At sporting-goods retailer Modell’s website, most World Cup merchandise is sold at full price. One notable exception: U.S. soccer star Landon Donovan’s T-shirts.
For retailers like Modell’s, which relies on major events like the World Cup to amp up sales, deciding which gear to stock is also a big game. Picking the right teams’ or players’ merchandise can be like hitting a jackpot: You avoid having to discount a bunch of duds and you have ample supplies of the hottest-selling items.
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