2010,nearly 50per cent ofthem were non-replica.

One of the main drivers ofnon-replica sales is price, as in 2010 consumers were able tosave an average £9 on each purchase, compared to replica.Cotton Traders, a company that supplies kits to clubs in theAviva Premiership, registered significant sales of non-replicas shirts, which tend to be more colourful andextravagant.

England’s excellent recent record on the world stagepartly explains why the Aviva Premiership is the third bestattended club competition in England behind football’sPremier League and Championship. During the 2010-11season the average attendance in the Aviva Premiership was

This year’s Rugby World Cup looks set to boost sales ofreplica kit across Europe, with brands such asCanterbury, Nike, Puma, Kappa, KooGa, Under Armourand adidas hoping to benefit from what has been adeclining market during the past few years.

Replica shirts generated close to £30 million worth ofsales in the big five European countries in 2010 (GreatBritain, France, Germany, Spain and Italy), a figurethat’s been on the slide since 2008. Nearly three out offour replica shirts were sold in Great Britain, making itby far the biggest European market ahead of France.

CONTROVERSIALadidas’ controversial pricing of the All Blacks shirtin New Zealand might increase online sales of thejersey in Great Britain, after fans discovered it wascheaper to purchase it from a UK or US-based e-retailer and have it shipped to them, instead of buying locally.

England’s black away kit, unveiled before the RugbyWorld Cup, launched the battle between adidas and Nike.The strip looks similar to New Zealand’s iconic 127-year-oldAll Blacks jersey, and although it has generated anger amongAll Blacks’ fans, it could turn out to be a clever marketingploy by Nike.

Four years ago the Rugby World Cup - hosted by France,with Wales and Scotland staging some of the games - sawEngland reach the final, a feat that significantly impactedreplica sales.

According to NPD’s Online Consumer Panel, £9 millionwas spent on the England shirt in the 12 months followingthe tournament, while total sales of the French equivalent(the team reached the semi-finals of the tournament) topped£7 million. Defeated in the quarter-finals by theunpredictable French, the All Blacks shirt was the third mostpopular purchase during the period. Buying patterns showthat the further teams went in the tournament the morereplica product was sold.

NON-REPLICAWhen it comes to rugby, non-replica shirts represent alucrative market. Looking at Great Britain alone, NPDestimates that among the 1.2 million rugby shirts sold in

KNOCK-ONEFFECT

08 www.sports-insight.co.uk

Brands are hoping the 2011 Rugby World Cup will provide a welcome boost for sales of both replica and non-replica

product, says the NPD Group

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RUGBY

NT

13,003, compared to 17,457 in the Championship. 750,000 people were on the streets of London to

welcome the England team after their World Cup victoryin Australia in 2003, which shows the passion andenthusiasm for rugby in Great Britain.

New Zealand is currently under pressure to put on asuccessful Rugby World Cup, but in 2015 the focusswitches to these shores, with England the hosts, havingfought off rival bids from South Africa and Italy.

The NPD Group monitors the sales of sports footwearand apparel in many countries around the world. Formore information contact The NPD Group sports teamon 01932 355580.

09www.sports-insight.co.uk

“”

REPLICA SHIRTS

GENERATEDCLOSE TO £30

MILLION OF

SALES IN THE BIG

FIVE EUROPEAN

COUNTRIES IN2010

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