Building a profitable global brand from concept to implementation

FIFA/Global Brands Group
FIFA/Global Brands Group


GBG acquired the FIFA brand with a mandate to develop a global retail channel of “football shops”. Retail Doctor Group was commissioned to work with GBG to develop the operating strategy through to implementation resulting in pilot stores successfully opening in Singapore, London and Paris.


This global retail strategy required a license approach with all country and region nuances to be considered, across languages, cultures and economic differences. Built on consumer research, market analysis and market opportunity with strong focus on the customer experience.


  • Channel build in process
  • Stores opened in Singapore, London, Paris
  • 20% above target sales
  • Full retail operating strategy and deployment plan provided
  • Complete documentation of all retail systems and processes including; licence documentation, compliance standards, KPIs, operations manuals, visual merchandising guidelines, marketing and promotions manuals, product knowledge manuals, evaluation formats, retail selling and management training kits and reporting systems.
Format: International governing body of football
Store Location: Global
Merchandise Mix: FIFA products retailed through key licensees and and retailers
We were consistently performing above all global benchmarks in the economics of this project and early stores are achieving impressive results.”
Peter Larum
Global Marketing Manager