Thursday, July 29, 2010

Collegiate, Pro-Sports, Men's Gifts We're #1

03/16/09

Collegiate gifts continue to draw fans

For retailers looking for something to cheer about as 2009 begins, collegiate gifts may be the best game in town. Moving away from the foam Number 1 fingers and mascots beating up on each other (though those items still sell) there are collegiate gifts comfortable in every room of house. Today’s collegiate giftware includes everything from key chains to fine wood tables—and everything in between. Moreover, it is the type of giftware that has great emotional appeal and can bring excitement to your store mix.
Of course the sports teams, the mascots, and the logos are all part of collegiate giftware. But there’s so much more. There are gifts for non-sports types who want to show school or organization pride, gifts that pass on the traditions to prospective younger fans, and even gifts for fashionistas who “wouldn’t be caught dead” in that color combination, but still want to show school loyalty.
Collegiate is big business. As  reported in Giftware News’ October 2008 “State of the Industry Report,” Collegiate was the top category in Unity Marketing’s Top Gift Categories and Gift-giving Index. They found that of items purchased as a gift Collegiate was at least twice as likely as average to be selected. Collegiate  has high emotional appeal. It can not only evoke memories of good times in the past, but of more good times to come. It can bring new energy to your shop. And there’s giftware to suit every occasion.  

Something to Cheer About
“Tailgating is still a big thing,” says Dave Kirkpatrick, vice president non-apparel marketing at College Licensing Company (www.clc.com or www.imgworld.com).
CLC is a division of global sports and entertainment company IMG. Founded in 1981, CLC is the oldest and largest collegiate licensing agency in the U.S. and represents nearly 200 colleges, universities, bowl games, athletic conferences, the Heisman Trophy and the NCAA. Headquartered in Atlanta, it provides full-service capabilities in brand protection, brand management and brand development.
“Tailgating has become a varsity sport,” Dave continues. “People build elaborate settings. You figure fans are out there three or four hours before the game. They want to show their team spirit in everything they do.”
He says many companies offer products (and potential giftware) that does just that. There is tableware displaying the school logo or mascot or important buildings on campus—everything from melamine to fine china. Dave says Tervis Tumbler  (866/392-1964) offers all kinds of drinkware displaying collegiate images, including ice buckets. It is consistently one of the Top-25 Non-Apparel Licensees in CLC rankings. Grilling accessories—aprons, mitts, branding irons are all offered in team pride style. Team Sports America (800/966-7399) offers collegiate grill covers, along with fun garden and pool products. Then there’s the flags, signs and all kinds of other products used to create the festive scene.
The CLC was looking forward to its new location at the Atlanta Gift  & Home Furnishings Market  in AmericasMart Building 2 West Wing  and at the Dallas Total Home & Gift Market in the CollegeFINDS at the Dallas Market Center. Dave said as of mid-November both places were 70-80% sold out in the Collegiate area.

On The Home Scene
Collegiate-themed items have made their way into every room in the house, and in many cases, offices as well. Kevin Aldridge is vice president at SC Christmas.
“In today’s economy there is little to cheer about, so many retail customers turn to sports. College licensed products are one of the hottest selling items in today retail market. Our new acrylic night light has been a big hit. It is done in a football design with the school logo on the front of the jersey. This night light has a pivoting plug to fit any outlet.
“Our plush mascots are a big hit with the lil’ fans. Standing 9”, each is the authentic  school mascot with the team logo embroidered on the front of the jersey. And for Christmas, what better way to show your school spirit than with a holiday wreath? It is 20” made of rattan wicker with two plush snowmen in the middle. Each wreath comes in the school colors with the logo embroidered on the front.”
Bill Skinner, sales director at Team ProMark, located in Boulder, Colorado, would agree about the appeal of collegiate products.
“One of the focuses of our company is aggressive introduction of new products. This year we came out with a stapler, mouse, level and calculator. The accessory market always wants something new. The retailer wants to  be able to offer something different to the  customers.
“Home office and hardware are our niche. Licensing is great. Sports fans like anything with their team’s logo. These products do great for the holidays, Father’s Day, birthdays.”
Kevin Draws is vice president sales at The Memory Company.
“One of the things we’ve done is redesigned our ceramics. Our new handpainted ceramics feature either a mascot or logo. We have made them more whimsical, more appealing. We have introduced several new items that retail for under $25. They include: jersey-shaped salt and pepper shakers with S or P replacing the  player number, an art glass horizontal frame, an art glass light switch cover, a coaster/picture frame set and an LED reading light.
“We are also excited about our  ‘Let’s Go Light’—a traffic light that flashes the Team name. Collegiate-wise we are still doing well. We’ve made a decision to offer specific products for different markets. We still carry a lot of teams. Collegiate has become a staple. Gifts are for everyone, not just men. People give it for every occasion. I just gave Auburn-themed homegate tableware as a wedding gift.”

Gifts With Style
CLC’s Dave says fashionable purses and messenger bags have been a huge growth market for collegiate. They have expanded the always popular totes and backpacks. Some companies have also moved away from traditional colors and use just the logo or school initial to appeal to the fashionistas. He says bags in pink are doing very well.
P Michael Inc. (800/382-8370 or www.pmichael.biz)) offers a different take on collegiate T-shirts. The company makes trendy, feminine collegiate tops and T-shirts.
“We have been in the collegiate market for three years and it has been kind to us, “ says Steven Yi, company president and owner.
“I think the uniqueness of our apparel line is its appeal. Our tops fit women, from students to alumnae, mothers and grandmas. We are definitely a shirt for all women and provide a wide range of sizes. We offer diversity and something different and people appreciate that. Our tag line is ‘Take a bit of the university home with you.’ Our designs incorporate a collage of images of the campus—key buildings and places. They are a hit both on or off campus.”

Continuing Ties
College memories can also be tied in with being part of an organization. This can also create many sales opportunities.
“Fraternity and sorority merchandise is always in demand because new members are always joining these organizations,” says Debi Mahdi, owner of Debi’s Ordinary People Collectibles. (800/552-0377).
“The new members are excited about obtaining their very own paraphernalia they have watched other members wear or possess prior to their induction. This is particularly true since many Black Fraternal associations continue to function as social service organizations way beyond the college years.  Many of these products represent hallmarks-type collectibles that serve as a badge of honor and pride. These socially active organizations do not stop ‘fraternizing’ after college.  As a matter of fact, there are many Black fraternity and sorority undergraduate, graduate, and alumni chapters with large memberships throughout the United States who are always looking for new Greek paraphernalia to buy. You would be surprised how well these products sell.”
Memories to Keep
For Joanne D’Alessandro, President of Hestia Creations, the collegiate market has been very good.  “Hestia’s products are a little more detailed and refined than many of the products out there.  Our custom school ornaments are hand-sculpted, hand-painted three-dimensional ‘works of art.’  Our watercolor paperweights and wooden boxes featuring a hand-sketched watercolor of the school have also been big sellers.  I find that our products attract a different segment of the clientele who usually buy collegiate gifts. We do very well at the holidays, for gifts for the students’ parents, but our best customers are the returning alumni, particularly for reunions. We find that even a slightly higher price point for something unique and handcrafted does not discourage our customers, especially since our minimum orders are so reasonable. We do also offer quite inexpensive custom bookmarks, magnets and key chains, which are often ordered to be included with a reunion ‘kit,’ but I must say that the ornaments really are the reason why people contact us.  They truly are our signature product, which everyone loves. It’s important to have something classy that anyone can appreciate.”

Here’s to Our School
We all like to toast our schools and a recent introduction let’s us do it with some style.
“We had tremendous response to our new collection of Collegiate Wine Glasses and Pilsners designed by Alice Allred since its introduction this past summer and shipping this fall,” says  David Lieberstein, president of Wine Things Unlimited.
The  handpainted, mouth-blown glassware features colorful logo designs. The initial collection includes Auburn, Arkansas, Clemson, Florida State, Georgia, LSU, Tennessee and UNC. He says they will be adding Alabama, Kentucky, Michigan and University of South Carolina to the line this fall.
They will also be adding martini glasses and shot glasses to all colleges along with wine charms.
Each glass will be individually gift boxed in an attractive full color gift tube. Suggested retail is $25.  

Four-Legged Fans
Steve Rieder, president of Kool Tees,  offers another way for pet and owners  to show collegiate pride.
“In today’s economy the pet industry is still thriving, and expanding collegiate clothing and toys has become one of the hottest categories in the pet industry,” Steve says.
The company now has a line of collegiate clothing and toys for dogs. Some of the items carried are T-shirts, mesh jerseys, sweaters, cheerleader dresses, tennis balls, a frisbee pull toy, plush squeaky footballs and a combination collar bandana all with your favorite college motif.

Collegiate-A Good Play
Kevin Aldridge from SC Christmas offers these tips for selling collegiate.
“One of the best ways to sell the collegiate products is to have the staff  wear the school colors. Make sure you have a sampling of the licensed  product in the store window to let everyone know that you have collegiate items.  
“Remember everyone is or knows a fan of some team, if your customer is not—they know and buy for a fan. Check with your suppliers, many will drop ship items so if you have a customer request an out of area team most likely you can serve them.”
Whether it’s an alum remembering good times, a fan wanting to show school spirit, a parent or grandparent wanting to pass on traditions to a new generation—all are looking for a gift that brings special feelings. Let them know you have those gifts and you’ll have the winning sales play.

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