Another Rangers kit launch, and yet another Rangers’ kit shortage.
For the second year on the bounce, Rangers and Hummel have not been able to manufacture enough kits the first-time round to satisfy demand. And Rangers fans really love this new home kit.
The club’s online store has sold-out, with only a select number of kits available from the Glasgow and Belfast stores. How can they have got it so wrong two years in a row?
There’s not a lot of information as to why. But fans will do well to remember that Rangers are not operating under usual merchandising circumstances.
The ongoing court case with Sports Direct could be having a huge bearing on this. But like I say, it could also be a fault on the part of the manufacturer.
It’s not entirely clear. But what is, is that Rangers fans have a hungry demand for new kits born from years of boycotts. They are prepared to open their purses and wallets to purchase them.
One of the big issues is that the longer stocks are low, or the longer the fans need to wait, the fewer interest people will have. We’re talking the day of release and people are struggling to get kits.
When a kit launches, fans rush out to pick up a top. After a few weeks, interest will have already peaked. The whole thing feels poorly organised.
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Rangers and Hummel are missing a trick by not manufacturing enough of these kits in time for the original launch.
But not all is as clear as it perhaps should be when it comes to the merchandising of the club’s products.
