NBA Capitalizes on Ugly Sweater Trend, Sees Double Digit Global Growth

Chris Brennan, Sr. Vice President of Global Retail Development, tells TheStreet’s Jill Malandrino, foot traffic is unique to the NBA store in New York City because it is the only physical store in the U.S. Traffic is based on the ebb and flow of the calendar that 5th Avenue brings, which keeps it pretty consistent, not simply the holiday calendar. Omnichannel presence is key across the board for retailers and the NBA is indicative of that trend, as it aims to create a seamless shopping experience for the customer. Brennan explains the NBA has seen double digit growth across its omnichannel. In addition, Brennan says NBA global product sales are growing dramatically in the high double digits because NBA fans are truly a global fan base. In terms of trends for Holiday 2014 “ugly sweaters” have exploded over the past three months due to aggressive marketing and social media. Even in terms of licensing and merchandising, trend and relevance is key as the NBA adds to its portfolio.