p10,11,12 Trade talk 7/17/08 11:49 AM Page 11
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market might be of interest to me, I found their suite Apparel UK Ltd has just ‘put its toe in the water’ by inclusion of alternative insoles. Certainly the leather is
which was very large. Their partnership with the ECB had introducing a swimwear range – with the right uplift, of superb. But could I justify adding boots at a RRP of
been written up in SGB and the clothing looked to have course. But as their senior territory manager Doug Devin £120.00 to my inventory when recession could be just
potential, despite some rather disappointing Test results. I emphasised, there is a serious side to ensuring that ladies around the corner? A tough question for any retailer to
might have guessed it. That had all been sold through. I sporting needs are not neglected. As from December, answer.
would like to have known more about the bats, their fittings will be available from ‘A’ to ‘HH’ . In-store training
prices etc., but although I was permitted to hold and is offered so that correct advice may be given as to the Recession (literally ‘a slump in trade’) brings to mind the
admire them the price lists had all gone. right fit. The Shock Absorber reduces breast movement by adage ‘when the going gets tough, the tough get going’
74% (the technicalities of arriving at this figure are mind and is a time surely when we have to consider options and
They have not changed the colour. Cricket ‘Whites’ are boggling!). The ‘Cooper’s Ligament’ may be stretched if remember that we do have a choice. As do our customers.
still cream as far as Canterbury are concerned, but design the wrong size is worn with the resultant irreversible The challenge to offer them product that is functional
and fabric, wow! My perception of Canterbury as a rugby- sagging and discomfort. Voted No.1 in ‘Runner’s World’ rather than fashionable, durable and desirable, is a great
orientated firm has completely changed as a result of this seems a ‘must’ in my inventory. And a further feather opportunity to further those principles upon which the
visiting their stand and their enthusiastic Regional Field in Shock Absorber’s cap is their sponsorship of the genuine sports trader relies to grow his business. It is
England Netball Team. comforting to know that recessions only have a limited
life time and that our reaction and enforced look into
Simon Skirrow has come back to what and how we are doing may make us stronger when
take overall charge of the Nomis the market improves and confidence returns. Rather than
football boot. A former vice- being a time to turn out the lights, we have to make
President of adidas, heavily certain that the focus is properly directed so that we and
involved in developing the our customers know just what we are all about. At times
Predator, he now comes along such as these we may see the ‘big boys’ suffering but we are
with probably the most in the business of selling footwear, clothing and sundries
innovative boots on the market. to players rather than spectators, to users, as opposed to
If I can find the time to talk to fashion freaks, and if we can offer product that may
my customers I can surely enhance their performance, things will have to be really
persuade them to try on a pair, as on the floor, if they are not prepared to help us balance
I explain how the ‘nomud’ sole our books. So, thanks Richard Morris, who is looking
unit minimizes the mud that after the UK side of Nomis footwear, an order is on the
sticks to studs, how the wet- way. And Steve Lee, with whom he was sharing the stand,
control system gives more grip in is now UK Sales Manager of Rugbytech. Well known and
wet conditions and when it's dry respected for their protective equipment, they were
– wait for it – the grip increases promoting team wear (they sponsor Gloucester and
by 16 times. Now that is a story London Irish Rugby,) and I was assured that supplies to
Sales Manager, North, Fraser Patterson. One could and isn’t that what independent specialist sports retailing clubs and schools from their catalogue are strictly through
probably, I thought, get 80 or more stands the size of is all about? Another new (at least to me) idea is the the retailer, surely a cause for celebration and an added
Canterbury’s into the adidas exhibition space, but I came reason for our support.
away from this display awash with inspiration and
knowledge, product information and prices and a Next port of call, and a familiar face,
promise that a rep would be making an appointment to that of Bob Fidler who I learn has
satisfy my determination to give the brand prominence supplemented his Reusch product
next season. Three purpose-built cricket trousers, for with a unique protector for the Calf
batting, bowling or fielding was just one example of their and Achilles. This looks to be a
resolve to make every garment fit for purpose and winner all the way. I wish I had a
specifically so. A knee panel with stretched gusset for the pound for every tale of woe that I
batsman, a clip-on towel incorporated for the bowler with have heard about injuries to these
extra shine panels for that vital ball rub and a panel to susceptible areas to football, rugby,
ease the slide of the fielder being just some of the unique hockey and well nigh every contact
features incorporated. Hard to believe, but true, such is sport. The ‘Armadillo’ is set to be in
the material used in some shirts, the wearer’s blood flow is the forefront of my sports menagerie
increased. And I even increased my bag of useless as of now. As its name implies, it
information about the famous Three C’s which form their consists of overlapping plates of a
trade mark. They apparently represent the three Kiwis protective skin which will ‘reduce the
who founded the firm 104 years ago. Away from cricket, harmful effects of impact energy’.
Canterbury’s Stadium Pants are hot sellers and will Considering that 87% of football
doubtless have wide appeal. injuries are to the lower leg, it is not
exactly rocket science to realise the
And thinking of wide appeal seems a good lead-in to the easy selling point. Ranging in sizes
subject of bras. Considering the number of women small to large and with a RSP of
engaged in sport – running, playing tennis, and even £9.99 to £14.99, need I say more? To
cricket come to that – most of us are neglecting an ever- be technical, the Armadillo, Bob
growing market in offering the right support where it is explained, uses multiple overlapping
most needed. The latest Shock Absorber range by DB Aridite (microporous silica
JULY 2008 11
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