ABs shirts fly off the shelf
Spending $150 to $200 on any shirt is a lot of money. But that is how much thousands of All Blacks fans are prepared to pay for a 2019 Rugby World Cup jersey, and the latest replica kit released every season.
The $150 outlay for an Adidas All Blacks replica shirt would take a fan on minimum wage more than a full working day to pay off.
The high-end ‘‘performance’’ jersey, available at $200, would take about a day and a half to save for.
For a few hundred dollars you could buy a couple of tickets to a test match (or a 10-month subscription to Spark Sport), yet Kiwis seem far from deterred by the hefty price tag on replica jerseys. Head into a supermarket or down to the beach over the next few weeks and you are likely to see fans decked out in the very latest RWC gear. The number of replica shirts sold during this World Cup is a closely guarded secret, and neither Adidas nor NZ Rugby reveal their sales statistics. Yet both NZ Rugby and the German sportswear giant are clearly reaping the rewards of the estimated $10 million-a-year deal that runs until 2023.
Retailers say demand for All Blacks gear is stronger than ever.
New Zealand’s insatiable appetite for sports merchandise shows no sign of slowing, and All Blacks products including dog tags, shower gels, and even welding helmets are flying off the shelves.
The NZ Warriors are also in on the merchandise boom, pushing dozens of strips alongside hoodies, accessories, and baby clothes. The Silver Ferns, meanwhile, sell training tops, replica kits, and beanies.
The All Blacks jersey is the bestselling replica shirt in the country, sports retailers say. Over the past two decades, Adidas has made a series of tiny tweaks to the hallowed jersey, and customers continue to part with their cash. But with new shirts coming out thick and fast, are fans finally growing tired of handing over their money? Apparently not.
Rebel Sport, one of the biggest sellers of All Blacks jerseys, says it ‘‘underestimated’’ the ‘‘staggering’’ demand for ABs World Cup shirts.
Demand is so high the shop has asked for ‘‘many thousands more’’ shirts from Adidas, says Rod Duke, Rebel Sport group managing director.
‘‘The popularity of All Blacks jerseys always surprises me, it is huge,’’ Duke says. ‘‘They redo it and do a subtle refurb, and it always seems to sell well, especially when there is a major event.’’ He says the $150 version of the jersey is the biggest winner with fans, along with ‘‘shorts, training outfits, and hoodies’’.
Duke says customers don’t seem to mind about the cost of replica jerseys, especially since the New Zealand price tag was brought in line with international prices in 2011. Duke says other sports kit sales ‘‘pale in comparison’’ with All Blacks tops, especially around big tournaments. ‘‘The replica jersey is the biggest seller, by far and away,’’ Duke says. ‘‘We sell at what is most likely the best price in the country, and we don’t ever get people coming in saying it is too expensive.
‘‘Quite the opposite, New Zealanders are quite attached to them.’’
Duke says sales are stronger than 2015: ‘‘Volumes of All Blacks shirt sales are significantly higher than the last World Cup,’’ he adds.
What determines the cost of an ABs jersey? And how do they compare with international rivals?
All Blacks RWC jerseys are roughly the same price as England’s World Cup kit, made by Canterbury, which retails at £75 (about $145) and £100 (about $193).
German sportswear giant Adidas says the price of an All Blacks top reflects the ‘‘rigorous testing’’, research and development that goes into producing the shirt.
Matthew Fielding, category director at Adidas, says the company invests ‘‘heavily’’ in the development process, so jerseys are ‘‘of the best possible quality’’. ‘‘While we set a recommended retail price to retailers, they are free to choose their pricing,’’ Fielding says.
Adidas says Kiwi fans get a fair deal, and points to the design touches that go into each release: ‘‘This year’s Rugby World Cup jersey was designed by Yohji Yamamoto, one of the biggest names in the fashion industry.
‘‘We believe these elements provide value for fans,’’ Fielding says.
What do supporters think? Kristen Whiu, a self-confessed ABs ‘‘superfan’’ with 19,500 Facebook followers, loves the merchandise. He spends ‘‘probably between $1500-$2500’’ each year on ABs replica gear, he says, but admits kits are on the pricey side.
‘‘The price does matter, definitely,’’ Whiu says. ‘‘It is probably over the threshold of being affordable. ‘‘I do look twice and contemplate, but then succumb to weakness. For the everyday person, they are probably a bit 50-50.’’ Having recently travelled to Tokyo, Whiu has seen the power of the ABs’ brand first-hand and understands why the jerseys command a high price tag.
‘‘In the main Adidas shop in Tokyo, about 20 per cent was all All Blacks stuff. They have 360-degree screens showcasing the All Blacks brand.
‘‘Even on the subway, there are adverts everywhere. It is a massive brand.’’ Whiu knows the kits are out of reach for many families, and gives away jerseys to his Facebook followers: ‘‘For those who it might be a bit out of reach, I give a lot away, because it is about helping the community.’’ He says other ABs-licensed gear, such as the clothing sold at The Warehouse, offers fans a more accessible way to show their support.
Whiu believes replica shirts make fans feel part of the action, and that is why they remain such strong sellers year after year: ‘‘You are more connected to the team and the tournament,’’ he says. ‘‘You connect with the jersey and that time, and it becomes a memory.’’