FIELDREPORT “Golf apparel oſten follows retail fashion and


due to the golf market being quite conservative, oſten it skips the golf market! We’ve ensured the 2016 collection has remained very close to the UK fashion market and this reflects the contemporary style.”


Collection in brief


Aster- Subtle pastel tones reflecting the latest trends. Stripes features strongly with a pin dot pattern also a feature


Maui - A varied colour palette of Aqua, Orange, White and Navy deliver some of the most daring selections in the SS16 line


This mirroring of the UK fashion industry is


certainly reflected by Nancy Harding, principle apparel designer. ”I always go to London when looking for inspiration in my work. “London is brilliant as the fashion culture is


very much a classic style infused with fashion.” FootJoy’s new designs certainly maintain


that ‘Updated Traditional’ look with technology throughout the four diverse themes including core PK fabrics, moisture wicking and UV protection properties. It’s a global line, with around 70% of the range the same in each individual market. For Richard Fryer, being ‘diverse’ has never been so important for the brand: “We have become experts at predicting what shoes will become popular. We have a good idea of which shoes people will initially buy with the eye and go 'wow, that looks fantastic'. It is a lot harder with apparel. Take our sales conference here for example, with 50 sales reps wearing different things, and what someone thinks is a great shirt, someone else doesn’t like.” “Our range encompasses that diverseness


and it has obviously been a hit with consumers. “To achieve a value share of 12.5% in this


category is a pretty impressive statement when considering the number of brands in the apparel sector- it’s not like footwear where there are only a few brands. 2016 promises to be an even better year but crucially, retailers are going to make good money out of it.”


Vista - Cooling Royal Blue, Light Blue, Lemon and White characterise the Vista range with 12 shirts in a variety of styles


Evoke- Featuring bold Mint, Berry, White and Navy, the Evoke has a 14-strong range of Athletic and traditional fit shirts, as well as two Chill-Out garments


SGBGOLF 17


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