The US Licensed Sports Merchandise Market - Focus on Apparel Segment
Globally, the licensed sportswear industry has grown at a rapid pace due to increasing fan base and extended distribution channels. In the U.S., four major sports leagues - National Football League, Major League Baseball, National Basketball Association and the National Hockey League dominate the sports licensing market commanding more than half of total merchandise sales in 2009. In addition more than 300 colleges and universities in the U.S. are involved in collegiate licensing, marketing their rights primarily to the apparel market.
However, the retail sales of licensed sports merchandise declined consecutively in 2009 and 2010, primarily due to slowdown in overall economy and decline in impulse spending of consumers. Retail sales of licensed merchandise are largely via bricks-and-mortar (sporting goods, mass, department, specialty, etc.), online retail channels and event venues.
Some of the major retailers for licensed sports merchandise include Dreams Inc., GSI Commerce, VF Imagewear, Reebok and Nike. Most of the companies in this space have implemented competitive strategies such as web syndication services, entering into contracts and agreements and license extension to increase their sales. The industry also faces high level of entry barriers such as acquiring licensing rights, procuring web syndications deals, sustaining brand identity and intense competition.
The current report analyzes the US licensed sports merchandising market with a focus on licensed apparel market. The sizing, segmentation and supply chain of the US licensed sports merchandise market has been covered in this report. Further, trends in distribution channels, market shares of leagues and associations and various entry barriers faced by the industry are also discussed in detail. The report has a special focus on the US licensed sports apparel market. The competitive aspect of the market (competitive strategies) is also highlighted and the major companies are profiled with their strategies for this market.
However, the retail sales of licensed sports merchandise declined consecutively in 2009 and 2010, primarily due to slowdown in overall economy and decline in impulse spending of consumers. Retail sales of licensed merchandise are largely via bricks-and-mortar (sporting goods, mass, department, specialty, etc.), online retail channels and event venues.
Some of the major retailers for licensed sports merchandise include Dreams Inc., GSI Commerce, VF Imagewear, Reebok and Nike. Most of the companies in this space have implemented competitive strategies such as web syndication services, entering into contracts and agreements and license extension to increase their sales. The industry also faces high level of entry barriers such as acquiring licensing rights, procuring web syndications deals, sustaining brand identity and intense competition.
The current report analyzes the US licensed sports merchandising market with a focus on licensed apparel market. The sizing, segmentation and supply chain of the US licensed sports merchandise market has been covered in this report. Further, trends in distribution channels, market shares of leagues and associations and various entry barriers faced by the industry are also discussed in detail. The report has a special focus on the US licensed sports apparel market. The competitive aspect of the market (competitive strategies) is also highlighted and the major companies are profiled with their strategies for this market.
1. OVERVIEW OF LICENSING MARKET
1.1 Global Licensed Merchandise Market
1.1.1 Market Size
1.1.2 Geographical Segmentation
2. THE US LICENSED SPORTS MERCHANDISE MARKET
2.1 Retail Sales
2.2 Retail Sales by Product Category
2.3 Licensed Sports Merchandise: Supply Chain Analysis
3. LICENSED SPORTS MERCHANDISE: DISTRIBUTION CHANNELS
3.1 Sales by Distribution Channel
3.2 Factors Driving Growth of Online Distribution Channel
3.3 Strategies to Leverage the Online Sales Channel
4. ENTRY BARRIERS - LICENSED SPORTS MERCHANDISE MARKET
5. THE US LICENSED SPORTSWEAR APPAREL MARKET
5.1 Market Size and Growth
5.2 Royalty Rates
5.3 Positioning of Licensed Sports Apparel Industry
6. ANALYSIS – LEAGUES AND ASSOCIATIONS
6.1 Major Leagues Positioning Chart
6.2 Market Share - Leagues and Associations
6.3 Major Leagues – Profiles
6.3.1 National Football League (NFL)
6.3.2 National Basketball Association (NBA)
6.3.3 Major League Baseball (MLB)
6.3.4 National Hockey League (NHL)
6.3.5 Major League Soccer (MLS)
6.3.6 Collegiate Licensing Company (CLC)
7. COMPANY ANALYSIS
7.1 Competitive Positioning of Major Licensees
7.2 Competitive Strategies of Major Licensees
7.3 Dreams Incorporation
7.3.1 Business Description
7.3.2 Business Segments
7.3.3 Value Chain of Dreams Inc.
7.3.4 Competitive Strengths and Weaknesses
7.3.5 Business Strategies
7.4 GSI Commerce
7.4.1 Business Description
7.4.2 Business Segments
7.4.3 Major Clients
7.4.4 Competitive Strengths
6.4.5 Business Strategies
7.5 G-III Apparel Group
7.5.1 Business Description
7.5.2 Business Segments
7.5.3 Competitive Strengths and Weaknesses
7.5.4 Business Strategies
7.6 Knights Apparel
7.6.1 Business Description
7.6.2 Products & Brands
7.7 VF Corporation (Imagewear Coalition)
7.7.1 Business Description
7.7.2 Business Segments
7.7.3 Sales Performance
1.1 Global Licensed Merchandise Market
1.1.1 Market Size
1.1.2 Geographical Segmentation
2. THE US LICENSED SPORTS MERCHANDISE MARKET
2.1 Retail Sales
2.2 Retail Sales by Product Category
2.3 Licensed Sports Merchandise: Supply Chain Analysis
3. LICENSED SPORTS MERCHANDISE: DISTRIBUTION CHANNELS
3.1 Sales by Distribution Channel
3.2 Factors Driving Growth of Online Distribution Channel
3.3 Strategies to Leverage the Online Sales Channel
4. ENTRY BARRIERS - LICENSED SPORTS MERCHANDISE MARKET
5. THE US LICENSED SPORTSWEAR APPAREL MARKET
5.1 Market Size and Growth
5.2 Royalty Rates
5.3 Positioning of Licensed Sports Apparel Industry
6. ANALYSIS – LEAGUES AND ASSOCIATIONS
6.1 Major Leagues Positioning Chart
6.2 Market Share - Leagues and Associations
6.3 Major Leagues – Profiles
6.3.1 National Football League (NFL)
6.3.2 National Basketball Association (NBA)
6.3.3 Major League Baseball (MLB)
6.3.4 National Hockey League (NHL)
6.3.5 Major League Soccer (MLS)
6.3.6 Collegiate Licensing Company (CLC)
7. COMPANY ANALYSIS
7.1 Competitive Positioning of Major Licensees
7.2 Competitive Strategies of Major Licensees
7.3 Dreams Incorporation
7.3.1 Business Description
7.3.2 Business Segments
7.3.3 Value Chain of Dreams Inc.
7.3.4 Competitive Strengths and Weaknesses
7.3.5 Business Strategies
7.4 GSI Commerce
7.4.1 Business Description
7.4.2 Business Segments
7.4.3 Major Clients
7.4.4 Competitive Strengths
6.4.5 Business Strategies
7.5 G-III Apparel Group
7.5.1 Business Description
7.5.2 Business Segments
7.5.3 Competitive Strengths and Weaknesses
7.5.4 Business Strategies
7.6 Knights Apparel
7.6.1 Business Description
7.6.2 Products & Brands
7.7 VF Corporation (Imagewear Coalition)
7.7.1 Business Description
7.7.2 Business Segments
7.7.3 Sales Performance
LIST OF GRAPHS
Flowchart to Demonstrate the Processes Involved In Licensing
Global Retail sales of licensed merchandise (2006-2009)
Retail Sales of Licensed Merchandise by Geography (2009)
Retail Sales of Licensed Merchandise in the US (2008-2010)
Breakdown of Sports-Licensed Out of total US Licensing Market (2010)
Retail Sales of Licensed Merchandise by Distribution Channel (2010)
Retail sales of licensed sports merchandise (2002-2010)
Supply Chain Diagram – Licensed Sports Merchandise
Retail Sales of Licensed Sports Merchandise by Distribution Channel (2007-2009)
Retail Sales of Licensed Sports Merchandise by Distribution Channel (2009)
Online shoppers in the U.S. (2007-2010)
Retail Sales of Licensed Sportswear Apparel Market (2006-2009)
Average Royalty Rate for Licensed Merchandise Vs Licensed Sports Merchandise: US & Canada (2002-2009)
Retail Sales of College Licensed Merchandise in the US (2006-2010)
Market share of leagues and associations: 2009
Competitive Positioning of Major Leagues – 2009
NFL - Average Game Attendance (2005-2009)
NFL - Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
NFL - Fan distribution by Gender (2009)
NFL - Fan Distribution by Age (2009)
NBA- Average Game Attendance (2005-2009)
NBA- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
NBA- Fan distribution by Gender (2009)
NBA- Fan Distribution by Age (2009)
MLB- Average Game Attendance (2005-2009)
MLB- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
MLB- Fan distribution by Gender (2009)
MLB- Fan Distribution by Age (2009)
NHL- Average Game Attendance (2006-2010)
NHL- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
NHL- Fan distribution by Gender (2010)
NHL- Fan Distribution by Age (2010)
MLS- Average Game Attendance (2006-2010)
MLS- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
MLS- Fan distribution by Gender (2010)
MLS- Fan Distribution by Age (2010)
ClC- Estimated Retail Sales of College Licensed Merchandise (2006-2010)
Total Revenue of Dream Inc. (2006-2010)
Dreams Inc. Business Segments Break-up (2010)
E-Commerce Revenues of Dreams Inc. (2006-2010)
Revenues from Web Syndication- Dreams Inc. (2007-2010)
Revenues of Manufacturing & Distribution Segment- Dreams Inc. (2010)
Total Revenues of GSI Commerce (2004-2010)
Revenues of Global E-Commerce Segment- GSI Commerce (2007-2010)
Revenues of Global Marketing Services- GSI Commerce (2007-2010)
Revenues of G-lll Apparel Group (FY06-FY11)
Revenue Break-up by Business Segments- G-lll Apparel Group (FY11)
Revenue Break-up by Geographic Segments- G-lll Apparel Group (FY11)
Sales by Coalition- VF (2010)
Retail Sales of the VF’s Imagewear Coalition (2008-2010)
Flowchart to Demonstrate the Processes Involved In Licensing
Global Retail sales of licensed merchandise (2006-2009)
Retail Sales of Licensed Merchandise by Geography (2009)
Retail Sales of Licensed Merchandise in the US (2008-2010)
Breakdown of Sports-Licensed Out of total US Licensing Market (2010)
Retail Sales of Licensed Merchandise by Distribution Channel (2010)
Retail sales of licensed sports merchandise (2002-2010)
Supply Chain Diagram – Licensed Sports Merchandise
Retail Sales of Licensed Sports Merchandise by Distribution Channel (2007-2009)
Retail Sales of Licensed Sports Merchandise by Distribution Channel (2009)
Online shoppers in the U.S. (2007-2010)
Retail Sales of Licensed Sportswear Apparel Market (2006-2009)
Average Royalty Rate for Licensed Merchandise Vs Licensed Sports Merchandise: US & Canada (2002-2009)
Retail Sales of College Licensed Merchandise in the US (2006-2010)
Market share of leagues and associations: 2009
Competitive Positioning of Major Leagues – 2009
NFL - Average Game Attendance (2005-2009)
NFL - Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
NFL - Fan distribution by Gender (2009)
NFL - Fan Distribution by Age (2009)
NBA- Average Game Attendance (2005-2009)
NBA- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
NBA- Fan distribution by Gender (2009)
NBA- Fan Distribution by Age (2009)
MLB- Average Game Attendance (2005-2009)
MLB- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
MLB- Fan distribution by Gender (2009)
MLB- Fan Distribution by Age (2009)
NHL- Average Game Attendance (2006-2010)
NHL- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
NHL- Fan distribution by Gender (2010)
NHL- Fan Distribution by Age (2010)
MLS- Average Game Attendance (2006-2010)
MLS- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
MLS- Fan distribution by Gender (2010)
MLS- Fan Distribution by Age (2010)
ClC- Estimated Retail Sales of College Licensed Merchandise (2006-2010)
Total Revenue of Dream Inc. (2006-2010)
Dreams Inc. Business Segments Break-up (2010)
E-Commerce Revenues of Dreams Inc. (2006-2010)
Revenues from Web Syndication- Dreams Inc. (2007-2010)
Revenues of Manufacturing & Distribution Segment- Dreams Inc. (2010)
Total Revenues of GSI Commerce (2004-2010)
Revenues of Global E-Commerce Segment- GSI Commerce (2007-2010)
Revenues of Global Marketing Services- GSI Commerce (2007-2010)
Revenues of G-lll Apparel Group (FY06-FY11)
Revenue Break-up by Business Segments- G-lll Apparel Group (FY11)
Revenue Break-up by Geographic Segments- G-lll Apparel Group (FY11)
Sales by Coalition- VF (2010)
Retail Sales of the VF’s Imagewear Coalition (2008-2010)
LIST OF TABLES
Retail Sales of Sports-Based Merchandise by Product Category (2009)
Entry Barriers for Licensed Sports Merchandise
Major Leagues Positioning Chart
Competitive Positioning of Major Licensees
Retail Strategies followed by different Companies
List of Operational Retail Stores: Dreams Inc.
Major clients of GSI Commerce
Licensed and Proprietary Brand Names of G- lll Apparel Group
Principal Licenses of G-lll Apparel’s Group
VF’s 5 Coalitions
Imagewear Coalition’s owned and licensed brands
Retail Sales of Sports-Based Merchandise by Product Category (2009)
Entry Barriers for Licensed Sports Merchandise
Major Leagues Positioning Chart
Competitive Positioning of Major Licensees
Retail Strategies followed by different Companies
List of Operational Retail Stores: Dreams Inc.
Major clients of GSI Commerce
Licensed and Proprietary Brand Names of G- lll Apparel Group
Principal Licenses of G-lll Apparel’s Group
VF’s 5 Coalitions
Imagewear Coalition’s owned and licensed brands
