apparel
Fall 2009 Preview...........88
Fall 2009 Apparel
at a Glance.................. 90
FALL 2009 PREVIEW
Photography by Russell Kirk/
Golflinks
e
By Lisa Girard,
Senior Apparel Writer
Performance
Fabrics Still
An apparel company’s
reputation, dependability are
key as PGA Professionals and
merchandisers aren’t expected
to take many chances; “green”
continues to grow; a return to
elegance is a noteworthy trend;
many women’s lines combine
athletic styling with easy care
Looking ahead to fall 2009, golf – like the rest of our nation’s industries – is
caught in the winds of an economic downturn. PGA Professionals and
buyers are being more cautious than ever with their budgets, and apparel
companies have responded with technologies and marketing campaigns that
they hope will set them apart from the pack and allow them to maintain a presence in America’s golf shops.
Reputation and dependability are big words for the fall season. There is
little room for error as retailers tend to look to the tried and true brands that sell
through consistently. According to Anne Broholm, national sales manager for
Cutter & Buck, being able to ship complete orders on time is more important
than ever. “Performance that would have been tolerated in a great market will
not be tolerated now,” she says.
At the same time, most industry observers agree that it’s important to put
something special into each garment to give people a reason to buy. “There are
two strategies: Stick with the same or try something different, and the shop has
to balance this,” says Andy Bell, co-founder of House of Carrington, which
offers a full collection of shirts, slacks and sweaters. “You have to carry some
product that gets the staff on the floor excited, gets the customer excited.”
PERFORMANCE
Performance fabrics continue to dominate the marketplace, with more features
and benefits being offered each season. adidas Golf, a consistent market leader
in this area, offers Formotion, a complete upper-body system with raglan sleeve
construction and ClimaCool technology that promotes a smoother, more fluid
