Specialreport Golf’s flying colours
With golf needing to broaden its appeal, the recent trend for vibrant colouring – in clubs as well as clothes – is signifi cant, says John Bushell, managing director of SPORTS MARKETING SURVEYS INC. But as our heroic Ryder Cup team showed, there is room for both the fl amboyant and the classic look.
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n front of me are the team photo shoots for the 39th Ryder Cup. Team USA appeared in grey
crewneck tops, showing some navy on shirts and caps. Meanwhile, Team Europe appeared wearing orange shirts and tops, and navy trousers. While you probably need to look
like an athlete to get away with the European attire, it is hard to see the offi cial Team USA pictures as anything other than dull and boring. Bright colours are becoming so much a part of golf – and not just in the realms of apparel. Cobra have recently announced that their 2013 AMP Cell driver will be available in orange, blue, red & silver; Callaway’s Razr Fit udesign drivers, available in eight colourways, are also being fashion focused. Judging by the vibrancy on show in this supplement, the apparel brands featured are certainly buying into this colour surge. It is a real and interesting change to see that golf is embracing bright hues and, in so doing, ensuring that appearance and look becomes such a vital part of the game. It is also an important development, as the sport needs to grow its appeal to both a younger demographic and also more female golfers. In the UK, female golfers still only account for around 13% of players, whereas in Sweden & Germany the fi gures are between 30% and 40%. Identifying and analysing the scope and impact of trends
Driving with the head- lights on
The bright Glenmuir hues displayed by Europe’s Ryder Cup team are in step with a trend to add colour to the game – a trend that can attract a younger demographic and wider participation.
diff erent purchase channels when compared to hardware – as well as the important factors in brand consideration and brand image. Better insight leads to better decisions. While style & technology remain very important for apparel
like this is part of SPORTS MARKETING SURVEYS INC.’s research on the European Apparel market – research that continues to provide the clothing manufacturers and retailers with vital information on the market. For example we analyse the golf shirt or golf polo into four categories; performance or technology shirts, traditional golf apparel, hardware equipment brands in clothing, and fashion labels. Our annual research among regular golfers helps provide insight into those trends within golfi ng apparel, and helps the manufacturers make informed business decisions. Our research enables the apparel industry to understand the point of purchase of golf clothing – as there are so many
FASHION ACROSS EUROPE
In the UK, the high street fashion brands involved in golf include Ralph Lauren, Hugo Boss, Tommy Hilfi ger Golf as well as a smaller presence for J. Lindberg. In Europe, there are many more brands appearing such as abacus, Peak Performance, Golfi no, Chervo, Rohnisch and Lacoste.
Contact Richard Payne e:
richard.payne@
sportsmarketingsurveysinc.com
from shirts to waterproofs, comfort & fi t remain the two main factors on brand consideration for golf shoes. Yet this market is seeing so many changes, with the more casual shoe almost in ‘boat-shoe’ style – as initially sported by Fred Couples – combining those comfort and fashion elements. These trends and innovations have seen the market grow with sales of golf shoes in the leading markets of France, Germany, Sweden and the UK up to over 950,000 pairs in 2011 in the speciality golf channel – an increase of 30% since 2008. The average sales price of golf shoes has also increased as
part of this process. Whereas in 2009, the average price spent on a pair of golf shoes in the UK was just over £61, as at the end of July 2012 the average price through the speciality golf channel has risen to over £73. The shoe market has also shown a willingness to explore new and daring colourways; though while golfers embrace the latest fashions, performance fabrics and those strong & bright colours, it should be remembered there does remain room for the inspirational and classic. While Europe began the 2012 Ryder Cup in orange, they ended it in those classic Seve-Sunday colours of navy blue top & trousers with a white shirt. Even through all that Sunday drama, these colours were an appropriate reminder of how a classic look can mean style and confi dence on the golf course. And of course the result means the Ryder Cup will stay on this side of the Atlantic, alongside the Solheim Cup, the Curtis Cup and the Walker Cup – an unprecedented and amazing situation that can only be good for everyone involved in
European golf.
www.sportsmarketingsurveysinc.com
t: + 44 (0) 1932 345 539
www.sportsmarketingsurveysinc.com
SPORTS MARKETING SURVEYS INC. undertake research across multiple sports looking at participation trends, sports equipment usage, market size, brand share and brand consideration. As well as understanding the sports person and sports equipment market, we work closely with venues. Understanding their consumers, the key touch points, the trends on revenue & membership, and overall usage can make signifi cant diff erences to their commercial health. Golf, tennis, running, cycling and winter sports are just some of the sports covered by SPORTS MARKETING SURVEYS INC., and with offi ces in the UK, USA, France and Germany, – we are passionate about helping federations, sports goods companies and venues to make better sporting and business decisions. Without research, you cannot see where you are going. SMS INC. ensures you are equipped with full beam.
INVESTIGATION, INSIGHT and ACTION.
| SGBGOLF
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