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| Friday, 29 November, 2002, 12:46 GMT Designer tackles football fans ![]() The beautiful game A fashion designer is trying to cash in on adoring female football fans who are fed up with wearing team strips in polyester and nylon.
It all began when she made her Arsenal-devoted sister a stylish top out of Irish linen with "I love Arsenal" embroidered on it. The top caught the eye of a newspaper fashion editor, and a business plan began to take shape. Two-years later the Vedette collection is ready to launch, and features Arsenal trousers (one leg red, one leg white), skimpy Chelsea bikinis and supporters' scarves in cashmere. Get your kit on It has not been easy, not least because Ms Walker's fashion sense was not accompanied by much business acumen.
Meanwhile, the football clubs needed some considerable persuading to allow her to reproduce their logos on sexy, fashionable clothes. But representatives from Arsenal and Chelsea said they were impressed by Thursday's launch. Netting profits? Arsenal has one of the highest proportions of female fans, with women holding nearly a quarter of its season tickets. And the club is keen to satisfy its female followers.
Arsenal already offers fashion items for its fans through an existing contract with Nike, but they tend to be cheaper, sportswear items rather than designer wear. Football fans also responded warmly to the idea. "Replica kit is hugely unflattering," said Kim Lawson, a Watford fan. "I'd really like a football shirt which doesn't go straight up and down." Promotion prospects? "Bikinis sound like a fun idea, it would be good to have something that was stylish and represented my club," Ms Lawson said, but doubted whether Watford's garish red, yellow and black colours could be made tasteful.
The collection ranges from �60-�600, with bikinis costing �100 and tracksuits �200. And professional market research seemed to be somewhat lacking from Ms Walker's business plan. "I tested the temperature from the reaction of the clubs and from friends," she explained. New signings needed So, at the end of the day, the real test of the products is still to come.
The next three months is crunch time as Ms Walker tries to persuade exclusive boutiques and some major London stores to place orders for her clothes. Rumours are flying round the launch party that retail buyers from both Harrods and Selfridges are there. But they seemed to be as elusive as Thierry Henry, the guest of honour, who failed to show. "I'm fairly confident I can make it happen," says Ms Walker. "But that's because I like my clothes." | See also: 12 Nov 02 | England 10 Apr 02 | Business 22 Sep 02 | Media reports 05 Nov 02 | Business 16 May 02 | Business 26 Mar 02 | Business 26 Nov 02 | England Top Business stories now: Links to more Business stories are at the foot of the page. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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