Teeing off a business proposition - Mayer House Business Media Ltd.

Whilst debate rages in the industry as to whether the golf wear sector is stagnating or increasing in value, it is without doubt a very profitable area for garment decorators and promotional merchandisers. And even in current times of the so-called ‘credit crunch’ promotional golf days continue to be a popular business choice. According to figures released by the PGA, the current golf economy is worth $60 billion in America and $20 billion in Europe alone underlining that the sector remains healthy. In addition to which, it is suggested that the promotional golf wear market in the UK is worth in excess of £1.5m, highlighting that this is certainly an area garment decorators can capitalise upon.

In total accord with this view, John Rivers, UKL stressed, “Golf has never been more popular, whether you are a keen weekend amateur or an aspiring pro.  Indeed the popular success of Tiger Woods together with PGA Tour has really launched golf into the mainstream, within both the worlds of leisure and promotional corporate wear.”

 

Commenting on how the market has evolved over the last year, Jill Granger, Director of I.S. Enterprises told Printwear Today, “During the last 12 months golf wear fabric technology has moved on as soft shell is definitely on the increase and is predicted to outsell fleece due to the proven qualities of the fabric, providing the user  with a soft high stretch fabric and a comfortable active cut.”

Continuing she pointed out that although the Golf market is predominately occupied by premium brands such as Pringle and Lyle & Scott; however it is still a growing market in the promotional and corporate wear market.  Jill stressed, “Noticeably ladies golf wear is more in demand as more and more women seem to be taking up the sport.”

Glenn Hyams, btc activewear added, “There have been a few more major Golf Clothing brands trying to infiltrate the market, with a number of others making overtures.”

“I believe, however, the market is generally stagnant,” added Glenn.  “Although perhaps maybe a small increase.”

Glenn also pointed out that for the golf wear sector, the biggest problem by far is stock availability from the main suppliers, commenting he said, “Invariably the distributors are having to order six months or more in advance and hope they get it right. Unlike retail, there is not the same degree of predictability - and some orders can be very large, which wipes out a size or colour and without the back up stock, the replenishment can be months!” 

Roger McHugh, Managing Director, Beechfield points out that in addition to traditional clothing, golf caps and hats should be part of any golf wear collection. Commenting he said, “Golf headwear enhances player performance, by shading the eyes from the sun and helping to narrow the players’ field of vision to cut out distractions and help them visualise the shot. It also represents the most visible and effective medium for club and corporate logos, as it is the only item of golf clothing that is permanently on display. That’s why every professional player you see competing at the televised Major championships wears a cap.”

He continued stating, “Beechfield offers a wide variety of headwear styles that are suitable for golf. These include: Classic styles, such as the B57 Low Profile Heavy Brushed Cotton Cap and B15c Ultimate 5 Panel Cap-Sandwich Peak; sporty designs, such as the B171 Teamwear Competition Cap and B41 Sports Visor; and even winter styles, such as the highly popular B45 Knitted Hat and B244 Suprafleece™ Summit Hat.”

And Beechfield’s most popular selling item - the new B185 Pro-Style Ball Mark Golf Cap.

 

When discussing what is likely to have the most impact on golf wear over the coming months Jill pointed out, “Soft shell is gaining recognition for its breathable and water resistant properties all of which are perfect features for golfing jackets. Result offers a classic soft shell garment the R121 Classic Soft  Shell Jacket, which is proving popular and ideal for the golf  market.”

Continuing she also outlined other garments from Result, the R109 Extreme Climate Stopper Water Resistant Fleece and the R116 Reversible Crew Jacket, both of which are new styles ideal for the golfing market. 

Glenn added, “More technical fibres are beginning to appear, with wicking qualities. This does mean, however, higher prices for the garments.”  

 

Having understood that golf remains a perfect promotional and marketing opportunity, identifying a solid customer base to sell to becomes increasingly important. Obvious starters, should be contacting local golf clubs, since most, if not all will have personalised clothing. Golf clubs can also provide an opportunity to work alongside in running promotions to local businesses, and encouraging personalised garments and accessories for wearing at corporate golf days. 

Another area to consider is that PGA Corporate Golf is one of its fastest growing sectors. Discussing this, PGA Sponsorship Manager Jim Croxton explains the benefits of PGA Corporate Golf and why more companies, both big and small, are utilising its expertise. "What we have found is that while many businesses have heard of the PGA they are not necessarily aware that we can stage a highly-efficient and memorable sporting day for them that really impresses their clients.



"There's also a belief that we're going to cost a fortune but that isn't the case at all.

This is a message we are keen to get out into the business community where we know that making the right impression really counts.
We believe we have a distinct advantage as we have 7,500 golf professionals we can call on, while we have an unrivalled expertise given we organise a full schedule in excess of 700 events every year.

Continuing he said,
"Our name carries a lot of prestige and weight in the industry, which is a distinct advantage when you want to play the likes of Wentworth, Turnberry, the Belfry or any other championship course.
 We can pull out all the stops, which will allow us to create a genuine tournament atmosphere from the moment you reach the course to the time you leave.
Not only do we give good value but we add value to any event.

We believe that knowing that the PGA is organising a business golf day really does give your customer’s event the edge."

Glenn also suggests that garment decorators should let their customers know that top brand golf gear is now available for decoration. Commenting he said, “So whilst still having the core mass market garments from the likes of Fruit, Gildan &   Jerzees there is also top retail brands available, albeit at a higher price.”    

 

Under an exclusive arrangement for the imprint market, BTC activewear represents PING, the high quality range of fashionable and technically advanced golfing apparel, Together they have developed a collection specifically aimed to capitalise on the growing popularity of the sport, using luxury fabrics and a wide range of performance features that are a delight to wear both on and off the golf course.

New additions to their popular range of quality Polo Shirts includes the P01050 PING Club Stripe Polo carries the PING logo on the right sleeve and back neck and is available in a choice of 6 colours. The 100% cotton easy-care shirt is 235gsm in weight and features a rib collar and cuffs with tape detail to the neck and split hem.

The new lightweight P01111 PING Club Europa Polo Shirt is available in 7 colours and features moisture movement properties

The heavyweight Club Polo Shirt is a raglan sleeve style poly cotton polo with tape detail to the neck and split hem. Five colour choices are on offer including the popular cayenne, ink, dawn blue, black & white and the distinctive PING logo appears on the right collar and centre back yoke.

Finally, the popular Dawson Polyester Polo Shirt, which carries the PING logo on the right sleeve, is available in a choice of 4 colours and has moisture movement properties.

For cooler days, BTC activewear’s collection includes a choice of new sweaters – the P01040 PING Club Light Sweater is made from 100% Cashmillon acrylic. Machine washable, this stylish soft-touch sweater carries the PING logo on the sleeve and is available in laser red and black.

The new P00455 PING Club Crew Sweater is made from 100% lambs wool: also machine washable, this excellent quality sweater carries the PING logo on the right sleeve and is available in Black, Ink and Grey Marl

The 100% waterproof and breathable Hyams technical rain suit is a contemporary looking 2-piece, lightweight, low noise garment. The popular combination features a full-front zip, contrast colour to the shoulder panels with side piping detail and is available in black/grey and ink/grey.

Discussing the distributor’s best selling garments, Glenn pointed out, “Without doubt the Polo’s. Our two top selling Polo’s are the Ping Club and Maldon. We also have high hopes for the Club Stripe Polo, introduced this year.”

Colchester based corporate  wear distributor I.S. Enterprises handles a variety of different clothing and  apparel brands including, Fruit of the Loom, Gildan, Jerzees, Kustom Kit and  Result jackets and caps. Many of these brands offer clothing that is  appropriate for the golfwear market including good quality polos shirts from  Kustom Kit and Fruit of the Loom, Result soft shell jackets and caps and  Quadra umbrellas. 

Jill explained that I.S.  Enterprises’ best sellers in the golfwear range include Polo shirts, Result  Soft shell and Result Caps. There are lots of really good quality polo shirts  in a range of colours available from suppliers including the F63202M Premium  Polo 100 from Fruit of the Loom - a 100% cotton pique shirt with a nice  feel.  Gildan also do a 65% / 35% cotton polyester mix shirt called the  G74800  Euroblend Polo. 

New for this year, I.S. Enterprises has introduced the new Jerzees J221M colour striped Campus polo to the 2008  collection. It is 100% cotton polo with a beautiful velvet  feel which is an  absolute must for golfers. Also  as  mentioned previously the new jacket range from Result featuring the R109 Extreme Climate Stopper Water  Resistant Fleece and the R116 Reversible Crew Jacket which are ideal for the golfing  market.     

In January 2008 P F Concept officially launched their latest, licensed brand, PGA Tour. Available through UKL, this comprehensive range of promotional clothing and accessory items that are bred for success.  With a clothing range of over 20 different styles including Polo’s, Windbreakers and Fleeces all at highly competitive prices.

John added, “Complimenting this affordable and fashionable, performance golf attire is a range of accessories and corporate gifts that carry with them the premier PGA Tour brand.”

This new comprehensive and technical range covers both men’s and ladies styles and will include garments made from 100% coolfit fabric.  The PGA Tour coolfit fabric is engineered to keep the user dry and comfortable by effectively drawing moisture away from the body.  Mercerized cotton and jacquard lightweight fabrics also form part of this quality performance range.

Clearly demonstrating that UKL has a good understanding of the needs of the promo wear industry, John added, “In support of this important launch P F Concept have produced a 50 page brochure for 2008, representing the new PGA Tour range from Clothing through to quality golfing accessories.  The brochure is available as a blank end user version, breaking the range into seven golfing categories, enabling the reader to search quickly and easily.  Detailed close up images are used to highlight technical details and features attractive lifestyle imagery throughout this essential golfing brochure.”

Concluding he said, “The PGA Tour Brand from P F Concept has exceeded all expectations with extensive stockholdings across the entire range it’s the perfect vehicle for accelerating sales in the corporate golf event market. From stylish golf wear to the best golfing prizes, a successful corporate golf day can be assured with the new PGA Tour range from PF Concept.”

 

According to the etiquette on the golf course clothing is more ‘formal’ than in other sports. Nonetheless, the garments should be sporty and comfortable. James & Nicholson offers the perfect products for a successful albatross. Matching head wear for the appearance on the green is given by Myrtle Beach. 

With James & Nicholson’s polo shirts, one can play without a handicap: Classic Polo (JN 070) is marked by a sportive cut and very fine piqué quality. Thanks to the big choice of colours it harmonizes with any look: Alongside the usual colours turquoise, black, signal red, white, lime green, olive, purple, light yellow, aqua and navy, the new colours orange, Irish green, brown and wine are offered. 

Another polo shirt in golf style is Polo Piqué Medium (JN 020). The classic polo shirt for sports and leisure time can be ordered in dark grey, stone, black, rose, orange, khaki, ash, royal, white, navy, red, light grey, dark green, light blue and gold yellow. 

For those who also want to achieve a par even on colder days, Polo Piqué Heavy Longsleeve (JN 022) is offered. It is equipped with knitted polo collar and sleeve bands and it is offered in colours navy, red, white and black.

The Rollneck shirt (JN 183) is also ideally suited for the golf course. Commenting, Neil Kippen, Fusible Systems (Daiber’s sales partner in the UK) said, “Due to the great demand in a polo neck shirt for golf, we added the JN183 to our product range. This shirt appeals to a lot of golfers because, on one hand a perfect fit is guaranteed by sleeve bands and polo neck with elasthane, and on the other, it can be embellished by the logo of a team or golf club on the collar or the front breast. It’s absolutely a must for all golfers!”

 

Result really is on top of its game when it comes to high quality performance outerwear and as pointed out by David Sanders Smith, Result’s stylish range of garments offer the highest degree of functionality, comfort and protection for almost any sporting activity. Commenting he said, “Soft Shell fabrics are at the cutting edge of jacket technology delivering excellent breathability properties combined with water resistant and total wind protection.

Soft Shell is a lightweight fabric that stretches to further enhance performance and comfort levels, required for today’s ever demanding outdoor lifestyle.

Soft Shell offers high levels of warmth and has to be the first choice outer layer when worn in dry and cold weather conditions and the perfect mid layer when worn with a waterproof outer garment.

Garments from the Result camp of particular note, include the new R109 Extreme Climate Stopper Water Resistant Fleece. This first Result luxuriously soft feel microfleece is a pretty technical bit of kit, with water resistant ratings at 8,000mm and breathable ratings at 3,000mm. This 3 layer bonded 100D micro waterproof fleece is made up of a 160gsm 100% Polyester, 100D microfleece outer-layer, a bonded breathable windproof and waterproof TPU membrane mid-layer and a 160gsm 100% Polyester, 100D microfleece inner-layer. Verdict, an extremely warm, with out bulk microfleece jacket

For versatility, the R121 Classic Soft Shell Active Cut Jacket, an extremely versatile Soft Shell that can be used for a wide range of activities in an equally wide range of conditions.

The R121 is made from Result’s 345g/m² Soft Shell 3 layer, 8,000mm waterproof bonded fabric, capable of keeping you warm, dry and comfortable as well as being light and flexible. The soft high stretch fabric and active cut make the R121 ideal for most sporting activities. 

 

The golf course is about to get a fashion makeover with the news that Calvin Klein is to move into the corporate market with the Calvin Klein Golf collection.

The new corporate range draws on the same design ideas that made the Calvin Klein brand a retail success – clean lines in classic colours. Garments in the range include polos in cotton and technical fabrics, Merino wool sweaters, performance outerwear and accessories. The collection has been tailored for a casual yet stylish fit and is available in matching men’s and ladies’ styles.

Launched into the corporate market this month, the range will be distributed across Europe by Irish apparel company Eurostyle, which already distributes the Cutter & Buck apparel brand to the UK/Ireland corporate clothing market. Eurostyle has a 15-year exclusive licensing agreement with Calvin Klein Golf, and is expecting the new collection to prove very popular with corporations who want to associate their brand with Calvin Klein.

Eurostyle Ltd, an Irish based apparel specialist, has a 15 year exclusive licensing agreement with Calvin Klein Golf to distribute its new line of corporate golfwear across Europe. Eurostyle currently successfully distributes the Cutter & Buck apparel brand to the UK/Ireland corporate clothing market.

 

Golf also requires an adequate headgear which protects you from the sun or brief showers. Myrtle Beach offers 5 Panel Polyester Peach Cap (6134) for example. The functional wind- and water-repellent cap with a smooth micro fibre surface is available in eleven colours. Elegant and functional Softlining Rib Cap (6125) is a comfortable product due to a padded satin sweat in the soft colours beige, black and navy. 

Another comfortable garment is 6 Panel Cap laminated (MB 016), which is especially smooth and equipped with laminated front panels. The colours red, navy, royal, black and dark green of the sportive cap cater for all colour combinations. 

Beechfield has launched two new golf cap designs for 2008: the B185 Pro-Style Ball Mark Golf Cap and B180 Sports Coolmax® Cap.

The B185 is designed specifically for the golfwear market. Made in 100% chino cotton, it benefits from a 100% polyester Coolmax™ sweatband that rapidly wicks perspiration away from the skin. Sewn eyelets on the crown further enhance the cap’s temperature control capabilities.

The B185 is most notable, however, for the complimentary metal ball marker, (inscribed with a tasteful swinging golfer motif), that attaches to its peak.  A seamless front panel and self-fabric strap with tri-glide buckle completes the feature set. 

Roger, commented: “This is a product that we developed in response to customer requests. It’s a popular design that makes an excellent choice for pro shop own-brand merchandise, golf day competition prize packages, and golf-related promotions. The seamless front panel means that the cap is equally suitable for print and embroidery.”

The B185 is available in French Navy, and two contrast colour choices: Black (crown and peak)/Putty (under peak), and Sky Blue/French Navy. 

The B180 Sports Coolmax® Cap offers golfwear customers something that little bit different. The new cap combines a breathable nylon Taslon fabric with two large mesh ventilation panels and 100% polyester Coolmax® sweatband for unsurpassed comfort and temperature regulation. The cap also has a cleverly conceived three-section front panel, which gives a distinctive curved profile and large, seam-free central area for club crests or corporate logos. 

The B180 is available in a choice of Blue or Black, (with white mesh panels), and is finished with high visibility binding. “The contrast between the crown and white of the mesh panels complements the B180’s bold, sporty lines. The high visibility binding provides the perfect finishing touch, enhancing the cap’s visual impact, as well as making players easier to spot during twilight rounds,” says Roger McHugh.

Beechfield sells to the trade only, through the industry’s leading multi-brand distributors, (for the UK: PenCarrie, Prestige Leisure, Ralawise, UKL

BTC activewear also has new headgear for 2008 and notably the ‘one size fits all’ PING Club Cap: available in 4 colours, this superb cap features a PING sandwich peak and PING embossed buckle at back adjuster. The 3D embroidered PING logo appears twice on the cap, to the back and right side, leaving the front and left-hand side free for event insignia and logo decoration.