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SBD/September 8, 2011/NFL Season Preview
NFL Continues To Hone Focus On Women Merchandise Sales
Published September 8, 2011
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Q: What new elements can we expect for the campaign this year?
Bleczinski: You are going to see a different approach for the print ads. You’ll see an expansion on that campaign, the website. This year is really about continuing to build the awareness about our products, letting our female fans know where to get the products and then also a big emphasis this year is just -- I don’t want to call it education on how to wear the product -- but it’s more just giving people ideas that you can wear your products other days of the week beyond Sundays or Mondays. It’s not just for game day.
Q: Is there one women’s product or category that hasn’t entered the licensing game yet?
Bleczinski: Core basics fitness products. I would say that is a bit of white space that we have right now that we will be filling that void in 2012 … Cosmetics, because we do have bath and body products but we haven’t gotten into cosmetics which I think could be an interesting angle.
Q: With Nike coming on as the NFL’s apparel provider next season, do you anticipate Nike bringing in a new demographic of consumers?
Bleczinski: I think that Nike will bring, I don’t want to say a new demo because I know that when you look at our demographics it’s really so widespread in terms of gender and age and all those different areas that we look at. But I do think that there is a Nike consumer that will probably come onboard a little bit more than they are now.
Some items being offered this season include a Packers Marina satchel from