High-Tech Fabrics Are in High Demand Both on and off the Golf Course

BY ANDREA L. ENGEL

Few people can play golf like the hottest names on the PGA tour. But anyone who wears the latest premium golf apparel can look and feel as good as the top players while walking the fairways or corporate hallways. Thanks to technology, which now reigns supreme in fabric and apparel development, the reality is customers have more choices than ever before. As a result, they increasingly demand performance-enhancing golf apparel with the latest and greatest fabric innovations, along with new-generation construction to ensure clothing that is quiet, breathable and performs well.

Performance fabrics have become a primary focus for the majority of leading apparel brands as top manufacturers continue to raise the bar with new fabrication technologies, including:

• Moisture-management products that use special yarns and fabrics to quickly take moisture away from the body and then promote rapid evaporation from the garment’s outer surface. The wearer remains comfortable even in the harshest conditions.
• Antimicrobial fabrics that use special technology that embeds carbon or other odor-absorbing substances to trap odor and then release it when laundered.
• Water-repellent gear that delivers a durable barrier to rain while also providing mildew resistance. The result keeps garments cleaner and looking new — even in the wettest weather.
• UV-protective clothing that provides a high Ultraviolet Protection Factor (UPF) rating, which is akin to the SPF rating on sun-blocking products. For example, a shirt with a UPF of 50 blocks 98 percent of UV radiation.
• Wind-resistant garments that use the latest in fabric construction and garment design to block and buffer the elements.

Stretch fabrics also remain an integral component of most premium golf apparel, while technology features and styles vary to meet a wide variety of applications. The key to leveraging the latest performance fabrics is helping customers determine the proper blend of technologies to deliver the most value at the best price.

Early technology-adopters are quick to embrace state-of-the-art moisture-management products, water-repellent gear, UV-protective clothing and the newest wind-resistant garments. The majority of customers, however, will weigh features, functionality and costs before deciding which premium golf apparel is most appropriate for their special events, corporate gifts, employee incentives or corporate logo attire.

Manufacturers best known for technology advancements can also be expected to have the strongest retail presence. Buyers who want the same quality products they see in retail stores are turning to these market leaders, which offer a vast assortment of technologies, fashion-forward styles and colors, as well as a plethora of finely tuned co-branding opportunities. More than ever, retail-right product is a leading driver in the imprintable sportswear industry, as business buyers seek to elevate their own brands by adding corporate logos to the most preferred technology- and fashion-focused lifestyle brands.

During the past five years, women’s golf apparel has benefited greatly from the infusion of retail lifestyle brands. Initially, female golf apparel choices were limited to unisex styles. Today, women’s apparel and companion pieces include fashion-forward styles with improved athletic fit and unique colors.

This kind of education continues to play a crucial role in dealing with high-tech fabrics. To ensure that advanced golf apparel does its job both on and off the course, distributors need to develop an understanding of the top technology advancements, as well as provide effective sales tools to facilitate purchase decisions. Equally important is helping customers understand all the potential uses for a particular fabric innovation, while generating creative options to facilitate new and compelling marketing ideas.

For more conservative or cost-conscious organizations, the ideal time for introducing cutting-edge fabrics and fashion trends might coincide with a corporate image upgrade. For others, a customer golf outing or other time-sensitive event may ignite the opportunity to try a new type of technically advanced garment.

It all comes down to understanding your customers. Only by doing this can offerings be tailored to best fit their needs and budgets. The key is helping customers think beyond traditional channels and offering creative ways to incorporate premium sportswear into their mix of promotional products strategies. Having ample inventory and top-notch fulfillment capabilities is crucial to supporting their evolving requirements for both tried-and-true and leading-edge golf garments that help them compete better on the course and in the boardroom.

Remember, you have options beyond the well-loved polo shirt.

Look at different tiers of pricing. If price is the overriding issue, find the level that is right for the customer, and then include as much value as possible. After all, value is not measured by what is least expensive. Instead, determine the proper price point — that’s what helps create the best overall product and purchasing experience for customers. At the end of the day, decisions are not made only on a single technology or the latest fad or trend. It comes down to how you support your customers. Knowing their needs and having the proper mix of technology and products — all while understanding the trends — is an unbeatable combination.

Andrea L. Engel is vice president of merchandising for Trevose, Pa.-based Broder Bros. Co. (www.broderbros.com).