Sporting goods retailers want to hook the client before the start of the World Cup

Waiting for the World Cup of Russia and optimistic about the resumption of economic activity in the country, the retail sector expects to move its sales in R $1.5 billion in the period of the World Cup. Of that amount, about 36% will come from the sale of sporting goods-the equivalent to R $548.2 million. To experts consulted by the DCI, the run-up to the World Cup should be seen as key to boosting sales of sporting goods. "The growth in the segment of trade in World Cup years, tends to be of 20%," says managing partner President Luis Henrique Stockler, franchise consulting ba} Stockler. According to him, these big sporting events – like the world and the Olympics-at the moment they are happening, negatively affect retail, because it stimulate the potential consumers to remain in the family home or in bars to watch the games and celebrate. "The Brazilian has a habit of celebrating every match and that's not necessarily if reverts in sporting items consumption", ponders Stockler. However, the expert believes that, for being a moment in which involves Brazilian's passion for football, the trade in check shirts should stand out among the best selling items on the shelves. Stockler also reminds that "these important events related to sports tend to encourage Brazilians to buy healthier habits and linked to well-being". In addition, although an informal practice, Stockler points out that the marketing of Brazil flags must also grow as well in the period. In the same line of reasoning, the retail specialist Insper, Silvio Laban, indicates that the enthusiasm of consumers pré-Copa causes the demand for products – like football socks, cleats, balls and team shirts – should present a "important increment . " As well as Stockler, Laban alert to a possible "disappointment" of retail sporting goods in the period of the games, because "who enjoy this time are usually the bars and the service sector as a whole." The expert points out that the success and performance of the brazilian squad in the World Cup also has direct effect in the segment of sports clothing in the post-event period. "If Brazil loses, the trend is that demand for products slow down too; If you win, retailers benefit, "says Laban. Among the Brazilians more likely to consume this time of year, Laban analyzes the children and teenagers tends to be more "eager". "The kids are going through the first World Cup, showing greater morale with the event and an ingenuity that makes consuming more sports items," says the expert. On the other hand, he takes into account the skepticism displayed by adults purchase products related to the event, considering the "disappointments" checked in the world above. For the mark of Decathlon, Danilo Silva, the event has the potential to boost sales of football-related business – in 15%, whereas "the store is not only focused on the seasonal movement of the World Cup, but also practitioners of Sport. " According to Scott, this time it is expected that the more sporting goods consumed are: cleats, balls, Shin guards, soccer pants. In relation to the Executive Team shirts emphasized that, although there is demand for this type of item, the value of the product is little accessible and is more commercially directed the fans than the "athletes". E-commerce in relation to the virtual environment, the digital trade expert Alfredo Soares follows the perspective outlined by Stockler and Laban. According to him, also in e-commerce it is possible that there is a kind of "dispersion" of potential consumers at the time of the games and it is important that the sporting goods retailer's focus is on the eve of the event. Shah believes, because it is a year of political transition – with some uncertainties hovering in the air – you have to be careful to trace accurately the performance of segment for the period. However, he points out that one of the products must display greater consumer demand, in the pré-copa period, are the team's shirts. According to a ranking made by Netshoes, the uniforms of most popular selections on e-commerce for this edition of Copa are of the following Nations: Brazil, Portugal, Germany and Japan. In relation to sales of the shirt "Canary", demand for the product on 400% before the shot platform year of 2014, the latest edition of the world, which was held in Brazil.