360° Coverage : As Super Bowl Approaches, Adept NFL Retailers Are Saying So Long...

2 Updates
As Super Bowl Approaches, Adept NFL Retailers Are Saying So Long To 'Shrink It And Pink It'

As Super Bowl Approaches, Adept NFL Retailers Are Saying So Long To 'Shrink It And Pink It'

Jan 18 2014, 1:06pm CST | by

The traditional model of selling NFL-licensed apparel to women involves taking the same clothing created for men and simply doing what is known in the retail industry as, “shrink it and pink it.”  ...

Filed under: news

 
 
 

34 weeks ago

As Super Bowl Approaches, Adept NFL Retailers Are Saying So Long To 'Shrink It And Pink It'

Jan 18 2014, 1:06pm CST | by

The traditional model of selling NFL-licensed apparel to women involves taking the same clothing created for men and simply doing what is known in the retail industry as, “shrink it and pink it.”  The phrase is simply a reference to modifying the same exact items manufactured for men and selling them in smaller sizes and with commonly regarded female attributes (i.e. the color pink and/or rhinestones).  However, holding on to that model is no longer an option for companies concerned about building up their sports-related women’s retail businesses.  Thus, they are starting to say so long to “shrink it and pink it” and those willing to try something new are seeing strong results.

“Men are still majority when it comes to purchasing sports apparel, but there is a large chunk of female fans and they don’t want to just buy men’s smalls,” explained Marty Brochstein, Senior Vice President, Industry Relations & Information at the Licensing Industry Merchandisers’ Association (LIMA) to FORBES.  Brochstein’s mission is to foster the growth and expansion of licensing.  He believes that all leagues realize they now have to go beyond “shrink it and pink it,” and says that in sport, it is about identification with a sport or specific team.  Importantly, he offered, “licensing at its core is all about emotion.”

One company that appears to truly understand the shift from “shrink it and pink it” to developing a unique, desirable line of sports-related women’s apparel is Junk Food Clothing.  Do not let the name of the company fool you — no Starburst, liquorice or other types of candy are offered by the innovative clothing company.  Instead, the vintage t-shirt company known for its soft, comfortable fabrics plans to put women front-and-center in the weeks leading up to the 2014 Super Bowl.  It will offer its entire line of NFL-related products for women and will also be bringing to market, exclusively at Bloomingdale’s, a women’s capsule collection inspired by its Junk Food NFL Runway Show called “NFL Element” and featuring  Kristin Cavallari (actress and wife of Chicago Bears quarterback Jay Cutler) that was held at last fall’s Fashion Week.

Junk Food Clothing has been an NFL licensee for several years, but more recently discovered a growing trend of consumers shifting from identifying with film and television actors and actresses to associating with athletes, who are playing an increasing role in developing fashion trends.  The company’s desire to buck the trend caught the attention of the NFL.

“This year the NFL came to us to develop integrated marketing solutions for them to develop their female market,” said Andre Najjar, Vice President of Marketing at Junk Food to FORBES.  ”We did a whole fashion capsule for them, then a Breast Cancer Awareness campaign with Bloomingdales.  We featured two NFL styles on an oversize t-shirt body which has been trending for us in the women’s business.”  However, Junk Food is not only a women’s clothing company.  Najjar pointed out that next year his company will work with the NFL to do the same type of activities and activation for the men’s market.

Bloomingdale’s will be the hub of Junk Food’s Super Bowl-related activities over the next few weeks, although its products will also be available at Macy’s and Saks Fifth Avenue.  Earlier this week, Bloomingdale’s unveiled its NFL inspired fashion windows, including windows featuring ‘haute couture’ football helmets and four touchscreen windows from Junk Food that will change leading up to the Super Bowl and will eventually feature the two teams playing in the Super Bowl immediately before the game.

For those on the West Coast, Junk Food will be hosting a celebrity party at Soho House in Los Angeles with an array of athletes, celebrities, fans and sportscasters.  Marketing initiatives aside, the full Junk Food vintage women’s NFL line is being housed at Bloomingdale’s in addition to online.

Junk Food Clothing seems to simply “get it” when it comes to women’s fashion as it relates to sports.  The fact that Junk Food has won the LIMA award for Sports Licensee for the past two consecutive years makes a significant statement.  It seems like this is just the tip of the iceberg, though.  LIMA says total sales for professional sports and collegiate licensing in 2012 amounted to $12.31 billion (the 2013 numbers will be released this June during its Licensing Show).  If women open their purses wider and start spending more money on sports-related apparel, then Junk Food Clothing and others willing to ditch “shrink it and pink” it will have customers to capture and the total sales for sports licensing should rise.

Winning the crowd over leading up to the Super Bowl is mission number one.

Darren Heitner is a Partner at Wolfe Law Miami, P.A. in Miami, Florida, Founder of Sports Agent Blog Professor of Sport Agency Management at Indiana University and author of a forthcoming book, How to Play the Game published by the American Bar Association.  Learn more about him at http://www.darrenheitner.com.

Follow @DarrenHeitner

Source: Forbes Business

 
Update
2

2 weeks ago

Khazanah throws MAS RM6b lifeline

Aug 29 2014 5:01pm CDT | Source: Business Times Singapore

August 30, 2014 1:15 AMKHAZANAH Nasional will inject RM6 billion (SS$2.4 billion) over three years to resuscitate loss-making Malaysia Airlines (MAS) under a recovery plan that includes even an Act of Parliament. Other key moves are migrating its operations, assets and liabilities to a new company (NewCo) and slashing the ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 
Update
1

2 weeks ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of the double tragedies of MH370 and MH17 ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Kenya maintains flight ban to Ebola-hit West African nations
Nairobi, Sep 16 (IANS) The Kenyan government will not lift a travel ban to West African countries affected by an outbreak of Ebola virus disease until the risk reduces to a manageable level, officials said Tuesday.
 
 
President in Ho Chi Minh City; history, art on show
Ho Chi Minh City, Sep 16 (IANS) President Pranab Mukherjee Tuesday reached Vietnam's business capital on the second leg of his four-day visit, during which he will visit various historic sites, attend a cultural programme and meet the local Indian community and prominent Vietnamese politicians.
 
 
Sri Lanka records 7.8 percent growth in Q2
Colombo, Sep 16 (IANS) Sri Lanka's economy expanded by 7.8 percent in the second quarter of 2014 compared to 7.6 percent in the same period last year, latest data from the Department of Census and Statistics showed Tuesday.
 
 
'Global selfie' to send Earth's self-portrait into space
New York, Sep 16 (IANS) A "global selfie" project that aims to send a special message from earth to space via NASA's New Horizons spacecraft has been approved by the US space agency.
 
 
 

Latest from the Network

US to bolster Ebola fight with more funds, troops
Washington, Sep 16 (IANS/EFE) US President Barrack Obama will announce Tuesday an extension of his government's plan against the Ebola virus disease outbreak in West Africa by deploying 3,000 troops and allocating...
Read more on Business Balla
 
Kiwi jihadi wants to leave war-torn Syria
Wellington, Sep 16 (IANS) A jihadi from New Zealand, who has links with the Al Qaeda and has taken up arms in Syria, wants to leave the war-torn country - but first needs a fresh New Zealand passport after burning his...
Read more on Politics Balla
 
A glass of milk daily good for your heart
New York, Sep 16 (IANS) Do you find drinking milk disgusting? Listen to your heart and change the habit. New research has found that drinking milk and consuming other dairy products may reduce the risk of a heart...
Read more on Apple Balla
 
Avatar sequels could feature cutting-edge 3D technology
The 'Avatar' sequels could use Douglas Trumbull's new system for 4K 3D at 120 frames per second. Trumbull has confirmed the news in an interview with The Hollywood Reporter, in which he revealed that James Cameron - who...
Read more on Movie Balla
 
Marvel releases synopsis of Avengers: Age of Ultron
Marvel Studios has released a full synopsis of 'Avengers: Age of Ultron'. The much-hyped film is set to feature the likes of Robert Downey Jr., Chris Evans, Mark Ruffalo and Chris Hemsworth. The synopsis of the film...
Read more on Movie Balla
 
Keira Knightley was neurotic
Keira Knightley was ''pretty neurotic'' until she was 25. The 29-year-old actress used to take herself ''far too seriously'' and obsessed over the criticism she received, particularly over her looks. She said: ''Have I...
Read more on Celebrity Balla
 
Lawyer: Robin Thicke is being 'exploited'
Robin Thicke's lawyer believes the singer is being ''exploited''. The 37-year-old star is currently embroiled in a legal dispute with Marvin Gaye's children, who have accused him, Pharrell Williams and Clifford 'T.I.'...
Read more on Celebrity Balla
 
Rain takes toll on Pakistan's historical sites
Islamabad, Sep 16 (IANS) Pakistan's monsoon rain, which started Sep 3 and has ravaged human populations since then, has taken a toll on ancient ruins as well, media reported Tuesday. Archaeologists say the ancient...
Read more on Politics Balla
 
Number crunching may make people selfish
Toronto, Sep 16 (IANS) People with a "calculative mindset" as a result of number crunching are more likely to engage in selfish and unethical behaviour, suggests a study. Repeated engagement with number-focused...
Read more on Celebrity Balla