“The professional clubs are in a strong marketing logic, they want to make an impression by unveiling each year a new jersey,” says sociologist Ludovic Australian. And for a good reason, it pays. The jerseys generated 1.2 million euros in the 2013-2014 season, according to the latest figures from the Repucom research institute. In all major European leagues, sales grew by 15% between 2011 and 2013. ” This is a significant market for major football clubs, especially for PSG in France,” says the sociologist.
With sports results worthy of a great European club, Paris Saint-Germain even offers the services of fashion professionals, like Pascal Monfort. “We do not live in a time when we buy a single shirt, and we put it for five years, we are in a logic closer to fashion,” he says. Because the football shirt has become a fashion object. It is no longer for sports; it is a ready-to-wear clothing accessible to all. ” This summer is the piece to wear!” Continues Monfort, who opened the Galerie du Ballon, a lifestyle boutique in Paris to customize them.
“We are forced to produce jerseys more and more trend because today the public wants to wear it outside the stadium,” says Gael Garcia Lachat, manager at Patrick.
And the people are doing it too. At PSG, Kendall Jenner and Gigi Hadid attended last October, in Fashion Week, classic PSG-OM with the third jersey of the Paris team: a black and sober clothing, considered elegant by the magazine GQ. The sweater is even rolled up to become a real crop top.
What Is The Most Beautiful?
Just like the most beautiful dresses of the Cannes festival, the football jersey is the subject of classifications. The best-rated are those that combine ” harmony, sobriety, good choice of colors, and cut,” said Bérénice Marmonier, the journalist at the Sport & Style Team. The presence of sponsors is also scrutinized. The more numerous and imposing they are, the more they “spoil” the garment. Nevertheless, ” it is Nike that dominates the market regarding trend and aesthetics,” says the journalist. The big brands inspire the smallest manufacturers. A snowball effect that is not ready to stop and which has repercussions on the clubs of lower division, even amateurs.