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A Response from Everton FC
Andy Hosie gives some background to current
supply problems with replica shirts
29 November 2002
I'd like to make a few points which will hopefully help people
understand the current situation.
- I was as frustrated as any other blue about the shortages of some
sizes of kits in the shop. One of the first actions I took
coming in (on October 28th) was speak to Guy Buzzard about how we
could avoid going out of stock on kit. Kit is 60% of our
business and being out of stock on such an item is just not
acceptable.
- There are 2 reasons why we have no XL shirts. Firstly Puma
work on 6 month leadtimes (hard to understand, I know, but that is how
all sports clothing manufacturers work). Secondly, the
fact that it is a tight-fitting shirt has meant that many Large
customers have moved up into XL something Guy predicted but not in
the numbers that eventually did. (Are all the people wanting an XL
aware that an XXL will probably fit?)
Guy spoke to Puma in early October when the kit was selling beyond his
greatest expectations (48% more than the last home kit sales) and was
told that they could supply us with nothing until mid-February 2003 at
the earliest! Guy predicted a 35% uplift in Kit sales.
No-one could have predicted in March last year that we would sell 50%
more shirts.
- We summoned Puma in in early November and tried to explore every
possible opportunity to get kit to us no matter what the cost
and we are still pushing them. The simple fact is that, whilst
we may find a few XL shirts here and there (we have found 24!), we
will not find enough to meet demand. Puma cannot produce any
more until next year and we have a new kit celebrating our 125th
anniversary coming out in May. The kits we do have will be
allocated out to those on the waiting list on a first-come,
first-served basis. I hold my hands up and can only apologise
that incorrect information has been given out to some people all
the staff now know the size-by-size delivery schedules of the stock we
are expecting.
- Guy Buzzard has revolutionised the Megastore in the year or so he
has been with us and he is an exceptional retail manager. He has
just about completed Phase 1 of his 5-year plan (making it profitable,
reducing stock levels and simplifying the range). The next
couple of years will see greater profit, a fantastic payment and stock
management system which will reduce queuing times and improve
forecasting; meaningful range extensions (like the new retro range of
kits); and yes, we are examining the feasibility of
getting a (profitable) shop in the centre of Liverpool.
We are staffing up mail order (a new new catalogue was mailed to
40,000 fans last week and is also available in the shop) and have just
completed Phase 1 of a 3-phase e.commerce website which will
revolutionise the money we take online from around the world
(half-price delivery if you order online).
- We have just put in orders for the 125th anniversary kit in May
which are 50% up on this years sales (Guy spent a week analysing sales
by size and shirt type) if sales of this again go wild we will be
able to order another slug straight away to ensure delivery before
Christmas. I do not want the same to happen again next year.
I will not have the time to respond to all the issues that are raised
by fans but I felt this was a major issue with complex causes that are not
widely understood I want every Evertonians to be in no doubt
that myself and my team are doing everything possible to generate the
level of revenue required to help the club compete with the best.
Regards
Andy Hosie
Head of Marketing
Everton Football Club
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