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.
Weather Appropriate
Golfers brave the course even when it is cold and rainy. These serious golfers need durable outerwear. “In order to survive on the golf course you will need certain outerwear. A rain suit, wind-shirt and/or windbreaker should cover you in most cases,” said Buckner.
Much like golf shirts, golf outerwear calls for certain properties. “Golf outerwear technology consists of wind- and water-resistant material, gortex, seamseals, storm flaps on zippers, zip-off hoods and packable jackets,” listed Buckner. Anderson offered lightweight jackets and wind shirts as good examples of golf outerwear because they block the wind and are easy to take on and off.
Golf apparel needs to carry a player through an entire golfing season, which usually lasts from early spring through mid-summer. According to Buckner, “You will still have sales in the winter for snowbird states.”
The wide spread of seasons calls for versatility in golf outerwear. “There are some great performance pieces now that can be worn as a layering piece over a polo for golf or on its own for a long-sleeve shirt,” Anderson observed.
From Runway to Fairway
Sprucing up golf apparel isn’t just about technology. The variety of shirt cuts and material blends allow for more self-expression. Buckner noted many styles like raglan sleeves, traditional sleeves, two- or three-button plackets are available.
“There are some great new blends out there in golf apparel that give shirts a nice, silky feel and a looser, more comfortable drape for easier movement,” said Anderson. “Mesh vents … allow for better breathability and give the shirt a unique, stylish look,” she added.
“I don’t think you can walk into a business office and not spot at least one person in a golf shirt,” said Buckner. “A polo shirt is one of the most popular business casual pieces worn today in corporate America,” Anderson confirmed. Golf apparel goes beyond the office. “I’ve seen them used as uniforms or in special events, you name it golf shirts are a good fit for most environments,” said Buckner.
Colors are another way to make a statement on and off the green. Particularly this year, blue stands out as a fashion-forward color. “We have added a lot of nice blues to our line,” said Anderson.
Buckner agreed, adding that orange-yellow and patterns will also be popular in 2011. “Expect to see bright and bold colors and patterns in the pro shops and on the golf course,” she said. These bold color choices might fly on the course, but a more muted palette is a better choice for the office. “If you are looking in the retail stores or in the corporate scene it will be toned down to solids in the earth tones with blue tones mixed in for more of a mass appeal,” Buckner stated.
Hen in the Club House
In the past, women used to resort to unisex garments on the green, but an influx of feminine styles has made its way into the promotional products industry, aiding the style and comfort of female golfers. “Unisex items are great when you have a large tournament and need to cover a large group, but whenever possible it is best to find men’s and ladies’ coordinating styles for your event,” said Buckner. “A ladies’ cut is always more comfortable, especially when doing any sport,” she continued.
Anderson agreed, stating, “We sell hardly any ‘unisex’ garments anymore, and even the ones we do are rarely worn by women.”
The differences between unisex and ladies’ styles might be slight, but they make an impression. “The ladies’ styles have feminine styling and fit with longer plackets and in some cases, slimmer silhouettes,” explained Anderson. These changes allow for fashion and femininity to find its way onto the green.
