Retailers are introducing FIFA merchandise, apparel and footwear, in order to attract more consumers, especially the youth segment, to the retail market .jpg) With the ongoing FIFA season that attracts significant number of viewers, retailers are striving to improve their sales by introducing FIFA merchandise for consumers. Leading manufacturers of sports goods such as Nike, Puma etc are planning to launch new collections solely devoted to FIFA. “Events have always been a booster for retailers to earn high profits. Therefore, by marketing properly, retailers, especially in the apparel and footwear segments, would witness high sales during the FIFA season,” says Pinakiranjan Mishra, partner and national leader - retail and consumer product practice - Ernst & Young, while speaking to a Retailing360 correspondent.
Strategies implemented by retailers
Leading brands like Amigo Sports have plans to open stores across the nation that would display and sell FIFA products. These stores will not only come up in metros but also in tier I cities. Through this endeavour, these stores are hopeful of attracting consumers who are regular followers of FIFA and would be interested in purchasing FIFA-related products. The number of Amigo Sports stores in the country is expected to increase from 49 to 100. In a bid to further improve sales, the company has also tied up with stores such as Westside and Shoppers Stop, which will help to sell and promote their new product range.
“In order to further promote their products, retailers can also use FIFA-related floor graphics, standees and even drop-downs leading to the store,” says Deven Purohit, CEO of Dev Exports, a large-sized apparel dealer in Ahmedabad.
Although the FIFA season lasts for only a short period of time, retailers are banking on this season to attract consumers, especially the youth, who have an increasing consumer spending capacity and are avid FIFA enthusiasts. Most retailers are targeting the youth by introducing designed team kits and jerseys. These products are available in various price ranges to suit consumer budget.
Sabrina Mitchell |
