FEATURE

He Said, She Said - Part II

Editor's Note: This is the second of a two-part conversation between writers Katharine Dyson and Bill Giering, both of who write about the golf apparel industry. Their responses are culled from a number of interviews within the apparel industry. Click here to read Part I.

Question: Do you think things are changing with women's golf fashion?

Dyson: I see a dramatic difference in just the last couple years. So many great women's clothing companies are popping up, and the traditional golf apparel companies are tuning into the market shift. It use to be that if someone saw me on the way to the course in my typical logo shirt and khaki pants, I would hear, "Oh, you're playing golf today." Women's golf clothes used to be the same as men's. Boring, boring, boring.

Today's golf fashions don't just go to the golf course, they can go to a barbecue, luncheon or other dipsy-doo function. They can be cute, athletic or traditional. It's a lot more fun to dress for golf today. Long pants, short pants, capris, skirts, plaids, stripes, hot colors, zippers, short cropped shirts allowing a little skin to show on the upswing -- so many choices. The new women's golf fashions have to be a lot more fun for men too.

Giering: Let me, diplomatically, say I have never enjoyed watching the LPGA as much as I have the last couple of years. My concern is that women recognize that the pro shop is not the complete delivery system for this flood of wonderful apparel choices.

I agree that many pro shops have to do more with display and merchandising to appeal to women. It's interesting because many pros understand the priority of educating and teaching women over men. They know that if you educate a woman about golf, you are really educating and insuring golf's future. They are the mothers and the world's teachers.

I think we will see some interesting changes in pro shops to make them more inviting for everyone. It will take some time. But already the climate is changing: I'm still not sure if golf shirts have to be tucked in or not -- in fact I have no idea what a collared shirt is any more.

Question: Any suggestions?

Giering: I think we are going to see both sides coming closer to the middle, ladies understanding more fully what a pro shop is and isn't, understanding that all pro shops are not created equal. I also think we can expect pro shops to change and reinvent themselves as their customer base changes.

Men are easier customers, a couple pair of khakis, a solid shirt and you are good-to-go. Ladies are more about complete outfits and current style. The golf business is full of very bright people. They understand that the shop has to be a profit center and they do care. This issue will be like hickory shafts, gone and replaced to meet the changing social environment.

I understand that the golf industry, on one hand, is trying to attract young women to the sport. And on the other hand when a young lady walks in a smaller pro shop … she can be completely turned off of the sport by the available fashion selections.

Things take time, golf is a sport that was invented by men and played by men, built by men. The rules and traditions were created and designed by men, and they are hundreds of years old. There are a lot of people, both men and women, who are constantly trying to change the ways of the past.

What those agents of change fail to realize is that those men, who have maintained those traditions, have built a game that is respected worldwide. They have built a game that now is available to everybody. Don't try to change over night what has taken years to create. Have some patience, the changes will take time. Just wait.

Dyson: What bull … I don't think we have to wait. I have seen some bright pros, both men and women, handle these issues beautifully. They have shops that are profitable because they are designed to allow fashion to be displayed. They are fun to be in and easy to do business in. I have seen pros arrange entertaining golf fashion shows for their members. I have seen profitable trunk shows at golf clubs. There are ways to offer variety and style to let all members know what's going on in golf apparel; no one expects pros to stock everything.

These are win/win events for everybody.

As pros understand women's buying power, I think you will see a shift from a male-dominated pro shop to a more balanced climate. And if all else fails, all the pro has to do is hire a savvy woman to do the job … then rake in the money.

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