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Old 07-26-2013   #70
CloakNNNdagger
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Default Re: No Bags/Purses to Games

Inadvertently ignoring the specific needs of females at the games is just down right moronic, as it goes against all the time and efforts that the NFL has used to reel in and grow that segment of fandom..........utterly moronic.


From a Nov 2012 Forbes article:

Quote:
The NFL is aware of a key component driving its business: Female fans. In recent years, the league has seen women grow to become over 44 percent of its fan base, with 60 percent of females over the age of 12 identifying themselves as NFL fans. Last season, 80 million women watched NFL games and roughly 310,000 women attended NFL games each weekend. Recognizing women’s interest in the NFL, the league has sought to find new ways to cultivate female fans’ passion for the game. One of the most significant things that the NFL has done recently to accomplish this, is overhauling its women’s apparel strategy.

In the last few years, the NFL has moved away from a “pink-it-and-shrink” it approach to women’s apparel to develop a women’s apparel line featuring items including Victoria’s Secret loungewear, Nike activewear and couture Marchesa tops. The items are largely made in team’s colors and made to fit women’s bodies. Along with clothing, the collection also includes watches, boots and accessories. In the evolution of its women’s apparel strategy, the NFL has sought to help women define themselves as fans while also providing them apparel options suiting their personalities better than pink, undersized men’s shirts.

In shifting gears in its women’s apparel approach, the NFL relied heavily upon its own research. “We looked at how the business was trending over the 7 to 8 years we had been in the business. We saw that with every move we made, the business would move. We knew there was a market for this,” said Rhiannon Madden, the NFL’s Director of Apparel. Along with Madden, the NFL’s research into the women’s apparel market was heavily driven by female NFL employees. Leading the helm of the NFL’s women’s apparel revolution were four women with a variety of backgrounds in fashion and business: Madden, NFL Vice President of Apparel Tracey Bleczinski, NFL Vice President of Retail Strategy Natara Holloway, and NFL Director of Consumer Products Johanna Paretzky. “Our department has quite a few women in it, who knew we would buy certain things as we were working on them. Luckily, we had a boss who believed in us and knew that he could put his trust in us,” said Madden.

The NFL’s research and subsequent approach have proven to be successful. Last year, the NFL brought in $3.2 billion from sales of its consumer products. While the league does not specify what percentage women’s apparel sales contributed to that amount, one can assume it was a significant portion given the efforts the NFL has taken to revamp its women’s apparel strategy. According to Bleczinski, the NFL has “. . . had women’s products for over a decade. As the business grew and we became more sophisticated with it and talked to our female fans and did research, we found that female fans don’t just want to wear pink. They want team colors and designs that fit them. As we started cater to our female fans from a licensing perspective, the business started taking off.”
THE REST OF THE STORY
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