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Dog Boop skeleton Halloween T-Shirt . Overall, buying women’s sports merchandise is notably more painful than buying men’s sports merchandise, adds the report, with buyers of women’s sports merchandise 60 percent more likely to have trouble finding a style than buyers of men’s sports merchandise.It adds that women’s sports fans want equality on the field and in what they wear, ranking comfort, style, and price as their top factors for what they’re seeking in their merchandise. The top reason given for why sports fans have never purchased women’s sports merchandise before was the price (35 percent), followed by a lack of general interest (33 percent), and then style (16 percent).Across all seven markets in surveyed – US, Canada, France, Germany, Mexico, Spain, and the UK, more than 60 percent of fans said they would buy more women’s sports merch if it was available.

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Dog Boop skeleton Halloween T-Shirt . The report identified Canada as a good market to emulate saying that they’ve “cracked the code” amongst consumers who buy women’s sports merch, while Germany has the highest opportunity for growth at 45 percent, and Spain needs to justify the quality and value of their women’s merch, so it’s on par with the men’s merchandise in terms of pricing.Jess Robertson, co-founder and chief content officer at media and commerce company Togethxr, said in the report: “Women’s sports consumption is skyrocketing, including merch, because women’s sports fandom is always on.“This isn’t a ‘build it and they will come’ environment; women’s sports fans have been here. We’re making the product available and that’s why we’ve seen everyone from celebrities to athletes to parents rocking our merch.To raise awareness of the availability gap that exists for women’s official sports merchandise, Klarna has teamed up with global football media brand Copa90 to launch new merchandise, including a football shirt and T-shirt designed by Sophie Hird, who has previously collaborated with Mitre on a cap commemorating the forgotten Women’s World Cup team of 1971The merchandise features the phrase ‘Rep Her’ to showcase the growing influence of women’s sports and is available to shop on Klarna via Foudys, the world’s first retail site dedicated solely to women’s football founded by Helen Hardy. Proceeds from every purchase support The Laces Community Clubs, which is fostering the growth of women’s footballMegan Gokey, head of business to consumer marketing and brand partnerships at Klarna, added: “There is a wide-open goal for any sportswear brand who caters to the women’s sports boom, but surprisingly, not enough are stepping up just yet. So we launched this research to raise awareness of the Merch Gap and goad the big brands into serving female sports fans.“We are energised by the recent attention surrounding women’s sports and are thrilled to kick off this initiative, ultimately helping to make merchandise more accessible to millions of fans and create a space for women’s sports fans to shop smarter and ‘fan’ harder.”
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