Love or loathe the Pink/Vanilla (not 2 colours that spring to mind when I think of Everton), but I have to admit, I am impressed with the Catalogue, and the professional moves we have made on the merchandising front.
Let me explain: my wife, god love her, has no interest in football whatsoever. And coming from Yorkshire, you can let it slide a little with her. Since we have been together, she has grown to accept the Mistress in my life that is Everton. And, although she does not understand, she accepts my love for the club.
She tries... really hard. Every player we have with dark hair is Cahill or 'The Spanish Magic fella'. And she acknowledges the big awkward bloke with massive hair. But that is it with her. That's her knowledge, and she has no desire to progress it anymore. So imagine my shock last night as she flicked through the new Everton Catalogue that arrived, and used words like "Mmmm, that's nice, I like that top." I nearly fell over!
And this is my (slightly long-winded) point: The professionalism in the Catalogue now. The Tower, Dixie Dean & even the Moyes ranges. Someone has looked at this, and seems to realise, to generate the money, offer us the ranges for all the family. This really is a massive move forward, maybe a little too late. But I commend the moves to make us a brand, a real professional brand. Something we have lacked before.
Now I am not saying we are perfect, far from it. I myself have encountered problems when ordering stuff online. But I just thought I would 'give props' to the forward movement of the merchandising aspect of the club ? long may it continue.
Steve Foster, Posted 15/10/2010 at 11:01:18
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1 Posted 15/10/2010 at 15:14:55
2 Posted 15/10/2010 at 15:17:22
We are always a bit quick to slag Everton off when we mess up but hats off to those responsible. The entire range is very impressive.
3 Posted 15/10/2010 at 15:32:40
The only thing that bothers me though - is the exclusivity of our merchandise.
It can only be bought at one of our 2 shops or on line.
When shopping in town or Cheshire Oaks for example. The sports shops are full of Liverpool, Man Utd, Arsenal, Chelsea - etc etc. But none of ours.
Surely it makes sense to sell elsewhere
4 Posted 15/10/2010 at 16:02:10
The more pertinent question when it comes to considering the benefits it has on the club is does it make as much money as it should?
There are several key issues, one of which Lynn discusses in exclusivity. If I were you Steve I would praise the combined powers of Le Coq and especially Kitbag, who deserve far more praise than the club do in putting this range together. Ultimately we have licenced out our retail operation to these people for a set fee during the course of the contract with scalable annual bonuses depending on volume of sales. Do not be fooled, this is far more lucrative for Kitbag and Le Coq than Everton.
Believe me, whilst these people are experts in their field (as sodexho are, who have we have outsourced the catering too) and they have vastly improved the product, please dont be immediately fooled that it has a great benefiot to the club because that isnt necessarily the case. I work for a supplier to the club and know first hand that the decisions made arent always the most commercially lucrative.
FYI though, The vanilla shirt is class.
5 Posted 15/10/2010 at 16:15:36
Manufacturering cost: £5
Le Coq Sportif: £25
Just so we know.
Did you ever think comparitive advertising of supermarket prices would ever happen, or how much local African farmers are paid for their produce?
My wife now proudly has a pink Everton hat and scarf - because she quite liked the look of it.
6 Posted 15/10/2010 at 16:47:56
I totally agree with your statements. But the main point I was making that someone has chosen correctly with the supplier/design team.
With many comments already made, they are starting to attract many people whom would not normally bother with merchandise.
The person who made the call to team with Kitbag & Le Coq Sportif made a wise move!
7 Posted 15/10/2010 at 16:54:52
Although "The person who made the call to team with Kitbag & Le Coq" made a wise move" isnt necessarily true is it. It depends in which sense.
Would the club have been better off employing retail and design specialists instead of giving aware a good percentage of revenue? Im pretty sure Philip Greene could have tapped someone up!! Not only could this increase revenue but it is also increasing the amount of intellectual property that the club gains moving forward thus being able to exploit merchandising fully in the future without outsourcing it.
You might like to think that the club looked into these options, I would like to think so too however, as a supplier to the club, our business knows that isnt the case and money is spent in wrong areas / on wrong projects that could be done more efficiently. The problem with the club is that there is a real reluctance to invest in order to gain return on investment and I have first hand experience that the club tends to go with the solution with the least initial cost rather than maximum ROI.
Perhaps Im getting away from the point, if thats the case apologies Steve, I will try and write a piece on the clubs commercial activities over the next week or so, though it depends on two factors Sundays result and the resultant hangover and my pitiful writing ability.
Look at it another way if we win on Sunday I wont give to hoots about the merchandising! COYB!
8 Posted 15/10/2010 at 17:09:40
Not to be picky with you, but your last paragraph, allow me to amend, please.
Look at it another way WHEN we win on Sunday I wont give to hoots about the merchandising! COYB!
PMA and all that!
9 Posted 15/10/2010 at 17:29:13
10 Posted 16/10/2010 at 12:09:46
11 Posted 16/10/2010 at 19:02:09
12 Posted 17/10/2010 at 06:44:55
Quality of merchandise is definately up, although as some have mentioned, availability is very poor indeed. I emigrated to oz a few years ago and can't believe we're not making the most of the cahil angle. Every time he's home for an international he's on the telly advertising something here. Should have a deal with rebel sports at least.
13 Posted 17/10/2010 at 10:38:10
14 Posted 17/10/2010 at 11:37:40
15 Posted 17/10/2010 at 19:51:26
16 Posted 17/10/2010 at 21:20:02
Agree with other views that we should be able to get merchandise in normal sports shops. Costs ?80 for me to get an Everton jersey over to Ireland when every other jersey is for sale in loads of shops for ?40 to ?50 quid
17 Posted 20/10/2010 at 19:40:24
Yeah agree on the Ireland issue. I haven't been able to buy any merchandise in-store since they signed this deal. I generally like to try a shirt on for fit before I buy. Buying online doesn't allow this.
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