BBC NEWSAmericasAfricaEuropeMiddle EastSouth AsiaAsia Pacific
BBCiNEWS  SPORT  WEATHER  WORLD SERVICE  A-Z INDEX    

BBC News World Edition
 You are in: Business 
News Front Page
Africa
Americas
Asia-Pacific
Europe
Middle East
South Asia
UK
Business
E-Commerce
Economy
Market Data
Entertainment
Science/Nature
Technology
Health
-------------
Talking Point
-------------
Country Profiles
In Depth
-------------
Programmes
-------------
BBC Sport
News image
BBC Weather
News image
SERVICES
-------------
EDITIONS
Friday, 29 November, 2002, 12:46 GMT
Designer tackles football fans
Katie Walker's designs being modelled at the launch
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.

Katie Walker's designs being modelled at the launch
A new take on the football strip
Katie Walker, who is 32, wants a slice of the lucrative football merchandising business.

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.

Katie Walker's designs being modelled at the launch
A chilly look for the terraces
"I spent a summer doing research on licensing agreements, but still didn't have a clear picture when I went to meetings with the clubs," she said.

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.

Katie Walker's designs being modelled at the launch
Is it goodbye to nylon scarves?
"We wouldn't have given permission to do something like this unless we were sure it was going to do well," said a spokesman from the North London club.

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.

Katie Walker's designs being modelled at the launch
Kit to boost the bottom line
The price tags, however, were raising a few eyebrows.

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.

Katie Walker
Katie Walker: I can make it happen
And Manchester United - the king of money-making football accessories - has yet to be convinced, despite only offering two pieces of clothing specifically designed for women at present.

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:

22 Sep 02 | Media reports
05 Nov 02 | Business
Internet links:


The BBC is not responsible for the content of external internet sites

Links to more Business stories are at the foot of the page.


E-mail this story to a friend

Links to more Business stories

© BBC^^ Back to top

News Front Page | Africa | Americas | Asia-Pacific | Europe | Middle East |
South Asia | UK | Business | Entertainment | Science/Nature |
Technology | Health | Talking Point | Country Profiles | In Depth |
Programmes