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Licensed Merchandise - US - October 2009

“The Great Recession” may be nearing an end, but it has already impacted most segments of the licensed merchandise industry. Categories as diverse as character merchandise and licensed sports merchandise have been affected by the subtle changes in living and spending patterns that have been observed in virtually every facet of American society.

This report provides a comprehensive analysis of the market for licensed sports merchandise by addressing the following questions:

  • How have sales of licensed sports merchandise fluctuated in recent years, and how are sales likely to increase or decline in the future?
  • How is licensed sports merchandise performing relative to competing types of licensed merchandise?
  • How have sales of specific categories of licensed sports merchandise fluctuated in recent years, and which categories show the greatest promise?
  • What channels show the greatest potential for marketers?
  • How are various leagues such as the NFL performing relatively to others such as the NHL?
  • What proportion of adults, kids and teens own various types of licensed sports merchandise, and how has that incidence increased or decreased in recent years?
  • Which factors drive people to purchase licensed sports merchandise, and which tend to discourage purchase?
  • Which segments of society tend to purchase the most sports merchandise and which rarely, if ever, purchase?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Sales plummet in response to recessionary pressures
                          • Sports merchandise vulnerable to recessionary pressures, yet resilient
                            • Apparel sales ease the blow of recession
                              • Mass merchandisers and specialty stores remain dominant channels
                                • Decline in consumer confidence drove down sales in 2007 and 2008
                                  • Affluents and 18-44 year olds key segments of apparel market
                                    • NFL and college gear popular; college sales hold promise for industry growth
                                      • Important use and purchase drivers: game day/gatherings, team and community pride
                                        • Mugs/cups/dishware and collectables popular non-apparel items
                                          • Most think gear is a good gift for fans but price a barrier to purchase
                                            • Kids could drive future growth
                                              • Whites and Hispanics high-demand segments
                                              • Insights and Opportunities

                                                • Use social media and referral incentives to build a community brand
                                                  • Partner with primary schools and Parent Teacher Associations
                                                    • Bring players’ healthy activities into the classroom
                                                      • Consider more coupons, “package deals” and other price promotions
                                                      • Inspire Insights

                                                          • Trend: Brand Tribe
                                                            • What it’s about
                                                              • The ultimate tribe
                                                                • From tribe to action
                                                                  • Trend: Nostalgia
                                                                    • What it’s about
                                                                      • Retro merchandise
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Sales decline in response to troubled economy and plummeting confidence
                                                                              • Figure 1: Retail sales of licensed sports merchandise in the U.S. and Canada, at current prices, 2004-14
                                                                              • Figure 2: Retail sales of licensed sports merchandise in the U.S. and Canada, at inflation-adjusted prices, 2004-14
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Industry struggles as consumers focus more on value than labels
                                                                                • Figure 3: Retail sales of licensed products in the U.S. and Canada, by property type, 2007-08
                                                                              • Some may opt to simply wear colors rather than more expensive branded merchandise
                                                                              • Segment Performance

                                                                                • Key point
                                                                                  • Apparel proves more resistant to recession
                                                                                    • Figure 4: Retail sales of licensed sports merchandise in the U.S. and Canada, by category, 2007-08
                                                                                • Retail Channels

                                                                                  • Key points
                                                                                    • Specialty stores and discounters maintain majority share in recession
                                                                                      • Figure 5: Retail sales of licensed sports merchandise in the U.S. and Canada, by channel, 2007-08
                                                                                    • Men somewhat more likely to shop channels with premium products
                                                                                      • Figure 6: Where consumers buy licensed sports clothing, by gender, June 2009
                                                                                    • Young adults more likely to shop premium channels
                                                                                      • Figure 7: Where consumers buy licensed sports clothing, by age, June 2009
                                                                                  • Market Drivers

                                                                                    • Key points
                                                                                      • Sales fell rapidly, as consumer confidence plummeted
                                                                                          • Figure 8: Consumer sentiment index, 2001-09
                                                                                          • Figure 9: Comparison of Consumer sentiment and sales trends, 2001-08
                                                                                        • Growth of young adult population should help drive future sales
                                                                                          • Figure 10: Population by age, 2004-14
                                                                                        • Latino segment growing quickly; families could be lucrative target
                                                                                          • Figure 11: Households with children, by race and Hispanic origin of householder, 2007
                                                                                      • Innovation and Innovators

                                                                                        • NFL.com provides ways for customers to “stay connected”
                                                                                          • Virtual College Gear could help marketers create community around their brands
                                                                                            • New England Patriots get in the lottery game
                                                                                            • Brands and the Advertising Landscape

                                                                                              • Overview of the brand landscape
                                                                                                • NFL sales consistent with strong brand positioning
                                                                                                  • Figure 12: Retail sales of licensed sports merchandise in the U.S. and Canada, by league, 2006-07
                                                                                                • The NFL
                                                                                                  • Figure 13: Brand analysis of NFLshop.com
                                                                                                • Pitching NFL merchandise
                                                                                                  • Figure 14: NFLshop.com television ad, 2008
                                                                                                • The NFL pitch to women
                                                                                                  • Figure 15: NFL Touch line of clothing ad, 2008
                                                                                                • The NFL goes mobile
                                                                                                  • Figure 16: Sprint NFL Mobile ad, 2008
                                                                                                • NASCAR
                                                                                                  • Figure 17: Brand analysis of NASCAR.com Superstore
                                                                                                • NASCAR and social media
                                                                                                  • Figure 18: NASCAR fan vote ad, 2009
                                                                                                • NASCAR partners with Bank of America to create affinity cards
                                                                                                  • Figure 19: Bank of America NASCAR Banking, 2009
                                                                                              • Licensed Sports Merchandise Purchases

                                                                                                • Key points
                                                                                                  • Nearly half of users spent $100 or less last year
                                                                                                    • Figure 20: Amount spent on licensed sports merchandise in the past year, by HH income, June 2009
                                                                                                  • 18-44 year olds considerably more likely to have purchased in the last year
                                                                                                    • Figure 21: Amount spent on licensed sports merchandise in the past year, by age, June 2009
                                                                                                • Licensed Sports Clothing Purchases

                                                                                                  • Key points
                                                                                                    • Nearly half own some type of licensed clothing
                                                                                                        • Figure 22: Type of sports league on clothing or accessories owned, by age, June 2009
                                                                                                      • Affluents more likely to report owning clothing
                                                                                                          • Figure 23: Type of sports league on clothing or accessories owned, by HH income, June 2009
                                                                                                        • College sports primary driver of growth in licensed sports apparel
                                                                                                          • Figure 24: Licensed sports clothing purchases, 2005-09
                                                                                                        • Southern and Midwestern colleges top merchandise sales
                                                                                                          • Figure 25: Top 25 U.S. colleges based on merchandise sales, Q1 2009
                                                                                                        • T-shirts and hats are hot items
                                                                                                          • Figure 26: Licensed sports clothing/accessories ownership, by gender, June 2009
                                                                                                          • Figure 27: Type of licensed sports clothing purchased, 2005-09
                                                                                                      • Gearing Up

                                                                                                        • Key points
                                                                                                          • Older adults more likely to gear up regardless of game day
                                                                                                              • Figure 28: Frequency for wearing team/league/player apparel, by age, June 2009
                                                                                                          • Reasons for Purchasing

                                                                                                            • Key points
                                                                                                              • Desire to show local pride is a primary sales driver
                                                                                                                  • Figure 29: Reason for purchasing licensed sports league clothing or accessories, by age, June 2009
                                                                                                              • Beyond the Body

                                                                                                                • Key points
                                                                                                                  • Mugs and collectables most popular non-clothing items
                                                                                                                    • Figure 30: Types of licensed sports products owned, by age, June 2009
                                                                                                                  • Affluents represent key segment of the market for non-apparel items
                                                                                                                    • Figure 31: Types of licensed sports products owned, by HH income, June 2009
                                                                                                                • Attitudes toward Licensed Sports Merchandise

                                                                                                                  • Key points
                                                                                                                    • Gifting, especially to kids, is an important purchase driver
                                                                                                                        • Figure 32: Attitudes towards licensed sports clothing or accessories, by age, June 2009
                                                                                                                    • The Next Generation

                                                                                                                      • Key points
                                                                                                                        • More than four in 10 parents buy for their kids
                                                                                                                          • Figure 33: Attitudes towards licensed sports clothing or accessories, by age, June 2009
                                                                                                                        • Demand for college gear rising quickly
                                                                                                                            • Figure 34: Teen ownership of licensed sports apparel, 2005-08
                                                                                                                          • Kids somewhat more likely to own most Major League brands
                                                                                                                            • Figure 35: Kids ownership of licensed sports apparel, 2005-08
                                                                                                                        • Race and Hispanic Origin

                                                                                                                          • Key points
                                                                                                                            • Whites and Hispanics most likely to have purchased in last 12 months
                                                                                                                              • Figure 36: Purchased licensed sports clothing in the last 12 months, by race/Hispanic origin, February 2008-March 2009
                                                                                                                            • Whites and Hispanics influenced more by key purchase drivers
                                                                                                                              • Figure 37: Attitudes towards licensed sports clothing or accessories, by race/Hispanic origin, June 2009
                                                                                                                              • Figure 38: Frequency for wearing team/league/player apparel, by race/ethnicity, June 2009
                                                                                                                            • T-shirts and hats especially popular with high demand segments
                                                                                                                              • Figure 39: Type of sports league clothing owned, by race/ethnicity, June 2009
                                                                                                                          • Cluster Analysis

                                                                                                                              • Representers (33%)
                                                                                                                                • Sporters (41%)
                                                                                                                                  • Supporters (26%)
                                                                                                                                    • Cluster characteristics
                                                                                                                                      • Figure 40: Licensed sports apparel clusters, July 2009
                                                                                                                                      • Figure 41: Reason for purchasing licensed sports league clothing or accessories, by licensed sports apparel clusters, July 2009
                                                                                                                                      • Figure 42: Frequency for wearing team/league/player apparel, by licensed sports apparel clusters, July 2009
                                                                                                                                      • Figure 43: Attitudes towards licensed sports clothing or accessories, by licensed sports apparel clusters, July 2009
                                                                                                                                      • Figure 44: Type of sports league on clothing or accessories owned, by licensed sports apparel clusters, July 2009
                                                                                                                                      • Figure 45: Amount spent on licensed sports merchandise in the past year, by licensed sports apparel clusters, July 2009
                                                                                                                                    • Cluster demographics
                                                                                                                                      • Figure 46: Licensed sports apparel clusters, by gender, July 2009
                                                                                                                                      • Figure 47: Licensed sports apparel clusters, by age, July 2009
                                                                                                                                      • Figure 48: Licensed sports apparel clusters, by HH income, July 2009
                                                                                                                                      • Figure 49: Licensed sports apparel clusters, by race/Hispanic origin, July 2009
                                                                                                                                    • Cluster methodology
                                                                                                                                    • Custom Consumer Groups—The Importance of Parenthood

                                                                                                                                        • Parents and Young Hispanics more likely to be big spenders
                                                                                                                                            • Figure 50: Amount spent on licensed sports merchandise in the past year, by marital status & presence of children, and Hispanic origin and age, June 2009
                                                                                                                                          • Parents and young adults more likely to own clothing in multiple categories
                                                                                                                                            • Figure 51: Type of sports league on clothing or accessories owned, by marital status & children, Hispanic origin & HH income, Gender & age, Hispanic origin & age, June 2009
                                                                                                                                          • Dads and young men purchase more from street vendors and local shops
                                                                                                                                            • Figure 52: Channel for licensed sports league clothing, by gender & presence of children, gender & age, June 2009
                                                                                                                                        • Appendix: Additional Income Comparisons

                                                                                                                                            • Figure 53: Reason for purchasing licensed sports league clothing or accessories, by HH income, June 2009
                                                                                                                                            • Figure 54: Type of sports league clothing owned, by HH income, June 2009
                                                                                                                                            • Figure 55: Frequency for wearing team/league/player apparel, by HH income, June 2009
                                                                                                                                            • Figure 56: Attitudes towards licensed sports clothing or accessories, by HH income, June 2009
                                                                                                                                            • Figure 57: Type of licensed sports clothing owned, by HH income, February 2008-March 2009
                                                                                                                                        • Appendix: Additional Race/Hispanic Origin Comparisons

                                                                                                                                            • Figure 58: Types of licensed sports products owned, by race/Hispanic origin, June 2009
                                                                                                                                            • Figure 59: Amount spent on licensed sports merchandise in the past year, by race/Hispanic origin, June 2009
                                                                                                                                            • Figure 60: Reason for purchasing licensed sports league clothing or accessories, by race/Hispanic origin, June 2009
                                                                                                                                            • Figure 61: Type of sports league on clothing or accessories owned, by race/Hispanic origin, June 2009
                                                                                                                                            • Figure 62: Channel for licensed sports league clothing, by race/Hispanic origin, June 2009
                                                                                                                                            • Figure 63: Type of licensed sports clothing owned, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                        • Appendix: Additional Age Comparisons

                                                                                                                                            • Figure 64: Type of sports league clothing owned, by age, June 2009
                                                                                                                                            • Figure 65: Type of licensed sports clothing owned, by age, February 2008-March 2009
                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Bank of America Corporation
                                                                                                                                          • Dicks Sporting Goods Inc
                                                                                                                                          • Facebook, Inc.
                                                                                                                                          • Flickr
                                                                                                                                          • Greenfield Online
                                                                                                                                          • Major League Baseball
                                                                                                                                          • MySpace.com
                                                                                                                                          • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                          • National Basketball Association
                                                                                                                                          • National Football League Inc.
                                                                                                                                          • National Sporting Goods Association
                                                                                                                                          • Professional Golfers Association
                                                                                                                                          • Sporting Goods Manufacturers Association (SGMA)
                                                                                                                                          • Sprint Nextel Corporation
                                                                                                                                          • Target Corporation
                                                                                                                                          • The Conference Board
                                                                                                                                          • The Sports Authority Inc
                                                                                                                                          • Twitter, Inc.
                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                          • University of Michigan, The
                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                          Licensed Merchandise - US - October 2009

                                                                                                                                          £3,199.84 (Excl.Tax)