The US Licensed Sports Merchandise Market- Focus on Apparel Segment New Reports by Koncept Analytics

July 6, 2011 - PRLog -- Globally, the licensed sportswear industry has grown at a rapid pace due to increasing fan base and extended distribution channels. In the U.S., four major sports leagues - National Football League, Major League Baseball, National Basketball Association and the National Hockey League dominate the sports licensing market commanding more than half of total merchandise sales in 2009. In addition more than 300 colleges and universities in the U.S. are involved in collegiate licensing, marketing their rights primarily to the apparel market.

However, the retail sales of licensed sports merchandise declined consecutively in 2009 and 2010, primarily due to slowdown in overall economy and decline in impulse spending of consumers. Retail sales of licensed merchandise are largely via bricks-and-mortar (sporting goods, mass, department, specialty, etc.), online retail channels and event venues.


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1. Overview of Licensing Market

2. The US Licensed Sports Merchandise Market

3. Licensed Sports Merchandise: Distribution Channels

4. Entry Barriers - Licensed Sports Merchandise Market

5. The US Licensed Sportswear Apparel Market

6. Analysis – Leagues and Associations

7. Company Analysis

7.1 Competitive Positioning of Major Licensees
7.2 Competitive Strategies of Major Licensees
7.3 Dreams Incorporation

7.3.1 Business Description
7.3.2 Business Segments
7.3.3 Value Chain of Dreams Inc.
7.3.4 Competitive Strengths and Weaknesses
7.3.5 Business Strategies

7.4 GSI Commerce

7.5 G-III Apparel Group

7.6 Knights Apparel

7.7 VF Corporation (Imagewear Coalition)


List of Graphs

Flowchart to Demonstrate the Processes Involved In Licensing
Global Retail sales of licensed merchandise (2006-2009)
Retail Sales of Licensed Merchandise by Geography (2009)
Retail Sales of Licensed Merchandise in the US (2008-2010)
Breakdown of Sports-Licensed Out of total US Licensing Market (2010)
Retail Sales of Licensed Merchandise by Distribution Channel (2010)
Retail sales of licensed sports merchandise (2002-2010)
Supply Chain Diagram – Licensed Sports Merchandise
Retail Sales of Licensed Sports Merchandise by Distribution Channel (2007-2009)
Retail Sales of Licensed Sports Merchandise by Distribution Channel (2009)
Online shoppers in the U.S. (2007-2010)
Retail Sales of Licensed Sportswear Apparel Market (2006-2009)
Average Royalty Rate for Licensed Merchandise Vs Licensed Sports Merchandise: US & Canada (2002-2009)
Retail Sales of College Licensed Merchandise in the US (2006-2010)
Market share of leagues and associations: 2009
Competitive Positioning of Major Leagues – 2009
NFL - Average Game Attendance (2005-2009)
NFL - Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
NFL - Fan distribution by Gender (2009)
NFL - Fan Distribution by Age (2009)
NBA- Average Game Attendance (2005-2009)
NBA- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
NBA- Fan distribution by Gender (2009)
NBA- Fan Distribution by Age (2009)
MLB- Average Game Attendance (2005-2009)
MLB- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
MLB- Fan distribution by Gender (2009)
MLB- Fan Distribution by Age (2009)
NHL- Average Game Attendance (2006-2010)
NHL- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
NHL- Fan distribution by Gender (2010)
NHL- Fan Distribution by Age (2010)
MLS- Average Game Attendance (2006-2010)
MLS- Annual Retail Sales of Licensed Sports Merchandise (2005-2010F)
MLS- Fan distribution by Gender (2010)
MLS- Fan Distribution by Age (2010)
ClC- Estimated Retail Sales of College Licensed Merchandise (2006-2010)
Total Revenue of Dream Inc. (2006-2010)
Dreams Inc. Business Segments Break-up (2010)
E-Commerce Revenues of Dreams Inc. (2006-2010)
Revenues from Web Syndication- Dreams Inc. (2007-2010)
Revenues of Manufacturing & Distribution Segment- Dreams Inc. (2010)
Total Revenues of GSI Commerce (2004-2010)
Revenues of Global E-Commerce Segment- GSI Commerce (2007-2010)
Revenues of Global Marketing Services- GSI Commerce (2007-2010)
Revenues of G-lll Apparel Group (FY06-FY11)
Revenue Break-up by Business Segments- G-lll Apparel Group (FY11)
Revenue Break-up by Geographic Segments- G-lll Apparel Group (FY11)
Sales by Coalition- VF (2010)
Retail Sales of the VF’s Imagewear Coalition (2008-2010)

List of Tables

Retail Sales of Sports-Based Merchandise by Product Category (2009)
Entry Barriers for Licensed Sports Merchandise
Major Leagues Positioning Chart
Competitive Positioning of Major Licensees
Retail Strategies followed by different Companies
List of Operational Retail Stores: Dreams Inc.
Major clients of GSI Commerce
Licensed and Proprietary Brand Names of G- lll Apparel Group
Principal Licenses of G-lll Apparel’s Group
VF’s 5 Coalitions
Imagewear Coalition’s owned and licensed brands

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Koncept Analytics, founded in 2005, works with the clients in developing an understanding of the various industries – segments and sub-segments, companies, competitors and suppliers.