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SPECIAL REPORT-LADIES EQUIPMENT


Get ‘Female-Savvy’ for increased sales


Several of the leading manufacturers have invested heavily in entire new ladies lines for 2014, so make sure you refresh this section of your shop for the start of the season, as there are some great new products to advertise by Carly Frost


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this year thanks to the increasing TV coverage of the LET, not to mention the landslide 18-10 European Solheim Cup victory against the Americans last summer, their first ever success on US soil. There’s never been a better time to encourage ladies to invest in their game. To support that message there are some exciting new ladies equipment lines for 2014. Leading the way is Yonex, the


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Japanese manufacturer with a reputation for producing exceptional graphite clubs. Their EZone XP (standing for Extra Power) line focuses on hot faces, aerodynamic shaping and lighter weight – all of which should get the typical lady player swinging the club faster without putting in any extra effort – an easy sell. The new XP woods have a clever ‘Quick Adjust’ hosel system that allows you to custom fit players very quickly and wow them with the versatility of fine-tuning their ball flight via eight easy settings. In the game-improver


category Cobra has launched an extensive new


ll the signs suggest that the ladies game could experience a mini boom


Baffler XL ladies range. It’s so-called for its ‘Extra Long’ capabilities, although with offset hosels to help straighten slices, along with pronounced rails on the soles to make them easy to get airborne, these clubs are ultra- forgiving too. A big American brand that has made a resurgence into the European market this year is Adams. The new Adams Super S line of woods for ladies not only look fantastic - their


striking white heads with purple graphics, bang on trend - but they perform exceptionally well too. A ‘must-stock’ for your


putter section are the new White Hot Pro Ladies putters from Odyssey, which have been developed with the help of the world’s top professionals and are designed to offer Tour-level performance and amazing


feel thanks to a new enhanced iconic urethane insert. Each model comes with a simple


set of adjustable weights


so that they can be adapted to suit the pace of any green, slow or fast. Odyssey’s new eyeFIT system will allow you to very simply demonstrate to your customers which putter will best suit their individual stroke. Along with hardware there are several new ladies golf balls to


market in 2014. The ever popular ladies ball brand Pinnacle has four new offerings including the eye- catching ‘Bling’ golf ball, which may only be rivalled in the highly colourful packaging department by the vivid new Callaway HEX Solaire ladies golf balls! Electric


trolleys are always popular with lady golfers and must- stock items should include the new Winter Wheels from Powakaddy as they are perfect for the soggy fairways at the start of the season. Ladies trolley bags are always a shop brightener as well and can add all-


important colour to a dark corner of any shop display. There are several new ladies


golf shoes for 2014 including the pretty new Nike Lunar Embellish or the stylish Street Evo from Ecco, which has become a very popular choice in recent years, offering fashionable comfort. Remember, the key to stocking a


ladies section of a shop is to pack it full of variety. Don’t forget even if your customers have the latest hardware in their bags there are always interesting new accessories to entice them in to buy.


Carly Frost is one of the 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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