Winter draws on!

GOLF RETAILING asked the major suppliers about Autumn/Winter apparel for 2015. Here’s what they have to say.

1. How can you sell winter apparel when the weather is still warm?

Abacus

It is vitally important that retailers have a sustainable business all year round, which means they need to be able to cater for customer requirements regardless of season or weather conditions. In order to achieve this, retailers need to maintain an active approach to selling golf apparel.

Adidas

Keeping the look fresh in store is key, ensuring that colours are rotated and not allowed to stagnate. Seasons are inevitable, and weather will always be unpredictable.

Bobby Jones

Something that has worked really well for our retailers is small, members only fashion shows. Rather than using models pros can invite members to take part so it becomes a really good fun event at the club. Linking up with a travel agency specialising in winter golf holidays or a charity can encourage more people to come and get involved.

Bunker Mentality

It still surprises me that retailers bring in new autumn stock so early in the season in July as it doesn’t really get cold now until at least October, perhaps having stock in stores appropriate to the weather may be more productive!

Callaway

For us it’s all about ‘extending the season’. In the UK even in the summer we need layering pieces. Pros need to offer more than just polos and outerwear, but also the mid-layers. We offer a six layer programme which we hold in stock.

Galvin Green

We encourage Galvin Green stockists to promote the brand’s Multi-layer concept – the idea that several high-tech garments can combine to deliver optimum performance whatever the weather.

Premium Golf Brands

The whole idea of an Autumn/Winter Golf Collection is evolving. The seasons are not so defined and one just rolls into another. Products need to be versatile and serve multiple purposes for the consumer, both on and off the course.

Ping

We’re finding that the seasonal elements of our range are less defined than they were five years ago. Our Autumn/Winter 2015 collection is wider than ever before. Of course, there are no guarantees with the weather in this country and we consistently find that late summer is a peak sell-through period for our best performing waterproof suits.

Sunice

Everyone knows if they need a new waterproof, windproof or a piece of knitwear, so if retailers offer a good pre-season discount, limited time offers or gift packs these tend to work well. Ladies always want to be the first and only person in the club to own new lines so a pre-season fashion show or a sneak preview for key customers can generate early interest.

 

2. How can winter apparel distinguish itself from everyday leisurewear?

Abacus

Despite the continuing move towards developing golf apparel ranges that look good off the course, it remains critically important that golfers continue to choose clothing perfectly suited to the requirements on the course and not select leisurewear items that may have a negative influence on their game.

Adidas and Ashworth

True golfers who love the game want apparel that is inspired by golf but adaptable for off course wear – which is what Ashworth has taken into consideration with its 2015 collection.

From an Adidas point of view, although the apparel look may seem interchangeable, the functionality isn’t. A golfer’s expectations of their clothing has never been higher: moisture wicking fabrics, hollow fibre insulation, waterproof outerwear without restrictions in movement.

Bobby Jones

Too many people THINK that there is no difference but in reality there is. There are many golf brands that offer excellent technical products that specifically fit the needs of a winter golfer. You may not be able to see the difference, but you will definitely feel it in the performance on the course.

Bunker Metality
With the golf industry now being dominated by large global high street ’sports’ brands this is sure to continue. The more they can make their garments for all sports look the same the less risk they have in the stock. For me it’s about the spirit of each brand that is important, which is why we boast of being 100 percent golf…we eat, sleep and breath golf.

Callaway

As a hardware and apparel brand, we feel it’s important to have apparel applicable to golf and not just general sportswear. General sportswear may be fine for straight-running sports, but golf is about the swing, turning the shoulders, hips and back. You have to wear clothing designed to work with your swing.

Galvin Green

The combination of several golf-specific features and technologies make Galvin Green garments very different to everyday leisurewear.

Glenmuir

I think there are still key design, fabric and tailoring elements which are unique to golf winter apparel whether a sweater, polo shirt, wind shirt or waterproof, which you wouldn’t see on the high street.

IJP

Anyone who is serious about golf wants function and performance out of their wardrobe, whether this is on or off the golf course. IJP Design Golf clothing is specifically designed for golfers and their needs, every little detail is designed with purpose and you’re just not going to find this on the high street from an everyday leisurewear brand.

Oscar Jacobson

Apparel available on the high street very seldom uses high performing functional fabrics. This is even more important for Autumn/Winter when bad weather can strike out of nowhere.

Premium Golf Brands

We have worked hard to build a demand for golf specific product that is just not available on the high street. Cutter & Buck, Calvin Klein and Green Lamb sell a lot of stretch lined performance sweaters that you cannot buy outside of golf. We need to continue to develop performance driven clothing specific to golf that enhances a player’s game, which simply cannot be purchased on the high street.

Ping

Aesthetically it may be moving towards high street trends, but technically there is a huge difference. Every garment we produce is designed specifically with the golfer in mind. Every facet of every garment is analysed and tested at the highest level, and in all conditions, ensuring it performs for the golfer first and foremost.

Sunice

I’d have to say no, otherwise why would brands like Tommy Hilfiger and Ralph Lauren invest money and time in designing bespoke golf products? There is certainly a trend for clothing that fulfils more than one purpose, but in our experience golfers don’t want to compromise on performance. Rather than high street making it onto the golf course, we’re finding that a lot of Sunice customers choose to wear their golf jackets on an everyday basis.

 

3. Do base layers really make a difference?

Abacus
Base layers are very important in ensuring players are comfortable on the course during the winter months. In addition to the base layer however, it is also important for golfers to correctly layer their clothing during the winter months, to ensure the weather does not have any adverse effect on their game.

Adidas and Ashworth

Air held between layers, in this instance the base layer and polo, is what insulates the body. Add another layer by having a sweater on top of your polo and you’ve now created two separate pockets that will help keep you warm.

Bobby Jones

I personally find a base layer much more comfortable and easier to swing the golf club in than putting on a second sweater like we all used to years ago.

Bunker Mentality

Many of the top cycling brands use super fine merino wool in base layering, we are working on this as a superior fabric rather than the polyester used by the large ‘sports’ brands. Our knitwear collection has always been in merino wool as we were already aware of its benefits. It’s our intention to do a small trial of base garments for next A/W to gauge customers reaction. There is no doubt merino is a fantastic yarn with real technical performance in the base layer.

Callaway

Base layers work. There was a reaction against compression garments because they inhibit movement in the golf swing. But our base compression garments are designed specifically for golf with extra spandex side panels to allow movement through the swing. We also offer looser fitting base layers.

Galvin Green

Base layers are a must for every serious golfer – they are crucial for keeping the body at optimum temperature during the winter months.

Glenmuir

I believe a base layer is a key piece to allow you to maintain your playability and comfort on the golf course during the winter season. The Sunderland of Scotland Endurance Base Layer made with ThermoCool fabric helps your body retain heat whilst allowing your body to breathe.

IJP

IJP Design’s men’s Bionic Base and women’s Base Layer is designed to be worn next to the skin, keeping you warm and dry with a moisture wicking thermal insulation layer. Engineered with seams that follow muscle contours ensuring our base layer doesn’t impede your game.

Oscar Jacobson

Technical base layers transports any moisture from your body to the next layer, which will keep you dry. If playing with a base layer created for winter conditions it will also add warmth.

Premium Golf Brands

I believe some do. There have been a lot of inexpensive polyester base layer products that just filled a gap in the market, but the better branded fabrics that we and some other premium suppliers use offer more comfort.

Sunice

There are technical base layers that claim to offer performance benefits which can arguably help your game, but personally I’m not a fan of that look you see with so many Tour players wearing long sleeve base layers underneath polo shirts.

 

4. With technical more generally used is there still a place natural fibres?

Abacus

The company believes natural fibres, particularly wool, still play a vital ‘layering’ role and continues to use them within the apparel design process, ensuring golfers can perform, whatever the weather.

Adidas and Ashworth

There is still demand for natural fibres in winter apparel which can be seen most obviously in our Ashworth products. A natural fibre such as merino is not only perceived as being warm for the winter months, it naturally has temperature controlling characteristics which make it ideal for all climates.

Bobby Jones

Nothing beats cotton for comfort and natural performance. Cotton clothing protects against heat in the summer but also cold in the winter by providing thermal insulation.

Bunker Mentality

There are lots of more active, technical sports that use natural fabric like merino wool and sports wool. I have to say knitwear in lambswool in my opinion is a great winter warmer.

Callaway

There’s been a big move towards merino and it’s one of our biggest sellers for Autumn/Winter wear. It’s a balance between those customers that want technical fibres and those that want a luxury product in a natural fibre. We’ve introduced plaited cotton polos because there’s some backlash against polyester. Plaited cotton has the feel of mercerised cotton, but wears better without pilling.

Galvin Green

There is certainly more of a trend now towards technical fabrics, because they offer more comfort and performance than natural fibres. Garments with natural fibres do have a small part in the Galvin Green range, but the majority of products are manufactured using technical fabrics suitable for serious golfers.

Glenmuir
We believe there is still demand for classic knitwear made in Scotland using traditional methods. However at Glenmuir, although we respect our Scottish heritage and roots, we combine this with embracing contemporary trends and innovation such as using natural fibre blends with protective treatments.

IJP

Technical versus natural fibres is all down to personal preference, however I believe there will always be a demand for natural fibres particularly for collections that are designed for on and off course. Can you imagine an A|W collection without extra fine merino wool? We can’t!

Oscar Jacobson

This is an argument we hear very often, but nothing can be more wrong. One of the most fantastic fibres for winter wear is wool. Wool will always strive to clean itself, meaning it has a natural anti-odour function. Wool is also one of few fibres that will keep you warm if your outer layer fails and you get wet.

Premium Golf Brands

We find that wool is still important in winter golf, although it needs to be performance wool such as CK Superwool or easy-care merino. Natural wool that is hard to wear and hard to care for can be a tough sell on modern golfers.

Ping

The trend towards technical garments has been driven by the golfer’s desire to wear performance oriented clothing. The industry has shifted towards trends fronted by outdoor brands, who select only the best performing technology on offer. Our research team tests a wide range of technical fabrics in order to construct each garment from the best premium materials available.

Sunice

Sunice is all about technical products and performance fabrics. Retailers who want natural fibres can get these from most brands, but they can’t get technologies such as X-Static or FlexVent from anyone but us.

Tommy Hilfiger Golf

Cotton is at the heart of our golf collections. The transition away from technical fabrics to natural fibres has been a gradual one, but has been really well received by our customers.

 

5. What colourways and design features will predominate for A/W 15?

Abacus

The collection will feature polka dots, roses and violet hues for the women’s products, while bold stripes, blocks and checks will dominate the men’s range. Abacus Sportswear has also developed a fresh colour palette, which incorporates the typical natural colours seen throughout the winter months, including plum, amber, rose, rosewood, grey, navy blue and white.

Adidas and Ashworth

The AW15 product line up for Ashworth will focus on warm layering pieces and winter specific items such as lined sweaters and wind tops.

Bobby Jones

Autumnal colours like brown and burgundy are always popular but generally we tend to stay very safe in winter golf in the UK and Ireland and go for navy and black garments.

Bunker Mentality

For us, strong dynamic colours major as usual, reds and Bunker blue in jackets as we believe that colour is a key part of our brand and differentiates us in the market.

Callaway

We’re offering more layer products, tying in with our theme of extending the season. Our Callaway X continental range will have a palate featuring burgundy and Flintstone grey. Our global range for men will feature a rich darker blue called Blueprint and the blueis- grey Flintstone. For ladies it’s about soft, warm colours.

Galvin Green

A Racing Green catches the eye in the men’s line-up, while an Iris Blue headlines the ladies range. Even more jackets and trousers will feature the innovative stretch fabric and there will also be a new tri-colour design on the top-end waterproof garments.

Glenmuir

Glenmuir’s new seasonal colour stories comprise of a zingy Lime as featured in our Tropical Sorbet colour story, the coral tones of Pure Shores are guaranteed to brighten a dull autumnal day and Spearmint from Ocean Drive is a sophisticated choice. Sunderland of Scotland for its Autumn Winter 2015 range also features Men’s colour stories Gunmetal Lime and Electric Cobalt, whilst the Ladies’ features Purple Dawn and Magenta Rise.

IJP

Deep rich opulent greens and blues will be big for menswear. Knitwear, layering, pattern and colour blocking will be important for both men’s and womenswear. Function and performance will be imperative as always.

Oscar Jacobson

At OJ we focus on cobalt blue and an aggressive lime colour to pair with neutral, basic colours. Light blue and a powerful red are also present in the collection.

Premium Golf Brands

Winter is normally dominated by dull colours but we believe a small amount of bright with the classic black/navy can really make a winter collection stand out. Design is very technically driven with a focus on sporty leisurewear that can be used in multiple outfits/looks.

Sunice

There is also a lot of colour, but managed in a really creative way. You’ll see neutral jackets in blacks, greys and blues with bright zips or coloured laser print pocket details or contrast stitching. For ladies there are some amazing patterns and designs that will definitely be seen off the course as well as on it.

Tommy Hilfiger Golf

The colour palettes for Tommy Hilfiger’s golf collection are very traditional this season and will appeal to a lot of golfers. There is one in grey, black, white with burgundy, as well as the trademark Tommy red, white and blue collection.