Retail Merchandiser - November/December 2017 - 61
Michigan State University
It's [consumers'] passion for MSU that
drives their purchase
of that merchandise.
IMG also provides consumer data and buyer preference
data through the company's Global Insights team, which
access industry resources like Nielsen, as well as market-specific information that is shared with its partner institutions.
"We're able to utilize their research team for consumer surveys and insights," Stevens says of IMG.
That information helps colleges understand licensing
trends and develop targeted marketing strategies. Earlier
this year, MSU teamed with IMG to study the purchasing
habits of Michigan State fans in the Chicago market. The
study found that 87 percent of sports apparel purchases are
driven by social media and that 75 percent of consumers
make decisions based on what they see on Facebook. "Social
media helps us connect with Michigan State fans in a way
they can relate to in order to help influence their purchase,"
The data has changed the strategy for promoting
MSU-branded products. The university is now working
with licensees to use lifestyle photography to advertise
Spartan accessories and clothing on social media, helping
customers envision how their favorite university fits into
their everyday life.
"Ultimately, we keep our consumers at the center of licensing and marketing strategies, since it's their passion for
MSU that drives their
purchase of that next G-III Sports
piece of licensed merby Carl Banks
chandise," Stevens says.
"With each sale benefit- G-III Sports by Carl Banks is the leading
Sports Licensed Fashion Apparel Brand in
ing a greater purpose on College and Pro Sports. As a Michigan State
campus, we want to con- alum and Super Bowl winner, Carl's vision of
tinue to find better ways creating a true lifestyle brand can be seen on
to license and market the campuses across the United States. Carl's
MSU brand to provide latest success is the partnership with Tonight
Show Host Jimmy Fallon to create the Hands
those vital resources to High brand.
the university." O