Previously, I wrote about Replay’s partnership with FC Bayern München. The brand is the official denim and formalwear sponsor of the team. To me, it seemed odd, but looking into the brand, I started to understand the strategy.
In 2016 interview, Replay pointed out that Germany is a key market for them. Looking at the denim market, their key age range is to hit those between 25 and 40 years old. And while their then current consumer base was overwhelmingly male, they did desire to reach more women. Thinking about Replay’s brand image, they characterized themselves as independent, authentic, true its roots rather than trying to fit in to the mold to fit trends like other brands might. The goal was to make denim “more relevant” and “deliver subtle, urban and luxurious collections with a rebellious twist.”
Then you can see why they might choose one of the best beloved teams in Germany, if not the world. Working Bayern allowed more visibility in the German market in front of an overwhelmingly male fan base that skews that sweet spot in age. And because Bayern is known for putting their fans first in their pricing and outreach, they align with Replay’s sense of authenticity.
Sometimes when you go about thinking how to better reach your target demographic, it is not about creating something new from scratch. Sometimes it takes building ties with partners who already have the reach you’re looking for.
Sources about the original deal:
Carrerra, M. (September 28, 2023). Replay, FC Bayern München Soccer Team Ink Tie-up. WWD. https://wwd.com/fashion-news/fashion-scoops/fc-bayern-munchen-soccer-team-wear-replay-off-field-1235843939/
Interview referenced:
Pavarini, M. C. (September 20, 2016). Replay’s CEO: “It’s a rebellious character that Replay preserves.” The Spin Off. https://www.the-spin-off.com/news/portrait/Anniversary-Replays-CEO-Its-a-rebellious-character-that-Replay-preserves–12490
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