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Varsity, a popular chain of American-themed sports bars in WA, were looking for ways to connect with their passionate customers while opening up a new revenue stream. Noosa Vibe House was engaged to develop a successful merch strategy and guide Varsity on design, production techniques, inventory and pricing strategy.
Originally launching as a one-door university bar with a “frat house” vibe back in 2013, Varsity has grown into a multi door success story, all while leaning into themes of good times, sports, beers and burgers. Underlying this is a recognition that their target customer is passionate about American food and culture, particularly American sports. By leaning into this insight, we set about designing a range which reflected this passion with a hint of nostalgia. This aligned perfectly with a huge uptake we’ve seen in recent years for ‘hospobilia’ (merch from your favourite restaurant or bar).
our goal was to create a premium, on trend apparel range, opening up revenue opportunities in a new category while strengthening the bond between varsity and their customers.
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Our Apparel Boost service encompassed all aspects of the design and production process, completely streamlining the project for Varsity which freed them up to focus on their core business. Working closely with our sports-obsessed designer, we created a tight, premium capsule range with nods to 90’s nostalgia, Talladega Nights and retro Americana. The designs reflect the heritage and vibe of the Varsity ethos while also remaining on-trend with a broad appeal.
We then worked tirelessly with our premium printers and decorators to ensure quality was exceptional, with elements such as custom labels and swing tags elevating the garments further. Our strong relationships allowed us to deliver the range at a competitive price, allowing Varsity to maximise their margin while still keeping retail prices appealingly low for customers.
The customer response has been amazing, with huge social engagement at launch translating to strong sales both in venue and online.
we delivered a new category for varsity, solidifying their position as leaders in American sports culture while finding new ways for them to connect with their passionate customers.
Varsity have not only diversified their offering and opened up a new revenue stream that sits organically alongside their existing proposition, but they have also given their extensive customer base yet another connection point with their favourite venues.
We look forward to assisting Varsity as they look to the future with this exciting new category
