Galvin Green continues to dominate the UK waterproofs market and now accounts for over 30% of the rainwear sector value – up from 23% in 2009 – according to a nationwide survey conducted by SPORTS MARKETING SURVEYS INC.* among more than 1,300 golfers who purchased a waterproof garment in the last year and play at least once a month.
The innovative rainwear brand has stretched its lead over nearest rivalsSunderlandand ProQuip in terms of value share, with no other competitive brand outside the top three reaching more than 7% of the market. Galvin Green has a 30.5% value share among men and 32% among women for overall waterproof purchases – at least double that of the nearest rival – and accounted for more than a quarter of the value generated from last year’s rain suit sales.
According to the report on the survey findings by SPORTS MARKETING SURVEYS INC. ‘at an average price of £272, Galvin Green is clearly the most expensive luxury brand in the golf waterproof market….(and) being over £100 more expensive than its competition, Galvin Green has positioned itself in a unique position in the market.’
Galvin Green was also ranked as the brand regular players would prefer to wear across their entire golfing wardrobe. Selecting from over 20 apparel brands that supplied them with waterproofs, windshield/waterproof tops, sweaters/fleeces and polo shirts in the last year, golfers rated Galvin Green first ahead of Nike and the PING Collection as the one brand they would most like to wear all of the time in each of those garment categories.
“The serious golfer clearly identifies with Galvin Green and our philosophy of never compromising on performance, design or style,” said Mike Johnson-Hill, Managing Director of Galvin Green (UK) Ltd. “It’s encouraging to see how much they relate to our products being designed by golfers for golfers and are following the multi-layer concept –illustrated by the popularity of other garments in the collection, not just our waterproofs.”
Satisfaction amongst existing Galvin Green customers is also the highest of all the golf waterproof brands – scoring 4.4 out of 5. It was ranked as ‘the brand of choice’ in golf clothing by Category 1, 2 & 3 golfers (0-20 handicap), both male and female players, aged 31-60 and those who are golf club members.
On the back of its lightweight GORE-TEX® Paclite® and WINDSTOPPER® garments, Galvin Green is also the leading brand for single purchases of rainshield/waterproof tops and windshields.
It ranks ‘considerably higher’ than its competitors in terms of style and technology for fleeces/sweaters amongst low handicap and club players. And its polo shirts were also rated alongside those from Nike and adidas as the best for high performance and technology benefits. The current Galvin Green collection features performance benefits across all styles with its INSULA™ pullovers and Ventil8™ polo shirts leading their range this season.
* Survey conducted amongst a total of 2,300 regular UK golfers in July 2011
Galvin Green www.galvingreen.com