College teams fleece beating the pros - sports apparel at discount stores

Discount Store News, Jan 7, 1991

College Team Fleece Beating the Pros

"Go team go," is an important rallying cry across the country. Whether in high school stadiums, college playing fields or professional arenas, sports teams have brought community spirit to a team's hometown. Usually, that is coupled with increased dollars to the retailer that carries a generous array of the team's licensed apparel.

Most full-line discounters carry items featuring major sports teams, but a new phenomenon has occurred in the lucrative team fleece market--college teams and logos are overtaking national sports teams. And, surprisingly, it is not necessarily the local school that gets the biggest draw.

Retailers are now having to balance local team spirit with the athletic and academic trendiness of colleges across the country. Surprises about which teams sell where keep merchandising managers hopping.

At Alexander's, New York, Denis Sargent, dmm, men's, noted that its college fleece program is "extremely strong."

"Local teams are only a small part of our business," Sargent said. "Colleges, known either for their scholastic or athletic prowess, are doing well."

Color and style seem more important for the professional team apparel. Recent information from the NFL proves that some teams, such as the Los Angeles Raiders, sell well because the team colors make a fashion statement, not necessarily because they win.

Gene Kozack, president of NBO, the off-price men's wear retailer, believes the preference for college logos or colors may also be a function of age. "The college fleece does well with men in their early 20s. National teams seem to be more of a hit with young children and older men," he said.

Alexander's is among the discount retailers that have devoted specific areas to this type of apparel. At Alexander's, the fleece shop carries most of these items. At other retailers, a logo-focused fleece area has proven successful as a freestanding department.

At Rose's, Henderson, N.C., a wall of sweat pants in the men's department promotes the local college teams.

Target's new Greatland store in Minneapolis provides space for college and local high school teams along with the big name players.

These types of departments have also been developed at Philadelphia-based Clover, California's Ross chain and Secaucus, N.J.-based Jamesway, in addition to specialty stores.

Chalk Line is one active-wear manufacturer providing a number of licensed sports apparel goods for these discount departments. The silk screens and graphics Chalk Line merchandises can sometimes be expensive, but they sell well anyway. According to Hal Goldberg, sales manager, it gives retailers an opportunity to build on successful license names.

"Sports licensing is a way for retailers to destroy price barriers," Goldberg said. "The fan or alumni is willing to pay the price for the merchandise."

Goldberg also pointed out that the department has good multiple sales potential as well as a year-round appeal. "People will want to match a nylon jacket with a nylon pant or a T-shirt. And when the seasons change all you have to do is change sports," he said.

In addition to full-line discounters, sports specialty stores such as Sports Authority, Herman's and Modell's draw most college sports enthusiasts. Some apparel off-pricers, however, have been less successful in capturing this golden market.

Kozack said NBO introduced the category for the first time this season, but it has not done as well as expected.

"I don't think people think of us as a resource for this type of product," he said. "We offer a heavyweight fleece and our price points may not be low enough. The sports specialty stores and the full-line discounters are the big players in this market." Kozack has not made a decision on going forward. "If we find a lighter weight fleece for spring at a better price point, we may go ahead with it," he said.

PHOTO : Retailers are balancing local team spirit with national academic and athletic trendiness in marketing college fleeces.