Sport-e.com is targeting men this Christmas with a campaign
called “Real Men Get What They Want”. The Littlewoods
Shop Direct Group-owned etailer of women’s as well as men’s
sports clothing and accessories is running an email campaign that
urges “blokes” to tell their family and friends to
visit Sport-e.com for the ideal gift.
“The idea is that the campaign takes all the thinking out
of Christmas shopping for lads who would rather be down the pub
with their mates and for those who have to buy for them,”
said David Smith, head of CMW Interactive, which created the
campaign. “By sending relatives and friends to the Sport-e
shop they can avoid the ‘Christmas jumper’ syndrome of endless
socks and get something they want”.
Littlewoods says that sales of men’s sportswear across all its home shopping brands is up 6 per cent on last year and now accounts for 60 per cent of all sportswear sales. “In particular, nontraditional sportswear is witnessing an upturn in sales,” the company said in a statement, with sales of cargo pants and fitted polo shirts having doubled over the past 12 months. According to Littlewoods, football-related product is booming across all departments, with sales up by 200 per cent on last year.
Interestingly, though, women shoppers driving this growth, a spokesperson for Littlewoods told Catalogue/e-business. Women account for 85 per cent of Littlewoods customers across all brands. What’s more, the catalogue giant said that based on recent TNS Worldpanel (Fashion) data, some 42 per cent of all sportswear items bought in home shopping companies are from Littlewoods Shop Direct companies.