By Kayla Champagne
Optimism — a strong central theme of the 2012 PGA Merchandise Show — was especially evident throughout the Apparel Hall, where the industry’s leading apparel, accessory and footwear companies showcased all the latest trends. Special events such as fashion shows and celebrity appearances produced a lot of excitement around the apparel exhibitors. A newly added fashion E-studio provided an interactive stop for PGA Professionals, golf shop buyers and fashion fanatics to check out all the new styles for spring and summer.
All of the leading brands were in attendance, including Nike, Puma, adidas, Antigua, Abacus, Cross Golf USA, Cutter & Buck and an entire show room floor of others. The traditional emphasis on functionality took a turn this year, combining function with eye-catching fashion. Bold and bright colors were featured in the more traditional garments as well as in all the outerwear pieces. Many of the merchandisers expressed the importance of layering, putting basic pieces with fleece full-zip jackets, wind jackets and vests.
Abacus, a leading retailer of leisure clothing with golf at the heart of its inspiration, introduced its 2012 spring and summer collections, designed for active lifestyles. “We are promoting the idea of freedom of movement with this year’s collection,” explained Lauren Dimen, Brand Manager in Toronto, Canada. Many of the garments have sewn in material with stretch properties, which the company feels is important to golfers.
Puma is brighter than ever, with youth-driven colors and patterns that the company has ingeniously used in dressing young professionals like Ricky Fowler and Lexi Thompson. The booth located in the center of the room was among the brightest and biggest of the show. The new line introduced included Duo-Swing golf polos, track jackets, quarter-zip wind jackets and fitted hats along with a handful of other pieces.
By far, the largest booth at the show belonged to the TaylorMade, adidas, Ashworth Company. Apparel filled a large part of the booth. This year adidas is launching its Fashion Performance line, again incorporating a lot of bright colors and patterns. Featured in the adidas apparel area were the Climalite Polo in solid colors and patterns, the half-zip and full-zip training tops, the fashion performance sweater, pants and shorts and of course the wall of shoes.
Making a strong impression at the show was local company, JoFit in Huntingdon Valley, Pennsylvania. The company creates performance athletic apparel for women with a focus on golf and tennis. Three new collections presented at the show are set to come out in May, June and September. The clothing, designed to perfectly fit every shape, will have sleeveless and regular polos, contoured wind shirts, Bermuda shorts, ruffle bottomed skorts and a four-way stretch golf pant among many other pieces. “We always say JoFit clothes are for women 18 to 80,” said Betsy Barnett, Chief Operating Officer for JoFit. “You can tone the look down or brighten it with the patterns and colors.”
Also attracting attention on the just-for-men side of apparel, was in fiamme golf shirts. The line specializes in hand-cut, hand-sewn golf shirts made in Italy. The company prides themselves on having the finest Italian golf apparel, with double stitched seems, the finest double mercerized cotton fabric and genuine mother of pearl buttons. The booth at the show was simple and elegant, drawing in the customer with an eye for detail and a high end product.
For all apparel exhibitors, small or large, the PGA Show brought plenty of eager buyers and golf industry leaders to view and inspect their new merchandise.
“The apparel side of the PGA Merchandise show has seen the largest growth in recent years,” said Tony Leodora who has attended the last 21 years of the PGA Merchandise Show. “There is golf attire to be worn on the golf course; just as well as golf attire to be worn off the course, it has become a very important part of the golf industry.”
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