“My Oga at the Top” imprinted T-shirt shot up like a
meteor in 2013. It was rather a surprise how an interview that turned comical
with a Civil Defense Corp, passing bulk on Channels TV, became such a big hit
on T-shirt market in Nigeria.
Sales jump from N1 Million to N30 million by
December 2013. But the young designers, Coded Sportswear Ltd, based in Mushin
Lagos Nigeria, realized that T-shirt business was volatile. Although, “My Oga
at the Top” line was hot today, it would inevitably cool down. So there’s
always the need to research for a new line of product design and word imprint.
In 2014, they developed a new line of T-shirt that
focused on the solidarity market, with an imprint: “#Bring Back Our Girls.”
Sales shot up again to N50 million by the end of 2014.
With Political campaign in 2015 and Coded Sportswear
at the hob of imprinting T-shirts and other campaign materials from All
Progressive Congress (APC) Presidential and Lagos state Governorship
candidates, the company has made close N100 million in revenue in just 2 months.
They developed another new line of T-shirt focused
on the emergence of Cristiano Ronaldo as the new rave in world football. They
so well captured the “CR7 King of Goals,” this time aimed at football fans in
Nigeria. Each new product was developed through a process in which the company
took six steps:
- Recognized a market trend
In 2014, Cristiano Ronaldo’s brand image was rising
fast, Videos and CR& Underwear were selling like wild fire across the
world. The strong team legacy of Real Madrid, UEFA Champions league title was
projecting Ronaldo positively in the mind of football fans all around the
world.
2. Recognized that the increase in segment participation would increase demand for the segment-related goods; including imprinted apparel.
In 2014, “#Bring Back Our Girls” solidarity were the
focal issue around the world for over half of the year. People were rushing to
purchase the imprinted T-shirt to join the support against Boko Haram
insurgence that kidnapped the Chibok secondary school girls.
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3. Research
the market to see whether the imprinted category was being addressed. Contact
retailers and Sales reps; put your ear to the ground to hear what potential
customers are ready to buy. Test out the market.
OJ Kuti, marketing director of Coded Sportswear ltd
said: “When your T-shirt design speaks the mind of the people, it sells like
wild fire, whether the words imprinted are positive or not. Your part is to discern
what’s trending with the people at the moment.”
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4. Develop
a trademark/ brand name through research and brainstorming. Do your trademark
search and get the license in case you’re to use sports team or celebrity photo
imprint on the T-shirt line. Then do the trademark filing.
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5. Developed
and designed product, brainstorming ideas of images, copy of words to be
imprinted and get feedback from target consumers and sales reps.
In 2015, Coded Sportswear had already obtained
feedback from football fans, visited many viewing centers to take on the spot
survey. The result was the bases for the new “CR7 King of Goals” T-shirt.
6. Launched
new product line
Timing and distribution channels make the
difference. Coded sportswear felt good when “My Oga at the Top” became a novel.
The time was right and T-shirt was distributed in large stock at the local
market and Sports shops across the street.
