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October2011.Pdf SportsSERVING THE SPORTS TRADE IN THE UK AND ROI www.sports-insight.co.uk £3.50 OCTOBER 2011 Insight THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS INSIDE THIS ISSUE SEE PAGE 34/35 DAVID VS GOLIATH MARKETING E-TAILING IN SEASON How one retailer competes Expert advice on avoiding Top tips for a successful Focus on swimming, football against the big boys basic blunders Christmas season and rugby 9Zhe^iZdcanWZ^c\[dgbZY^c'%%.B6CI>HHedgi^h[VhiWZXdb^c\Vc^ciZgcVi^dcVaangZXd\c^hZYWgVcYl^i]VegZhZcXZi]gdj\]djii]Z JH6!:jgdeZVcY6jhigVa^V#I]ZiZVb]VkZVlZVai]d[ZmeZg^ZcXZl^i]^ci]ZiZcc^h^cYjhignVcYlZgZegZk^djhangZhedch^WaZ[dgV cjbWZgd[gVX`ZihjhZYWnegd[Zhh^dcVaeaVnZghdci]Z6IELI6idjg# I]ZB6CI>He]^adhde]n^hh^beaZÄÆidegdk^YZZmXZei^dcVafjVa^inegdYjXihVikVhianhjeZg^dgeg^XZhÇVcYl^i]i]^hdW_ZXi^kZi]ZZci^gZ gVX`ZigVc\Z]VhWZZcYZkZadeZYjh^c\]^\]bdYjajhXVgWdcÒWgZ#I]ZgZ^hVgVX`ZiVkV^aVWaZidhj^iZkZgnineZd[eaVnZgi]gdj\]hjWiaZ VY_jhibZcih^ci]ZlZ^\]iVcYXdchigjXi^dcd[ZVX][gVbZ# L:><=IJCHIGJC</ (%%\ '-*\ '+*\ '*%\ 76A6C8:JCHIGJC</ ('%bb ('*bb ((*bb ()*bb =:69H>O:/ &%%hf#>c &%%hf#>c &%%hf#>c &%%hf#>c A:C<I=/ ',Ç ',Ç ',Ç ',Ç 8DCHIGJ8I>DC/ &%%=B8VgWdc &%%=B8VgWdc &%%=B8VgWdc &%%=B8VgWdc ,'7Vaa 7jX`Zih# 6ahdVkV^aVWaZ^c7A68@# 6ahdVkV^aVWaZ^c7A68@# &%GVX`ZiI]Zgbd 6kV^aVWaZ^c7A68@$H>AK:G7A68@$G:9 JaigVEgZb^jb LdkZc8adi] 6kV^aVWaZ^cL=>I:7AJ:# 6kV^aVWaZ^cL=>I:!7A68@E>C@# IZcc^hWVaa +GVX`ZiI]Zgbd EaZVhZXdciVXijh[dgbdgZ^c[dgbVi^dcVWdjii]ZB6CI>HWgVcY G:N9DCHEDGIHI/ ))%&&*.%%'()%:/hVaZh@gZnYdchedgih#Xdblll#bVci^h"hedgi#Xdb PERFORMANCE WEARFOR PERSONALISATION www.gamegear.co.uk LISTEN WITHOUT POLYURETHANE WITHOUT PREJUDICE, NOTICE OF IMPENDING ACTION FROM THE PRIMAL LEGAL DEPT. PROCEEDINGS WILL SHORTLY COMMENCE TO ADDRESS SPORTS RETAILERS FAILING TO STOCK IN ACCORDANCE WITH THE LAW. ONGOING TRADING IN CONTRAVENTION TO AND WITH DISREGARD OF, GOVERNING LAWS, VALIDATED BY THE ESTABLISHMENT AND FOUNDATIONAL TO EVOLUTIONARY PRINCIPLE, MAY RESULT IN IMMEDIATE VISITATION FROM A PRIMAL REPRESENTATIVE.... For enquiries &/or repentance! 01306 883 240 - [email protected] IN THIS ISSUE CONTENTS 10.11 E-CATALOGUES & BROCHURES To view the latest trade e-catalogues ABC Certification SportsInsight and brochures, working with visit www.sports- Sports Insight has a current ABC certified insight.co.uk. circulation of 5,496 (audit period July 1, 2010 - June 30, 2011). The Audit Bureau of Circulations (ABC) is an independent ONLINE COMPETITIONS audit watchdog that verifies magazines’ circulation figures, For more details on the latest Sports Insight providing accurate and comparable data for advertisers. online competition visit www.sports- ABC Certification demonstrates a media owner’s insight.co.uk and click on the competition tab integrity, in their willingness to be audited and to for your chance to win. conform to industry standards. WEEKLY E-NEWSLETTER COVER STORIES Are you missing out on the latest MARKETING industry news? Then subscribe to the FREE 30 Sports Insight newsletter. Simply go to Expert advice on avoiding basic blunders www.sports- insight.co.uk and 36 DAVID VS GOLIATH click on the How one retailer competes with the big boys newsletter tab. 66 UNDER THE COUNTER WWW.SPORTS-INSIGHT.CO.UK 65 E-TAILING A sideways look at the world of Top tips for a successful Christmas season independent retailing REGULARS IN SEASON NEWS 45 CRICKET 10 RUGBY Latest headlines, key dates and events 48 52 TABLE TENNIS KIT STOP 55 FOOTBALL 14 SWIMMING Essential stock for your shop 56 59 INDOOR SPORTS 22 FOCUS ON ASICS 33 range FEATURES 23 FSPA FOCUS 28 UPPING THEIR GAME The latest news from the Federation Ireland’s independent sports retailers of Sports and Play Associations are having to fight for every sale 24 TALKING SHOP 32 TRADITIONAL VALUES Sarah Thornton is manager of cycle WITH A MODERN TOUCH equipment store Biketreks If you’re not connecting with modern technology, chances are you’re not going to connect with 27 MOVERS & SHAKERS customers Frédéric Olivier, president of Force XV 38 MY SPORTING LIFE 60 E-TAILING Although he retired from first class cricket 10 years A robust hosting service for your online ago, as a brand manager for Gray-Nicolls Nick store is a prerequisite for its success Wilton is still deeply involved in the game Editor: Jeff James. Tel: 01273 748675 Group Editor: Ted Rowe All contents © Maze Media (2000) Limited. The views expressed in Email: [email protected] Publisher: Matthew Tudor this magazine are not necessarily those of the publisher. Every effort is made to ensure the veracity and integrity of the companies, Assistant Editors: Catherine Eade and Louise Ramsay Art Director: Jim Philp persons, products and services mentioned in this publication and Advertising Manager: Keith Marshall Tel: 01206 508601 details given are believed to be accurate at the time of going to Tel: 01206 505947 Email: [email protected] press. However, no responsibility or liability whatsoever can be accepted for any consequence or repercussion of responding to any Email: [email protected] Designer: Chris Ashworth information or advice given or inferred. No part of this publication Fax: 01206 500243. Advertisement Art Director: Clare Brasier may be copied, broadcast, interpreted, or stored, in any form, for Advertising Sales Reproduction: Ace Pre-Press. Tel: 01206 797541 any purpose, without the written permission of the publisher. 21-23 Phoenix Court, Hawkins Rd, Accounts: Philip Bale. Tel: 01206 505907 ABC certified circulation: 5,496 Colchester, Essex CO2 8JY Published by Maze Media (2000) Ltd, 21-23 Phoenix (audit period July 1, 2010 to June 30, 2011) Group Advertising Manager: Sam Reubin Court, Hawkins Rd, Colchester, Essex CO2 8JY UK/ROW SUBSCRIPTION: £25/£42.50 for one year (10 issues) 06 www.sports-insight.co.uk KNOCK-ON EFFECT Brands are hoping the 2011 Rugby World Cup will provide a welcome boost for sales of both replica and non-replica product, says the NPD Group This year’s Rugby World Cup looks set to boost sales of replica kit across Europe, with brands such as Canterbury, Nike, Puma, Kappa, KooGa, Under Armour and adidas hoping to benefit from what has been a declining market during the past few years. Replica shirts generated close to £30 million worth of sales in the big five European countries in 2010 (Great Britain, France, Germany, Spain and Italy), a figure that’s been on the slide since 2008. Nearly three out of four replica shirts were sold in Great Britain, making it by far the biggest European market ahead of France. CONTROVERSIAL adidas’ controversial pricing of the All Blacks shirt in New Zealand might increase online sales of the jersey in Great Britain, after fans discovered it was cheaper to purchase it from a UK or US-based e- retailer and have it shipped to them, instead of buying locally. England’s black away kit, unveiled before the Rugby World Cup, launched the battle between adidas and Nike. The strip looks similar to New Zealand’s iconic 127-year-old All Blacks jersey, and although it has generated anger among All Blacks’ fans, it could turn out to be a clever marketing ploy by Nike. Four years ago the Rugby World Cup - hosted by France, with Wales and Scotland staging some of the games - saw 2010, England reach the final, a feat that significantly impacted nearly 50 replica sales. per cent of According to NPD’s Online Consumer Panel, £9 million them were was spent on the England shirt in the 12 months following non-replica. the tournament, while total sales of the French equivalent One of the main drivers of (the team reached the semi-finals of the tournament) topped non-replica sales is price, as in 2010 consumers were able to £7 million. Defeated in the quarter-finals by the save an average £9 on each purchase, compared to replica. unpredictable French, the All Blacks shirt was the third most Cotton Traders, a company that supplies kits to clubs in the popular purchase during the period. Buying patterns show Aviva Premiership, registered significant sales of non- that the further teams went in the tournament the more replicas shirts, which tend to be more colourful and replica product was sold. extravagant. England’s excellent recent record on the world stage NON-REPLICA partly explains why the Aviva Premiership is the third best When it comes to rugby, non-replica shirts represent a attended club competition in England behind football’s lucrative market. Looking at Great Britain alone, NPD Premier League and Championship. During the 2010-11 estimates that among the 1.2 million rugby shirts sold in season the average attendance in the Aviva Premiership was 08 www.sports-insight.co.uk RUGBY REPLICA SHIRTS GENERATED CLOSE TO £30 MILLION OF “SALES IN THE BIG FIVE EUROPEAN COUNTRIES IN 2010 13,003, compared to 17,457 in the Championship. ” 750,000 people were on the streets of London to welcome the England team after their World Cup victory in Australia in 2003, which shows the passion and enthusiasm for rugby in Great Britain. New Zealand is currently under pressure to put on a successful Rugby World Cup, but in 2015 the focus switches to these shores, with England the hosts, having fought off rival bids from South Africa and Italy. The NPD Group monitors the sales of sports footwear and apparel in many countries around the world. For more information contact The NPD Group sports team on 01932 355580. www.sports-insight.co.uk 09 ALL THE VERY LATEST IN THE SPORTS INDUSTRY... WHAT’S NEWS Send your news stories to the Sports Insight news desk at [email protected] or call 01273 748675 THE YOUTH SPORT TRUST: Independent Sports SPORT CHANGES LIVES The Youth Sport Trust is passionate about helping young people achieve Retailers Alliance their full potential in life and in sport by delivering high quality PE and sport.
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