs. They have a great feel and arevery responsive, and because of the ball’s fabulous new design and highprofile at all major basketball events, they are the basketball to have.Demand from players and clubs is increasing every week. Basketball wasin need of something new to take the game forward and the great, eye-catching Molten G-Series is doing just that,” he added.
THE MOLTEN G-SERIES – WHAT’S IN THE RANGE?The Molten G-Series basketball ranges from top international leather ballsto synthetic leather balls, club and school balls (indoor and outdoor) andrubber balls ranging in price from RRP £4.50 to £59.00 and in sizes 7 to 1.
For further information about the Molten G-Series basketballcontact Molten Sports on: Tel: 0800 298 8217E-mail:[email protected] Web: www.moltensports.co.uk
THE MOLTEN G-SERIES BASKETBALL - THE NEWGLOBAL STANDARDMolten is the world’s leading sports ball manufacturer,renowned for the quality of its products and the advanced,cutting-edge technology used in the design andproduction of its balls and accessories.
It is hardly surprising therefore, to find that its latestbasketball, the G-Series, was approved by FIBA(International Basketball Federation) as soon as it wasintroduced in 2004 and has been the FIBA official matchball for all FIBA games worldwide ever since. A furtherrecent accolade is its choice as match ball for the BeijingOlympics – an honour which Molten basketballs have held forseven consecutive Olympic Games since 1984!
Luol Deng of theGreat Britain
International Team
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SENI08 PREVIEW
42 SPORTS INSIGHT
For thousands of years the martial artswere shrouded in secrecy, with speciallethal techniques jealously guarded foreach system of fighting - each styleasserting that it was the best.
Now mixed martial arts (MMA), or ‘no holdsbarred fighting’, allows modern day gladiatorsto pummel each other mercilessly, with contestssuch as ‘Rage in the Cage’ pulling in thousandsof viewers in the States, and more recently anincreasing number of viewers in the UK.
Worldwide sportOver the last decade or so fighting has changedfrom a novelty spectacle to a worldwide sport,although it still attracts widespreadcondemnation from the media and politicians. Inthe 21st century the martial arts have become abigger participation sport even than the bigthree of football, rugby and cricket.
Malcolm Martin, promotions and marketingmanager for Fighters Inc Ltd, explains: “Throughthe advent of mixed martial arts, the martial artsin general are getting more and more televisioncoverage, to the point that MMA is nowrivalling boxing for television viewing figures andmaking global stars of MMA fighters. Fightgyms have never been busier and our own
Saturday night fight show, ‘Pain and Glory’, isnow being televised on Eurosport.”
And fighting is no longer solely the domainof men. An increasing number of women areentering the sport. Says Martin: “Women arebecoming an integral part of the fight game asthey realise that fight training in the gym is oneof the best forms of fitness. From there a goodnumber get the bug and want to test what theyhave learned - hence a growing number ofwomen fighting in all disciplines.”
The recent appearance of two rising mixedmartial artists, Lisa Ward and Lisa King, on theUSA’s ‘Today Show’, is evidence that the femalefighter wave is cresting. The fighters, from theFatal Femmes Fighting stable of California, gavea fight demo on TV and even enjoyed a mentionin US bible ‘Time’ magazine.
Professional female MMA fighter DebiPurcell set up her own fight website seven yearsago and explains: “Female fighting has beenslow to start, and finding our place amongst themale warriors has sometimes been a struggle. In
2001, when there was little interest in women’sMMA, FighterGirls.com was born as a way tohelp grow and evolve this sport and otherfighting sports for women.
“Since then, our sport has exploded andfemale MMA right along with it. Female fightershave come a long way and you will now findmost MMA shows in America and Japan featurewomen’s MMA matches.”
Former wrestler and now female fightingpromoter Augie Schumatti has been riding theMMA popularity wave with his website,MMAWoman.com, which has attracted morethan 400 women who want to take part inMMA events. Schumatti hooks up fighters withpromoters coast to coast. “It’s just like any othersport,” he says. “It’s only a matter of timebefore it stands on its own.”
Seni ShowNo martial arts-based live event is bigger or morespectacular than Seni, the martial arts festivaland expo. Now in its tenth successful year, Seni
Seni is Europe’s biggest expo and festival dedicated to martial arts and combatsports, and offers the most complete interactive martial arts experience forenthusiasts and retailers alike
“Women are becoming an integral part of the fightgame as they realise that fight training in the gym is
one of the best forms of fitness”
FIGHTING FIT
COMBAT INTRO 7/3/08 2:50 pm Page 2
is Europe’s biggest event dedicated to martialarts and combat sports and is the industry’sacknowledged meeting place, visited bythousands of dedicated martial artists,exponents, instructors and enthusiasts every year.
The result is a dynamic melting pot for theentire industry to exchange ideas and discoverthe latest innovations, products, arts andservices, all under one roof across one weekend.
The rise in interest in women’s fighting iscatered for, alongside the usual breadth ofactivities and exhibitors.
“At Seni08 we have a full contact women’sThai bout on ‘Pain and Glory’: England versusFrance, and the two girls have had over 50fights between them,” says Malcolm Martin.“Within our tournament zone, which features10 different styles of competition, there arewomen’s categories in all, from karate to jiu-jitsuand from full contact Thai boxing to capoeira.”
Extreme fitnessMartin says the most popular area of the show isthe FightSport element, but adds: “Our extremefitness zone ‘Powersport’ is a growth area. Thisyear we have more interactive features than everin this zone, including a novice arm-wrestlingchampionship, the Fame bodybuildingtournament and Channel 5’s ‘World’s Strongest Man’.”
Last year the show moved to Excel inLondon’s Docklands for the first time, a movethat Martin says was extremely beneficial: “Themove to Excel saw an immediate increase in thenumber of international distributors wanting toexhibit at Seni, including big-name brands thatfound it easier travelling to London rather thanBirmingham. Nearly 30 per cent of thecompanies exhibiting at Seni since moving toLondon are overseas exhibitors from acrossEurope, the US, Australia and South East Asia.
“There is also the prestige factor of exhibitingin the capital, and while last year’s footfall was inthe region of 20,000 this year it is estimated thatthe visitor numbers will be nearer 30,000.”
Seni boasts over 150 trade stands, hundredsof demonstrations, seminars and live events acrosssix themed entertainment zones in over 15,000 sqm. Alongside the themed zones, there is a filmfestival and a schedule of appearances by the bestnational and international masters, celebrities andsporting legends, making the Seni weekend amust-see event in the fighting arts calendar.
What’s onAs the world’s leading expo, Seni will showcasesome of the globe’s leading brands. Showorganiser Paul Alderson says the strength ofSeni, from a retailer’s perspective, is the fact thatit offers an interactive experience within adynamic environment, giving the customer aunique opportunity to try the product beforebuying or speak face-to-face with service-ledcompanies and fighting art organisations.
He says: “Seni08 will positively reflect thefact that the UK, and in particular Excel, will be
hosting the combat disciplines at the 2012Olympics by uniquely showcasing all theOlympic ‘fight sport’ arts within a dedicatedzone - the 2012 Youth Zone - in conjunctionwith the Olympic Borough of Newham.
“In this respect, Seni is constantly movingforward. 2008 will see the festival launch majornew events such as the unique Bruce Lee Zone,dedicated to the memory of the world’s greatestmartial arts film star and honouring the 35thanniversary of his death.”
The centerpiece of this year’s show will be aBruce Lee Museum, unique to the UK, andsupported by personal appearances from majorfigures in Bruce Lee’s life, including his daughterShannon and Bob Wall, the villain of both ‘Enterthe Dragon’ and ‘Way of the Dragon’.
For the younger martial artist, 2008 will alsosee Seni launch the ‘EFMA Disney Stage’ toprovide a non-stop weekend of fun that willinclude tournaments, demonstrations andinteractive activities for the young - and young atheart. Whilst providing non-stop entertainment,these events will also drive visitors to the relevanttrade stands that have been at the heart of theSeni expo throughout its history.
InnovationSeni has a showfloor packed with exhibitorsrepresenting the most innovative companies andassociations in the industry, with many productsmaking their market debut at the festival. As aresult, the Seni visitor can bag a bargain fromthe 150-plus exhibitor stalls.
Each of the five Seni zones offers differingcompanies presenting relevant zone products -‘Classical Warrior’ for traditional arts, FightSport’for ring-based arts, ‘PowerSport’ for fitness andnutrition, ‘Survival’ for reality-based, closeprotection combat and ‘Tournament’ for semi-contact competition products.
New productsMany of the show’s exhibitors use Seni tolaunch new products, so visitors get to seewhat’s new in the market place, and many ofthe companies provide Seni visitors with
exclusive show sale offers. Trade customers haveaccess to corporate areas, where exhibitors canspeak to potential clients without.
Similarly, retailers looking to expand into themartial arts/combat sports equipment marketcan see the sales potential and benefits first-hand by having direct access topotential wholesalers andcustomers, thus leaving Seniwith far more knowledgeabout realistic salesfigures, customerdemographics and whichranges to stock.
Seni08 - The internationalCombat Sports Show Excel London: April 26-27, 2008www.senishow.com Entry for store owners is free andcan be arranged by [email protected]
SI
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IN SEASON SPORTS SUPPORTSwww.sportindustry.biz
SPORT INDUSTRYGROUP
MUELLER HG80:UNRIVALLED SPORTS SUPPORTS - NO SWEAT!No sweat, no fungus, no slip, no neoprene - what you don’t get with this range is as impressiveas what you do get.
Hg80 is a ground-breaking sports support range from Mueller - the world number onesport’s medicine company. Inner sleeves are made from Hydracinn, a Mueller-exclusive fabricthat is latex and neoprene-free, making it truly hypo-allergenic.
Hydracinn also wicks moisture away so effectively that it causes no sweat - a must withclose-fitting supports. AEGIS, a revolutionary antimicrobial barrier, is then permanentlybonded on to protect against odour-causing bacteria and fungus. Inner grip strips hold thebraces in place. Each piece comes in a protective mesh laundry bag to protect other
items in the washing machine.This combination of
innovative design andsuperlative technology resultsin products that are extremelysoft to the touch, lightweightand comfortable - and verydifferent from anything elseon the market.
The competitively pricedHg80 range is presented inprinted clam-shell style packaging,which can make up part of the newMueller stockist wall offer.For more information call 1000 MileSportswear on 01923 242233.
MCDAVID,THE NUMBERONE INSPORTSSUPPORT,
CELEBRATES82% MARKETSHARE
Never before in the history of US retailing has a brand inany category achieved a market share of over 80 per cent. Yet,
for the year to date, according to Sportscan Info, this is exactly what McDavid has achieved in thesports medicine category.
An unprecedented 46 out of the top 50 selling lines are McDavid. The success is based both on product quality (over 80 per cent of McDavid’s product range is US-made) and ease of product selection.
The McDavid range is built on three levels of protection and offers a line of products that coverany body part and level of support - from a basic elasticated support through to a highlysophisticated hinged knee or laced ankle brace.
Its range is supported by a point of sale and restocking programme that is second to none,while the company’s products are endorsed by some of the world’s leading athletes.
Reordering couldn’t be simpler - either direct from McDavid or through Cartasport - and its extensive product range and ground-breaking performance and protective baselayers meanthat McDavid can offer a great margin opportunity and a product portfolio for any area of your business.To find out more call McDavid on 08701 188002 or email [email protected]
SPORTS SUPPORTS
48 SPORTS INSIGHT
SUPPORT PROFILES 7/3/08 4:21 pm Page 2
WWW.SPORTS-INSIGHT.CO.UK 49
REHBAND 7785 ATHLETIC PANTSThis athletic pant from Rehband is targeted atfootball, hockey and rugby players - or to any
outdoor sports. The Rehband athletic pants provide extra warmth and compression for yourthighs and prevent stiff muscles and/or muscle rupture.
They are made in a combination of Lycra and neoprene and designed so that the neoprenecovers the thighs where warmth and support are needed the most.
The Rehband athletic pants are available in size XS-XXL. Colours: black, navy blue, green,yellow, white and red. Also available in a women’s version.Contact Otto Bock Scandinavia for more information: +46 11 28 06 00 or email:[email protected]
SUPPORT PROFILES 7/3/08 4:21 pm Page 3
Art. 429PSII HINGEDKNEE BRACE
Art. 401KNEE
SUPPORT
Art. 431ANKLESUPPORT
Art. 452WIRSTSTRAP
Art. 462UNIVERSALSHOULDERSUPPORT
Art. 493UNIVERSALBACKSUPPORT
Art. 195LIGHT ANKLEBRACE WITH
FIGURE 8STRAP
Art. 485TENNISELBOWSUPPORT
Country ManagerUK & IrelandMob: 07968485188Tel: 01993 [email protected]
McDavid Ad:Layout 1 6/3/08 10:41 Page 1
FITNESS EQUIPMENTRUCANOR FITNESS & YOGARucanor has been supplying the sports trade with a wideselection of fantastic value fitness products for a number ofyears and has added further products in its recently released‘Never out of Stock Collection 2008/2009’ catalogue.
Best-selling products include gym balls, exercise gloves,exercise mats, dumbbell sets (0.5kg-5kg), skip ropes and thegreat value Step Profi. There is a range of cast-irondumbbells, bars and loose weights, plus benches, a sit-upboard, aerobic and exercise bands, hand grips, etc, all ofwhich are presented in colour coordinated packaging to makean attractive display.
All of the above and more are available to order forimmediate delivery from stock, either from the sales office,your local agent or online atRucanor’s retailer-only website.Log into your onlineaccount atretail.rucanor.com orcall the Sales Hotline Number (0845 2300147) forfurther information.
www.sportindustry.bizSPORT INDUSTRY
GROUP
IN SEASON FITNESS EQUIPMENT
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FITNESS PROFILES 10/3/08 9:58 am Page 3
NEW BALANCE IS ABZORBED IN RUNNING IT IS OUR PHILOSOPHY AND OUR CUSHIONING TECHNOLOGY
VISIT WWW.NEWBALANCE.CO.UK TO LEARN MORE ABOUT THE NBX SERIES AND OUR CUSHIONING SOLUTIONS FOR ALL RUNNING TYPES
THE768 BYNEW BALANCE FROM OUR PERFORMANCE SERIES RUNNING IS THE HEART AND SOUL OF NEW BALANCE AND THE NBX PERFORMANCE SERIES PROVIDES CUSHIONING, SUPPORT ANDMOTION CONTROL SHOES TO ENHANCE THE PERFORMANCE FOR ALLRUNNING TYPES. THE NBX 768 IS DEVELOPED FOR RUNNERS SEEKINGA COMBINATION OF CUSHIONING AND A MODERATE LEVELOF SUPPORT.
EXPLO5005 NB768 A4 no listings 26/2/08 14:48 Page 1
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Nano TechnologySlazenger’s Nano process enhancesthe quality of the stick at a molecularlevel. It increases the uniformity betweenthe resin and the carbon fibres producing amore consistent and stable bond.
The Nano resin used in the Slazenger stick alsoensures a much more consistent and precise resin flowduring stick production. This has allowed the Slazengerengineers to refine the design ensuring optimal usage of allfibres in the stick to produce their best quality andperformance stick yet.
Multi Fibre Technology Through considerable play testing and prototyping Slazenger hasidentified that sticks manufactured with a synthesis of compositematerials far outperformed pure carbon sticks in terms of comfortand feel. A combination of Carbon, Kevlar and Fibreglassstrategically placed at various locations of the stick has enabledSlazenger to significantly enhance their playability.
Studies into fibre placement have ensured optimum fibreplacement according to shaft profile and function. We use morelayers in the key strength areas as well as more durable materialssuch as Kevlar in the high impact zones of the stick.
All of this adds up to a stick that is stiff and responsive, yet hasexcellent damping characteristics and vibration control, specific tothe needs of the performance driven hockey player.
The new stick ranges are the N-Pro Range and the Pro Range.
Stick Range2008/09Slazenger
The new Slazenger stick range for2008 incorporates two new
technologies, the Nano technology andthe new Multi-fibre technology
SLAZENGER
PRO RANGEWith features such as a thinner mid section handle and maxi headshape the Pro range has been designed to cater for the club player.This range utilises the multi-fibre technology, and the clean cosmeticsgive this range of stick a calm yet powerful feel.
Models in the range include: ■ Pro 1 - Slazenger’s cutting-edge technologies, Nano and Multifibre,ensure that the Pro 1 shares the same performance attributes of theN-Pro range and is perfect stick for the club player.
■ Pro 2 - The Pro 2 has been developed with a more forgiving lay-upensuring that this is the perfect stick to advance any hockey playerto the next level.
■ Pro 3 - The Pro 3 offers impressive performance characteristics forthe club hockey player.
■ Pro 4 - The Pro 4 is a very forgiving stick and is ideal for thedeveloping hockey player.
N-PRO RANGEThe fusion of Slazenger’s Multi-Fibre and Nano technology create theperfect balance of power, feel and control for all elite player types,offering a new generation of Slazenger hockey sticks. Sleek, simpleand elegant cosmetics contribute to impressive and powerful stickperformance.
Models in the range include: ■ N-Pro 1 - Engineered for raw power. The N-Pro 1 has a drop down25mm bow, and is ideal for players that are technically advanced.
■ N-Pro 2 - Praised by international players for its extraordinaryperformance the N-Pro 2 offers the perfect synthesis of power andstyle for elite players.
■ N-Pro 3 - The best balance of power, feel and control cometogether in the performance focused N-Pro 3.
■ N-Pro 4 - Designed for the elite player who is looking for a stickthat offers more feel and control than raw power.
Commenting on the new Slazenger range, Graham Joyce, ProductDevelopment Manager said: “With these new technologicalinnovations, we believe that the Slazenger range for 2008 is thestrongest it has ever been. The range of sticks has been created withthe needs of the players in mind to offer the highest quality and thebest performance”.
Dunlop 2:Layout 1 6/3/08 17:30 Page 3
IN SEASON HOCKEY
HOCKEY
2008 MERCIAN M-TEK RANGEThe New M-Tek performance stick collection incorporates exciting andinnovative material and resin enhancements. As the performance levelsdemanded from composite sticks increases every season, Mercian is proud tolaunch the 2008 M-Tek collection.
The two sticks featured are the flagship FIRE and LAVA. Both incorporate a brand-new composite material layer, manufactured from Basalt fibres, drawn from molten rock(aka LAVA) and a high friction surface created with an innovation in resins.
The FIRE also incorporates a ‘material first’ for hockey. PISO-ELECTRIC fibres (patentpending) transform the energy created when the player strikes the ball into other forms, reducingvibrations and giving a softer feel to a stick that still generates fantastic power.For more information call Mercian Sports Company on 01483 757677 or [email protected]
54 SPORTS INSIGHT
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TK HOCKEY COLLECTIONThe new TK collection is quite simply the best ever, accordingto TK Hockey.
The sticks, bags and player protection - essentials forany hockey retailer - are fresh, innovative, visually stunningand represent great value for money, raising even TK’sstandards to new heights.
New textile products will enhance the company’sstanding as the number one in hockey clothing, while itsgoalkeeping equipment grows in popularity each year,backed by the endorsement of the world’s leadinggoalkeepers. A comprehensive range of balls and accessoriescompletes the collection.For more information call 01722 326595 or [email protected]
www.sportindustry.bizSPORT INDUSTRY
GROUP
NOMIS 3/4FINGER PADDEDHOCKEY GLOVEThe glove’s soft, strong, breathableleather palm with Nomis griptechnology keeps hands dry, whilstits grip performs better than anyother glove in wet conditions. Otherfeatures include:■ Excellent sweat resistance.■ High density, lightweight paddedback of hand with three segmentsfor added protection and mobility.■ Towelling thumb feature to act assweatband.■ Velcro fastening on wrist.
The Nomis hockey glove is worntightly on the hand and feels like a‘second skin’.
The non-obtrusive protectionpadding does not impair grip andfeel on the stick, whilethe grip technology and protectionmeans this glove is multi-purposefor all playing conditions.For more information contact SteveLee on 07789 712094 or [email protected]
HOCKEY PROFILES 7/3/08 3:52 pm Page 3
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LOTTO’S TEAM BUSINESS PROJECTIn response to the high demand from the market ofsupplies to sports clubs, Lotto has a team ofprofessionals and a corporate structure exclusivelydedicated to satisfying the needs of sports clubs in totalharmony with sales partners. From design to production,
from orders to delivery to the points of sale, each activityis carried out with the sole objective of providing excellent service
throughout the process.All items are characterised by body-
blended technical design and fabricquality and are available in a
number of colours and models.Fiorentina and Palermo in
Italy and SheffieldWednesday and Kilmarnock
in the UK are only some of themany top-level clubs that trust
the technology and uniquedesign of Lotto products.
As of next season,additional clubs in
the UK will bewearing Lotto.
For further information call +44 1663 766737.
REPLICA KIT
IN SEASON REPLICA KIT
RUGBYTECHLAUNCHES SIX NATIONSTop-quality Six Nations’ shirts and newretro styles available now.For more information [email protected]
58 SPORTS INSIGHT
REPLICA PROFILES 7/3/08 4:17 pm Page 2
www.sportindustry.bizSPORT INDUSTRY
GROUP
JOMA TEAMWEARCOLLECTIONJoma is launching its brand new 2008 teamwearcollection with a renewed energy and level of service thatwill enable independent retailers to access a significantlyimproved level of stock in greatly improved lead times.
Dedicated investment in greater volumes ofstockholding, alongwith a streamlinedlogistics supportteam, means that thequality synonymouswith the Joma brandis now moreaccessible than ever.
Joma teamwearfeatures advancedfabric technologysuch asCOOLDRYTM ,which allows theabsorption andtransfusion ofbody moistureinto the fibreswhile allowingair to circulatearound the body.Joma UK:01926 314999
RUGBYTECHLAUNCHES SIX NATIONSTop-quality Six Nations’ shirts andnew retro styles available now.For more information [email protected]
JOMA 2008 FOOTBALL BOOT COLLECTIONInfused with all the passion and fervour of its Spanish background, thenew range of Joma football boots offers a high-quality alternative tothose seeking individuality and originality.
Preferred by Swindon’s Lee Peacock and Chris Allen, as well asSwansea’s Darren Pratley, the superb comfort provided by the supple Kleather upper of the Castilla is enhanced by the versatile performance ofthis truly innovative soleplate, which is equally at home on either soft orfirm pitches.
The Joma 2008 football boot collection includes a classic leather anda lightweight microfibre range.Joma UK: 01926 314999 www.jomauk.com
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INVENTORY MANAGEMENT
Two million pounds, that’s how muchHarperCollins is believed to have paid forthe rights to the Lewis Hamiltonautobiography. His endorsements in hisfirst 18 months of racing are likely to reach£10million, and although his initial contractwith the McLaren F1 team was a mere£400,000, a five-year deal to hold on toHamilton could set it back £150million.
Having already appeared in advertisementsfor one of the world’s biggest banks -Santander, which owns Abbey - Hamilton iscontinuously in the press, and McLaren’s othercommercial partners, Vodafone, Hugo Boss andTAG Heuer, are emptying their piggy banks tosee how much they can pay to have him appearnext to their logos.
SkillsHamilton’s business partners and agents willneed good forecasting, inventory and financialmanagement skills to monitor retailperformance and thus maximise sales, grossprofit and stock turn.
Managing your purchasing budget is just asimportant for the small retailer as it is for thecommercial giants. Before investing in nextseason’s stock, this is the time to implement agood stock management system.
Although no guarantee of success, an ‘opento buy’ (OTB) plan is crucial to ensure theoptimum level of inventory to sustain monthlysales plans and maximise the return on capitalinvested in merchandise.
A good retail buyer or merchandiser willmaintain a level of inventory appropriate to highor low sales performance, which coupled with agood open to buy system allows you to react tovariances. However, an experienced buyer willalso apply intuition, knowledge and gut feelingswhen forecasting retail sales performance,particularly when the decision to purchase new,hot-selling lines falls into the equation.
How will managing an opento buy system benefit yourstore? ■ It gives you the ability to estimate in advancethe amount of cash required to invest in inventoryfrom month to month for the coming season.
■ The OTB helps to ensure the adequate amountof inventory on hand to achieve the sales target.
■ It will manage merchandise commitments sothe store does not receive too much or too littlenew merchandise.
■ It keeps a fresh flow of new merchandisecoming into the store throughout the season.
■ By managing the financial commitments onorders placed, you are in turn managing yourcash flow and the ability to meet your supplier’spayment terms.
■ It helps establish goals so that actualperformance is easily compared to yourforecasts, allowing you to take corrective action.
■ You are able to produce the necessaryinformation required to make rational decisionsbased on fact.
■ It is a good tool to manage cumulativemargins and gross profit.
■ It identifies the sales of a brand, the annualperformance of your suppliers, your best-sellersand slow-selling lines or collections
An open to buy system needs to bemanaged on a monthly basis over a 12-monthperiod, and while the formula to calculate theopen to buy is fairly simple, the various elementsincluded in the formula may take a little gettingused to.
OPENTO BUY
Using an OTB inventorymanagement system canincrease your profits, saysKerry Kyriacou, SussexBusiness Link Adviser
FURTHER INFORMATION:■ What is an OTB? Visit http://retailindustry.about.com
■ Read article ‘Weighing the benefits of an OTB’ at
www.expertbusinesssource.com/article/CA6417313.html
■ Read article ‘Retail Demand Forecasting and Inventory Management Applications’ at
www.retailindustry.about.com/cs/inventoryplanning/a/uc_hurlbut1.htm
■ For access to the information, advice and support you need to start, maintain or grow a
business, call Business Link on 0845 6009006 or visit www.businesslink.gov.uk
Below are a few key pointsworth considering:
SALES PLANNINGRealistic forecasts are essential if the OTB is towork effectively and avoid too much or too littlestock. Historical sales records will help forecast arealistic sales plan for the period ahead.Consider internal and external influences suchas economic conditions and fashion changesresulting from highly publicised sportspersonalities.
PLANNING MARKDOWNSMarkdowns need to be planned into the OTB.The reason being that they reduce the amountof retail inventory on hand, affecting the valueof merchandise required in order to meet thesales target.
PLANNING INVENTORY LEVELSInventory values make up two parts of the OTBformula - the value of your opening stock andthe value of your closing stock. The closingstock value is actually the value of inventory forthe beginning of the new period. A high stockinventory at the beginning of the periodsuggests lower ordering for the sales periodahead, while a low stock inventory may suggestlost sales and the need to order more.
Whether you are managing the licensingsales of Lewis Hamilton or the more realisticones of the average retailer, if you are not usingan OTB inventory management system thelikelihood is that you are missing a valuableopportunity to increase your profits. SI
LINK 10/3/08 10:03 am Page 3
E-TAILING
From the start, Colin McPhail, the managing director ofSnowlines, felt it was important to keep his offline andonline back-office systems integrated. He set upSnowlines in July 1999 near the centre of Edinburghselling a mixture of fishing tackle, winter sportsequipment and running gear.
An ecommerce site (www.snowlines.co.uk) based onActinic software followed in summer 2000 to extend tradefrom the immediate catchment area of South East Scotlandto the whole of the British Isles and Continental Europe. Thebusiness now has a turnover of over £600,000.
IntegrationA key requirement from early on was to integrate the onlineand offline sales and stock control. As a small business withlimited resources (there are only six staff in total), there wasno budget for building a bespoke system, so Colin turned toNorman Rouxel of IT consultant Drillpine, who developed aninterface programme called NorCat.
Taking advantage of Actinic Catalog’s customisability anddata file importing feature, it links the Top To Toe EPOSprogram, much used by fashion and footwear retailers, toCatalog and maintains the stock data in the bricks-and-mortar
system. The result is that Colin only has to keep one databaseup to date and not two. He can automatically synchronise thestock data and the web database from within Catalog with asingle keystroke and 10 minutes processing time.
Another of Drillpine’s additions to the web store isdesigned to help visitors get to the catalogue page they wantwith least delay. Clicking on the ‘Products’ button gives a fullcascading, drop-down menu that allows single click navigationto anywhere on the site. As Norman says: “Anything thatspeeds up navigation will help with sales.” The total websitedevelopment and installation costs were less than £10,000.
Although the site sells products for a range of outdooractivities, it is the winter sports and running departments thatyield 98 per cent of the income, with an equal split betweenthem, while average order values are £150 and £15respectively. So in terms of the actual order numbers, the vastmajority come from the running side to make up for thelower sales values.
“The web was great for selling fishing gear in the earlydays, but now the huge increase in competition means thisarea doesn’t have enough margin,” explains Colin. “The costof advertising in the main magazines was crippling too andafter a stampede of orders for a few days, it all dried up
SNOWED UNDERDave Howell talks to Colin McPhail, managing director of Snowlines,
about how ecommerce has dramatically improved sales
62 SPORTS INSIGHT
ABOVE: Colin McPhail(left) set up Snowlines inJuly 1999. Today it has aturnover of £600,000
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again. We left the angling section on the site, but incomparison there’s a much larger number of runningenthusiasts we tap into now. Marathons also happen to be mypassion, so I know the market pretty well.”
IssueBut one of the big issues facing Snowlines was how to get ridof old lines to make room for new stock - they were tying uphalf the warehouse space. Colin found an easy answer inonline auctions. However, the only profit he often makes is inthe postage and packing, but he’s found the bidders will snapup his sale bargains at the rate of 20-30 orders a day.
It’s a cut-throat market, so one way that Snowlinesdifferentiates itself in the running equipment sector is by keepingrecords of each customer’s shoe requirements, since correctlyfitting shoes mean reduced risk of injury. There are also links withlocal physiotherapists and a podiatrist who recommend the shop.
Q&A - COLIN MCPHAIL Q. WHY DID YOU STARTYOUR WEBSITES?A. The business wasstarted with the fullintention of having apaper catalogue thatwe could hand out tointerested customers.Then I thought it would
be really handy if the catalogue was linked toa stock database and showed all stock.
Paper was now out of the question. If the‘ecatalogue’ was done correctly, then I wouldselect what I didn’t want to show and all stockitems showed by default. Bingo, what a plan.It seemed fairly obvious to me that if I were tospend £5,000-£10,000 on a printed catalogueit would be ready for the bin in a year and Iwould then have to spend all that moneyagain and more.
But if I spend £4,000-£8,000 on a websiteit’s reusable year upon year with minimalmaintenance costs of around £1,000 a year.Okay, that’s not counting staff time,developing pictures and writing descriptions,but these are coming off your fixed costs. Andstaff love to see their work up in lights.
Q. WHAT DO YOU THINK ARE THE MAINSTRENGTHS OF YOUR WEBSITE?A. The ability to add products, JPEGs,descriptions and alter pricing in an instant. Itallows you to have a reference point for allcustomers be they by telephone, footfall orreading adverts. They can all browse yourstore in an instant with the smallest ofcomputer skills.
Q. WHAT PLANS DO YOU HAVE TO DEVELOPYOUR BUSINESS?A. The development of Footworks/Snowlines/Marathonrunning is now happening in thebricks-and-mortar shop by expanding into thenext-door shop, which will double the currentground floor sales area. We all know thatstreet level is prime retail space and thisallows us to turn our downstairs showroominto a packing area for goods in and goods
out, which is now roughly 40 parcels per day.The web growth will come from increased
efficiency and more concentration on themarketing of the website. eBay will still be anarea of major growth. We currently sell all ourold dead stock on eBay and it hosts over 1,000products, which are all managed manually using‘Selling Manager Pro’.
Actinic, combined with our other two piecesof software, is automatic and updates itselfevery 24 hours at the close of trading each day.We certainly would like to appear in many moreeshopping malls such as eBay, and this will belooked at over the next two years.
Q. DO YOU THINK YOU HAVE ANY ADVANTAGESHAVING AN OFFLINE BUSINESS AS WELL AS ANINTERNET PRESENCE?A. Multi-tier pricing will always invite conflict atsome stage. The worst stage is once youcomplete an in-store sale, the customer thencomes back later complaining about the webprice being so much cheaper. This is onedisadvantage of having a high street presence,but the big advantage is mainly being able todeal with suppliers without any hassle.
Many suppliers are unwilling to trade withonline dealers only as they are concerned aboutthe level of support and back up you canprovide, which reflects on their product. Themain advantage of being on the high street isthe number of avenues you have to sell oneproduct. Let’s face it, the more exposure we givethe product the greater the chance we have tosell it. Many people still like to try before theybuy and good retailers allow their customersthis opportunity. I think the competitiveadvantage you have by being a high street storeis in customer confidence.
Q. WHAT ADVICE WOULD YOU OFFER TOSOMEONE WHO WAS LOOKING TO SET UP THEIRFIRST ONLINE STORE?A. Get your stock database working first thenadapt some software to meet your needs. Makesure the designer has experience of yourproducts and understands fully your needs. Agood designer will meet and take notes, leave
you for a month then come back and take morenotes. When they decide how to fulfil yourrequirements they will be able to choosesoftware, which will work roughly how youwant it to. Take much time in the research stagebecause once you choose the route you aremore or less stuck with it.
Q. IF YOU COULD TURN THE CLOCK BACK, WHATWOULD YOU HAVE DONE DIFFERENTLY WHENYOU WERE SETTING UP YOUR BUSINESS ANDDEVELOPING YOUR WEBSITE?A. I would possibly have looked at more stockdatabase software to find something that didn’thave the drawbacks we have with ours. It’spossibly unfair to call these drawbacks, asrefusing to pay a ransom to the provider forregular updates and maintenance is probablywhy we still have drawbacks with our system. Iguess the software provider has ironed out manyof the gripes that I have learned to live with.
Q. WHAT DO YOU THINK THE FUTURE OFONLINE RETAILING LOOKS LIKE?A. It’s fairly obvious that online selling is hereto stay and, like any market, may eventually bedominated by the big sellers selling cheap.Think of the high street and do the comparisonbetween the specialist deli run by foodenthusiasts who drink and eat as a hobby, thenthink of Tesco or Sainsbury’s or any superstorein the Tesco Metro scenario. These big boysthink that by being smaller they can increasetheir market share and outsell the specialist.
It’s my view that the small deli withenthusiasm and knowledge will prevail. Whatthe Tesco Metro scenario is doing is dilutingtheir existing market and helping the small guyto grow. This is true for online retailing, wheremany questions are sent by email interactingwith the store, sometimes for days, beforemaking the final purchase.
Price is the great attractor, but is notnecessarily the final decider. Enthusiasts whoare keen to interact with customers will stillrun the best online retail sites. This can bedifficult for the smaller online retailer becauseof the 24/7 nature of the online beast.
SI
As for marketing activity, Snowlines has got around50,000 customers on its database now. Says Colin: “With asmall investment in an Actinic add-on program, I can extractthe email addresses which I need for marketing. We average120 unique visitors a day - versus 15 a day at the start - anda 25:1 conversion ratio, but I know I can improve thisdramatically by getting on top of site optimisation.”
He recognises the value of optimising his site to get thebest rankings out of the search engines. He also believesstrongly that search marketing is best done in-house, notfarmed out to a third party that promises the world, but isbasically talking about spending fortunes on pay-per-click.
“If you get your optimisation right then you’ll spend lessand do better in the organic rankings,” Colin states, adding:“This can take up half a day a week in tweaking the site,testing new searches and checking results, but only I have theunderstanding of the business to do it properly.”
E-TAILING 7/3/08 2:53 pm Page 3
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TAIL-ENDER
66 SPORTS INSIGHT
“What we need,” said my assistant Normanwhen I hinted that the month’s figurescould have been better, “is a cut-price sale.Everyone’s having them. It’s all part oftoday’s proactive bargain strategy. Do youwant that last doughnut?”
“The trouble with you, Norman Fothergill,”I said, “is that you read these things in theSunday paper business sections without havingthe foggiest idea what they mean. And theanswer to your question is: yes, I do want thatdoughnut.”
CasualBut he had made me wonder, and later, duringthe afternoon coffee break, I asked casually:“What did you mean about a sale?”
“Well,” said Norman. “You buy in cheapgoods and sell them cheaply.”
“And how exactly do you make any moneyout of that?”
“Well,” said Norman, “I think you’ll find thatstudies at the Manchester Business School haveshown that more publicity is generated bybargain deals than any other retail promotionalcampaigns leading to an increase in customergoodwill and a rise innon-budgetmerchandise.”
“Any more talk likethat and you’ll be outof a job, my lad,” I said.
But, as I’ve said, hedid make me wonder.And when, on the wayto work next day, I counted sale signs in four ofour main competitors, I told Norman that if hewanted to organise a cut-price mid-season salehe was very welcome to do so.
Furthermore, I would make him temporarydeputy promotions and merchandising manager,so long as he understood he wouldn’t begetting any more money and he would still beexpected to buy the elevenses.
Next thing I knew he was staggering upfrom the basement with boxes of stuff, some ofwhich hadn’t seen the light of day since the1966 World Cup, saying: “Well, this lot can gofor a start.”
“Not so fast, son,” I said, picking up asigned Stanley Matthews autobiographyretailing at one and six in hardback. “We’ve
got somesporting historydown there.”
Rats“We’ve gotrats, too,”Norman said,holding up aTom Finney sizenine leatherfootball boot thathad been gnawedthrough to the insole. “And you should seewhat they’ve done to those green and silvershell suits you said would one day come back infashion.”
Memories were coming back thick and fast.“Look at these Jimmy Greaves World Cupshirts,” I said. “My dad bought half ahundredweight from Taiwan and then the swinedidn’t even play in the final. We neversupported Tottenham again after that.”
“Never mind about all that,” Norman said.“We want stuff that will make us a few bobwith minimum outlay. It said in the paper
that inhibiting initial investment by as little as 20 per cent can increase gross profit by a factorof three.”
“It also said in the paper that JoseMourinho would be the next Englandmanager,” I said. “And that Lord Lucan hadbeen seen riding Shergar.” But by now Normanwas back in the basement, returning with moremouldering memories of yesteryear.
Next to emerge was a box of leatherfootballs. I remembered that when they got wetthey were so heavy that we had complaints thatsmall boys who headed them ended up inhospital with concussion.
“We used these when I was at AccringtonStanley,” Norman said (he was reservegoalkeeper to the reserves). “If the lace caught
you in the wrong place you knew about it.” Hiseyes watered at the thought. “They were whatyou could call footballs - not those white plasticthings with patterns on.”
“We did have a ball down there which wassigned by Derby County’s 1946 cup-winningteam,” I said. “But I dare say the rats havelicked the Biro off it.
“Crookes, Stamps, Doherty, Nicholas - Iremember them all.” I found myself getting misty-eyed, too. “My dad queued for hours to buy thatball, then he couldn’t bring himself to sell it.”
“Well, no onewill want it now,”Norman said. “Northe ChristineTrueman tennisracquets, nor theJohnny Leach pingpong bats either.Why don’t I go on
eBay tonight and have a look for some surplusstock bargains?”
He said he had a mate who would probablytake the whole contents of the basement off ourhands for a tenner - and clean out the place fornothing. To tell you the truth, I was fast losinginterest in cut-price sales and it would be useful tohave somewhere to throw all the cardboard boxesand bubble wrap instead of in the washroom.
How was I to know that Norman’s matedealt in retro sports gear, which is apparentlysuddenly being snapped up at crazy prices, andthat Norman would make enough from his 50per cent cut from a collectors’ auction to takehis wife on a long weekend to Torremolinos?While he’s away I intend to have a good longread of the Sunday papers.
A sideways look at the world ofindependent retailing
SI
UNDER THECOUNTER
“Next thing I knew he was staggering up from thebasement with boxes of stuff, some of which hadn’t
seen the light of day since the 1966 World Cup,saying: ‘Well, this lot can go for a start’”
COUNTER 7/3/08 2:52 pm Page 2
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■ The foundation of all Cloggens shoes is a lightweight, durable and easy-to-clean patented C-Forma material. Anti-microbial and anti-bacterial C-Forma isodour resistant and follows the natural shape of the foot to provide a softcustomised fit each time you slip them on. The ventilated design naturally allows
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