Stores waited on printing of Rose Bowl apparel

Before the big games, clothing manufacturers must make an important decision - do they anticipate a Wolverine victory or do they wait for the game's final gun?

Makers of Michigan football apparel faced this question prior to Saturday's game versus Ohio State University.

If the Wolverines had been victorious, they would have played in the Rose Bowl on New Year's Day. A win would have sent hundreds of eager Michigan fans, basking in Wolverine glory, to purchase Michigan Rose Bowl apparel.

Last year, a number of stores took a chance by printing T-shirts and making hats before the Wolverines had secured a spot in the Rose Bowl by beating Ohio State.

This year, however, most stores did not take that chance.

"We took the gamble last year," said Bud VanDeWege, co-owner of Moe Sport Shops Inc. "Since it was a home game, people were here and would have immediately wanted to buy the apparel.

"We thought it was a harder win this year. It would have been more of a risk," he said.

If Michigan had lost to Ohio State last year, VanDeWege said Moe Sport Shops Inc. would have donated most of the apparel to charity.

"In 1997, when the hockey team lost, we wrongly predicted their victory and pre-made clothing," VanDeWege said. "Sometimes you've got to eat the losses."

Other local stores also held back on printing the T-shirts and other clothing before the Columbus game's end this year.

"The fact that it was an away game had a lot to do with it," said John Bertz, store manager of an M-Den store.

Last year, Bertz said, M-Den was prepared with Rose Bowl shirts for after the Ohio State game.

"We had a 50-50 proposition with the printers," Bertz said. "Because of the street vendors, who always have shirts before the game's end, good manufactures will absorb some of the losses with a home game. They would have absorbed 50 percent of the losses had Michigan lost" last year, Bertz said.

Compared to last year's game with Ohio State, for the local stores, Saturday's game had a much different atmosphere.

"Usually we take the conservative route. But last year, with all the hype, we had a few hats and shirts before they beat Ohio State. We weren't alone," said M-Den Co-owner Dave Hirth.

Some vendors of apparel never take the gamble of printing before the win.

"We have never pre-printed," said Steven Shore, co-owner of Steve & Barry's University Sportswear. "We just try to respond as quickly as possible."

Before the outcome of a big game is determined, the manufacturer for the national chains of Footlocker, Lady Footlocker, Champ's and Eastbay create prototypes for the apparel.

"We don't actually make up material before a win. Once we know, the printers stay up all night to print up the winners," said Jamie Ziebell, supervisor at Eastbay.

The three main bookstores for University students, Ulrich's, Michigan Book & Supply and the Union Bookstore also sell Michigan apparel. They are ready to print for any big win, but do not do so until the win occurs.

"We don't take the risk. We would only get the shirts eight hours earlier if we did," said Dave Richard, general store manager for Ulrich's Book Store.

11-24-98