The Tiger Letter: Fall 2004

• Retailer Programs:    Building MU's Brand • New Licensees • 2004 Year-End Report • Intern Reflects on Duties • Football 2004 Spotlight: • J.C. Penny

Linda K. Gilbert

In 2002, I wrote an article for the NCLA Corner (now ICLA) in the ATHLETICS ADMINISTRATION magazine titled "Retailer Programs Create Win-Win Situations." I recently came across the article and read it again to see if two years later, I’d feel the same way. In the article I said, "Creating long-term relationships with retailers can be beneficial to a university and its mission to increase brand awareness." This is still true today because as these relationships are fostered and encouraged, they provide opportunities for continued growth in sales of a university’s collegiate merchandise.

Retailers will agree that today’s market is continually changing, and they are facing new challenges every day. A resourceful licensing administrator will use these retailer programs to his/her full advantage in finding the right avenue to market the university’s brand.

A good retailer program starts with a solid FOUNDATION; after all, licensing is a business, and every business needs a good plan. After the foundation is the all-important RECRUITMENT phase, which may seem easy, but many administrators fail to "think outside the box" and end up leaving convenience stores, truck stops, service stations and hotel gift shops out of the mix. The finishing touch to a successful program is "continuous evaluation, refinement and implementation of new ideas."

Two years ago, I concluded the article by saying, "The building of a successful retailer program is one way a licensing program can assist in cultivating and strengthening the university’s brand." It’s the same way in the competitive world as it was in 2002, and just take a look at the 2004 Year-End Report included on the back to see what I mean.

Mizzou apparel and novelty items account for $500,000 of J.C. Penny's volume. The display is located on the second floor.

J.C. Penney looks to provide MU students and alumni with Mizzou gear that can’t be found in other stores.

"What keeps our customers coming back is something a little unique," senior department manager Brent Darr said. With a volume of over $500,000 of Mizzou-licensed products, J.C. Penney stocks higher-end apparel and novelty items. The Mizzou display features t-shirts, fleeces, coats, knit polos, women’s fashion wear and team branded apparel. "Our best item is the Nike coach’s polo because Coach Pinkel wears it," Darr said. "People like it because it’s authentic."

Besides authenticity, Darr said that one of J.C. Penney’s advantages is that it carries the team brand, Nike. Mizzou fans seek the team brand on football weekends, which are important to the store’s sales volume. In the fall, Saturday home games will bring more business to the store than it sees in a typical week.

Five years ago, J.C. Penney teamed up with Columbia Mall and the University to start the tradition of a community pep rally at the mall. This year’s Columbia Mall Tiger Rally be held at 6:30 p.m. Thursday, Nov. 4.

J.C. Penney is open daily 10 a.m.-9 p.m. and Sunday 12-6 p.m. The Mizzou display is on the second floor.

The majority of the Tiger Letter’s readership consists of Missouri’s licensees and retailers; because you make our program “tick,” we thought you might be interested in year-end results:

Welcome to the University of Missouri! NEW LICENSEES Champion Sales & Marketing Fabrique Innovations, Inc. dba Sykel Itemwoks, Inc. Louis Garneau USA The Party Animal RackHat Company Starter by Red Oak Sportswear

• Total generated royalties increased 23% when compared to last fiscal year.
• Mizzou ranked 31st among The Collegiate Licensing Company’s top-selling universities.
• The women’s apparel category grew 34% when compared to 2002-2003.
• Fleece and t-shirts led the apparel category.
• Gifts, novelties, and home and office supplies led the non-apparel category.
• The video game category had its best fiscal year in history in 2003-2004.

Mizzou thanks The Collegiate Licensing Company’s staff for its comprehensive analysis and annual report of the University’s Licensing Program.

After working in the Licensing and Trademarks office for three years, I graduated from Mizzou in May. The LT office has been as much a part of my education as my journalism classes.

One of the lessons I learned from my discussions with Linda, licensees and retailers was how important an image can be. Our magazine design class stressed how images communicate different messages depending upon their context. When I applied that thinking to Mizzou’s logos, I realized the responsibility that lies with the LT office. I finally understood that by protecting the University’s logos, the LT office is also protecting MU.

Now, with a fresh degree from this great institution, I have a greater appreciation for the work that protects and promotes my alma mater’s name. Go Tigers!

Erica Brooks

Mark your calendar for this fall's Mizzou football games and get ready to cheer on the Tigers!

Printer-Friendly

E-Mail It!

Add to Favorites