Como 1907 has unveiled a new Retro Collection, placing heritage at the center of its merchandising and broader brand strategy.
Heritage as a commercial asset
The collection from Como 1907 draws inspiration from key eras in the club’s history, particularly its time in Serie A during the 1950s and 1980s. The designs incorporate historic crests and traditional color schemes, blending nostalgia with modern apparel formats.
The launch reflects a wider trend in football, where clubs increasingly leverage their history as a commercial tool to strengthen identity and boost merchandise sales.
Players as brand ambassadors
As part of the rollout, Como players have worn items from the Retro Collection during pre-match arrivals at recent home fixtures. This strategy integrates the first team directly into the retail narrative, turning players into ambassadors for the club’s lifestyle and fashion positioning.
Blending physical and digital retail
The collection is available through both the club’s physical store in Como and its online platform, ensuring reach across local fans and global audiences.
By combining in-person visibility with digital accessibility, Como is adopting a modern, multi-channel retail strategy designed to maximize engagement and sales.
Identity-driven merchandising
Rather than positioning the collection purely as apparel, Como frames it as a symbol of belonging and club identity. The emphasis is on emotional connection—linking fans to the club’s history and culture.
This approach reflects a growing shift in football merchandising: products are no longer just kits or clothing, but extensions of a club’s brand and storytelling ecosystem.