Gap
Inc.s Old Navy division will sell retro-styled NFL and NCAA licensed
T-shirts and hooded sweatshirts starting this month. The NCAA
merchandise comes via a license from Tailgate Clothing Co. while NFL
merchandise is sourced through a license owned by Junk Food Clothing.
Junk Food is a division of Delta Apparel, which also owns the M.J.
Soffe company.
The items being sold at Old Navy represent budget lines for both
companies with prices running at about half the prices at other retail
stores where league merchandise is sold. T-shirts are slated to be sold
for around $19.50.
companies with prices running at about half the prices at other retail
stores where league merchandise is sold. T-shirts are slated to be sold
for around $19.50.
For the NFL, the line represents an extension of a previous
license Junk Food Clothing had with Gap Inc. to sell co-branded product
at the Gap chain, according to NFL spokeswoman Joanna Hunter. In Fall
2007, the vintage t-shirt maker first began selling a co-branded line
at Gap Kids of character licenses such as Hello Kitty, Peanuts, DC
Comics, Star Wars, Twister, Lemon Heads and Little Miss. The line was
eventually expanded to the adult Gap chain. In Fall 2008, Junk Food
Clothing entered into an apparel licensing agreement with NFL and NFL
merchandise subsequently began appearing at the Gap chain as well as at
other retail channels.
license Junk Food Clothing had with Gap Inc. to sell co-branded product
at the Gap chain, according to NFL spokeswoman Joanna Hunter. In Fall
2007, the vintage t-shirt maker first began selling a co-branded line
at Gap Kids of character licenses such as Hello Kitty, Peanuts, DC
Comics, Star Wars, Twister, Lemon Heads and Little Miss. The line was
eventually expanded to the adult Gap chain. In Fall 2008, Junk Food
Clothing entered into an apparel licensing agreement with NFL and NFL
merchandise subsequently began appearing at the Gap chain as well as at
other retail channels.
The Junk Food t-shirt line, acquired by Delta Apparel in 2005,
is primarily sold at high-end retailers-including Saks, Fred Segal,
Macy's and Nordstrom-for about $40 a unit. It could not be learned at
press time whether the new Old Navy collection was also a co-branded
collection similar to the Gap chain.
is primarily sold at high-end retailers-including Saks, Fred Segal,
Macy's and Nordstrom-for about $40 a unit. It could not be learned at
press time whether the new Old Navy collection was also a co-branded
collection similar to the Gap chain.
For Tailgate Clothing, Old Navy is a new partner, according to
Todd Snyder, Tailgate co-founder. Similar to Junk Food, Tailgate
Clothing's retro t-shirts are mainly sold at high-end boutiques such as
Saks, Barneys and Bloomingdales. The company has limited distribution
in the sporting goods space, but does sell to Scheels Sporting Goods.
Todd Snyder, Tailgate co-founder. Similar to Junk Food, Tailgate
Clothing's retro t-shirts are mainly sold at high-end boutiques such as
Saks, Barneys and Bloomingdales. The company has limited distribution
in the sporting goods space, but does sell to Scheels Sporting Goods.
In an exclusive interview with Sports Executive Weekly, Snyder
said the line will represent a new lower-end segmentation as part of
Tailgate Clothing's “good, better, best” distribution strategy and
represents a “pared down” collection compared to its other lines.
said the line will represent a new lower-end segmentation as part of
Tailgate Clothing's “good, better, best” distribution strategy and
represents a “pared down” collection compared to its other lines.
“We were founded in 1997 but the vintage look
really picked up in popularity in the last few years and it's gotten
very popular,” Snyder told SEW. “I think Old Navy is changing its
direction and they want to be a little more fashionable and a little
more current.”
really picked up in popularity in the last few years and it's gotten
very popular,” Snyder told SEW. “I think Old Navy is changing its
direction and they want to be a little more fashionable and a little
more current.”
Snyder also suggested to SEW that the Old Navy deal could fill
some of the void left in the lower-end channel following the
liquidation of the Steve & Barry's business. But he also believes
the $19.50 asking price for t-shirts at Old Navy represents a much
healthier pricing model than Steve & Barry's, where prices for
licensed apparel reached as low as $6.00.
some of the void left in the lower-end channel following the
liquidation of the Steve & Barry's business. But he also believes
the $19.50 asking price for t-shirts at Old Navy represents a much
healthier pricing model than Steve & Barry's, where prices for
licensed apparel reached as low as $6.00.
“Old Navy wants to take that volume business and approach it
in an elevated way,” said Snyder. “It's about putting a good, quality
garment out there and charging a fair price for it.”
in an elevated way,” said Snyder. “It's about putting a good, quality
garment out there and charging a fair price for it.”
