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Licensed Sports Merchandise Market Report - Focus on North America: 2015 Edition

Published By :

Koncept Analytics

Published Date : Feb 2015

Category :

Sports Equipment

No. of Pages : 41 Pages

Sports licensing forms a significant portion of overall licensed merchandise market in North America. Sports licensing covers licensing of logos, symbols, names of varied sports organizations and team players. These items are owned by sports institutions which are known as licensors and they lease the rights to use their property to licensees in return of royalty. Licensed sports merchandise is sold through entire range of retail which includes super markets, drug stores, departmental stores, specialty stores and online stores. Merchandising enables efficient engagement with fans who cannot attend matches, thereby helping to monetize sports brands.

The factors driving the market are growing popularity of sports leagues, growing fan base and a global rise in disposable incomes and living standards, especially in developing economies such as Brazil, China, and India that has resulted in increasing demand for sports apparel. Furthermore, licensed sports merchandise is also driven by popularity of college and university level sports team. Key issues of the market include consolidation of power among licensors, declining retail shelf space, high entry barriers and availability of counterfeit products.

The growth in retail sales of licensed sports merchandise was on account of two of its sub segments namely apparel and accessories. The two largest major leagues, NFL and MLB together represented almost half of share in North American sports licensing market. The market expanded in 2013 on the back ongoing expansion of the major US leagues internationally, but also by strong growth for football/ soccer teams globally, as well as for clubs in other sports, such as rugby, cricket, and basketball. Several of the football clubs with the strongest merchandising programs, especially in the UK and Europe, have been expanding around the world, while a large number of clubs in all sports are launching licensing programs or increasing their licensing activities in their home countries.

The report analyzes the development of the licensed sports merchandise market, with a focus on its major market viz. North America. The major trends, growth drivers as well as issues being faced by the industry are being presented in this report. The three major players in the industry - G III Apparel Group Ltd, VF Imagewear, Fanatics Inc., are being profiled, along with their key financials and strategies for growth. 
Table of Content

1. Licensing Market – Introduction

2. Market Size
2.1 Global Licensed Merchandise Market
2.1.1 Geographical Segmentation
2.1.2 Product Wise Segmentation
2.2 The US and Canada Licensed Merchandise Market
2.2.1 Retail Sales
2.2.2 Market Categorization
2.3 Licensed Sports Merchandise Market in North America
2.3.1 Retail Sales
2.3.2 Product Categorization
2.3.3 Share by Professional Sports Leagues
2.3.4 Supply Chain
2.3.5 Collegiate Sports Licensed Merchandise Market
2.3.6 Distribution Channels

3. Market Dynamics
3.1 Key Trends
3.1.1 Use of Depth Deception in Retail Stores
3.1.2 Growing Digitization Shaping the Market
3.1.3 Women’s Sector Evolving
3.1.4 Increased Focus on “Hot Markets”
3.2 Growth Drivers
3.2.1 Global Economic Development
3.2.2 Accelerating Demand for Sporting Goods
3.2.3 Opportunity in BRIC Countries
3.3 Challenges
3.3.1 Availability of Counterfeit Products
3.3.2 High Entry Barriers
3.3.3 Declining Retail Shelf Space

4. Competitive Landscape

5. Company Profiles
5.1 G III Apparel Group Ltd
5.1.1 Business Description
5.1.2 Financial Overview
5.1.3 Business Strategies
  • Execute Diversification Initiatives 
  • Add New Product Categories
5.2 VF Corporation (Imagewear Coalition)
5.2.1 Business Description
5.2.2 Financial Overview
5.2.3 Business Strategies
  • Expand Direct-to-Consumer Operations
  • Continuous Product Innovation
5.3 Fanatics Inc.
5.3.1 Business Description
5.3.2 Business Strategies
  • Consumer Relationship Management
  • Leverage Future Mobile Technology 

List of Table

Growth Rates of Licensed Merchandise Retail Sales by Regions (2013)
Global Retail Sales of Licensed Merchandise by Product Category (2013)
Retail Sales of Licensed Sports-Based Merchandise by Product Category (2013)
Entry Barriers for Licensed Sports Merchandise
Competitive Positioning of Licensed Merchandise Market Players in the US (2013)
Top Ten Licensees in Apparel and Non-Apparel Categories in the US (2013)
List of Licensed and Proprietary Brands of G III Apparel
VF Corporation Business Segments
Primary Brands and Products in VF’s Imagewear Segment 

List of Chart

Flowchart to Demonstrate the Processes Involved In Licensing
Global Retail Sales of Licensed Merchandise Market (2004-2013)
Retail Sales of Licensed Merchandise Worldwide by Geography (2013)
Share of Retail Sales of Licensed Merchandise, Worldwide, by Product Category (2013)
Retail Sales of Licensed Merchandise in the US & Canada (2008-2013)
Licensed Merchandise Market Categorization in the US & Canada, by Property Type (2013)
Retail Sales of Licensed Sports Merchandise in the US & Canada (2004-2013)
Share of Licensed Sports Merchandise by Leagues in North America (2013)
Supply Chain Diagram – Licensed Sports Merchandise
Retail Sales of Collegiate Sports Merchandise in the US & Canada (2006-2013)
Retail Sales of Licensed Sports Merchandise by Distribution Channels (2013)
Global GDP (2007-2013) 
Consumer Purchases of Sporting Goods in the US (2007-2014E)
Retail Sales of Licensed Merchandise in BRIC Countries (2011-2013)
Net Sales of G III Apparel Group (2009-2013)
VF Corporation- Sales by Segments (2013)
Total Revenues of VF’s Imagewear Segment (2010-2013)

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