Manufacturers argue that a great deal of research and production goes into creating an elite football strip, and that changing market trends can leave them vulnerable.
Rob Warner – formerly a kit designer for Puma and Umbro – said: “It varies by brand, and by individual designer, in terms of how much technology goes into them.
“A lot of the profit margin is made by the retailer because they’re so dependent on the success of the team. During my time at Umbro… retailers would buy a million England shirts, and if England got knocked out of the group phase, suddenly they’ve got a load of shirts that are worth nothing. It’s a risk.”
Asked why prices had risen sharply recently, Warner said: “The machinists are more skilled… the techniques that are used to create badges and logos – it’s all better quality.
“Then you factor in the cost of the kit deals going up, and the brands having to try to recover some of the money they’re paying to the elite clubs.”
The BBC contacted all nine kit manufacturers for Premier League clubs – Adidas, Castore, Joma, Hummel, Macron, Nike, Puma, SUDU and Umbro – for comment.
