Dunning Golf staff players Zach Johnson, Bob Estes and Craig Barlow are entered in this week's U.S. Open at Winged Foot Golf Club in Mamaroneck, N.Y.
Author and speaker Suzanne Woo and golf teacher Katherine Marren are featured attendees who will be wearing outfits from Iconic Sport at this week's Women's Golf Summit at Pebble Beach, Calif.
FEATURE
He Said, She Said
Editors Note: This is the first of a two-part conversation between writers Katharine Dyson and Bill Giering, both of whom deal with the apparel industry. Their responses are culled from a number of interviews within the apparel industry.
Question: Why isn't there a bigger selection of women's golf apparel in most pro shops?
Dyson: This is an issue that does drive a lot of us nuts. I think the simple answer is historically most pro shops have been run by men -- athletic men drawn to the profession because they love golf. Still they don't necessarily love the merchandise aspect of the business and, guess what, they're usually the ones who do the buying.
They're used to buying men's stuff, so that's what they do. But things are changing. Now, all of a sudden, they have more ladies walking in their shops and these guys may not be changing as fast as I would like to see things happen. I try to understand and give them a break, but I have seen some really embarrassing examples of a ladies section in some pro shops. Sometimes it's impossible to even find where the ladies clothes are. You walk into the shop, walk around and around and finally find them tucked somewhere in a corner. Doesn't exactly make you feel welcome or make you feel the club wants your business. Ask any woman, this happens a lot more than you think.
Giering: This is the kind of assignment that I should run away from. For sure I'll say something that will be viewed as not politically correct. And maybe that is the real unspoken undercurrent in this issue, I don't think it's a gender issue at all, but a business and economic issue.
Men are easier to buy for, they are easier customers to please, and most customers in pro shops are by far … men. Buyers for pro shops are trying to provide merchandise that will sell to their existing customer base. I don't think it's fair to ask pros to stock merchandise that they know won't sell. It's not going to happen.
When real customers are there for any product or service the pro will provide it.
Dyson: Hey, hold on. If the ladies can't find anything attractive and exciting to buy because the stock is the same old, same old, why would she want to buy? We're talking about the chicken and egg.
Keep in mind, women are traditionally the shoppers. They'll buy for themselves, sure, but they'll also buy for the men in their lives. But if they get turned off by what they see in their own department, they'll head to Target, Marshalls or somewhere else for their golf apparel needs.
Question: Do you think pro shops should be 50 percent men's apparel and 50 percent women's?
Dyson: Not necessarily, but you have to ask who does the shopping in your family, in your brother's family? It's a no-brainer … the women. Shoppers are mostly women. Women buy. They buy things for themselves and they buy things for others. So pros should get with it and stock and display their shops thoughtfully with items for both sexes.
Giering: I was in a pro shop on the Cape that had 80 percent ladies line. It seemed insane, but if they are meeting their customer's demands that's fine with me. Most shops I see are about 80 percent menswear, which fairly reflects the player population.
Dyson: Obviously this Cape guy is one of the enlightened ones. Or maybe he has a woman doing the buying. The bottom line is it must be working for the shop. So, why can't it work for others?
Giering: I think women have to dramatically adjust their shopping expectations. A pro shop isn't a Nordstrom's. Men are easy. Hell, I know men who wear small, medium and large shirts … the same guy.
Women are use to and need a much larger selection of apparel to choose from, and they also need exact sizing. Most shops aren't big enough to do that, a pro shop can't do that.
Dyson: Where did you get that idea? All I'm asking for is some pizzazz, some clothing items that say "Buy me, buy me." Not, "Take me to the nearest thrift shop."
Think boutiques. Boutiques usually have limited choices, one-of-a-kind items. Women don't go out of their way to wear the same thing Daisy May across the fairway is wearing. And as for sizes, who says you have to stock all sizes in all styles? Just provide a range and pay attention -- women come in small, medium and large too. Too many times I have checked out the racks to find mainly large and extra large sizes. Few smalls or even mediums. Now that really gives me a warm and fuzzy feeling. I'm outta there.
Giering: That's not true; the shopping experience for women and men is completely different. It's not right or wrong, but it's different. A woman can go out looking for a pair of shoes, go to six or seven stores and come home with nothing.
For most women, shopping is an experience. For most men it's a job. If a man needs shoes, we drive to the shoe store, buy shoes and come home. We (men) don't expect the pro shop to be the answer to every fashion and equipment choice.
Dyson: That's not what I'm saying. Pro Shop Merchandizing 101 should mean a well-rounded selection of sizes and styles -- not heaps of clothes. And it depends on the type of golf facility. A resort course is much different than a daily fee course or a private club.
At a resort, women should expect a large selection, including some great logo items to recall the trip. Some resorts do a fantastic job on this. I've even seen golf jewelry, cool hats, bags and lyrca, form-fitting shirts with diagonal zippers. And when things look inviting, guys will buy things in the women's section too … it's called "guilt presents."
I think the percentage of floor space for women's wear will change as the women's golf population changes. I have seen big changes in the last couple years. When I have credit in the shop or win something at an outing, I expect the shop should have something I like and something that fits.
I am amazed how often smaller pro shops can't meet those simple criteria. I'm not asking that the display space be 50/50. I don't think the space has to be equal, but it should be fair. If I win something, I shouldn't have to go home with a man's shirt large enough to sleep in. That's not fair and it's just plain stupid.
Part two of the series will run in the Thursday, June 15, issue of The Apparel Wire. Send comments or questions to info@apparelwire.com.
