A New Era for New Era
Portfolio magazine recently presented an interesting look at the progression of New Era. From its roots as a lifestyle cap maker in the 1920s, the brand would eventually secure the licensing for Major League Baseball and its player caps, never relinquishing the license it acquired in the 1930s. The family owned operation has moved along nicely securing a strong profit margin along the way, and choosing a bold goal of doubling the brands sales every 4-5 years. However, with 70 percent of sales coming from MLB licensed team caps, a loss of this license could spell potential disaster for a brand who essentially blew it up when it obliged with Spike Lee’s request for custom Yankee colors back in 1996. However, with many people feeling the crunch of an over saturated collaboration fitted market, what effect if any will this have on New Era’s branding? View the article over at Portfolio.
Portfolio magazine recently presented an interesting look at the progression of New Era. From its roots as a lifestyle cap maker in the 1920s, the brand would eventually secure the licensing for Major League Baseball and its player caps, never relinquishing the license it acquired in the 1930s. The family owned operation has moved along nicely securing a strong profit margin along the way, and choosing a bold goal of doubling the brands sales every 4-5 years. However, with 70 percent of sales coming from MLB licensed team caps, a loss of this license could spell potential disaster for a brand who essentially blew it up when it obliged with Spike Lee’s request for custom Yankee colors back in 1996. However, with many people feeling the crunch of an over saturated collaboration fitted market, what effect if any will this have on New Era’s branding? View the article over at Portfolio.
