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Golf Shirts Keeping Sweat At Bay On As Well As Off the course
It is no longer enough that a shirt be a nice color or design, people today are expecting a shirt to ‘do’ something be it wicking moisture, protecting from UV rays or killing bacteria. The expectation is evenmore when the shirt is worn for sports and active lifestyle. Golf apparel is jumping on a ‘high in demand’ trend and at just the right time, which is serving as an amazing way to launch the urban fashion on the golf course. The biggest trends in golf apparel in the last couple of years have revolved around technical fabrics. A surge is observed in moisture-wicking and stretch fabrics aimed at offering the wearer a higher level of performance and comfort when active, infact sport shirts and golf apparel are some of the most versatile garments available in the market today. Golfers are on the lookout for garments that are made to meet their specific needs, whether it’s providing UV protection, or small pockets for tees and extra balls. As far as the fabric is concerned, mercerised cotton remains to be the preferred fabrication for golf shirts.
One such technical fabric, Sensor Cool, is used in the Ping Collection golf line offered by Miami based Perry Ellis International. As the body heats up, the pores in the fabric expand allowing extreme breathability and as the body cools, the pores contract and store the body heat, like a natural radiator for the body. Leading manufacturer of golf apparel, Dunbrooke Apparel Corp. also report a growing demand for performance features in the golf wear.
Nike Golf initiated the use of technical fabrics in golf fashion by introducing elements such as moisture management, dimension of stretching, sweat zone ventilation, evaporation and airflow, lightweight compression for range of motion, and more. Dri-Fit which was initially developed for running at Nike Inc, is a performance fabric that is lightweight and less restrictive. Dri-FIT fabric helps in keeping one comfortable and dry by moving perspiration from your skin to the outside for rapid evaporation. The process transfers perspiration through layers of fabric as the body produces moisture, these layers carries the moisture through the garment and up to the outside layer. From there it is dispersed across the outer surface and released into the air. Nike added UV protection to prevent sunburn through the fabric to enhance Dri-Fit technology. It also improved the original Dri-Fit by adding a new dimension of stretching capabilities that enabled a greater range of motion.
The recreational and professional golf industries can also serve as a very lucrative market for any embroiderer. To become a sought-after embroiderer for this unique market, one has to demonstrate the ability to create clean and crisp logos on apparel such as pique knit shirts, sweaters, terry cloth towels and headgear.
Although mercerised cotton is a hot commodity, it also proves too ‘hot’ to wear in certain situations. While they are appropriate for the executive in the office, mercerised polos do not breathe and are not considered to be ideal golf shirts. In today’s competitive retail environment retailers are seeking bigger share in market by addressing customers’ needs, including the potential weather conditions to enhance sales.
The rising popularity of camp shirts is being considered as a unique alternative. The latest trend, however, is toward polo shirts made of a high-tech polyester blend designed to keep the body cool and providing a roomy and comfortable fit.
The golf shirt market is now crossing gender borders making a leap for the ladies segment. The importance of appropriate styles for the fairer sex can be emphasised. Women certainly don’t want to wear something that looks like a downsized men’s garment. Styles need to be feminine and fits need to be correct. According to the National Golf Foundation the sport attracts an average of 2 million new players each year in the U.S. Novice golfers are getting younger (almost 60 % are between the ages of 18 and 39) and more women are hitting the links for the first time (more than 38 % of the golf first-timers are women). A growing number of women see golf as a necessary business skill; an activity that serves as an effective networking and business development tool. Now that apparel makers have become more aware that women are a viable segment of the golf market, new lines of clothing are being created just for them.
Lady golfers, in recent years, made some of the most exciting golf news. Accomplished athletes capture the world’s attention through clothing endorsements. In the ongoing year, Annika Sorenstam will complete the second of two consecutive three-year deals with Seattle based Cutter & Buck. Thanks to the agreements, she has worn the company’s golf and lifestyle apparel exclusively for all professional golf tournaments, events and media appearances; created the Annika Collection, which includes pieces for on and off the course; and consulted with Cutter & Buck’s design and merchandising team on performance features and design innovations for the company’s women’s golf collections. Well-known designer names as Giorgio Armani, Liz Claiborne, Ralph Lauren and La Coste have all added to their women’s golf offerings.
Teen phenom Michelle Wie announced in October that she is turning professional, is hot on Sorenstam’s heels not only on the golf course, but with corporate endorsements as well. Sources predict Wie will be donning all things Nike for several years to come.
With these golf celebs leading the way, one can expect to see styles created for the course making their way into women’s daily routines. Most women’s golf apparel is designed to cross over from business casual and leisure. It is also predicted that, as ladies’ apparel continues its explosive growth in the promotional industry, more golf-specific styles will emerge.
As golf apparel for women continues to increase dramatically, different trends prevail when comparing the purchasing and wearing habits of the two sexes. Women usually shop for their golf apparel at retail outlet, not in the pro shop. A man on the other hand will buy a shirt with the logo of his club or a course that he played which holds some sentimental value; women don’t prefer logos on their clothing.
According to Frank Hannigan of GolfObserver.com, though the general interest in golf peaked years ago and is now in decline, there is growth in the concept of golf apparel that is designed for multiple uses.
Based on fashion, form and function, this is one category that isn’t going away any time soon. For the most part, golf apparel is transcending the course and making its way into the business-casual environment and leisure settings. Golf wear is no longer an apparel which is worn only to the golf courses, but has also emerged as a favoured wear for workplace, weekends and life wear. Golf wear leader Ashworth has evolved into a lifestyle brand and wants to follow the customer from golf course to work, and through the weekend and travel. The company plans to provide its customers a clothing line that can be worn seven days a week.
Anatomy of a quality Golf Shirt
·Buttonholes -- Stitching should be clean
·Collar -- Should be balanced, not favoring one side, and seams should be taped
·Sleeves -- Set-in sleeves are best, seams should be straight
·Placket -- Should be reinforced and have quality stitching
·Tail -- Should extend beyond front of shirt
·Fabric, Pattern Direction -- Stripes should be straight, pattern consistent
Partha AnantClient:
Apparel Online
World Cup 2006 Instigates Consumers Worldwide to Buy More Apparel to Retailers’ Delight
World Cup 2006 brings along immense opportunities for retailers as more and more customers pour into apparel outlets with every passing match, for which the big brands are even creating customised soccer and sportswear outlets. It is like a Yuletide boom for the retailers and manufacturers big or small, as soccer fans around the globe are on a buying spree of football related merchandise, reflecting the brands endorsed by their favourite teams and players who are playing in the world’s biggest sporting event.The FIFA World Cup 2006 has brought a boom in sales of football oriented garment and apparel through the retail doors from all around the globe. ‘Wear what the Pros wear!’ is the selling tagline of major soccer oriented retail outlet chain like MLS (Major League Soccer) that is selling the host country’s very own adidas goods as a part of an agreement to feature adidas apparel and equipment throughout the season. The phrase is in perfect unison with the way it is being exhibited live by the consumers. The football fanatics are buying almost all apparel endorsed by their favourite players and teams. It enables fans to be part of the action, to declare their support through wearing a cap or T-shirt or buying a souvenir.
Expectations of the retailers are on a high, as the global gross turnover for the 1994 FIFA World Cup generated US$ 550 mn at retail selling prices, while the 1998 and 2002 FIFA World Cups produced a record breaking $ 1.2 bn plus. Projections made for the current World Cup season are turning positive in nature for the retailers who went through some rough times in the past few months, and serves as good news for them.
Each company is trying to make their product stand out in the world’s biggest sporting event through various promotions techniques like roping teams competing in this year’s World Cup to wear apparel and use equipment manufactured and retailed by them, thereby driving soccer fans to purchase items endorsed by their favourite teams and players resulting in increased sales. An estimated 3 million visitors from 32 countries that have qualified for the World Cup this year are in Germany and an audience of more than a billion viewers is expected to watch the 64 game tournament on TV across the world. The players are serving as models and brand ambassadors as the apparel giants are trying to capture every move of theirs in photographs and films to create advertisements in all forms of media transmitted to fans all over the world through various modes. The better the teams perform, the more screen time they get to showcase their respective products, which would further push the brands in the soccer crazy crowd.
Puma had the strongest presence on the grounds for shirt sponsorship deals and supplied to 12 out of 32 nations. But it is Nike that is leading by those numbers after the first round with Brazil, Netherlands, Portugal, Mexico and Ausralia. Twelve million people have seen Nike’s edgy internet 'Ping Pong' ad, featuring a digitally enhanced Ronaldinho of the star contenders and five time World Cup champions Brazil. The design team of Nike has made the “Swoosh” logo distinctive enough to deviate the attention of customers from rival adidas’ “three stripes” that are the official sposors of World Cup alongwith the host country being its home ground.
Football mania has spirited the world with its kicks and a similar spirit is being reflected in the buying behaviour of consumers at retail outlets. The sports goods dealers have constantly been running short of stocks for the last one-month as apparel of football teams and players are quickly exhausted from counters. In the previous World Cup 40 % of the licensing revenue was generated by textiles which was over $ 1.2 bn. Lotto Sport Italia has appointed PT Mitra Adiperkasa Tbk (MAP) as its exclusive licensee to establish itself as a leading sports brand this year, while Creative Licensing Plus (CLP) has bagged South African merchandising and licensing rights for World Cup 2006. Even shops specialised in leisure clothing have introduced clothing printed with flags of countries participating in this game. The lifestyle apparel chain Steve & Barry’s has left the retail world awestruck by getting into a licensing agreement with Federation Internationale de Football Association (FIFA), for soccer’s biggest event. Steve & Barry's has produced a variety of 2006 FIFA World Cup licensed T-shirts for men, women and children, to be sold at participating locations nationwide, while supplies last.
FIFA World Cup 2006 scarves and jerseys are among the major sellouts in Europe, with 44 million fans owning either of these. The biggest price hacks came in discounted sales of children’s sportswear. This is of concern for major brands manufacturers, as they saw the decline in sales of their branded items by Euro 65.5 mn, brought about due to price cuts. Average price of sportswear at discount chain Sports World is just Euro 14.4 as compared to premium chains like JD Sports, who are serving products at Euro 45.14.
Much to the happiness of British retailers, England has had a decent start in the tournament and is performing well, and the big brands are now reaping the kind of sales they were looking forward to. In Britain alone, clothing and footwear sales rose strongly even though there were signs that the rate of discounting on the high street had broken up somewhat. The Centre for Economics & Business Research Ltd has forecast that an additional Euro 1.82 bn will be spent in the UK, driven by the World Cup mania. UK, France, Italy, Spain and Germany have spent Euro 6.84 bn on football club merchandise. Men have not been seen buying much in the on-going season, even with the drop in the price of sportswear and styles in clothing and the younger lot shifted trends, surprisingly giving a rise of 10 % in the sales of non-sports clothing. But the older fans are the real spenders in the segment buying football related merchandise worth Euro 142 mn.
It is now being speculated whether the last World Cup’s 24 % growth in apparel sales will be matched or surpassed in this year’s football extravaganza. Apparel manufacturers are hoping for their national teams to stay as long as possible for the fans’ spending rises with every week a team stays back in the tournament. Though the euphoria is short-lived, the business generated is sizeable.
Partha AnantClient:
Apparel Online
VF Corporation Riding High with Stronger Brands and Supply Chain Management
VF Corporation has started the year on a positive note, with earnings well in excess of the initial assessment in February. The group showed an increase of 5 % in the first quarter with revenues up to $ 1,666.7 mn when compared with $ 1,582.2 mn year over year. The growth strategy has momentum, which continues to build up as the year progresses. Even more, the execution of processes this year are driven by strong organic growth.
VF Corporation is the world´s largest apparel company that designs, manufactures and markets branded jeans wear, intimate apparel, occupational apparel, knitwear, outdoor apparel and equipment, children's playwear and other apparel. For over 100 years, the company has grown by offering consumers high quality, high value branded apparel. VF's leading brands in jeans wear, intimate apparel, outdoors and specialty apparel span virtually every channel of distribution.
Overall performance of VF Corporation’s Jeanswear experienced higher sales of full-priced products that were reflected by the rise in operating income of 5 % and operating margins rising to 17.5 % from 16.4 %. Though the US market for jeans saw a slight slow down in the first quarter, VF continued to experience solid gains in the Mass Market and Western Specialty businesses. While down from prior year levels, Lee(R) brand domestic revenues turned better than anticipated and the company expects improved top line comparisons in the second quarter. VF Corp. has scheduled announcement of Q2 results on July 19, 2006.
The outdoor division is driven by strong growth in global demand for various VF Outdoor brands, especially the Reef(R) brand that contributed a whopping $ 42 mn to overall revenue generated. Revenues of other brands like The North Face(R) brand also grew to acceptable figures. The adventure backpacks business driven by higher end Eastpak(R) brand sales in Europe is growing modestly but grippingly. Mackey J McDonald, Chairman and CEO, VF Corporation, plans to invest an additional $ 20 mn this year in increased advertising behind the company’s jeans wear brands as well as support a variety of growth initiatives in its Outdoor business. The group recently acquired net assets of Holoubek Inc and Reef Holding Corporation.
Each of the group’s sportswear businesses, which include Nautica(R) and John Varvatos(R) brands, as well as Kipling(R) brand sales in North America are achieving higher revenues. Nautica(R) branded wholesale business, which includes men's sportswear, has increased revenues in the quarter along with strong sales of spring product offerings that partially compensated for slightly lower revenues earned in Nautica(R) brand retail stores. In addition, margins reflected increased promotional activity in Nautica(R) brand retail stores during the first quarter of 2006. Nautica products are styled in timeless design and premium quality. Today Nautica products are available in more than 40 countries, including India, with more than 170 Nautica branded stores worldwide. Nautica continues to focus on global growth, with its prime focus to launch Nautica in all markets in Europe. Nautica is also on the verge of launching a new sportswear line exclusively for women. VF works closely with key retailers such as Wal-Mart Stores Inc. to manage inventory and replenishment and to gather data that will put in the picture the latest styles. The group’s successful use of demand-side data to deliver consumer needs is it’s biggest competitive advantage.
Driven by strong sales in Image apparel, VF Imagewear has delivered yet another excellent quarter. Revenues rose 4%, which includes uniforms for the industrial, public safety and service markets. The ability to add new companies to the common platform is critical to VF's growth strategy. The company wants to own great brands with growth potential and consumer appeal, though not necessarily operating at an optimum level. The management at VF claims to fix all those bits up by connecting them to the group’s coalition system. The Intimate Apparel coalition business of VF Corporation continues to anticipate more stable performance for the remainder of 2006. The focus of the management team is high and tight on returning the business to traditional levels of profitability and renewing growth in its strong brands, including Vanity Fair(R), Lily of France(R), Vassarette(R), Bestform(R) and Curvation(R).
Based on the strong performance of the Q1/FY’06, VF is raising its full year guidance for both revenues and earnings. The company is looking forward to a great performance in the second half and expects a 7 to 8 % increase in revenues. The fourth quarter is expected to be particularly strong. This forecast is based on certain strengths that VF Corporation possesses, like its reliance on a small number of large customers; the financial strength of VF's customers and its adaptation to changing fashion trends and consumer demand. VF's growth strategy comprises of the continued usage of ethical business practices by VF's suppliers, its ability to protect trademarks and other intellectual property rights, and most importantly, the way it relates to demands of end consumers.
To further strengthen its distribution network, VF Corporation has chosen Averitt Express to provide a variety of transportation and supply chain management services, also including Averitt ground transportation, inventory management, distribution, consolidation, deconsolidation, postponement and several other value-added services for warehousing. It will manage all the shipments from VF’s multiple leading brands and subsidiaries. As a part of VF’s long-term national expansion strategy, Averitt will use ‘merge-in-transit’ system for delivering the products directly to VF Outlet stores present in Southeastern and Midwestern realm of USA. Averitt has been zeroed in for its proven service with other national retailers, advanced visibility, electronic data interchange capabilities and functioning of its management team that is well coordinated with VF Corporation’s programme needs.
VF has made the transition from successful-but-stodgy manufacturer to world-spanning enterprise, delivering strong growth and financial performance by sourcing and selling its products all over the map. The company is on a growth strategy aimed at cost savings, customer service for big retail partners, new products and acquisitions that could reach more consumers and keep up with their changing tastes. About 30% of its products are now sourced from Asia and over 50 % from Mexico and Central America. Meanwhile, rapid growth in foreign markets, especially Europe, has made VF the US's most successful mass-market apparel company in terms of international sales.
Partha AnantClient:
Apparel Online
US Retailers Make the Most Out of Cotton in the First Six Months of 2006
The first six months of the ongoing year has left the US retailers asking for more as consumers are on a buying spree for new apparel with differentiating factors as trends change with every passing day. Export of readymade garments to US has increased by 28 % in the first six months of 2006 compared to a drop by 16 % during the same period last year. During last year, readymade garments worth $ 4,359,945 were exported to US, while this year saw an export worth $ 5,563,610. Observing this year’s buying behaviour of the end as well as potential consumers, retailers in United States are developing diverse strategies directed towards the coming fall-winter business.
A large number of US apparel retailers have picked up the strategy to give fastest and finest response on consumer feedback to alter its product assortments at the slightest indication of change in consumer demand. The fast fashion cycle has kept the brands on their toes. The significant task which the sales-staff conducts is to understand market mechanics. Even while the consumers are in the store, the sales staff is busy interacting with them. Once the consumer requirements have been evaluated, new products are developed keeping under consideration the changes in demand.
This year, in fabrics, cotton has increased its dominance in the imports of apparel. Organic cotton is being used in most of the new and popular men and women's styles as the demand for the eco-friendly fabric is at an all time high. Levi's brand will include jeans made with 100% organic cotton in its fall 2006 product line. Consumers who seek to minimise their personal impact on the environment can choose apparel that demand less from the environment without throwing overboard the style or quality they've come to expect from the brands and retail stores. Additional styles made from 100 % organic cotton, or a significant percentage of organic cotton, are being introduced in the market by quite a lot of manufacturers and retailers. On the flip side of coin, it reflects
Cotton jackets and jeans are the cotton products actually creating positive swings in the sales chart. Some of the retailers and brands that have witnessed good sales include Plus-size women’s line fashion retailer United Retail Group, brand for the youth-American Eagle Outfitter, Zumiez known for its action sports apparel, urban apparel retailer Citi Trends, men’s suits chain Men’s Wearhouse, Stage Stores, Abercrombie & Fitch for its trendy apparel, women’s contemporary wear bebe stores, The Gymboree Corporation for children’s wear and fashion apparel major The Wet Seal. All these apparel retailers and chain stores have a net increase in sales driven by cotton jackets, jeans, adventure wear, and lingerie at the end of first six months of the year. Footwear and cotton jerseys also got a big push in sales by the ongoing FIFA World Cup fever, as USA had advanced in the first couple of rounds.
Along with brick and mortar, the internet has also been a major force in giving a jump to the sales during the ensuing period. Internet sales have undoubtedly grown at a tremendous rate in the last five years. In spite of the continued reluctance of some retailers to separate or release their sales by channel, online retail sales in the first quarter totaled to $ 24.2 bn. More and more consumers are placing orders in assortments as well as in bulk. The e-tailing turnover has gone up with the rise in the number of net savvy retailers and consumers. It has become an important medium for businesses and driven many a brand and retailer to develop exclusive websites for consumers, sitting at some other corner of the planet, to place orders. The competition between retail chains and brands to create as interactive a website as possible is at cutthroat levels. A success story is VintageTrends.com, which has emerged as the shopping paradise for vintage clothing, military apparel & accessories as well as the latest retro fashion from the cool comfort of home.
As China continues to dominate imports into the United States, the ‘Made in USA’ tag is once again looking more attractive to some US retailers than importing from China. According to the findings of a research by CNN, several specialty chain stores like trendy women’s clothing Hot Topic, deLia’s, Dillards and Nordstorm are very interested in moving ‘no less than a practical percentage’ of their product sourcing either back home (USA) or at least closer to the country or to countries like Mexico, Guatemala, Honduras, Costa Rica and El Salvador, or for that sake, nations that belong to Central American Free Trade Agreement (CAFTA). US retailers are finally looking at lost sales as lost revenue. In order to capture maximum sales they need to turn their inventory much quicker thus keeping their stock looking fresh and in-step with the fad of moment.
Partha AnantClient:
Apparel Online
Department Stores Give Specialty Stores a Run for Their Gains
Consumers are turning to midpriced department stores, which generally offer cheaper fashions than specialty clothing chains. For the second month in a row, sales at department stores chain of the likes of Kohl’s and JCPenney have outperformed those of speciality apparel chains of Gap and Abercrombie & Fitch. Specialty apparel stores sales rose by a meagre 0.6 % in June 2006 whereas department stores sales climbed up by 3.8 % according to research analysts at International Council of Shopping Centres and Retail Metrics.
The unexpected shift in consumer behaviour, which earlier moved towards specialty stores in the last two years can be due to many reasons, including the slow economy and hike in gasoline price that has driven shoppers to lower-priced department stores. CFO Wal-Mart, Thomas M Schoewe observed the rise in the number of customers who shopped in June, demonstrating how gasoline prices are shaping their buying patterns, as sales at Wal-Mart’s discount chain increased by 1.2 % which is, however, less than expected. It also brings onto the surface the rationale building up amongst the consumers for “value for money”.
Department stores have always been the traditional favourite for shopping as they appeal to customers because of their ability to meet the needs for the entire family under one roof. Another reason to shop at a department store is because large stores can afford to research and determine the popular opinion, thus making it more likely for consumers to find something they need or like in a department store. On the other hand, speciality stores reflect a certain signature style endorsed by a section of shoppers; one of the reason for the rising popularity of specialty stores in the past.
However, in the last two years, a lot of reshuffling has brought the focus back to department stores. Among the foremost reasons besides economics are: closing of malls, consolidation of department stores, upscaling of products at department stores and cutthroat competition amongst the speciality stores.
It cannot be denied that consolidations and mergers have assisted Department Stores to a very large extent in expanding their reach. The merger of the May and Federated Department Stores chains last year and the closure of some of May's mall stores has made way for Macy's and has left thousands of May’s loyals up for grabs by department stores. Analysts at Stifel Nicolaus have conjectured that these alienated consumers will go shopping, if it is at the mall, to JCPenney and when it's outside the mall, it's Kohl's. Stifel Nicolaus is a full-service brokerage and banking firm that also provides market insights to its clients. The revival of the department store has served as a bright spot in the retail sales for June this year as sales at ‘stores open for at least a year’ rose 2.8 % last month compared with June 2005, according to Retail Metrics, a research firm. Upscale department stores also fared well. Saks Fifth Avenue that tried to win over consumers with updates of classic looks instead of being trendy, saw sales rise 5.3 % in June from a year earlier, well above expectations again. The discount chain Target had its sales up 4.8 % in June, primarily because of better product range to serve the higher-income consumers.
Chico's and the Limited were few others in the specialty store segment who missed their sales forecasts for the month, and so did Abercrombie & Fitch, which had been selling hot cakes for the entire period last year. The management of the company that mainly sells apparel to teenagers and young adults, and also operates the Hollister and Ruehl chains, stated that its sales were down by 4 % in June, compared with the figures for that month a year earlier. The company's namesake stores, known for dim lighting, wood panelling and posters of semi-naked male models fared the worst, with sales down 10 % from a year earlier, especially for men's swimwear and women's denim.
The other reason for Abercrombie’s slow sales was the stiff competition it faced from American Eagle Outfitters, as the two specialty stores targeting the same audience, aggressively pushed the expansion of its tight-fitting knit clothing, which has always been a popular category with the tween set. At Gap, sales fell across all three divisions, including Old Navy and Banana Republic brands. Sales at Gap itself that is testing a back-to-basics approach favoring T-shirts and jeans over designer-inspired handbags and dresses, fell 4 % from last year. Tara Carter, an analyst at the research firm Jennifer Black & Associates, which is often highly critical of Gap, wrote that "although Gap's June performance was not impressive, we have viewed pieces of all three division's up-and-coming fall lines, which has caused us to warm up" to the company.
As speciality stores continued to suffer, department stores like JCPenney (4.3 %) and Kohl's (7.1 %) posted big gains followed by Federated that owns Macy's and Bloomingdale's with sales up by 1.7 % and Wal-Mart up 1.29 %. JCPenney saw customer traffic going up at many of its mall stores, citing among other things, the mergers of rival department stores.
This shift in the buying trends on the part of the consumers is assumed to be temporary by many research analysts like Lehman Bros’ Bob Drbul, as specialty stores are gearing themselves up with various strategies to attract back the consumers. The specialty stores are very likely to stage a comeback, as the consumers on the lookout for the distinguishing style in their apparel would soon get over the changes in the prices of commodities and services that has led them to shop from the department stores.
Partha AnantClient:
Apparel Online
