A recent report reveals a discrepancy in the availability of sports items between male and female consumers. The primary conclusion suggests that retailers are not taking advantage of the strong and increasing demand from women.
On the plus side, according to goods bought through international payments platform Klarna, sales of football shirts for women have increased by 17 per cent in the UK over the previous year, more than double (8 per cent) the pace for males.
Nevertheless, despite this expansion and the historically high levels of female fan engagement in UK sports, according to a partnership survey with fan intelligence company Sports Innovation Lab, the supply of merchandise falls short of the demand, with eight out of ten female fans stating they would purchase more if there were more options available.
The main conclusions of the report demonstrate that female sports fans are alternatives-hungry, with 78 per cent of respondents saying they would buy more women’s sports gear if they had more options. The top things that supporters expressed a want for more of were team kits, t-shirts, and sweatshirts.
Menawhile, 39 per cent of female sports fans desire increased accessibility to well-liked products, while 46 per cent desire a greater selection of choices and 25 per cent desire more designs tailored to certain athletes. Regarding retailers, 28 per cent of fans would want to see more information on where to get women’s sports gear, and one-third buy at unofficial stores since they are more readily available.
Based on the findings, Klarna claims to have collaborated with international football media company COPA90 to introduce new products, such as a football shirt and T-shirt. The term “Rep Her” is used on the products to represent “the growing influence of women’s sports and celebrates fans’ passion.”
In order to “simplify the shopping process for fans seeking women’s official football merchandise,” it has also developed an official merchandise centre.
