The British Golf Industry Association (BGIA) has just published the results of a major research project investigating the European market for golf apparel. The research was carried out by David Rigby Associates, specialists in the markets and technologies of the textile industry, and was supported by UK Trade International’s export market research scheme.
The focus of the study was on the overall European market for golf apparel and the report contains chapters on the markets in Scandinavia, German, France, UK, Ireland, Italy, Portugal, Spain, Switzerland, Austria and the Benelux countries.
The main objectives of the study were to quantify, in terms of value, the European country markets for different types of golf clothing, including shirts, knitwear, trousers, rainwear, headwear, socks, sweatshirts and fleeces. The retail price profile of each of these garment types is examined.
The report also seeks to identify the brands operating within each clothing category and to investigate means of distribution, marketing activities and so on.. Profiles of significant apparel brands are provided together with profiles of some of the larger retailers in each market.
Major trends are also discussed, in particular the increasing influence of high street fashion on the golf apparel industry, the strength of the market in ladies‘ golfwear and the emergence of new brands into the marketplace.
Among the key findings are
- Golfers are now choosing garments that provide a combination of aesthetics and functionality and that can be worn both on and off the course.
- On the Continent, trends on the fairway are increasingly following those on the high street to the extent that certain fashion brands and retailers, for example Casall, Xandres, La Perla and Escada Golf, are now producing separate golfwear ranges.
- Despite recent efforts by some to update their styling, consumers in other European countries regard many British brands as unfashionable.
Buying groups are increasing in importance, particularly in the more mature markets as they help pro shops to compete more effectively against off-course retailers.
- Although it is estimated that only 25% of registered golfers in Europe are women, in certain countries sales of ladies‘ golfwear account for as much as 60% of total apparel sales
For further details or to order your copy please contact Jacqui Baldwin at the BGIA on 00 44 (0)2476 414999 or email firstname.lastname@example.org. The report costs €500 for BGIA members, €1000 for EGIA members and €1500 for non-members.