SPECIAL REPORT-LADIES APPAREL
Focus on style this Spring/Summer
Functional fashion with a great fit and feel will be at the forefront of the lady golfer’s wardrobe next season and variety of choiceis the key when it comes to making your stock selections. By Carly Frost
A 4
ſter a couple of seasons where performance fabrics have
dominated the majority of the new golf apparel headlines, it is interesting that many of the leading ladies golf labels have come full circle and are focusing on the fashion and fit stories behind their Spring/Summer 2014 Collections. Stepping out onto the fairways
in the latest look will be the driving force to encourage lady golfers to revitalise their wardrobes at the start of the season when the weather improves, with premium brands such as Tommy Hilfiger, offering the very stylish catwalk- inspired look straight from the fashion runways of New York.
At the luxury end of the market, Bobby Jones celebrates its 25th Anniversary in 2014 by bringing out their most comprehensive choice of ladies apparel to date. The company has a huge range of polo shirts in terms of colours, designs and fabrics to choose from, that will be perfect for cresting, giving clubs, counties and societies the perfect opportunity to update their uniform. In the outerwear department,
The change in emphasis back
towards fashion is clearly a sign that lady golfers now automatically expect the garments they choose to be made from a good quality fabric that performs, so they are driven more by what looks and feels good to wear and is flattering to the female figure.
colour will be key, with several of the leading brands stepping away from thestaid, traditionalblacks and navies oſten associated with ladies golf. Sunice, for example, has a selection of funky patterned jackets that partner bright colours against more traditional colourways, while outerwear brand Galvin Green introduces the Dakota Insula ladies jacket in four striking colours including the unusual Electric red/Spicy orange/White combination! For the younger player, the new
247 active collection from ladies golf apparel brand Green Lamb is certain to have plenty of shop hanger appeal. This sexy, fitted collection has a fun heart design as its theme. The fashion-conscious lady golfer with the perfect figure will also be drawn to the new ladies golf dress from AUR. Not
only does it make a nice alternative to the traditional skort, it is made from recycled fabrics using
environmentally-
friendly processes. Of course performance
is still at the heart of the fabric stories behind these very fashionable garments, with leading labels such as Under Armour, Nike Golf and Galvin Green offering summer golf shirts that are designed to keep the lady golfer dry and
cool in warmer conditions, through clever moisture transportation properties in-built into the fabric. Look out for polo shirts that offer that all-important UVA protection, as the topic of sun protection will continue to be impressed on the golfers’ mind next season. Due to the unpredictable nature
of the spring/summer climate, the baselayer will continue to be an
The change in
emphasis back towards fashion is clearly a sign that lady golfers now automatically expect the garments they choose to be made from a good quality fabric that performs
essential item in every lady golfers’ wardrobe. These tightly fitting tops have a clever design that helps to regulate the body temperature, so that even if the weather switches from a little chilly on the first tee on a spring morning to much warmer by the completion of a round, the player will feel comfortable for the entire 18-holes. As ever, when planning and
purchasing the selection of ladies apparel for your retail outlet variety is the key. Remember, no two lady golfers want to be seen on the first tee in matching outfits – the ultimate embarrassment! So look out for brands that offer their core items such as polo shirts and V-neck sweaters in a wide variety of colours and sizes.
Carly Frost is one of the golf
industry’s best-known writers, having edited the equipment section of Golf World magazine and the instruction section of Britain’s best-selling golf magazine- Today’s Golfer. Nowadays she covers golf titles all over the world, including Golf International magazine.
SGBGOLF
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