BEYOND THE JERSEY

Though sports fans have traditionally turned to player jerseys and team tees to show support, personal style and trendy takes on “Game Day” fashion are now driving newness for brands and retailers in this category. “Over the past ten years, this niche category has been on the rise for consumers domestically, especially in our southern region. In the south, you dress up for whatever you take pride in; and ‘Game Day’ apparel is a must during football season,” said Jordan Rudow, Vice President, MAGIC and PROJECT Womens. “Women are tired of wearing football jerseys with jeans, we want more options. From tees, sweatshirts, dresses, to jackets, [at MAGIC Nashville] you can find a wide assortment of ‘Game Day’ apparel to pick from.”

While the “Game Day” category is often associated with football, apparel brands like Tru Colors Gameday note that the desire extends well into the spring seasons, making it a year-round shopping driver. “Colors take on a whole new meaning the start of every fall,” said Amy Chenevert, Owner and Founder. “It’s not a trend or a fad. ‘Game Day’ is a classification that has its time to shine every fall, and now into baseball and basketball, sporting your team colors is something to look forward to.”   

For retailers, merchandising these spirited styles means creating thoughtful assortments, not only cross-category, but also across lifestyles from casual to dress, to fit consumer preferences. “‘Game Day’ plays such an important role in retail sales, especially when you are located in a college town,” noted Shelby Cohan, General Manager and Buyer, Charming Oaks Boutique in Auburn, Alabama. “It gives consumers a way to show personal style while supporting their team. ‘Game Day’ fashion in the SEC [Southeastern Conference] is about the outfit more than the college jersey and cute over the comfy team tee. Dresses, rompers and cute tops in school colors are always best sellers. If a customer tends towards more neutral clothing, accessories are the perfect way to incorporate team spirit. You can never go wrong with a great statement necklace to pull an outfit together. And, if a little black dress is more your style, just don a team button.”

Abby Payne, Owner of Josie’s Boutique in Powell, Tennessee, concurred, adding that due to a packed social schedule around sports-centric tailgates, work events, and or even just watching the game with friends at home, customers are always checking in-store for new “Game Day” styling ideas, but also, updated takes on tried-and-true classics. “Our customers are so interested in ‘Game Day’ apparel because there is always an occasion to dress up and support your team… and feel special doing so,” she said. “We are known for our sequin jersey…a staple that we sell every year and always have customers asking throughout the year for it. All of our glitzy items are always super popular.”

Brands agree; the most important feature consumers are consistently seeking in their “Game Day” wardrobe is unique and personalized styling. According to Tamara Moran, President and Owner, and Jean Fasanello, Vice President, Sales, Town Pride, “We understand clients want new options to wear to different events and love to have a piece to accessorize in a new way.” The team notes that with a desire to express their camaraderie, social events are constantly driving their customers to find new ways to wear their school spirit, boosting interest in their customizable styles in knits and apparel, all of which can be customized in desired color combinations and fits. “We strive to listen to our retailers; observe and lean into the trends we see and ultimately be the go-to for our retailers for custom sweaters and accessories.  They love that they can customize all our knits in their ‘Game Day’ colors.”

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