From the Fairway By Christine Speedy, published April 2008
Trends in Women’s Golf Apparel will continue to evolve
With the increasing realization of how much money women spend on golf related items, we’re also seeing a huge increase in variety of golf apparel. A recent issue of Golf for Women featured 8 urban outfits, with plenty of brand names I’ve never heard of. My new favorite brand- Bugatchi Uomo- wasn’t even around 4 years ago.
I took a look in my closet and have no less than 13 different brands of golf shirts alone. Half the brands I wore in the past are barely on my radar today. Most men I know buy one or two brands almost exclusively, though they may have a larger variety they acquire through gifts, golf tournaments and such. Why aren’t women as loyal to a specific brand as men?
The sad truth is that although it is improving, we haven’t seen the core elements needed to be loyal to a single brand: quality, style, fit, variety, and availability in the right size. All that is changing. Sarah Hand McAleer, formerly of Tommy Hilfiger and Cerutti 1881, was brought in to help boost the Greg Norman women’s line in 2005. In February Greg Norman skorts were offered at our local Costco, showing the broad market reach they are achieving. Bugatchi Uomo has the widest variety of colors for ladies shirts that I’ve ever seen, and the spring collection is a mix of classic lines and fashionable ‘lifestyle’ clothing for both on and off the course.
And how about shirt giveaways at golf tournaments? The planners still act as if the only golfers who play are men. Maybe 1 in 500 will have a ladies shirt option.
It’s still hit or miss at our local golf specialty stores, but the collections at Pro Shops have gotten much better and may be your best bet for local purchases.
Local event - April 24-27 LPGA Stanford International Pro-Am
Fairmont Turnberry Isle Resort & Club, Aventura, Fla.
Christine Speedy is CEO of CEOgolfshop.com and an Executive Women’s Golf Assn. member.
