Merchandise - here's how to do it

Just been goihng through the latest set of audited accounts for AFC Wimbledon (year ended 30th June 2006).

Their turnover for 'Merchandise and Programmes' in the 2004/5 season was a whopping £242,567. That was the year in which they launched the current home and away kits, so they obviously had a big boost through having new kit. But they still managed to turnover £172,102 the following season (2005/6).

To put that all in context -

1)AFC Wimbledon have an active fan-base of c. 2,500 fans (i.e. their average crowd).
2) Their dormant/latent fan-base is probably a further 1-1,500 extra, but they are seeing those sorts of fans increasingly less at the stadium as the drudgery of non-league football continues.
3) Their merchandise is only really on sale at the club's stadium, where they have a very nice little professional-looking set-up (better than anything I've seen in Ireland).
4) They have practically zero away fans at any of their games, so few opposition fans to boost their programme and merchandise sales.

Therefore - despite having an active fan base no bigger than a number of our Premier division teams, an inactive fan-base much smaller than many of our sides, a lack of away fans and extremely limited merchandise distribution, they are generating merchandise sales substantially in excess of what I suspect any single Irish club does.

Which suggest that we are clearly doing something wrong !

Two things I would say AFC are doing right, which we can learn from, are :

1) A very professional looking, well-merchandised shop - despite limited space.
2) Constantly providing items that fans want (possibly as a reflection of the fact that it is a fan-run club from top to bottom).

There is no reason why Derry, Cork, Drogheda and Bohs (possibly also Shels in their former successful life, and Rovers in their new Premier one) shouldn't be generating those sorts of sums if a small club like AFC Wimbledon is able to do so.

ok, so DCFCSTEVE consultancy charged £800 for this day report, and what we have learned is that, more clubs need more fans or fans of EL clubs need to be less tight? Is that the governing thought/outcome of your consultancy work? :D

Also, what is the definition of "providing items that fans want" and how can that be changed from what they are already providing? Are they at the moment selling only underpants and thongs in (EL) club shops/distributions at the moment, when they should be selling jerseys and scarves etc?

Very interesting dcfcsteve.

GUFC are looking for a retail unit in the city centre to sell merchandise to tourists. Last year, the Club sold just over 1000 jersies, mainly to tourists, and a large amount (I don't know the amount) of baseball caps were sold in July/August.

The word "Gaillimh" in the Club crest is a big selling factor.

The what is the easy part, the how is the hard part paddyfield. it easy say whats wrong, its hard to know how to fix/remedy this!!

Drogs opened up a shop in the middle of town .has really made a difference to the amount of merch sold .You always see loads of kids wearing drogs gear around the place .

I wish there was a way for me to buy merch.The club would be minted.

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Originally Posted by paul_oshea

The what is the easy part, the how is the hard part paddyfield. it easy say whats wrong, its hard to know how to fix/remedy this!!

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Well I tried and you rubbished what I said, ya ******.... :D

The 'things that fans want' is from personal experience primarily of the Derry City shop/merchandise, but also of a few other clubs, where they just never seem to get it right. A very limited range, low stock levels, little imagination, poor merchandising. It is improving slowly for City with our new shop in town, but still has a very long way to go. If a club with a lower fan base than us can rake in £250,000 in a year with no away fans, major cup competitions or European football, there is no reaosn on earth why we can't.

P.S. Just remembered that you wanted solicitors details (told you I was feckin forgetful !). Do you still need them ?
P.P.S. You taking care of my shirt....? :)

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Originally Posted by Soper

I wish there was a way for me to buy merch.The club would be minted.

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AFC Wimbledon online shop : http://www.afcwimbledon.co.uk/shop/shop.php

While there are obviously lessons to be learned from AFC Wimbledon's professional approach I suspect part of the reason for their merchandising success could well be because of their status as a club set up by fan when their own was lost to franchise football. A lot of fans of other clubs therefore have a real soft spot for them and probably aren't adverse to picking up a bit of gear to show support.

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Originally Posted by dcfcsteve

AFC Wimbledon online shop : http://www.afcwimbledon.co.uk/shop/shop.php

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Oh, I could never betray 'Da Wovers'

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Originally Posted by Galway Harps

While there are obviously lessons to be learned from AFC Wimbledon's professional approach I suspect part of the reason for their merchandising success could well be because of their status as a club set up by fan when their own was lost to franchise football. A lot of fans of other clubs therefore have a real soft spot for them and probably aren't adverse to picking up a bit of gear to show support.

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I don't doubt a little bit of this happens.

However - firstly, now in its 5th year of operation, the novelty of AFC Wimbledon has largely worn off. I could understand fans of other club sbeing keen to help out in the first season or two, but 5 years on......???

Secondly - bar perhaps the very first season, I seriously doubt anything more than a tiny percentage of AFC's total merchandise income has ever comprised of such solidarity purchases as you describe. You could libverally assume a figure of 5-10% of total income, but even deducting that from their bottom line would still leave an impressive figure.

These are therefore not substantive factors behind the merchandise sales figures that AFC generates

Hohoho Skillful

Could've meant Roy of the Rovers

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Originally Posted by dcfcsteve

However - firstly, now in its 5th year of operation, the novelty of AFC Wimbledon has largely worn off. I could understand fans of other club sbeing keen to help out in the first season or two, but 5 years on......???

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I don't think the novelty has quite worn off. You've brought them up twice this week on this forum, though that's hardly obsessive.

The more relevant question would be wheather AFC are the only club to ship such a large amount of stock, relative to their support. If they're the exception (which I suspect), then there's little benefit to pointing at them and asking why we aren't all the exception. If there are other clubs doing the same then the question is, what have they in common and what can be done to copy it.

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Originally Posted by Hooperatzi

there is more of a chance Roy Rovers is organised with an online shop than Bog Rovers.

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What would he sell though?Personalised merchandise?I would've thought his club would be in control of that.Depends if he has an image rights deal or not though, I suppose.

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Originally Posted by Student Mullet

I don't think the novelty has quite worn off. You've brought them up twice this week on this forum, though that's hardly obsessive.

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I've brought them up as it was in context and I'm a supporter. Me doing so is therefore not evidence of their residual novelty factor....

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Originally Posted by Student Mullet

The more relevant question would be wheather AFC are the only club to ship such a large amount of stock, relative to their support. If they're the exception (which I suspect), then there's little benefit to pointing at them and asking why we aren't all the exception. If there are other clubs doing the same then the question is, what have they in common and what can be done to copy it.

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Your point about the merchandise sales relative to their level of support is a valid one, but in all honesty outside the English Premiership clubs I've little way of knowing what the answer to that is (do you ?). What I do know is that AFC are officially the 93rd best supported club in England. Since Carlisle went back into the Football League, there is no bettter supported team than AFC in non-league football.

Of more relevance than concepts of exceptions would be to look at things like average spend per capita of active fan-base, or judgements regarding the relative wealth of AFC's typical fan profile versus a typical Irish club's one. The spending power of your average AFC fan would be only marginally higher than your average EL fan in my considered opinion, and probably equal in some cases. We're not talking about Monaco fans here. With 2-3 of our clubs having higher attendances than AFC, any unsubstantial per-capita advantage in their supporter's disposable income would be out-weighed anyway on the overall turnover figures.

And even if they were an exception in - so fcuk ? How can a club with 2,500 fans make tens, if not hundreds, of thousands of pounds more on merchandising than one with a fan-base 20% larger ? And why can't our clubs emulate them ? I see no reason why not.

Bottom line is that we don't need to tie ourselves up in concepts of exceptions etc. The obvious conclusion to draw in explaining the difference is that AFC are just running their merchandising operation well. They have a quality, inviting, professional-looking and well-stocked shop with a broad range of items that are well merchandised. Can any of us honestly say that our club's merchandising is pretty damn good, and there is genuinely little room for improvement ? Far from it with any club in Ireland that I've visited over the years.

You make some very vaild points lads.

A small part of this though could be that fans of some clubs have more of a 'culture' of buying and actually wearing their teams merchandise than others.

Sorry to be so pedantic, but I would have thought Oxford United to be the best supported English non league team. Over Christmas they had about 11,000 at a home game in the Conference.

how can you hold the league of ireland clubs to a high standard of marketig and merchandising when you cant buy an irish scarf or shirt on the national associations website?

There used to be a site that had a table of the average attendances listed, for all divisions*. I'd be surprised if AFC were ahead of Oxford and Exeter though tbh. FCUM would be similar - great range of merchandise, and perhaps more importantly a reliable supply, which is something Irish teams really suffer with.

*EDIT - Found the site http://www.tonykempster.co.uk/attcomp.htm
Oxford 54th; FCUM 93rd; AFC Wimbledon 95th; AFC Telford 102nd