Dutch Euro 2012 collection

A pre-view of what is in store for the Euro 2012 tournament.

The Holland 2012 collection with launch in April 2012 has now been made available for ordering.

So we will try to break it down in the following by categories and product types:

Mens:

Dutch supporters tee:

1 orange

1 black

Dutch authentic organic tee:

1 grey

1 white

1 orange

Dutch core tee:

1 black

1 orange

Dutch training top:

1 black

1 blue

Dutch pre-match top:

1 black

Dutch authentic jersey s/s:

1 home

1 away

Dutch replica jersey s/s:

1 home

1 away

Dutch core polo shirt:

1 black

1 orange

Dutch authentic polo shirt:

2 black

2 white

2 blue

1 orange

Dutch core hoody:

1 black

1 orange

Dutch socks:

1 home

1 away

Socks are counted as “mens” though they might just as well count under women’s or boys.

Dutch authentic full zip hoody:

1 black

1 white

1 orange

Dutch track top:

2 black

1 white

2 blue

2 orange

Dutch lightweight woven jacket:

1 orange

Dutch trainer jacket:

1 black

1 orange

Dutch longer shorts:

1 black

1 blue

Dutch shorts:

1 home

1 away

Dutch training suit:

1 black

1 blue

Dutch authentic cap:

1 orange

Dutch core cap:

1 black

1 orange

Total:

Product types: 20

Variations: 49

By category:

match kit: 4

training wear: 4

leisure wear: 12

 Of course it is open to discussion whether the track tops , woven jacket and trainer jacket should count as “training wear” or as “leisure wear”. In this context they have been assigned to the leisure wear category.

By attribute:

short sleeve tops: 9

long sleeve tops: 6

short legged bottoms: 2

long legged bottoms: 1

Other: 3

It sums up to 21 because training suit is counted both as long sleeve top and long legged bottom.

Boys:

Dutch training suit:

1 black

1 blue

Dutch core tee:

1 black

1 orange

Dutch training top:

1 black

1 blue

Dutch jerseys:

1 home

1 away

Dutch infants kit:

1 home

Dutch kit little boys:

1 home

Dutch shorts:

1 home

1 away

Total:

7 product types

12 different variations

Women’s:

Dutch tank top:

1 grey

1 white

1 orange

Dutch authentic v-neck tee:

1 black

1 blue

1 orange

Dutch womens jersey:

1 home

Dutch womens authentic polo:

1 black

1 blue

1 orange

Dutch womens lightweight jacket:

1 orange

Dutch womens track top full zip:

1 black

1 blue

1 orange

Total:

6 different product types

14 different variations

By category:

Match wear: 1 product

Leisure wear: 5 products

Equipment:

Supporter ball:

1 black

Prestige ball:

1 orange

Skills ball:

1 orange

Scarf:

1 orange

Backpack:

1 black

Gym sack:

1 orange

Small item bag:

1 black

Shoe bag:

1 orange

Football bag:

1 black

Total:

Product types: 8

Styles: 9

By category:

Balls: 3

Merchandise: 1

Travel: 5

 

So these were the plain numbers. What is the conclusion then ?

Well, Nike does tend to cover the most popular categories and product types within sporting goods apparel. When it comes to producing variations by using different styles of a product essentially different colors the emphazis is on the tops. Price segmentation is also clearly visible for short sleeve tops through the scale of different choices starting with:

authentic jersey

replica jersey

pre-match top

polo shirt

training top

supporters tee

authentic tee

core tee

What is absent from the collection this time around are the player related tees. For instance in the case of Holland with Nike players like Sneijder , Huntelaar, Van der Vaart. One explanation might be that there is a second catalogue coming out where these products feature. This typically leads the retailer to order more than if all products at been available from the outset. Another possibility is that the these products have been discontinued. Maybe because the match jerseys cover the player related aspect with the name and number sets. Or maybe they have not sold as well as t-shirts featuring only Holland.

Otherwise there are surprisingly few novelties in the product selection. No new categories, no new product types , no new products. It seems like Nike has found some kind of equilibrium after some years with experimentation around the product lineup.

The sales outside of the Netherlands of these many different products might be rather slim though. But nevertheless it is an advantage to have the full selection offered as a retailer so one can cherry pick the best pieces for one’s own product selection. Compared to most other athletic apparel sponsors which only offer the full selection in the home country of a team for the home market.

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