Stephan Heiniger has sold fewer shirts than in previous years, only Brazil moves.
christian kolbeEconomics editor
There hasn’t been much euphoria about soccer and the World Cup in Switzerland so far, and that hasn’t changed much after the opening game. This may be due to the continued criticism of Qatar as the venue or the unusual date of the event. Who likes to buy a new World Cup jersey for their favorite team when they have to hide it under their winter sweater and jacket?
Also, there are significantly fewer public tours than when the event is held in the summer. And for your own sofa, the 2020 national jersey edition, i.e. the jerseys of the latest Euro football cup, is usually enough. This is also being felt by sporting goods retailers, who are less overwhelmed than in years past by original fan jerseys or jerseys. Are World Cup jerseys threatening to become slow sellers? A first assessment is mixed.
Brazil in demand as always
When ordering the jerseys, most sports retailers remained bullish, with very few adjusting the number of jerseys purchased downward. As Stephan Heiniger (64), owner of the sports shop of the same name in Lyss BE: “We also speculated about Christmas, about the fact that one or the other jersey would be given away in Advent. That’s why we buy the same amount as in championships World Cups or previous Europeans”. The first result is sobering: “We sell 50 percent fewer jerseys than usual,” says Heiniger. “There are no signs of football euphoria.”
With one exception: “Brazilian national team jerseys are selling better than ever, better than Swiss national team jerseys.” This probably has something to do with the fact that the Seleçao are one of the big favorites for the world title.
Mail order company Digitec Galaxus is not feeling World Cup euphoria either. On the contrary: fewer national jerseys were sold in October than a year ago when tickets for Qatar were on the line during the crucial phase of World Cup qualifying. One hope remains: if the Swiss team qualify for the round of 16, this could trigger a boom like the one four years ago when sales soared.
winter merchandise for sale
SportXX, the specialist Migros retailer, is also cautious: it’s hard to forecast, says Blick when asked: “There probably won’t be a World Cup record when it comes to fan item sales. Of course, this factor always depends on the success of the selection.” SportXX was reportedly even a little late in buying this year.
The unusual timing of the staging has led most providers to expand their product range: For the first time, thick scarves and, above all, woolen hats are offered at a football World Cup. This is also the case with 11teamsports: “We have already sold several thousand jerseys and are very satisfied with the start,” writes the Zurich specialist retailer. The 3 best-selling shirts: Switzerland ahead of Argentina and Brazil.
Ochsner Sport, the “official fan shop” of the Swiss national team, also does not see a drop in sales: “To date, sales of Swiss jerseys have been comparable to the figures achieved in the run-up to previous major tournaments.” , said. on request. Winter items with the Swiss logo would also sell well.