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Etailers aiming to score a World Cup sales boost

Retailers are hoping to cash in on World Cup fever, with clothing etailers poised to tap into the feel-good boost to spending.

Research company Conlumino estimates there will be a total spend of £184m on clothing and accessories across the four-week tournament, which kicks off on Thursday (June 12).

Online retailers expect to reap much of the rewards, as the research company expects 93.9% of viewers to watch the matches from home, with many shopping simultaneously.

New Look – which has created a World Cup range of 17 styles of T-shirts, vests and shorts adorned with English and Brazilian flags – is hoping to see a big uplift in online sales during the games. It claims online browsing increased 25% during the UEFA Champions League final in 2012 and is expecting an even bigger increase this weekend.

Shop Direct, which owns and, has already had a £1m boost in sales since the launch of the official England campaign on March 31, through the sale of 10,000 England team shirts.

But retailers have been warned to increase online security during the tournament as sponsors, including Adidas, have been targeted by online hacking group Anonymous.  

The group is threatening to attack the sports giant in protest against the amount of money spent on the event. It argues Brazil should spend its money on general infrastructure and public services rather than the World Cup.

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