Empire Mall holiday store marks shift in merchandising
The newly-opened University of South Dakota holiday gift shop may include an exclusive vintage line that features a cartoon Charlie Coyote, but its opening in Sioux Falls’ Empire Mall signals a shift in how USD competes in the college logo market.
“It’s a fortified billion dollar market. There are schools that are not D-I that have more merchandise than we do, because they’ve been working at it longer,” said Tena Haraldson, director of marketing and university relations. “I step back and look at that market and I think USD needs to get in there to get our fair share.”
The royalties generated from branded USD merchandise have increased by nearly $30,000 since 2008, Haraldson said. As more logo wear is sold by retailers, USD receives more revenue which could apply, in part, to student scholarships.
While marketing and university relations is focused on the future of USD’s brand, its decision to open a store in The Empire Mall had to do with a matter of space. The university used two merchandise kiosks to sell apparel and gift items last year in the mall, but Haraldson said the carts offered limited storage and display options.
The gift shop is located in the former Lids space near Caribou Coffee, and will be open until Dec. 31. The store stocks a variety of Coyote apparel and gift items including specialty items such as replica football helmets, pet gear, glassware and bedding.
Haraldson said the goal is not to get the university into the retail business, but to provide merchandise that would kickstart the brand and make it more available to alumni.
“We are trying to reach out maybe to a market that is underserved. We have stuff for alumni, friends and parents with adult sizing — an assortment of things that people could buy as presents for other Coyotes,” Haraldson.
Availability
There are two problems being addressed by the marketing department, especially by Diane Wirth, USD’s retail development coordinator. One is getting more merchandise out to retail stores that are not Barnes and Noble, and the other is building excitement with alumni to get more red logo apparel in the public by making it more available.
Wirth has witnessed a university brand rise to national attention as the former apparel buyer for the University of Oregon‘s Duck Store. In a similar fashion, USD marketing is working with local retailers and large chain stores to increase the availability of Coyote products. University staff works to offer retailers lower minimums to avoid potential barriers with manufacturers.
The exposure of USD merchandise has a great impact on the success and recognition of the university’s brand, said Joe Jamison, who works in marketing and university relations on branding identity and licensing.
“Branded merchandise is a great way to show your school pride regardless of athletic division. That being said, athletic success does typically impact the popularity of merchandise for fans,” Jamison said.
When USD’s women’s basketball team won the Summit League Tournament earlier this year, the marketing department had a 24-hour period where they were bombarded by manufacturers wanting to produce USD apparel and gear.
Haraldson said winning is a big part of expanding merchandise for the university, which marketing cannot control, but can instead be prepared for a high-demand occasion.
Jamison said North Dakota State University has seen huge growth in its merchandise sales and royalties in the past few years. He said USD is still trailing South Dakota State University, but the department is working hard to close the gap.
“The more branded merchandise we have in the public, the more notoriety we will see. The academic aspects of the university will also play a huge part in that, such as top educational rankings and national scholars,” Jamison said.
For some students, the focus is on what the gift shop offers for potential holiday gifts that they could not find anywhere else.
Sophomore Meghan Gortmaker said she has an ample supply of USD sweatshirts, but she saw photos of USD bedding on Facebook and plans to head to the store.
“I can get most of the t-shirts and sweatshirts at Barnes and Noble, but it’s great to have options for more Christmas-worthy options,” she said.
First-year Lauren Miller said she does not need any more USD T-shirts, but would not mind a pair of yoga pants.
“It would be great if we could order specialty wear with the USD logo. I know more than one of my friends would buy a box of yoga pants if they could with the ‘SD’ on them,” Miller said.
(Photo: Joe Jamison, who works on brand identity and licensing for USD marketing and university relations, points out the vintage line of clothing available at the university’s gift shop in The Empire Mall. Megan Card/The Volante)
