Interesting read.
Re: LiverpoolOne.
Its obvious to me that the above is changing the retail map of Liverpool.
Why o why we don't have a shop/store/megastore setup and ready to run I will never know? Fact is the club name and badge will be alongside many other prestigous highstreet names and in order to get the wonderer-££££ i.e. visitors to the city the unintitated in football and quite possibly a larger female clientale ... and developing the "Everton Brand" - having a presence in LiverpoolOne is critical for us.
The above is only exacerbated by the poor representation in so-called "Kit Partner" - JJB sports.
The to numerous to mention occasions people have written into GOT/Kipper/The People's Club (Facebook) etc saying "can't get the kit" "cant get x" "can't get y", is shocking.
Even more so seeing all the "Top 3 + RS" monopoly shirts on huge displays and stands in the middle.
I just raise this point to.
My father was in JJB in Chester (there's a large % of blues there and in northwales) - yesterday and asked why there was no gear for Everton considering they were the "Kit Partner". I couldn't make head nor tail of what was said to him.
i.e. The usual no satisfactory answer.
All I do know is - if the club is not aggressively merchandised. If the club doesn't have a high street presence - especially in the heart lands of the club outside the city of Liverpool and within in....
Then that is a fundamental strategic mistake.
Fact is given its upcoming/highprofile and prestige:
LiverpoolOne should have a "Flagship" Everton FC store.
Birkenhead and others should be satellite supporting/convience stores of a smaller scale.
Backed up with a decent Web-based store... all with a good and varied range of merchandise.
We've got a high profile now. We want a higher one and maintaining the levels of support in the North West (particuarly) core.
I'm not basing these arguments on nothing. I'm basing them on a subject called "Behavioural Economics". The sort of arguments that say the value of the club is particuarly through associating with the clubs name. (like in F1 Vodaphone Mclaren Mercedes - Vodaphone team sponsor know the value of association, I'm not saying change the team name !!! btw).
Its all about ASSOCIATION of the club with position/atmosphere etc.
Through association - people/fans will pay there money in order to be associated with "the brand". In a smart large shopping development - people will associate Everton FC with smartness, prestige etc. (i.e. it rubs off on our image and ours on LiverpoolOne).
The reverse is true to develop the club name - through associating it with other big prestigous high street names to develop our sales further i.e. within a large shopping development like LiverpoolOne. You can't say that place is not unprecendented in Liverpool either? (@ £800million investment).
Just some points to consider.
Its one reason why I'm pressuring the club to get a store in L1 ASAP.
And one reason why I had to convince my father not to write to Kenwright/Wyness as to the very very very poor showing in JJB stores that he termed "A DISGRACE". I might let him write it.... the old man's good with management speak and am sure reading it if it arrived on their desks - they'd take note surely? Its a money making opportunity being missed!!!!
Thanks for reading my little ramble
