It's Easy Being Green
Barreca noted changes in women’s golf styles that have helped make the items generally more fashionable. “Necklines have become more feminine with various types of open placket options, invisible zippers or Johnny collar styles,” she suggested. “The overall fit and silhouette [of golf apparel] has drastically changed to be more contoured. We’re also seeing more sporty pullovers and country club-type sweaters that promise extended use to the wearer after an event.” Anderson added, “Offering specific women’s styles so the shirts are comfortable, have a feminine fit and a great color selection is very important. Women want their own styles and colors.”
The versatility of golf apparel also extends to its production price, while still allowing companies to attach their brand to the sport’s somewhat elite reputation. Regardless of the wealth golf generally implies, Anderson pointed out that not all of the sport’s apparel options necessarily translate into high price points. “For each category there is a certain market niche,” she said. “For a large, 500-person employee event, a generic or private label brand works great for meeting a specific budget. If a law office is hosting an event for its top-end clients, they may look for a strong retail brand.”
With continued popularity among consumers, not to mention its intimation of wealth and success, golf apparel’s customization through performance features might be a company’s best bet. At the very least, the clothing’s ever-changing combinations of style and function increase the potential for that sought-after, often elusive green.