CALLAWAY APPAREL CREATES NEW ‘HIGH SUMMER’ 2024 CATEGORY

Callaway Apparel has unveiled a new micro-line of High Summer  2024 apparel for men and women that will offer its network of green grass and online retailers a fresh, vibrant and fashion-inspired product line for the important summer selling period.

After careful consultation with existing customers – green grass outlets and online retailers – Callaway Apparel will introduce this specially curated collection of fashion-inspired polos, skorts and light layering garments from July of this year.

Key customer insights have driven the introduction of this new apparel capsule for men and women, after its retailer network identified an opportunity to offer golfers fresh product lines for the warmest part of the year, bridging a retail gap between the sell-through of Spring/Summer products and the beginning of the colder Autumn/Winter season.

Commenting on this range extension, Helen Willsmer, Brand Director at Callaway Apparel, said: “With our Summers seemingly extending every year, it makes perfect sense to offer a High Summer product line that effectively brings forward some of our lighter, fashion-inspired products we would have previously offered in our Autumn/Winter collection.

“High Summer will give retailers a much smoother flow of new products to merchandise through the golf season, and leave the introduction of our 2024 Autumn/Winter Collection to have a greater focus on warmth, layering and all-weather performance, and arrive at retail in September.”

Helen concluded: “What we are achieving with ‘High Summer’ is giving retailers fresh products at the right time, at a key selling opportunity directly after The Open. We are also ironing out any bumps in the sell-through cycle and ensuring our valued trade customers are not carrying large volumes of unsold stock from one season to the next.”

High Summer products will stay true to the brand’s authentic, performance-driven golf heritage featuring a host of leading Callaway Apparel technologies including Eco Cooling, which comprises gel-like fibres interwoven into garments offering an immediate cooling effect.

Swing Tech also features across High Summer, fusing athletic performance with a classic fit, and game-changing innovation. Re-engineered construction and materials provide noticeably less restriction and more stretch to maximise range of motion on every swing.

Finally, proven Opti Dry Technology, a fast-drying Polyamide based fibre technology, offers the wearer the benefit of exceptional moisture management to keep you dry and light during high summer activity.

HIGH SUMMER HIGHLIGHTS

MEN:

Hawaiian Surf Polo

Product code: CGKFE050_448

All Over ‘Drive’ Polo
Product code: CGKFE053_100

Golf Ball & Tee Polo

Product code: CGKFE056_410

WOMEN:

Hexagon Geo SS Raglan Polo

Product code: CGKFE059_410

Textured Abstract Floral Polo

Product code: CGKFE111_002

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As an avid golfer since the age of eleven Dan lives and breathes all things golf.  With a current handicap of eleven he gets out and plays as often as his work life (and girlfriend) allows. Dan confesses to still being like a kid at Christmas when it comes to seeing the latest golf equipment. Having served as GolfPunk’s Deputy Editor, and resident golf geek for the past 13 years and working for golf's oldest brand, John Letters Dan brings to GOLF RETAILING an excellent understanding of the sector.