SGBGolf_Oct09_p24-25:SGBGolf_Sept09_p28 21/09/2009 14:16 Page 25
Field report
While Bough believes the brand strength of PGB is particularly
strong, he accepts their presence could be stronger in Europe – and
this is an area he is looking to address.
“The biggest opportunity is with CK Golf,” he argues. “It’s only
been in the market for 18 months, but the great thing about CK is
that while it has a global reach, it is not a niche, quirky fashion brand.
It’s a global lifestyle brand that sits at the top of the better price
points. It can work in good local golf shops as well as premium
retailers, and that’s its great strength.”
CK Golf’s Spring Summer 2010 collection is a prime example.
Although Calvin Klein’s head office in New York dictates colour
palates, the PGB designers are able to place their own interpretations
on that. The range fuses style and lifestyle, using all the modern
technologies, be they luxurious Pima cotton or technical microfibres
in the outerwear.
Bough also sees opportunities for Dwyer and Co, the trouser range
bearing the family name of PGB co-founders Alan and Peter Dwyer.
Launched 12 months ago, the range features classic elements with
cotton and wash-and-wear fashion elements such as pinstripes and
checks. Manufactured to a high quality, Dwyers sits just below the
premium price points with RRPs of £40-60. “Currently Dwyers would
struggle on its own,” Bough says, “but as it sits within our portfolio
we can invest in it and develop it. There are plans to look towards
shirts and other tops and ladies’ clothing, maybe for 2011.”
Despite the recent trading difficulties, Bough sees some signs of
hope for 2010. “It’s been a time of change, certainly at supplier level
among the big brands. At retail level they are working very hard to
get through some very tough market conditions, with many having
to cut their margins.
“But we do see signs the market is ready to freshen up and do
some new things, and our pre-books are healthy at this stage, even
though they are taking a little longer to come in.
“It’s been a steep learning curve for me here, but hopefully the
golf apparel market will kick on again next year, and I can help PGB
play its part in that.”
www.premiumgolfbrands.com
The Premium Golf Brands portfolio
Calvin Klein Golf
Polos, knitwear and outerwear high on style and functionality
Dwyers and Co
Trouser ranges allying classic elements with fashion
Cutter and Buck
Technical, vibrant apparel, high on functionality
Green Lamb
Technical, comfortable and stylish ladies’ clothing
Pukka
Innovative headwear
Zero Restriction
Advanced performance outerwear
All trousers: Dwyers trousers sit just
Cutting Green
below the premium price points
Value garments mainly for resort customers
Fairway and Greene
Luxury traditional golf attire
SGB GOLF OCTOBER 2009 25
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