2006 Golf Apparel Trends

2006 Golf Apparel Trends
High-tech fabrics, wearability and women’s styles top the leader-board

BY KAREN BUTLER

Once upon a time, looking good was the name of the game. However, when it comes to athletic apparel, today’s consumer has been spoiled. Nowadays, “People are expecting a shirt to ‘do’ something,” explains Dan Moore, national sales manager for The Antigua Group in Peoria, Ariz. “Whether it’s wicking moisture, protecting from UV rays or killing bacteria — it is no longer enough that a shirt be a nice color or design.”

Brian McNamara, who heads Preston, Wash.-based SanMar’s product development for sport shirts and knits, agrees. “The biggest trends in golf apparel in the last couple of years have revolved around technical fabrics. We’ve seen a surge in moisture-wicking and stretch fabrics aimed at offering the wearer a higher level of performance and comfort when active.”

One such fabric, Sensor Cool, is used in the Ping Collection golf line offered by Perry Ellis International. “As the body heats up, the pores in the fabric expand, allowing extreme breathability,” notes Michael Gann, vice president of corporate sales for the Miami-based company. “As the body cools, the pores contract and store the body heat, like a natural radiator for the body.”

Dunbrooke Apparel Corp. reports a growing demand for performance features as well. Whether it’s providing UV protection, or small pockets for tees and extra balls, golfers are on the lookout for garments that are made to meet their specific needs. As far as material, “Mercerized cotton remains the preferred fabrication for golf shirts,” states Bob Pierce, executive vice president and co-owner of the Independence, Mo.-based company.

Although mercerized cotton may be a hot commodity, it also may be too hot to wear in certain situations. “Mercerized polos do not breathe,” Moore maintains. “While they are appropriate for the executive in the office, they are not ideal golf shirts. At the 2005 PGA Championship at Baltusrol [golf course in Springfield, N.J.], it was more than 90 degrees with humidity above 90 percent. A number of golfers were wearing mercerized shirts and looked terrible. The shirts were soaked and stuck to their skin.” It brings to mind the “Seinfeld” where George suggests the Yankees wear cotton uniforms. It wasn’t pretty. As always, the moral of the story for distributors is to make sure to have a clear understanding of customers’ needs, including the potential weather conditions if apparel is to be worn at a function.

For the most part, golf apparel is transcending the course and making its way into the business-casual environment and leisure settings. “Proper golf apparel has a roomy, comfortable fit,” comments Pierce. McNamara adds, “Sport shirts and golf apparel are some of the most versatile garments available.”

Gann echoes this sentiment, noting, “The biggest misconception for the promotional products distributor who services the golf tournament business is that you must only use polo shirts.” As a case in point, he mentions the rising popularity of camp shirts as a unique alternative.

Golf apparel is also making that leap for the ladies. Moore emphasizes the importance of appropriate styles for the fairer sex, too. “Women certainly don’t want to wear something that looks like a downsized men’s garment. Styles need to be feminine and fits need to be correct.”

Speaking of the ladies, in recent years, some of the most exciting golf news involves the emergence of strong female players. As these accomplished athletes capture the world’s attention, clothing endorsements take shape as well. In 2006, Annika Sorenstam will complete the second of two consecutive three-year deals with Seattle’s Cutter & Buck. Thanks to the agreements, she has: worn the company’s golf and lifestyle apparel exclusively for all professional golf tournaments, events and media appearances; created the Annika Collection, which includes pieces for on and off the course; and consulted with Cutter & Buck’s design and merchandising team on performance features and design innovations for the company’s women’s golf collections.

Teen phenom Michelle Wie, who announced in October that she is turning professional, is hot on Sorenstam’s heels — not just on the golf course, but with corporate endorsements, too. Sources predict Wie will be donning all things Nike for several years to come.

With these golf celebs leading the way, expect to see styles created for the course making their way into women’s daily routines. “Most women’s golf apparel is designed to cross over from business casual and leisure,” states Pierce. He also predicts, “As ladies’ apparel continues its explosive growth in the promotional industry, more golf-specific styles will emerge.”

Moore agrees that golf apparel for women will continue to increase dramatically, but he does note different trends when comparing the purchasing and wearing habits of the two sexes. “Generally speaking, women shop for their golf apparel at retail, not in the pro shop. A man will buy a shirt with the logo of his club or a course that he played that holds some sentimental value. Women don’t want logos on their clothing,” he admits.

Unfortunately for men and women who dig the sport and the clothing, according to Frank Hannigan of GolfObserver.com, “The PGA Tour’s new television deal confirms the obvious — general interest in golf peaked years ago and is now in decline.”

Moore agrees that as a sport, golf is not growing — but there is growth in the concept of apparel that is designed for multiple uses. Based on fashion, form and function, this is one category that isn’t going away any time soon. Above all, he reminds distributors that “the overwhelming trend is features and benefits first — then fashion.”