To finish up my week of merchandise obsessing (read the other two posts here and here) I’m pitching an idea: a partnership between Cotton On and ANY of the Australian sports leagues. I was very inspired by the NFL collection and College collection by Victoria’s Secret. I dream about those items. Of course, it would be most beneficial for Cotton On to partner with the AFL since they’re the biggest league, but any partnership would be hugely beneficial for both parties. Here’s the many ways in which the league would benefit.
Cotton On’s main color is pink(ish). If you remember yesterday’s post, sports leagues really like using this color because it makes them seem female-friendly. They could plaster their logo everywhere. Imagine the exposure.
Low price point. Cotton On is great value for money. So not only would people be more likely to buy the $30 Cotton On shirt than the $80 guernsey, they would probably buy more things. Increased revenue for the league and Cotton On. What’s the problem?
Cotton On appeals to women. (please notice I didn’t say ‘target’) I don’t think I know any women who have never shopped at Cotton On. Granted, I mainly know females under the age of 30, but that’s a great demographic. We’re the ones who are interested in entertainment, have time to go to sporting events and spread the word faster than anyone else, only media excepted. Not to mention, we’re the one who will be having kids in the next decade, which will only increase your fan base. Now that’s forward thinking.
Charitable associations. Cotton On, as well as all the Australian sports leagues, are all aligned with several different charities. Cotton On is involved with charities in Africa as well as the Australian Cancer Research Foundation. Selecting Cotton On, as opposed to other, non-charitable organizations will benefit a league’s image. Especially is they get involved with the Cotton On Foundation. Imagine the opportunities…
Complimentary mission statement. If you check out Cotton On’s mission statement/goals/whatever you want to call them, it would be a perfect compliment to any league or team. It’s all about improving products, value, customer needs (which Aussie leagues could do a bit more of – yea, that’s right, I mean you, NRL), and consistency.
Flexible audience. Within Cotton On’s mission statement, they acknowledge their customer base is not easily defined because they try to appeal to everyone: skaters, surfers, city dwellers, those who are fashion forward and those who are… well, not. By partnering with a brand that has such a large audience, a league or team can impact a lot of different people which is more than can be said for TV advertisements, social media and many other forms of marketing.
Several different merchandising opportunities. Here’s the best part: leagues can make ANYTHING THEY WANT. Cotton On makes women’s clothes, yes. But you can’t forget the accessories – bags, jewelry, sunnies and hats. Oh, variety. You are lovely. And if that goes well? There are a million ways to expand! They also have Cotton On Body for undies, beach stuff and exercise gear (which, if you recall, I am totally in favor of!). Cotton On Kids also provides great merchandise possibilities. Several teams already make baby clothes, this would just give them the chance to make more, and better, items. There’s also Rubi Shoes, because we need kicks to match our chic new league clothes! While I think that the AFL should partner with someone like Nike, Adidas or Reebok (same goes for the NBL, ABL and NRL!) Rubi Shoes makes women’s shoes, which women will like more than sports shoes (not me, but most women). Don’t forget that Cotton On makes guys clothes and, evidenced by the many things I have bought for my boyfriend from there, they’ve got good stuff. I would trust them to come up with great stuff that guys would rock. Finally… they have Typo (a store which, admittedly, I spend WAY too much time) which sells stationary and home supplies – think pens, notebooks, clocks, art and desk items. And everyone shops there – which is even better to get several different age groups. Seriously? That’s madness. We have hit EVERY MARKET.
I cannot think of a downside to this partnership. I cannot think of a better company to begin the foray into retail partnerships. The possibilities are endless! Someone needs to jump on this IMMEDIATELY. Or, even better, don’t. I will handle it when I start working for the league. Yes. Good plan 🙂