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So here we are in the midst of World Cup Fever
There is no doubting that the impact for our industry is unbelievable and anyone who didn’t have the creativity to make the most of the opportunities involved really has scored an own goal – and not in a good, Paraguay beating, sort of a way.
Having said that, we are a curious nation that does love a last minute rush. Three hours before England’s first game I embarked on a quick retail trip based on a theory that no one would be shopping – well that’s what it said on Breakfast TV . Two hours later I departed a Tesco queue that was packed with a bizarre mix of no less than 20 Wayne Rooneys (wearing their optimism on their shirts) and countless supporters in various t-shirt adaptations of the national theme. Then there were the harrassed housewives who had also clearly assumed that it would be a perfect time to buy in for the long soccer seige. The supermarket’s statement “Love Football? Hate Football?” offered a perfect reflection of the mood and mixture of consumers who were caught up in what has now been described as a “Christmas” buying frenzy.
A visit to the local Sports World was just as challenging…for a variety of reasons. Having rather cornered the market in official red shirts, they were now experiencing what can best be described as the equivalent of “old ladies at a jumble sale opening.” Following the change of playing colours, rails of white tops were suddenly under attack by the local male population and these guys were ruthless, making no allowance for age or femininity to grab what was available. What did I buy? Giant flags (and yes, they did say England and not, as some cheeky but cheap unofficial tops stated, England - (dumbing down perhaps?). I gave up on getting a cheap vest top for the sweltering heat, Peter Crouch being otherwise occupied, there was no way someone just over five feet tall was going to get hold of items displayed at around eight feet!
The bargain of the day though was a car decorating pack at under four pounds, which had been on offer at the supermarket for three times the price! Love the retail concept? Hate the retail concept? For the average income consumer it’s simply a match made in heaven. I will be doing a little less flag waving during the rest of England’s campaign – someone stole my car pennant. Those must have World Cup items that have sold by the million. The fact that they have been given away free or can be purchased for under two pounds makes you wonder about showing national pride - there is a limit to how much should be at someone else’s expense!
There is a strangely divided media view on womens’ interest in the World Cup. On one hand we’re offered the chance to purchase our own well fitted replica kit for a change, on the other, to settle for an alternative tv diet of World Cup Widow fodder include another repeat of Bridget Jones Diary. Why? I sat through Sweden v Trinidad with a group of girls far more enrapt than when watching England earlier, why, because “Sweden are fit” and hopefully Ljungberg would take his shirt off at the end of the game. Then there was an entire programme devoted to the Beckham’s bash and endless media columns on World Cup WAGS (wives and girlfriends) and their style. Football is all about glamour, in more ways than one, why watch anything else. And could there have been better viewing than Sven, The Coach the Cash and his Lover. Written and produced by…a woman.
Lauren Fox, Editor
