The University has implemented a new program to license and distribute LSU merchandise.
The University has now partnered with VF Imagewear, Inc., which is affiliated with The North Face, Timberland, JanSport and Wrangler.
The program, made official July 1, will reduce the number of licensees and distribution channels, putting restrictions on department stores and sporting goods stores.
Brian Hommel, director of trademark licensing at LSU, said the University believes it has been over-licensing its products, which has caused brand dilution and erosion of marketplace prices.
“If you walk into [Academy Sports & Outdoors] and look at the lowest priced T-shirt and you walk into Walmart and look at the lowest priced T-shirt, they are about the same,” Hommel said. “People view Academy as a higher class tier. Walmart is considered in the mass market tier. You would expect that if you bought a T-shirt at Academy the quality would be higher. But as we have seen over the years the prices have been the LSU.”
LSU will also retain its partnership with Nike.
National chains will have to work only with VF or Nike to sell LSU T-shirts.
Hommel said the Union Bookstore and the LSU SportShop will not be affected by the new deal.
“With this agreement we made strides and made every effort, and successfully so, to maintain the local market,” Hommel said. “At the end of the day, when they are successful and selling LSU products, we are LSU.”
A statement from the CLC supports the University.
“Schools have every right to choose best-in-class licensees, and to take into account expert recommendations,” the statement said. “When schools partner with the best licensees, everyone wins, including consumers, who get access to a broad array of better products. We are confident each school can and should continue to make its own decision for implementing licensing programs and managing its