football: the billion-dollar business - Umdasch - Shop Concept

items in the range. the imagination knows no limits when it
comes to dreaming up knick-knacks which add to the sense
of team identity, but all the same it seems advisable not to lose
sight of the principle “less is more”. In any case, being quick off
the mark is definitely a sales advantage. At the next home game
after the remarkable 7:0 away victory against Red Bull salzburg,
Austrian record holder Rapid Wien offered “7:0 sports shirts” for
sale. they were, of course, tremendously popular. the Dutch
team’s high-energy start in the european championships 2008,
by contrast, led to a temporary shortage of orange sports shirts
Emotionalisierung des
Warenbildes – Zielgruppenbezug.
The emotionalisation
of the product presentation
– target-group relevance.
Ein Thema farblich
sauber sortiert.
One subject, neatly
arranged by colour.
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Das Warenbild hat
einen (imaginären)
„Rahmen“.
The product
presentation has an
(imaginary) “frame”.
until the oranjes’ spell was broken by the Russians.
consistent branding is called for
consistent branding (in other words clear brand display) is called
for when it comes to fan-shop design. the club’s colours provide
an excellent starting point and will usually dominate the overall
appearance. the classic rules of visual merchandising will serve
well when it comes to product display. so, for example:
- Arena principle (product presentation rising upwards from
the front to the shelves).
- the third shelf level should be used for emotional messages
(e.g. team photos, photos of stars or game scenes).
- on the second level, show products (for example uniforms/
vests) should be displayed from the front.
- products which encourage customers to buy should only be
positioned below this and in the central area (sorted by colour
and within each colour by size).
- Remember the LIm principle.
Akzentuierung der
Wandabwicklung durch die helle
indirekte Beleuchtung.
Accentuation of the wall display
by means of bright indirect
lighting.
sHoP ConCePt toPIC
Fan shops
Umdasch Shop-concept as a fan shop professional
umdasch shop-concept has recently been involved as shopfitter
in the realisation of numerous fan shops in europe. Among
the shops are stores for famous names like celtic Glagow, manchester
united, Aston Villa, Rosenborg trondheim, hamburger
sV and LAsK Linz. the size of the shops varies. they range
from the LAsK corner at 60 m² to the already legendary 1,500
m² store at the manchester united old trafford stadium. the
nike fan shop of celtic Glasgow in particular is already regarded
Ware in der oberen Ebene
frontal zeigen ...
Show the goods from the
front in the upper level ...
... darunter
„Ärmelpräsentation“
sortiert
nach Farben und
Größen.
... below which,
“sleeve presentation“
is arranged
by colour
and size.
Niedrige Mittelraummöblierung:
freier Blick auf die
Wand (nach dem
Arena-Prinzip).
Low furniture
units in the central
sales area: unobstructed
view of
the wall (the “arena
principle”).
as a classic because of the eye-catching use of the club colours
green and white. During home games the shop attracts no fewer
than 8,000 visitors per hour.
umdasch was able to take advantage of its home advantage
when fitting out the fan shop of the long-established club LAsK
in the Linzer passage in Linz city centre. the concept was
designed by shopconsult by umdasch, and the shopfitting was
supplied by umdasch shop-concept. After a long period in the
doldrums, in 2007 the top club in Linz managed to climb back
up into Austria’s top league. they caused quite a stir there during
the 2007/2008 season. the vast interest of fans and spectators
also affected the sales figures in the fan shop. the topselling
items in the range of goods on sale are the centennial
commemorative book and especially the uniforms, which the
fans can have personalised with their own names.
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