Retail Merchandiser - November/December 2017 - 52
Although the website has a good representation of what
the UCLA Store has to offer, its brick-and-mortar store on
campus has a much larger selection.
"Licensing is still very destination-driven, with the destination being southern California and the UCLA campus,"
Holmes adds. "It's an attractive campus, which plays a major
role. You can get UCLA licensed product online, but visiting the campus is an experience that plays a significant
factor in driving sales, as well.
"Nothing compares to coming to the UCLA campus and
the UCLA Store," she continues. "But if that is not practical day in and day out, we are focusing on how we can
provide other options, including making the website the
best it can be."
Because of its mature licensing program, Holmes says there
is no shortage of interested licensees that want to partner
with the UCLA Store. "We are in a position where we have
been able to look at additional criteria and develop quality indicators," she adds. "Some of the obvious ones are the
product itself and whether it is inherently a quality product and whether it is relevant to the university. Certainly
DON LIEBIG (UCLA PHOTOGRAPHY)
Associated Students UCLA
any licensing program receives things that could generate
incremental sales and royalties, but are not necessarily relevant to the brand. We are in a position to elevate those
standards because there is not a shortage of interest in the
For a number of years, the UCLA Store has offered a
small selection of Under Armour men's and women's active
wear. In July, Under Armour became the official outfitter of
UCLA athletics and the UCLA Store's offerings expanded
to include men's, women's and kid's Under Armour products.
Licensing is still very
with the destination
being Southern California and UCLA.
"We transitioned from adidas being the team outfitter to
Under Armour, which is a very performance fabric-driven company that has a different price profile from adidas,"
Healey explains. "Under Armour is at a price point that our
fan base is familiar with and the jump in average pricing isn't
as much of a shock than it would have been with a brandnew company."
Making the shift from one team supplier to another is
not without its challenges, Healey says. "There are a lot of
ducks to get in line because it's a huge shift from one team