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.
