The Tiger Letter: Summer 2003

• Like, It’s a ’Tween Thing • Letter from Linda • New Licensees • ICLA 2003-04 Officers • Football Schedule 2003 Spotlight: • Tiger Team Store

In this edition and the following, The Tiger Letter will examine how University of Missouri licensees and retailers can attract a newly studied demographic: ’tweens.

Recent market research has found that an emerging group of consumers have an annual spending power of approximately $14 billion.

The demographic? They are called "’tweens," an elusive group of boys and girls aged 8-14.

Welcome to the University of Missouri! NEW LICENSEES Carson Enterprises Concept Development Dedo (Div. of American Eagle Co.) Design Vision ESPN by Drew Pearson Graphic Connection Ideal Images Inc. Joe T’s By the Game K2id League Collegiate Wear Millennium Mat Co. Murdock Country Ping PTC International Inc. Signature Designs/Ga SpongeBob by the Northwest Company Worldwide Watch dba Pacific Direct Total Standard Licensees: 362

Research shows that many in this age group have allowances, a first job and a savings account, but few expenses. Besides their own money, ‘tweens have access to their parents’ wallets and can heavily influence Mom and Dad’s purchases.

No longer kids, ‘tweens are a fickle group. They are brand conscious and prefer to keep up with the fads in clothing, accessories, school supplies.

“The product development for this segment should not be bound to fan oriented products and graphics but really should focus on what this customer is wearing for fashion on a daily basis and look for ways to translate it to a collegiate product,” Jana Franz, CLC ‘s Senior Manager for apparel marketing says.

Inspiration for ‘tween-friendly products can be found throughout the media. Magazines such as Cosmo Girl, Boys Life, and Sports Illustrated for Kids specifically target ‘tweens, as do TV shows such as Lizzie Maguire or books like Harry Potter.

National retailers such as Hollister and Limited Too attract ‘tweens using bright colors and merchandise tailored to help the young consumer express him or herself.

This is a time of self- exploration and the most appealing products help a ‘tween make a statement about who they are.

In the next issue, we will look at how Mizzou retailers can attract ‘tweens.

The Tiger Team Store is the only store to carry Mizzou Threads, a label by Jones and Mitchell.

Teamwork in Mizzou sports extends beyond the playing field and athletic arena. The Tiger Team Store, located on Stadium Blvd. by Memorial Stadium is a seamless part of the Athletic Program, giving the Mizzou sports fan a unique chance to support the team. Revenue from apparel and gifts purchased is contributed to the athletic program.

The Team Store’s location over-looking the stadium makes it a convenient stop to purchase Mizzou items on football game days. The six home football games generate 30 percent of Tiger Team Store’s business annually.

As awareness of the Team Store increases, though, so does business throughout the year. The 2002-2003 fiscal year was record-breaking as sales were up by 25%. "We’re not just a game day spot," Laura Williamson, general manager, says.

The store’s summer 2001 expansion has allowed a wider selection of merchandise, including the largest collection of Mizzou Nike wear. This year, Nike will be offering even more for Mizzou basketball fans.

Tear-away warm-up pants and replica warm-up tops will be on the Team Store’s racks for the first time. "There are some items that Nike only offers to more elite schools and we’ll be seeing more of those," Williamson says. "Nike doesn’t make those tear-away pants for everyone."

The Tiger Team Store is also the exclusive source for game-worn jerseys and football helmets. Jones and Mitchell’s unique label, Mizzou Threads, carries the Tiger Team Store’s web address on the tag and is only available at the Team Store.

The Tiger Team Store is open Mondays through Fridays 10 a.m. to 6 p.m., Saturdays 10 a.m. to 5 p.m. and during football games. During the basketball season, the store operates an additional gift and apparel shop in the Hearnes Center. It is open during games. Check out the Team Store online at www.mutigers.com.

In June, I attended CLC’s 16th Annual Licensing Director’s Seminar and the inaugural International Collegiate Licensing Association’s (ICLA) Workshop. Both of these meetings provided a great opportunity to network with other licensing professionals throughout the US and Canada.

ICLA 2003-04 Officers Linda Gilbert President University of Missouri Matt Dyste First Vice President University of Oregon Steve Rich Second Vice President Eastern Illinois Univ. Cindy Van Matre Third Vice President Univ. of Wisconsin Jason Galaska Assistant Secretary NACDA

The educational programs at these meetings were outstanding and it does prove to me that “old dogs can, and do learn new tricks.”

At the seminar’s NACDA Directors’ Cup Awards Luncheon, ICLA recognized three companies, individuals and programs for their dedication to the association. Those honored included; Gear for Sports with the Corporate Service Award; John Fairman of Kansas State University, as an ICLA Hall of Fame inductee; and the University of Missouri Licensing Program with the Synergy Award (Program of the Year).

I’m very proud to have our program so visually recognized. The real THANKS goes to our licensees, retailers, loyal fans and alumni, along with many University entities, CLC and our licensing office staff for all the support we receive. The program is moving forward despite the tough economical times and I hope we can continue to build on the foundation of communication, education, respect and trust between all of our partners.

Again, thanks for all you do to help us succeed and... GO TIGERS!

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