Overview

A Premier League and Championship football club needed someone to redefine the business to consumer part of their organisation and by doing this, improve net profit. We set about building a strategy that focused on five main areas to increase net profitability and working practices.

The main areas were people, performance, planning, product and presentation. They now benefit from increased kit sales by 50 per cent, as well as a long-term technical kit contract. The latter has built business continuity and a sustainable partnership.

By building and devising a critical path, it has allowed the business to have a more cohesive planning process. We also built the buying department from the bottom up to source better quality products that were value for money and current in their look and feel.

The outcome from this is better ranges and profit gains which have more than trebled. Overall, product margins have increased by 10 per cent and they are no longer dependent on one product category to drive turnover and consumer footfall.

Project

Norwich City Kit Design and Launch

Client

Norwich City Football Club

What We Did

Kit design, Consulting, Delivery

Core Areas

People, Product, Performance, Presentation, Place, Planning, Promotions, Profit

We Delivered 3 Kits

to portray Individuality, Modernism,

Fashion, and Athleticism.

Understanding the customer needs and pulling on the club’s historical past to add value and passion to the new lifestyle kits. Designing a kit and not just a shirt.