Crunching the numbers

By Janice Ferguson
GPA Writer

Since 1995, Golf Datatech has become the golf industry's standard for accurate and timely information on the retail sales, inventory, pricing and distribution of golf products through on and off course channels.

But it wasn't until last year that golf apparel market research reports were conducted, and the first findings were in January. The reports capture retail sales data from U.S. green grass shops and off-course retailers, and breaks down the top selling men's and women's apparel brands by price range, clothing type and inventory.

Among the key general findings in this first apparel report were the following:

Men's On Course Apparel

• The average retail price shirt sold, including short and long sleeve, was $49.79, and the price range of $0-$49.99 accounted for 56.5 percent of the total market. The $50-$74.99 price range made up 30.6 percent; the $75-$99.99 price range made up 9.2 percent.

• Tops, including sweaters, vests and fleeces, had an average retail price of $71.78. The $50-$74.99 range accounted for 31.7 percent of the total market, just slightly below the $0-$49.99 range (36.1 percent). That was followed by $75-$99.99 price tags (13 percent).

• Pants and shorts sold for an average of $48.28 and was part of the cheapest price range that made up for 61.9 percent of the market. The $50-$74.99 range (28.1 percent) and the $75-$99.99 range (6.4 percent) followed.

Women's On Course Apparel

• Long and short sleeve tops sold at an average price of $43.28. The $0-$49.99 price range accounted for 67.5 percent of the total market; $50-$74.99 for 26.1 percent and $75-$99.99 for 4.9 percent.

• Sweaters, vests and fleeces sold for an average of $60.45. The $50-$74.99 price range was 29.9 percent of the total market; $0-$49.99 (46.1 percent) and $75-$99.99 (11.3 percent).

The Apparel Wire asked Tom Stine, Golf Datatech co-founder, about the report via e-mail.

Apparel Wire: Why did Golf Datatech start apparel market reports?

Tom Stine: The golf apparel market has gone untracked for years and no true benchmark exists for evaluating price trends, sales growth or marketplace positioning for the key brands in the game. This sector of golf retail sales is so important to all golf retailers, and therefore critical to their profitability. The manufacturers and the retailers need to have accurate, timely data on what is going on at the retail level. They need to be able to know, not just guess at, which brands are selling, which price points are most popular, which categories have the most sales, inventory levels, etc. There are more apparel companies than there are hard goods companies. It's a critical category for the entire industry.

AW: How should the reports be used and who benefits from them?

Stine: There are many applications for both manufacturers and retailers. The apparel manufacturers can use the reports to judge the size of the market, its robustness, the popularity of the brands and price points. They can monitor their own brand and its place in the market, as well as see other brands rising or falling. A brand's place in the market isn't just a matter of if it ranks first, or even in the top three. Different brands have different goals. Not all brands compete in all the price points by design. One brand may compete in all the price points, while another only sells apparel in one price point.

Retailers can use the reports to monitor how the brands they carry are doing nationally. It may not matter to an individual pro shop if a brand they do well with isn't so popular nationally, but it's nice to know that information. It may be useful if the brand starts to slow down in that shop. The reports could also be useful if the pro shop wants to take in a new brand and isn't sure which to choose.

Golf shops interested in getting the free monthly reports should contact Suzie Phillips at sphillips@golfdatatech.com or 407.944.4116. Apparel manufacturers wanting a sample report should contact Tom Stine at info@golfdatatech.com or 407.944.4116.