Tips for retailers

Gearing up for golf

Two of the biggest names in golf have are associated with golf clothing ranges. BEVAN FRANK takes a look at whether the endorsement of high profile players like Ernie Els and Tiger Woods result in greater sales of golf clothing and shoes

The world of golf is no longer just about golf: it is about high-end fashion and brand sophistication. Players and celebrities from all walks of life are getting involved by endorsing particular brands.

Some major examples include Tiger Woods launching Nike as a golf brand, and the new Woodworm range of Ernie Els golf clothes to be launched early this year.

It will be tough to find a marketing guru who does not believe that the marketing deal Nike signed with a young Tiger Woods was worth every cent of the estimated $105-m they are paying him. Clean cut, admired and ever-willing to make sponsor appearances, Woods is a sponsor’s dream. He immediately put Nike golf on the map.

As this endorsement phenomenon continues to grow, the question arises as to whether the large amounts paid to stars for the use of their name can be justified by an increase in the sale of golf clothing and shoes.

Marc Smith of Texas Peak, who will introduce SA golfers to the new 2008 Woodworm Ernie Els golf range at the Festival of Golf at Vodacom World of Golf at the end of February, has no doubt that it does.

The new Ernie Els Collection was launched to a selected group of high profile golfers and celebrities during the Ernie Els Invitational at Fancourt in December.

“Having Ernie’s name attached to the brand opened a door and an opportunity to expose the brand to the world’s best — for a new brand this type of exposure is priceless!” he says . At Fancourt the group of internationally successful business people, international sportsmen codes, some of the worlds top golfers and pro’s at some of the world’s Top Golf courses gave the range the thumbs up. They also contributed positive feedback on all aspects of both the Woodworm Premier collection and the Ernie Els Collection.

A priceless opportunity.

Particularly in golf, the stamp of approval by a big name player assists in highlighting and promoting an apparel range, says Smith. Els was, for example, intricately involved in the development of his signature collection — from fabric selection to style, cut, fit and colour. “If Ernie won’t wear it, it won’t make his collection!” he says.

“His involvement will be an asset for the SA golfer as it means that the range had been thoroughly tried and tested. The garments have received the ultimate golfing stamp of approval. The SA golfer can be confident that the shirt will fit well and do what it is supposed to do when he makes the purchase.”

The main focus of the range will be on golf shirts, but also extends into pants, shorts, sweaters and slipovers in a limited offering.There are two ranges — the Woodworm Premier Collection — priced for the average to high end golfer — and the Ernie Els Collection, “priced for the discerning golfer, those wanting a high end golf shirt as a souvenir or those wanting to wear what Ernie’s wearing.

“The 2008 range is made in highly technical fabric called Swing Dry Body Mapping, which is moisture wicking and tailored to the golfers’ body, producing a more comfortable round for all those wearing the garments,” says Smith.

Brett Bellinger, marketing director of Puma SA, believes that as far as player endorsements in the golfing world go, golfers are very aware of player endorsements and brands, and that it is no different to any other sport.

“Player endorsements can make a difference to the average person who buys golf shoes and clothes, but other factors will always come into the buying decision,” he says.

These include the brand name, price, style, technical quality of the product and the reputation of the manufacturer.

“Golf fashion is seen as cool and this starts to become a major influencer especially with the younger golfing set,” says Bellinger.

Puma recently announced that actor and avid golfer Luke Wilson and Puma golf star Johan Edfors are teaming up to create a special edition range of Puma golf products. The heritage-style range, which includes a women’s line, will be launched in April and July 2008

While Ian Little of Capestorm agrees that the branding of players and their consequent endorsement of products does influence consumer purchasing decisions, he believes that peer pressure and recommendation from other players play a bigger role.

“Although golf is generally an individual sport, the environment of the golf course and clubhouse leads to a high level of interaction between players,” he says. “This leads to the desire to be seen in the right brand. A new brand’s challenge is to overcome this barrier to entry. When Capestorm entered the golf market we had to emphasize the technical aspects and quality of our clothing.With the introduction of technical fabrics golfers have become much more selective in their choice of apparel.”

He believes beginners will be more likely to be drawn to products endorsed by recognised and respected players, as they will create trust in those products. The top end player, on the other hand, will have much more technical knowledge and will therefore be aware of the performance benefits of top end apparel and equipment and will be prepared to pay for the small result improvements that this might elicit.”

These players are also not so price conscious as athletes in other markets and will therefore be more likely to pay for quality.