these days. Gear has moved away from an
item-based line and back toward full
collections. In addition to an expanded
polo offering, the company is highlighting
its iflex windshirt, which exemplifies
quiet performance and retails for $59.99.
Always known for fleece, Gear For Sports is
offering an overdyed model with classic
detailing and a leather zipper pull for
$49.99 to $54.99. “Our No. 1 initiative is
value,” Patton says.
Sister company Under Armour continues to make tracks as a premiere athletic
brand, presenting an array of polos that
include traditional stripes, color blocking
and body mapping styles. The line features
both a traditional fit and a more fitted
portion aimed at the younger set – the
latter featuring standout graphics and more
youthful cuts.
Ben Hogan Apparel has also reacted to
the struggling economy by lowering prices
on many of its SKUs. President Don Jewell
insists, however, that quality has not been
compromised. The company’s cotton/poly
hybrid now makes up about 65 percent of
the polo offering, and the regular and Tour
Edition segments of the line can now be
displayed together. “It’s all about making
things easier for the PGA Professional, and
this gives them more possibilities for merchandising the line,” Jewell says.
Ashworth is also keeping its price points
stable for fall, offering a complete line of
performance products and lifestyle items
like cotton and wool sweaters and corduroy
slacks. “In this economy, we’re working very
hard to offer the best price/value relationship,” says Eddie Fadel, Ashworth’s vice
president of apparel. “It’s not about having
the lowest prices, but offering something
that exceeds expectations for what someone paid for it – and that includes wash-and-wear performance. Everyone wants something
that looks good, feels good and that you can wash 30 times and it doesn’t shrink or pull.”
Ben Hogan
MANY LINES ARE BEING EXPANDED
Numerous golf companies are also expanding their lines to include new products and categories.
As shops look to reduce the number of lines they carry, they’re looking for companies that can
provide a wide variety of products and that lend themselves to a boutique style presentation.
“As I look around the industry, I’m seeing more complete product lines, which is terrific,” says
PGA Professional Josue Reyes, manager-merchandising for Blackwolf Run & Whistling Straits
in Kohler, Wis. “This past year they had scaled back to the point you could barely put a collec-
tion together, particularly on the women’s side, but we’re seeing more complete collections from
a number of vendors.”
Polo is trying to cover many bases with its fall line – from fine menswear looks, to functional
golf apparel, to the high performance of its RLX division. The men’s line is characterized by a
haberdashery influence seen in its cricket sweater with tartan at the collar, plaid shorts and wool
pullovers, while the women’s line is about smart combinations of cream and brown, a classic
black and white story and details like high polish silver hardware and patches and placket
detail on a superfine cashmere sweater. In addition, RLX – aimed at the younger, fit golfer –
features high-tech fabrics, sleek designs and colors such as cranberry, royal, navy and purple.
