subject: Strict Guidelines Keep Supermarkets Away From Selling Sports Shirts [print this page] If any retailer wishes to sell Nike products, they had better be ready for the long list of necessary criteria they would need to meet before that could ever become a possibility. The owners of Nike have created these guidelines to ensure the image of their label is upheld at all times. They will have a say as to where the items are positioned within the store and the fixtures that are required for the sportswear goods.
Another aspect that makes it difficult for supermarkets to sell branded sportswear items is the fact that again, Nike require experienced sales staff to be readily available to assist customers with their purchases and to do so in a professional manner. This is generally not possible, even for the larger supermarket chains. Nike is not the only sportsgoods manufacturer with these strict guidelines however and well known brand names like Adidas, Reebok and Umbro, are a few of the names that also follow the same strict guidelines as Nike.
Now although this appears to ensure that Brand names are only sold in reputable stores that can do them justice and increase profits, it also seems to occur in order to ensure prices remain standard. Allowing supermarkets to be involved in the sale of Nike sportswear items could mean they also place specials from time to time on these items and this could take business away from the regular exclusive Sports stores that carry these products.
If retailers wishing to stock brand names stick to the retail pricing guide and the individual regulations set by the manufacturers, then they are more than welcome to purchase and sell branded sportswear items. When price fixing occurs, as it has in the past, investigations are carried out by the Office of Fair Trading and fines may need to be paid as a result.
