Football Fans Kit Survey: FC Business - May 2010

FCB Page 18-19 5/17/10 9:50 AM Page 1 18 Research A mixed kit bag for manufacturers by Jon Busk Red card! For the player or the strips? I f there’s one subject that is guaranteed to provoke passionate debate for fans across the country it’s football kits. Portrayed as the poster boy for top dog, possibly a reflection of their richer heritage in the game. That said, Nike will be encouraged by the comparative performance of some of its more football-centric brands and scale between -10 and +10, Adidas scored 5.2, Nike 4.1 and Puma nudged Umbro into fourth with a score of 2.4. Bottom of the pile, unfortunately for Blackpool fans, was Cabrini, scoring a corporate football gone mad, the the corporation enjoys dominance in the lowly -2.0, with Hummel, Lotto and fact is thousands of fans still buy UK. While the Portland icon polled 24%, Kappa following close behind. them regularly. Many more a further 10% of interviewees opted for Brands aside, though, the survey reveals thousands have an opinion on Nike owned Umbro, next in line came a double-edged sword for the buying them, be it the way they look or Puma, cited by 5% as their ideal public: fans appear to be happy with the the price tag attached and a manufacturer. product, but not the price. recent FFC survey blows the lid off Tim Gentles, MD of the Football Fans Asked to describe how happy they were this emotional topic. Census, salutes the power of these with the design of their home kit, for The survey, conducted by the Football brands “ there’s clearly a big two in this example, over 60% of respondents said Fans Census, covered over a thousand market, and that wasn’t the case 15 they were either happy or very happy, fans across the Football League and years ago; Adidas and Nike have while only 5% said they were very Premier League, and it reveals what a invested consistently in that time in their unhappy. contradictory category this is. brands, and that seems to have reaped The figures are not as strong for away rewards.” When it comes to brands, the big beasts kits, but nevertheless are robust: 55% of certainly seem to dominate. When That dominance seems to translate into respondents saying they were happy or asked to pick their ideal manufacturer of wider sports apparel. When asked to very happy with their away kits. Not that their clubs kit, over 50% of those polled think about the appeal of the brands the days of Man United grey debacle, or cited Adidas or Nike. The German when buying sports kit other than Coventry City’s maelstrom of brown are manufacturer eclipsed the American, replica items, the same brands completely over however, more than with 29% of respondents citing them as dominate. Ranking them on sliding 20% of fans polled said they were either

FCB Page 18-19 5/17/10 9:50 AM Page 2 Research 19 unhappy or very unhappy with their be no. Asked if they thought their shirts is clearly one of poor value, but away kit. are good value for money, while 28% nevertheless the figures suggest that the said good value, 50% said their kits usage and the quality they enjoy is high. That said, the days of sandpaper were not good value, while 15% said The frequency of kit changes remains polyester are a distant memory it seems. they were extortionate. an issue and 56% of fans surveyed wish Asked to rate how comfortable their that clubs would change them less replica kit was only 6% expressed a Frequency patterns seem to reflect this frequently” negative rating, while 66% of perception too. Asked how often they respondents described their kit as either buy their shirts, 27% of respondents said The replica kit category then is not quite great or good to wear. On top of that everytime one comes, out, 25% said the black and white morale crusade that 42% of fans polled said their kit was every second and 12% every third and is usually assumed. Fans undeniably better than average at resisting wear 22% less than every third kit that gets think their kits are too expensive and are and tear compared to other tops in their launched. changed too often. But at the same time wardrobes: expect Chelsea fans to be they also think their kit is well made, That said, those who buy the shirts do high quality clothing and they get good sporting their lucky 2009/10 kits well seem to get a lot of wear out of them. into the twenties. use out of them. Maybe the distinction According to the survey, the average fan that the clubs and manufacturers need Quality then, is not an issue according wears their shirt 37.4 times a season, to draw then is between cost and value. to Gentles “this is an emotive topic, but and the average cost of the shirt is Football Fans Census the survey seems to back up £35.15, which means fans are paying The Media Centre manufacturer’s claims that replica kits 94pence for every occasion they wear 19 Bolsover Street are a high quality purchase compared their shirt over a year. Put like that, the London to other leisure wear options”. shirts are more catfood than catwalk W1W 5NA The nub though is whether fans are prices. Contact: Tim Gentles happy with what they are paying for this As Gentles points out, the debate Email: tim@footballfanscensus.com quality and while it’s a well trodden appears is more complex than is often Phone +44 (0) 207 665 4127 media cliché, the answer still appears to portrayed: “the perception among fans Web www.footballfanscensus.com

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Football Fans Kit Survey: FC Business - May 2010

by Tim Gentles

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Football Fans Kit Survey: FC Business - May 2010 Document Transcript