INDUSTRY
FASHION
ANALYSIS
CURRENT MARKET
INDUSTRY
SPORTS LICENSING
HISTORY
BACKGROUND
HISTORY
FRANCHISE
TABLE OF CONTENTS
FLATS
COLLECTION
INSPIRATION
COLLECTION
PROFILE
CUSTOMER
NINETY
NEW YORK
Franchise began
First Stanley Cup Victory Stanley Cup Victory Stanley Cup Victory Worst Season (6-39-5; 17 pts) Buddy O’Connor is NHL MVP Goalie Chuck Rayner Named NHL MVP Herb Brooks hired as new GM
1926
1927-28
1932-33
1939-40
1943-34
1947-48
1959-50
1980-81
HISTORY
NEW YORK RANG
2014-15
2011-12
1993-94
Best Season: President’s Trophy Recipient (53-22-7; 113 pts)
First Playoff Final Reached Since Stanley Cup in 1994
Stanley Cup Victory: Ending a 54 Year Losing Streak
ERS
BACKGROUND STORY In 1925, the New York Americans joined the National Hockey League and played their home games at the old Madison Square Garden. Tex Rickard, the boxing promoter and exgold prospector who built and owned the arena, decided he wanted his own NHL team, which he was awarded in 1926. Rickard’s team was immediately dubbed “Tex’s Rangers” as a pun referencing the paramilitary force founded in Texas during the 1830s. The Americans folded in 1942, while Tex’s Rangers remain.
JERSEY HISTORY
ANNIVERSARY LOGO HISTORY
SPORTS LICENSING “The major sports leagues are making increasing strides in serving female fans as well as their babies with apparel and other goods developed specifically for them. Silhouettes and fabrications have much more of a fashion sense about them, a far cry from the days when women had to make do with apparel designed for men, and women’s fanwear was identifiable because it was pink.”
MARTY BROCHSTEIN SVP INDUSTRY RELATIONS FOR THE LICENSING INDUSTRY MERCHANDISERS ASSOCIATION
SPORTS LICENSING
INDUSTRY
$15.15 billion $14.97 billion $13.59 billion $12.12 billion $11.85 billion $12.31 billion
2006 2007 2008 2009 2010 2011 NATIONAL HOCKEY LEAGUE
COLLECTION SPEAKS “THIS TO THE MOST POWERFUL BRAND AMBASSADORS IN
“
THE WORLD- WOMEN
$1.3 billion yearly revenue Top 50 Global Licensing brand
TOP FIVE
REVENUE GENERATING
LICENSING TYPES ENTERTAINMENT $2,550 million
TRADEMARKS
FASHION MAKES UP OF TOTAL LICENSING REVENUE
$2,550 million
FASHION
$755 million
SPORTS
$695 million
COLLEGIATE
$206 million
4
LARGEST SPORTS LICENSING LEAGUES
SPORTS LICENSING 2013 RETAIL SALES
=
$12.8 BILLION
The Licensed Sports Apparel industry is considered to be in the growth stage of its life cycle, showing strong and steady growth over the longterm. Leading the advance are the industry’s five largest categories: Character, Sports,
Corporate
Fashion,
Together,
they
and
Trademarks, Collegiate.
represented
94
percent of the overall licensing revenues in 2013. Licensing activity enjoyed strong growth in 2013, reflecting the importance of licensing as a business and marketing tool.
CURRENT MARKET
APPAREL MERCHANDISE MEN’S VS WOMEN
”There are variations year to year based
WOMEN’S 39%
on ‘wins and losses’ – obviously, success draws more purchases from the core, and
MEN’S 61%
attracts more casual fans – but the basic appeal of sports-licensed merchandise is continual. Some of the growth drivers include the major leagues in the U.S. paying more attention to the growth potential of
MARTY BROCHSTEIN SVP INDUSTRY RELATIONS FOR THE LICENSING INDUSTRY MERCHANDISERS ASSOCIATION
100 80 60 40
20
fashion trends to the sports category.”
0
increasingly attuned to applying current
Mark Up Percentage
apparel sector, where they’ve gotten
120
the children’s market, and the women’s
TRADITIONAL APPAREL
SPORTS LICENSED APPAREL
HATS
MENS
WOMENS DEPARTMENT Accessories Bags Car Accessories Collectables Dresses Footwear Hats Home & Office Hoodies & Sweatshirts Jackets Jerseys Pants & Shorts Polos Sporting Goods Tailgating T-shirts Wallets & Checkbooks Watches
WOMENS
KIDS
COLLECTABLES
HOME & OFFICE
PRICE RANGE $10 - $20 $20 - $40 $40 - $60 Over $60
FEATURED COLLECTIONS Center Ice Cross Check Camouflage Gear Rinkside Apparel
FEATURED COLLECTIONS Center Ice Cross Check Camouflage Gear Rinkside Apparel
ARE AIMING AT “WE PEOPLE WHO HAVE THE MIND SET THAT VALUES QUALITY AND TRADITION
CURRENT MERCHANDISE ASSORTMENT
“
JERSEYS
PRODUCT ASSORTMENT
SPORTS FASHION INDUSTY
STRENGTHS High Markup Percentage
WEAKNESSES
Limited Women’s Product Assortment
Increasing Sports Following
Limited Children’s Product Assortment
Wide Menswear Assortment
Growth in Fast Fashion
Variety of Unisex Jerseys Athlesuire Apparel
OPPORTUNITIES 5% Expected Annual Growth Rate
Growth in Women’s Market Sector Growth in Childrenswear Market Sector Fashion Ranks 3rd in Licensing Profits Growth in Fast Fashion
Out of Date Fashion Limited Market Availability outside of North America
THREATS Lockout Seasons
Capitalization of American Football Changing Fashion Trends Non-Licensed Products Counterfeit & Knock-off Designs
FAST FASHION COMPETITORS
SPORTS MERCHANDISING COMPETITORS
NEO
NEW ENGLAND
PREP
COLLECTION
NEW YORK NINE
TY
CUSTOMER PROFILE
OMER PROFILE AGE: name: 28
Katherine Miller age: 28New York, NY name: KatherineLOCATION: Miller location:Bachelors San Fransisco SCHOOLING: Degree age: 28 schooling: Bachelors Degree JOG: Public Relations location: San Fransisco job: Public Relations SALARY: $55 schooling: Bachelors Degree salary: $43,000 WE ARE AIMING AT DRIVES: VW Jetta job: Public Relations drives: VW Jetta PEOPLE WHO HAVE STATUS: Single salary: $43,000 name: Katherine Miller status: Single THE MIND SET THAT VALS: Acheiver ge:drives: 28 VW Jetta vals: Experiencer VALUES QUALITY AND ocation: San FransiscoSTYLE: Chic &Style: PreppyChic & Minimal fashion TRADITION status: Single chooling: Bachelors Degree shops: Vince, Joie, Rebecca TECH:brands Apple she Products vals: Experiencer rine Miller Minkoff, Elizabeth and James & Madewell ob: Public Relations HOBBIES: Socializing & Blogging fashion Style: Chic & Minimal beauty: Natural, fresh; Laura Mercier alary: $43,000 MUSIC: Haim & Hozier n Fransisco brands she shops: Vince, Joie, Rebecca her technology: Apple Products drives: VW Jetta achelors Degree Minkoff, James & Traveling Madewell outside of work: & Socializing tatus: Single Elizabeth and Relations music: Haim & Hozier Natural, fresh; Laura Mercier vals:beauty: Experiencer BRANDS SHE SHOPS 00 her go to drink: Pinot Noir ashion Chic & Minimal her Style: technology: Apple Products Jetta BREIF BIO brands she shops: Vince, Joie, Rebecca outside of work: Traveling & Socializing e Minkoff, Elizabeth and James Madewell This & girl is a doer, She loves to travel and see music: Haim & Hozier encer newMercier places and isn’t afraid of adventure. She beauty: Natural, fresh; Laura lives a healthy lifestyle including eating organic e: Chic & Minimal her go to drink: Noir her technology: ApplePinot Products and running. She is at a point in her life where hops: Vince, Joie, Rebecca outside of work: Traveling Socializing BREIF& BIO
“
“
COLLECTION INSPIRATION Inspired by 90 years of dedication to
hockey
this
collection
encompasses the story behind the Rangers
franchise. Celebrating
nine centuries of hockey, this collection is a nostalgic look back at the evolution of hockey and an appreciation of the early pioneers of now one of the greatest hockey franchises in the world. Drawing inspiration from the classics and keeping true to the old New England aesthetic.
Georgiana Knox New York Ninety Designer
NEW YORK NINETY COLLECTION
POLYMIDE CANVAS
LAMBS WOOL
FAUX LEATHER
COTTON / VISCOSE