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Umbro Sales of UK Football Replica Shirts Down

Saturday 08th of September 2007 02:48:20 AM

While bad weather across the UK has many retailers worried about falling sales, Umbro, who sells replica shirts and other promotional clothing for UK football is hoping England will beat Israel and Russia in order to win a spot in the championship to help its sales. “By the end of August, we had only sold 35% of the total England replica shirts we expected to sell this year [rather than the targeted 65%],” said Umbro CEO Steve Makin.

Because the replica shirts make up 90% of Umbro sales in the UK, losing customers due to poor performance on the field and a season of bad weather could cause sales to decrease well into next year. Already, the company has had to reduce the number of its latest product, the England away jersey, to 80% of its original run.

England is currently in fourth place and needs these next two wins in order to qualify for the World Cup. If they don’t, Umbro may see even more decline in sales because fans will not want to purchase additional promotional Clothing for a team that did not perform as expected. In addition to sponsoring football teams in the UK, Umbro sponsors another 140 football teams worldwide. While this may seem like a lot in promotional Clothing sales, if teams do not perform as well as fans and other believe they should have, then fewer pieces of clothing will be sold.

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