Today's Highlights

• '08 is about positive change in many ways
• Golf is a game ... and also a business
• The Pro Shop

NEWS

Summit taps Santana for VP role

Summit Golf Brands names apparel-industry veteran David W. Santana as its new vice president, global manufacturing and sourcing. In his new role, Santana will be responsible for product development and worldwide sourcing of high-end golf wear.

Wise joins SoS as western rep

Daymond Willis Holdings hires Mitch Wise to represent Sunderland of Scotland in Southern California and Arizona.

Alcocer joins Nicklaus Golf Apparel as sales rep

Jack Nicklaus Golf Apparel hires Chris Alcocer as its new sale representative for Southern California.

Weiss is Sunderland's new Wisconsin rep

Daymond Willis Holdings hires Steve Weiss to represent the Sunderland of Scotland brand in the Wisconsin market.

Kuhns becomes Sunderland's NoCal rep

Daymond Willis Holdings hires Terry Kuhns to represent the Sunderland of Scotland brand in northern California.

GFM highlights golf shoes in May-June issue

Golf Fitness Magazine highlights golf shoes in its upcoming issue with a focus on performance technology.

Gay dons Sligo in recent win

Sligo reports on Brian Gay's win at the PGA Tour's Mayakoba Golf Classic.

STYLEWATCH

'08 is about positive change in many ways

By Janice Ferguson
GPA Correspondent

Any attendee at the 2008 PGA Merchandise Show in Orlando, Fla., in mid-January probably noticed that the apparel section of the trade show floor was more populated than in years past — both in number of golf fashion-related booths, and sheer booth size.

According to PGA statistics, apparel space at the show has grown by about 25 percent in the past four years, and 2008 had a record number of apparel exhibitors evidenced by the chart below.


 
At a minimum price tag of $3,750 per booth —a stripped down, bare bones, no frills, 10-foot-by-10-foot space — the commitment of manufacturers to golf fashion should make merchandise buyers, and ultimately the end consumer, very pleased with the increase of variety and selection in the apparel segment at the show.

Nike Reports PGA Show Success

Speaking of larger booths at the 2008 PGA Merchandise Show, Nike expanded its space by 30 percent over last year to accommodate the gaining interest in the company’s technical performance product from the media, retailers and other industry experts.

“We find that creating a museum environment which highlights our key categories, deliveries, products and technologies, is the best format for us to tell a comprehensive and compelling brand story,” said Michael Paulsen, Nike Golf’s product marketing manager. “Nike Golf is the only brand to offer performance golf product from head to toe — on the body and in the bag — and this strategy works. Our sales at the PGA Show were 105 percent higher in 2008 than 2007, and new account appointments were up more than 60 percent.”

According to Satoru Igarashi, creative director for Nike Golf, there’s been a bit of a shift in how Nike presents their products and brand over the last few years.

“Previously we tried to present our booth in an environment that’s very close to an actual retail setting so buyers can see how they would be merchandised,” Igarashi said. “It helped them understand the product mix and ultimately encouraged the buys accordingly.

“Last year we put the technology leadership as our primary communication in our booth, and moved away from a retail setting. This year, as a clear leader in the golf apparel business, we simply wanted to showcase the beauty of our products — from the colors to the details of construction to the range of selection. Hence the more sophisticated and stylized environment with displays that elevated and romanced our products.

Color And Debates Define ’08

The Chinese culture may deem 2008 as the year of the rat, but the fashion world is calling it the year of color.

Pantone Inc., selected blue iris as the color of the year for 2008. The shade is a balance of the stable and calming aspects of blue mixed with the mystical and spiritual qualities of purple. The fact that this is a Presidential year plays into the expressive or mood rendering side of how colors are picked, as blue is considered the “trust me” color. Blue iris is also the state flower of Tennessee — considered a second-tier swing state.

“From a color forecasting perspective, we have chosen Pantone 18-3943 Blue Iris as the color of the year,“ said Leatrice Eiseman, executive director of the Pantone Color Institute. “As a reflection of the times, blue iris brings together the dependable aspect of blue, underscored by a strong, soul-searching purple cast. Emotionally, it is anchoring and meditative with a touch of magic. Look for it artfully combined with deeper plums, red-browns, yellow-greens, grapes and grays.”

Both the PGA Fashion Show and New York’s Fashion Week, highlighted the rich, vibrant colors of spring spilling over into the fall season. For spring they are a mix of colors, while fall will use accents of glowing orange, Moroccan red, rosy pinks, sunny yellows and turquoise paired with neutrals and black/white geo-print or color-blocked patterns.

“The focus for design and color will be on change, not evolution,” said Tod Schulman, vice president of Pantone fashion and home.

A year for change — that sounds vaguely familiar.

We’ll keep our eye on the Presidential candidate’s wardrobe to see if purple ties/scarves and blue suits/dresses get votes for the 2008 color platform.