Golf Apparel & Accessories: The Asia/America Disparity - Part 2

A couple of weeks ago a lively Linkedin discussion broke out concerning global preferences in golf attire.  The topic was launched by Dennis Allen of Back Nine, the new multi-media golf lifestyle and entertainment network.

He posted this: "Golf fashion - is it boring in the USA or is it just me?" 

The thing is, Dennis has a unique perspective.  He's an American who majored in Japanese and International Business at the University of Washington, then spent 25 years in the sports industry.  Fluent in Japanese, he's traveled the globe in top positions with some of the world's most prominent golf manufacturers including TaylorMade-adidas, Acushnet and Bridgestone.   Well, there were numerous responses to the sartorial query.  They came from men and women involved with golf in a variety ways both here and in Asia... and indeed, most agreed that there IS less variety on US fairways, and on our golf retailer's shelves.

Some attributed this to customer preference, suggesting that, in general, Americans don't care much about dressing stylishly for golf and would often prefer not to make a statement with their golf apparel. Others feel that years of draconian, country club dress codes have created a culture of golfers unable to see beyond the most basic boxy, polo shirts and correspondingly shapeless kahkis.  It was also suggested that the US Market's preponderance of portly golfers... might be part of why there isn't more style on our courses.

Christina Thompson is another highly authoritative voice who weighed in on this subject.  She's the founder and owner of Golf4Her, one of this country's top on-line destinations for women's golf apparel and accessories.

Golf4Her features an expansive collection of the best pieces from dozens of the best women's golf wear brands, including many of the awesome independent brands that aren't often available at the big-box stores and country club shops.  It's all carefully curated by Christina herself, and with their stellar customer service, a great rewards program and an engaging social media presence, and it's no surprise that Golf4Her has customers from all over the world.

Christina posted some observations on international shopping styles: "Based on what we see every day, our European and Asian customers love the high-fashion styles, our customers here in the US are a little slower to take those risks"  She added that she sees that changing now, as fashion-forward golf styles are becoming more accessible to US golfers.  --->

A 2007 report by the Japan Market Resource Network on "The State of the Japanese Luxury Brands Market" speaks about several consumer trends that have no doubt contributed to the unique way golf apparel... among other things... is marketed in Japan.  The end of Japan's bubble economy in the early nineties and the "lost decade" that followed,  resulted in changes to Japanese attitudes and behavior.  Consumers who at one time flocked en masse to the same luxury brands, began to seek unique products and higher levels of individuality.

Additionally, throughout the 80s and 90s Japanese women had been delaying marriage until later in life... or foregoing it entirely.  The result was that far more women were in the workforce... for the long haul... and had higher levels of disposable income than ever before.  In many cases these women continued to live with their parents, and their presumably insouciant, rent-free, lifestyle earned them the label of "parasite singles".

Notwithstanding that unflattering sobriquet, when studies came out revealing that many of these ladies were spending close to 10% of their annual income on fashion, companies and brands took notice.  In the golf apparel and accessories market, large established companies... as well as newer, smaller companies...  began looking beyond the sport's core constituency of middle-aged, male suburbanites and focused on a less obvious demographic: young, female, city-dwellers.  While the segment didn't have a long history of engagement with the golf, they had become the country's most voracious fashion consumers.  Also, at about this time Ai Miyazato, Momoko Ueda and a number of other Japanese professional golfers began achieving global success on professional tours. All of those elements... plus the fact that just about every neighborhood in every Japanese city has at least one driving range... took Japan's golf apparel market in the young, hip, cute, vibrant direction that so differentiates it from our US golf apparel market.

Annie Jaroszewicz, is the founder of Equipt for Play her company creates golf shoes and gloves that would fit perfectly on the shelves of Japan's most stylish golf emporiums.  They're designed with a remarkable attention to detail and an exceptional eye for style.

Having observed the world's professional golfers at tournaments and in the media, Annie decided to visit China and Japan last year because she was "flat-out fascinated by the passion that Asians feel for this sport and how it’s expressed in the fashion they wear."  Her observations are recounted in a blog post that presents a first-hand look at the Asian golf fashion scene ...through American eyes.  It's a must-read for those interested in golf's Asia/America sartorial distinctions.  Annie's observations from the 2011 PGA Merchandise Show are also quite revealing.

I realize that there are profound societal and structural differences between Japan and the US, but current economic conditions here do in some ways mirror those that existed in Japan a couple of decades ago.  Could that lead to golf fashion shift here?  It's definitely something I'll many of us will be watching for.

Read Part 1

Golf Apparel & Accessories: The Asia/America Disparity - Part 1

I've often marveled at the sheer variety of golf apparel and accessories available in Japan... not to mention the unabashed whimsicality of many their designs.   You may have seen my musings on the subject right here a time or two. Or ten.  

Well, once again I'm pondering the puzzle of Japan's disproportionate, golf-product plenty.  This time due to a online encounter with the item above.

It's a putting mat, and it's pink... and that probably seems implausible to many here in the US because... who would ever buy a pink putting mat?   Particularly one emblazoned with hearts and flowers, like the Women's Flat Putt L.

East/west cultural differences not withstanding, I think it's safe to assume that this product is targeted at a young, female market.  As would be most of the items featured here, and a seemingly endless number of similar sites.  Clearly, there are many dozens of Japanese companies large and small, targeting this particular golf demographic... each offering a plethora of product in a multitude of colors. 

The abundance isn't limited to the young ladies market either.  When it comes to golf stuff, men, women and juniors... avid and occasional golfers alike... all seem to be served with a dizzying array of options in Japan and remarkably, one notices that in addition the voluminous offerings of local companies, US companies like Callaway offer an impressive selection of products exclusively for Japan.

Here in the US, our choice of products just seems to substantially more limited than in Japan... and that's what I've always wondered about... because when you look the number of golfers in each country the disparity doesn't seem to make sense. What is it that makes the two markets so different?

With the game's increasingly global reach this is a timely topic, and a couple of weeks ago it inspired a lively LinkedIn chat I'll talk about later today tomorrow in Part 2 of Golf Apparel & Accessories: The Asia/America Disparity.

Read Part 2

My Favorite Global Golf Ball Marker

Don't get me wrong... I like an over-the-top ball marker as much as anyone.

For example, I love TRI Markers. The fine gold and platinum circles encrusted with precious stones are available in an number of different color combinations and can be had for $1,500 and up... way up actually: $10,000 for the diamond-on-platinum.  A statement-making accessory if ever there was one. --->

I also like the ultra-flat ones that snap onto a magnetic clip.  Sometimes they're customizable with photos, or slogans... or anything that inspires. I received one in the shape of a butterfly for my birthday last year.  It always brings me luck... bad luck.  It's now relegated to my jewelry box (for future re-gifting to some unsuspecting soul).

My favorite ball markers are Blingo.  Designed by Swarovski crystals give them sparkle... and they clip on.  And what I like most is that you can customize them by choosing the colors of crystals you want.

This all brings me to a discovery I made a couple of days ago while rummaging through our attic: the tiny coin pictured above. It's actually smaller than our US dime... and has delicate scalloped edges.  It appears to be from HongKong, and with it there was a huge box of forgotten coinage from all over the globe. I've decided to go through it and create a set of global golf markers.  They'll each tell a story and together they'll symbolize the increasingly global nature of the game.

Earth Day ShoutOut: The Awesome Golf Refugees

Happy Earth Day!

Golf... as I wrote earlier in the week... is a lot greener than most casual observers realize.  Organizations and initiatives to reduce golf’s environmental impact are multiplying... and they're creating a golf culture focused on protecting the environment and preserving the natural heritage of the game.

In fact, it's now difficult to imagine golf development of any sort that doesn't include an environmental plan and incorporate documented environmental management practices.

To that end I'm hoping to post a series of shout outs... today and throughout the weekend... to some of my favorite environmentally conscious golfers, golf courses, and golf businesses.

Dress codes don't apply to golf carts

Golf Refugees - They've been challenging golf culture convention for nearly a decade and practically invented the golfwear/urban streetwear category... a category once seen as a slightly subversive novelty, now a staple of fairway fashion.  

Golf Refugees is also the quintessential indy eco golf brand and the world's first carbon neutral organic golf wear brand.  Unafraid of feather ruffling and passionate about the game, Golf Refugees is clearly committed to producing golf apparel that's clean and green.  

Their stewardship however, is never sanctimonious, and their graphics reflect the humor inherent in a game as exacting... and addictive... as golf.   

For when you shank one into the gorse bushes.

To fully appreciate Golf Refugees' environmental commitment... and their humoristic creativity ... you must have a look at their blog.  There you'll be able to read about the extraordinary Earth Day initiative they've taken: Golf Refugees is actually submitting proposals to the the governing bodies of golf (USGA and R&A) to revised their Rules of Golf to incorporate "green" measures ... and readers can support for the proposals with comments and suggestions.  

Why not head over there now as part of your Earth Day Initiative.