Premium lifestyle sportswear brand Manchester United (Man Utd) is aiming for a nationwide reach to fans with its mixed multichannel strategy through Indus-League Clothing. Currently Man U has 20 million fans in India and is growing.
“With its immense fan base worldwide and in India, we would be capitalizing on the potential and make the club popular nationwide. At present, the club’s popularity is limited to major metros, our aim would be to make Man Utd popular in Tier II cities across India,” said Rachna Aggarwal, CEO, Indus-League Clothing.
Currently Man Utd has six EBOs in major metros of Mumbai, Kolkata, Delhi, Bangalore and Pune. It is present in 32 Planet Sports, 21 Pantaloons and seven Centrals nationwide and it is selling on online retail stores of Myntra, Jabong, Yebhi and Fashionara. “The big plus of e-retailing is that the reach of internet is vast and only getting better. This would allow Man Utd products to reach Tier II, III cities,” Rachna adds.
Manchester United, is one of the oldest English football club was formed in 1878 and went for an Agreement with Indus-League Clothing for developing and retailing official Man Utd merchandise in India last year. The brand offers complete lifestyle offering of apparels, accessories, home linen and sports accessories.
In the developed markets such as US majority of retailers and brands have adopted seamless methodology of brick-to-click where every new store or channel is just another way to reach their customers and follows its own unique mechanics. The key benefit for retailers of being multichannel is that it gives them more opportunities to get their product in front of customers whom they wouldn’t have been able to reach with a single channel. This allows them to increase revenues and profitability, which is fundamentally what being in business is all about.