FIFA to launch shirts range

Such times of economic recession are difficult, but one positive aspect that emerges from them is that firms worldwide start looking to diversify their products to go back on the fast-track to recovery. As demand for products shrink, firms try to make up for it by finding niches in the market after analysing consumer tastes and demands. FIFA have followed this trend of entering new markets to increase revenue and profits. The world’s governing body is heading into the direction of competing with Nike, Adidas, Puma, Canterbury and other sportswear manufacturers, by creating their own brand of fashion. Brand name FIFA is no stranger to football viewers worldwide, as the International Federation encompasses 208 football associations from all over the globe.

FIFA will launch 5 collections in the coming weeks, targeting youths and older generations. One of the ranges will be introduced before next year’s World Cup to be held in South Africa. This is anticipated to be very popular and result in high levels of sales as the worldwide-watched event approaches. FIFA signed a brand management and licensing agreement with Global Brands Group, and this company will have the responsibility to monitor and administer the designing, manufacturing and distribution stages. Until now, agreements in five markets have been reached: Australia, India, Turkey, UK and USA. The list is expected to continue growing soon. The first FIFA official store was opened in Singapore’s Changi airport in January of 2008. More of these will continue cropping up all over the globe. According to official sources, Global Brands Group is in talks with fashion chain Next, as well John Lewis department stores for the retailing of the shirts. August has been earmarked as the month in which this range of FIFA shirts will go on sale worldwide.

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