SBD/Issue 15/Sponsorships, Advertising & Marketing
Hudson's Bay Co. Goes For Simpler Look For '10 Games Apparel
Published October 2, 2009
|HBC's Official Canadian Olympic Apparel
Pared Down, Simple, With Slight Vintage Feel
FASHION FORWARD? The GLOBE & MAIL’s Amy Verner writes HBC’s new line is “certainly a safer and more obvious direction than the cross-cultural mess that made the Beijing clothing such an embarrassment.” These are items that have been “designed to sell; even if some Canadians are left cold by the nostalgic knitwear, foreigners will likely regard the pieces as quaint and worth buying as stylish souvenirs.” Where the apparel “comes up short is originality.” Online feedback Thursday “suggested a mildly positive reaction to the collection, especially compared to the Summer 2008 clothes, which were largely unwearable” (GLOBE & MAIL, 10/2). Timmins said that she “thinks the must-have item will be the pom pom toque,” priced at C$20. Timmins: “I would love to see that everywhere” (CALGARY SUN, 10/2). Timmins said that “everything to be worn by Canadian athletes will be made in Canada; only 25[%] of the merchandise sold to consumers will be Canadian-made.” In Vancouver, Bruce Constantineau notes the total value of licensed Olympic merchandise worldwide is “expected to top the [C$500M] mark by the time the Games end, resulting in about [C$54M] in revenue for VANOC” (VANCOUVER SUN, 10/2). The GLOBE & MAIL’s Marina Strauss notes HBC has priced the clothing about 20-25% “lower than items produced for the 2006 Winter Games in Torino.” Charlton Strategic Research Inc. President Gordon Hendren said that 11% of Canadians “reported buying Canadian Olympics merchandise” during the Beijing Games, down from 17% for Torino. Hendren said of HBC, “They clearly missed the mark in the past two Games. This is a big one. What’s at stake here is much bigger than it was in the past” (GLOBE & MAIL, 10/2).
Canada's Liberal Party Says Olympic Logo (l)
Too Similar To Conservative Party's Logo (r)
AMERICAN INFLUENCE: The VANCOUVER SUN’s Constantineau notes the home base for Canada’s Olympic team during the ’10 Games will sit within a building that “features nine massive exterior banners of U.S. athletes.” IOC TOP sponsors Visa, which is responsible for 15 of the 32 banners, “chose to feature nine U.S. athletes and six Canadian Olympians.” HBC features Canadian athletes on all of its 17 banners. COC Dir of Communications Steve Keogh said that the COC “doesn’t have a problem with competing athletes adorning the building’s exterior” (VANCOUVER SUN, 10/2). Visa Canada Acting Head of Corporate Communications Amy Cole said that the banners are “part of the company’s ‘Go World’ campaign.” Cole: “They profile members of Team Visa, which is a global program” (Vancouver PROVINCE, 10/2).