Posh and Under Par
Golf is one of the few sports that encourages individual fashion. The styles worn by golfers show their character, professionalism and dedication to the game. A golf course is often an outdoor office for much of corporate America. Players use the quiet sport to discuss mergers, make sales and get to know coworkers. Because of the professional and social aspects, a golf course does not allow for the sweat-soaked apparel of a basketball court. Golf ensembles need to transfer from the course to the dining table, because lunch is a common companion to a round of golf. Some of the leaders in golf apparel have offered advice on how to keep end-users and end-buyers savvy as they swing.
The Magic of Material
Alisa Buckner, merchandise and marketing director for Dunbrooke, Independence, Mo., advised that if you want to sell golf apparel, you need to know everything about moisture-wicking, UV-protection and antimicrobial properties. These properties are what keep golfers cool, sweat-free and fresh-smelling no matter how much time they spend on the green. Lori Anderson, marketing manager for River's End Trading Company, Hopkins, Minn., agreed. "The moisture-wicking properties release perspiration out of the fabric and into the air rather than the shirt getting saturated as would happen with cotton," she explained.
Sweat-free means increased comfort for golfers. Hours of trolling the green can take its toll on golfers and their apparel. "Moisture-wicking allows the golfer to move easier, be more comfortable on the course and inevitably have a better golf game," assured Anderson.
She mentioned that most updates to the technology of golf apparel come in bundles with aspects consumers already trust like UV-protection, antimicrobial properties and air ventilation. One such update is cooling technology. The benefits of cooling properties enhance the already popular technology of golf apparel. "This technology transmits heat faster than traditional fabrics and feels cooler to the touch," said Anderson.