Nicola Copping, fashion writer of The Times newspaper, for example, advises supporters to “opt for a polo shirt instead – it reveals a more individual style”, while Luke Sheriff, the Harlequins back-row forward says they “are less gaudy and much cooler, fit with more outfits and can be made to look casual in a good way”.

Their advice is featured on Fruit of the Loom’s European Event Planner, a new online guide to Europe’s major cultural, sporting and tourist events, and their business potential for garment decorators. The World Cup section contains information on each nation participating in the finals, their team colours, and suggestions for suitable garment styles.

“The Rugby World Cup is undoubtedly this summer’s premier sporting event, and represents a golden opportunity for garment decorators and promotional companies to generate profitable new business,” says Alison Woodvine, Fruit of the Loom’s European Brand Manager.

“Die-hard rugby fans as well as members of the general public will be looking for souvenirs of the finals, and rugby-related clothing will be in great demand. Our market research suggests that polo shirts will have greatest appeal to this target audience.”

Fruit of the Loom features 11 polo shirt styles in its 2007 Catalogue, catering for men, women and children. Crucially, the company’s extensive colour palette covers all the team colours. “We are advising our UK customers to look beyond the fans of the Home Nations teams,”Woodvine explains. “For example, in the UK, the matches will be watched avidly by ex-pat Australians, New Zealanders and South Africans, not to mention the resident French and Italian communities. Backpacker bars and pubs, French bistros and Italian restaurants all represent potential business opportunities, and we have the products and colours you need to target these prospects.”

Woodvine also advises garment decorators to target local rugby clubs with products in club colours for members and supporters that are travelling to the finals. And with some of the matches being played in Cardiff and Edinburgh, there is extra sales potential in those cities – for example, supplying specific match-related souvenirs, general tourist merchandise, or even rugby-branded workwear for bar staff and stewards.

Fruit of the Loom is anticipating a rapid increase in demand for its polo shirts over the months leading up to the finals, and has responded by putting large stocks in place. “We have planned for a surge in last minute orders should a particular team perform especially well,” she adds.

Web: www.fruitoftheloom.com
Tel: +44 (0)1952 682900
E-mail: cust_enquiry@ftlte.fruit.com

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