p16-17 Trade talk 6/16/08 12:36 PM Page 17
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Sports Retail - TRADE TALK
SGB
Sports and Outdoor
good living and so with an Independent Sports Retailer.
Another worthwhile comparison is the desirability to join
a trade association and/or buying group. Neil was
comfortable as a member of APSA, The Association of
Professional Sports Agents. I am always interested to hear
the views and experiences of members of their chosen
Group or Association, which are almost without
exception both positive and encouraging. But I digress!
Neil had a good non-conflicting range of product to offer.
Kleim tracksuits, Yonex badminton rackets (and birds too,
but get not too excited, I refer to the shuttles) K.Swiss
‘Pure Tennis’, and clothing by Sergio Tacchini (are they
still around?) with a smithering of fashion footwear. With
some hundred-plus sports shops on which to call, he was
kept busy. Later came adidas headwear, for some time all
the rage, eyewear, for those with vision, and even
cyclewear.
Again comparing the agent to the retailer, change must
always be regarded as a challenge (the latter only has three
extra letters standing, I always believe, for Look, Learn and
Enterprise.) and very few successes last for ever, with the
exception always of supports, but even these evolve with
time. And it is time now to attend to the present and a
confession. This is the first occasion that I have found
myself writing about a brand of which I had no
knowledge. Well, have you heard of ‘White Pepper’? And
would you imagine that to be a brand that is likely to
cause a stir, let alone a sneeze? OK, so I have given you the
wrong name. Actually, and this time it's for real, it is called
‘Poivre Blanc’ and is the established mark of a French
manufacturer, originally concentrating on the world ski
market. But it is the tennis range, catering for ladies and
youngsters that is proving to be Neil’s way forward. The
range is colourful, while never forgetting the English
tradition of ‘mainly white’ applicable to so many clubs still
today. The collection is comfortable, using modern
breathable high performance materials. Those up in the
world of technology will know the virtues of the Meryl because it is not available here, there and everywhere – Something practical, fashionable, co-ordinated,
Actisystem. The clothing is very wearable and – wait for it, just a tad exclusive. There is a subtle difference between a comfortable… hold on a minute, this isn’t supposed to be
product that sells well and one that is mass market. Poivre a sales pitch…”
Blanc is not mass market.
I looked at this Englishman in French Clothing and
Is this the time to consider exclusivity? Should we be before bidding Neil ‘Bon Voyage’ and ‘Au Revoir’, almost
looking at economic conditions and aim to compete with the entire range of French vocabulary remaining in my
the likes of Primark, if, that is, Primark has any ‘likes’? I memory (apart of course from the newly-acquired ‘Poivre
would suggest that it is unlikely that we can compete, Blanc’) I seriously pondered whether in my days as a
price wise, so the time is ripe for the specialist, and in this specialist retailer I would have stocked the range. I do
instance, it is the tennis specialist, to concentrate on believe that I might have given it a swirl. But there again,
strengthening his niche market. It is time too to would I have qualified as a chosen stockist?
reconsider how one perceives ‘expensive’. It is all too easy
to acknowledge someone’s stated desire to be shown
Jack welcomes your comments and is always glad to
something ‘reasonably priced’, or ‘not too expensive’ by
discuss your ideas, problems and concerns, either
assuming that they have a very limited budget and that
they are reluctant to spend much. I have often been
person to person, or in print.
surprised to find that what they really want is good value
If there is anyone you would like him to meet or any
and by offering a garment that fits the purpose in more
product to write about please contact
ways than one, the customer is quite prepared, even
The Editor or Jack (writeawayjack@aol.com).
happy, to spend much in excess of what might have been His articles do not necessarily reflect the views of
expected. So, what might one offer? Ask Neil. “Something the publishers and are not ‘advertorials’. They are
that will give pleasure. Something that will attract
not seen prior to publication by any person or firm to
admiration. Something that will last. Something that is
whom they may refer.
(relatively) exclusive. Something that is fit for purpose.
JUNE 2008 17
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