MUMBAI: With the soccer World Cup kicking off tomorrow Amigo Sport has launched Fifa merchandise in India through a licensing agreement with Global Brands Group which is the master licensee of the Fifa brand globally. Amigo Sport will distribute Fifa merchandise and will also open two official Fifa stores in India at the end of the month.
Amigo operates 49 stores across the country. It will take this number to 100. It has also tied up with departmental stores like Westside, Shoppers Stop to push Fifa merchandise. This will include five collections of menswear, women’s wear and apparel for kids. Going forward the company will launch more merchandise ranging from eyewear to luggage.
Global Brands Group senior VP, GM Fifa and Football business unit Simon Hawkins says that Amigo had been working with them for two years to put together a plan for India. “Our aim is to have a significant presence in this market in four years time as opposed to simply trying to generate as much revenue in a short period of time. We have to build the Fifa brand correctly here. India has the potential to be one of largest soccer consuming nations in the world and we see a big opportunity here. While I cannot disclose the terms of the deal with Amigo they will pay us a licensing fee.
“The product line is being made in India. Amigo did a lot of research in terms of colors, fabric as well as studying market trends.”
He says that the aim of the Fifa Stores will be to provide fans with an entertaining in-store experience. The aim is to felect the dynamism of soccer since 1904. The stores will have official Fifa Collections, event merchandise and products from Fifa commercial Affiliates. “While the World Cup runs for one month the stores will be a year long activity. We have to nurture it. It will be about fusing football, fashion and culture. The good thing about soccer is that it has turned out to be recession proof. In fact it is one of the few things that has withstood the economic downturn. We have adopted a lifestyle premium positioning. However we have taken care that we are not too premium. Otherwise we would be unaffordable”
Amigo Sports chairman Sanjiv Mehta says that there are a range of price points ranging from Rs 500 for a T-shirt to Rs 6000 for a jersey. The Dempo Group has taken a minority stake in Amigo Sport which is targeting a turnover of Rs. one billion in two years. He says that Amigo is focussing on opening its own stores as well as official Fifa Stores in the right places. The first two Fifa Stores will open in the Palladium Mall and in Oberoi Mall. In terms of marketing activities to create awareness billboards and posters will be used.
The Fifa merchandise that will be available will include the 1904 Collection. This is a range of men’s vintage lifestyle apparel. It includes tracksuits, hoodies and T-shirts. There is also a Code Collection that aims to appeal to the youth aged 14-18. It is inspired by street football. There is also an Editions Collection that celebrates part World Cup events in a contemporary sportswear style.
