Everyone at Everton is totally committed to providing ever-improving levels of service to our fans which is why the challenges many of you have had over last four months have been so disappointing. We know that if we want to get two things absolutely right, it would be tickets and merchandise and it’s the latter that’s proved to be so difficult, problematic and, in many cases, let down many of our fans.
It is hugely disappointing that so many fans have been unable to buy our home shirt.
An unconditional apology from Kitbag
Over that period, we have been in daily contact with Kitbag trying to understand what was happening and trying to find a solution.
We were excited when Umbro developed and presented a great, new kit. We looked forward to the results of a strong and well-received, marketing campaign. Sadly, however, Kitbag was caught off-guard by exceptional levels of demand.
For all that disappointment and inconvenience,
Kitbag has asked me to pass on a sincere apology to the Everton fans.
To be fair, and quite rightly so, Kitbag and the Club have spent much of the past four months apologising. As it always does, and as all football club retailers do, Kitbag placed orders for this season’s kit in autumn 2013. As you would expect, orders were based largely on previous sales history. However, as time progressed, it became clear that demand was likely to outstrip supply and a ‘top-up’ order was placed. As we approached the launch, and fans’ pre-orders were ‘totted up’, it became evident again that this still wasn’t enough. Kitbag were, quite simply, overwhelmed by unprecedented demand.
Total kit sales are 65% ahead of figures for the same point in time 12 months ago and certain product lines have smashed all previous sales history.
Whether we could have or should have anticipated the record-breaking demand, last autumn, is really a moot point. Football is, and always will be, unpredictable and projecting figures for merchandise, match tickets and season tickets is always difficult. And the challenges we have faced this year are not unique to us. What matters is Kitbag is committed to stop it happening again.
We insisted Kitbag undertook a comprehensive review of ordering procedures and the Club, along with Umbro, will have a much greater involvement in key ordering decisions for future seasons. I also know that were also problems in how Kitbag responded to fans struggling to get hold of kit. Kitbag’s customer service team have also promised that responses to supporters will be improved. They are fully aware that automated or standardised replies often do not meet the individual needs of each customer.
In short, everyone associated with Everton merchandise has committed to doing better.
Christmas stock
Unfortunately, however, large orders placed for products manufactured on the other side of the world are difficult to adjust and accelerate quickly. It means that as we approach Christmas, despite Kitbag’s attempts to source additional products, some of which have been successful, there are likely to be shortages in certain popular product lines.
In particular, home kit availability will be limited from now onwards. From early July, we began to realise that this year’s home shirt was set to become the most popular shirt for as long as people can remember. From early July, we knew that presented us with a problem. And, from early July, we’ve tried hard to solve the problem. Unfortunately, it’s a problem that’s proved impossible to fix.
In short - and absolutely not some transparent, poor-taste ruse to get you to purchase products early - certain items may well run out before Christmas.
Whilst this certainly isn’t good news, or news we’re happy to be passing on, we felt it was only right that we provide the information that will allow all fans the best possible chance of getting the items they want before Christmas.
If I’d like to buy merchandise for Christmas, what do I need to know?
Which products are likely to be in short supply?
There are a number of sizes and lines within the home kit range which will be in short supply in the run up to Christmas, particularly:
- Men’s home short sleeve shirts – sizes XL, 2XL and 3XL
- Women’s home short sleeve shirts – size 10
- Boys’ home short sleeve shirts – sizes small and medium
- Boys’ home long sleeve shirts – size small
- Boys’ home shorts – all sizes
Other sizes and lines in the home kit range may also have limited availability in the run up to Christmas.
Do you know the dates of when supplies will run out?
While exact dates are difficult to predict, we would envisage that the home kit lines highlighted above may sell out in early December, if not before.
Are there issues with other product lines including away and third kits?
We are expecting to see good levels of availability in both away and third kits. There are good levels of availability of training wear and most other product lines.
Will there be deliveries of the home kit after Christmas?
We are pleased that Kitbag have been able to secure some additional supplies of home kit which will reach stores in February. Kitbag will take delivery of a limited stock of men’s long and short sleeved shirts, and shorts will be available in all sizes. In junior sizes, limited amounts of short sleeved shirts (small and medium sizes only), and long sleeved shirts (sizes small, medium, large and extra-large only) will be available as will junior home shorts (sizes small medium, large and extra-large only). Unfortunately, there will be no additional supplies delivered of women’s or infant kits.
Will Kitbag be offering discounts on products other than the home kit?
Kitbag are currently running a 20% discount offer on the away kit.
Other promotions will take place in the lead up to Christmas and these will be publicised through club channels in due course, including evertonfc.com and on social media.
What plans are in place to ensure this doesn’t happen in future seasons?
Kitbag has conducted a comprehensive review of all of its processes and will work more closely with Everton and Umbro to ensure adequate availability of stock for future seasons. Kitbag is confident that the type and scale of issues faced this season will not be repeated.
