Fans "want to buy a new shirt every year"......are you sure about that? They want to? I just think that this years is not really any different to last years so that might actually stop those people who do usually buy them (out of habit) every year from doing so.
I would rather the club suffer the loss of a few shirt sales and keep with traditional Claret shirts than rock up in August with an abomination of candy striped shirt with added colours.