Can people really not see why they don't go with the "traditional" hoops every time?
The same shirt every year means fans that are hard up just won't buy it. They'll take one look and say "well I have a shirt with hoops almost identical to that, just with a different collar sponsor" and not bother.
By having a different design each year, the people who want to look like they're wearing the latest shirt will buy it.
It doesn't seem like rocket science to me.
Yes we may all like the hoops and the tradition, but it doesn't make clever business sense. And considering the club don't have a nice wealthy backer, they need to make as much money on merchandise as they can.
I haven't seen the stats, but I somehow suspect that shirts like this will sell a lot more than those that look almost identical to the previous year's effort.
. 
