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Plain vanilla is the kiss of death.
Sporting goods brands and retailers need to be willing to take some risks in their design and merchandising to lure consumers to buy.
“A plain vanilla assortment means boring and the same as last year,” said Matt Powell, vice president and senior industry analyst for NPD Group. “There’s no surer way to kill a retail business.”
So despite fears that have come to the forefront during the pandemic that are causing companies to want to play it safe, Powell said they need to “take some risk and offer a provocative and exciting assortment.”
Powell made those comments as part of a webinar titled “Monitoring the Impact of COVID-19 and the Road to Recovery” for the Sports & Fitness Industry Association Tuesday afternoon.
Over the past few months, sports apparel and footwear have performed better than many