America's Home for College Sports

CLC Goes Back to School with New Apparel Lines

Sep 20, 2013

For the new college football season and key “back-to-school” retail period, three major clothing brands – Dockers, Carhartt, and G-III Starter – launched collegiate apparel lines with the help of Collegiate Licensing Company (CLC), IMG College’s licensing affiliate.

Apparel sales account for approximately two-thirds of the total retail market for collegiate licensed merchandise, estimated at $4.62 billion in 2012. CLC properties represent nearly 80% of those sales. Royalties from licensed merchandise sales go back to the schools to fund scholarships and other valuable programs on campus.

Dockers’ ventures into the college space for the first time with its new Game Day product line, a brand priority for the fall initially themed to 10 schools. Game Day khakis come in two fits, classic and alpha (slim tapered). The pants feature school colors, an internal stamp of the school slogan, and an external embroidery of the school logo. The new line launched in September for Georgia, Kentucky, Michigan, LSU, Illinois, Minnesota, Missouri, Oregon State, Texas A&M, and Washington State.

Dockers plans to grow the line by ten schools every season. Currently, distribution is set for Macy’s, Macys.com, and Dockers.com.

Carhartt’s first co-branded licensing deal includes team logos and school colors on outerwear such as jackets, knit hats and overalls.  Fourteen schools headline the initial rollout: Alabama, Georgia, Kentucky, Michigan, North Carolina, Notre Dame, Penn State, Tennessee, Texas, West Virginia, and Wisconsin. (Michigan State, Iowa, and Iowa State are included in the program through a separate licensing agreement.)

Product will be sold in farm and fleet distribution channels, with plans to extend to Bass Pro and campus retailers. This provides an important new distribution opportunity for Carhartt, a family owned company founded in 1889, which makes apparel for the active worker.

“Outerwear has been an underdeveloped product category in collegiate licensing and has extensive room for growth,” said CLC VP Apparel Management Joe Hutchinson.

G-III Apparel Group using the STARTER label, has re-launched its original iconic team sports outerwear pieces. The new collegiate line covers 14 schools, including Alabama, Florida, Georgia, Georgetown, Miami, Michigan, North Carolina, Oklahoma, Nebraska, Notre Dame, West Virginia, Wisconsin, Texas, and Texas A&M.

Distribution targets high-end retailers such as sporting goods stores, department stores, and specialty stores, and e-commerce on Fanatics. Pricing will range from $150 to $180 when the product launches in October.

CLC Managing Director Cory Moss says these apparel brands were drawn to the highly attractive demographics of the college sports fan base – 190 million strong, including 89 million women, 27 million between 18-34 years old, and 31 million earning $100,000 or more.