Merchandise survey - results

Since the Fulham Lillies were founded in 2022, one message has come through loud and clear from our members: women and girls want to feel seen, valued and represented across every part of the Fulham experience — and that includes club merchandise.

In October this year, we launched a merchandise survey, inviting female Fulham fans to share their views. Eighty-eight women responded, giving us lots of information to present to the Club. We’re excited to share the key findings with you and to update you on next steps. 

Who Took Part? 

Our respondents reflect the breadth and strength of female Fulham supporters:

• 4.5% aged under 24

• 11.4% aged 25–34

• 25% aged 35–44

• 28.7% aged 45–54

• 30.7% aged 55+

What unites this diverse age group is their connection to the club:

72.7% identify as lifelong Fulham supporters, while a further 8% are newer fans recently joining our community. Many hold season tickets and travel home and away; others follow from afar due to work, distance or family commitments — but all share deep, long-standing loyalty.

Buying Habits

Women told us how often they buy Fulham merchandise, where they shop, and who they’re buying for. The patterns show a committed customer base made up of regular and occasional buyers — but they aren’t always purchasing for themselves. Many are shopping for partners and relatives, children, young supporters, friends and fellow fans. 

Satisfaction Levels

We asked respondents to rate their satisfaction with the current women’s merchandise range (1 = not satisfied, 5 = very satisfied):

• 44.3% gave a score of 3

• 27.3% gave a 2

• 9.1% gave a 1

This shows a clear level of frustration with the current range of merchandise with limited choice, inconsistent availability, poor fit and sizing and a lack of true representation being some of the factors given. 

What Women Want

The suggestions we received were detailed and creative. Here are some of the suggestions that stood out:

• 60% — more stylish everyday wear

• 54% — better fit and sizing

• 44% — casual lifestyle clothing (jackets, dresses, leisurewear)

• 40% — more women’s-cut clothing

• 38.8% — training and activewear

• 23% — sustainable and eco-friendly options

  
  

Additional Ideas

Women asked for:

• inclusive sizing (petite, plus-size, maternity)

• items for girls and teenagers

• swimwear, nightwear, underwear

• baby match kits

• collaborations with female designers or fan groups

  
  

These responses reveal a huge, unmet demand — and a real opportunity for Fulham to lead the way.

Following the survey, representatives from the Fulham Lillies joined colleagues from the Fulham Fan Advisory Board (FAB) to meet with the Club’s Head of Buying to discuss the findings in detail.

It was a productive and open conversation, giving us valuable insight into the complexities of the buying process — including lead times, supplier relationships and the challenges involved in expanding ranges. The meeting helped build a shared understanding of both supporter expectations and operational realities, and we are encouraged by the Club’s willingness to engage.

We look forward to further discussions, and we’re excited about the potential for future focus groups to help shape a merchandise offering that truly reflects the needs and identities of Fulham’s female fans.

Lillies Board Member Laura Pett in the season 2023/24 away pink kit.

The survey results are clear:

Female fans love Fulham. But the current merchandise range doesn’t reflect that love back. Women want: more choice, better quality, improved sizing, inclusive, stylish designs, products for all ages, sustainable options and dedicated Fulham FC Women’s team merchandise

The Fulham Lillies will now use this evidence to work constructively with the club, championing a merchandise strategy that reflects the identity, pride and passion of Fulham’s female fanbase.