Can Golf Apparel Turn To "Formal Dress" To Conquer Consumers?

The consumer market in 2018 seems to be saturated by the polarization of consumption upgrading and consumption demotion: partly speaking about the impact of buying and buying on the economy and consumption, while the other is advocating the minimalist life of "breaking away from home".

At the very beginning, these two forms refer directly to clothing consumption, which extends to shoes, skin care products and daily necessities. Producers are talking about the upgrading of consumption, and consumers are advocating the two forms of "breaking away from home" and seemingly irrelevant.

Therefore, under the background of the consumption stratified consumption, the clothing enterprises have started the layout of multi category and multi brand to meet the diversified needs of consumers.

In the field of golf apparel high-end consumer apparel, brands are also gradually moving towards leisure clothing and moving towards a diversified direction.

In particular, when the two Olympic Games in 2016 and 2020 were officially listed as golf events, the golf apparel market ushered in a period of rapid growth.

In the context of consumption upgrading, high-end consumers in golf apparel have begun to pay more attention to the personalization and fashion of clothing, and have begun to cross the boundary of casual wear, and the share of golf apparel for tourism and leisure has also been gradually improved in the market.

For more than a decade, the leading brand of deep plowing golf apparel has reached a certain height in the golf apparel market. After that, it began to think about the subdivision of dress, and aimed at the category of holiday tourism clothing.

In August 2018, the second brand of Carnaval de Venise (Venice) was launched by Bryant. It was positioned as a holiday tourism dress under the draught of tourism consumption.

With the improvement of living standards, tourism has become one of the ways to relax and reduce stress.

According to statistics, the number of domestic tourists in 2018 is expected to reach 5 billion 540 million passengers, with an income of about 5 trillion and 130 billion yuan, up 10.76% and 12.3% respectively over the same period.

From this we can see that the potential of tourism clothing is very huge, and the brand new Carnaval de Venise, a special brand of holiday travel apparel, meets the needs of this group of consumers.

In the field of golf, international sports brands Nike and Adidas have made decisions of abandonment.

According to the 2016 earnings report, sales of Nike golf products fell 8.2% to 706 million US dollars compared with the same period last year, and announced the withdrawal of the golf equipment market in August.

In 2017, Adidas officially sold three brands other than Adidas Golf to KPS Capital Partners, a private equity fund at a price of 425 million US dollars.

Compared with the abandoning of golf business by sports brands, the luxury luxury brand Michael Kors has begun to value the development of this sector business.

In April 2018, Michael Kors announced that it would test the water market by sponsoring Charl Schwartzel, and expand the business of sportswear products with the help of Charl Schwartze.

In the cold market of golf market, Michael Kors has deployed this market in a big way. It wants to make use of the ability and background of its own fashion brands to vigorously develop leapfrog lifestyle golf apparel, restart the sportswear production line and expand the scope of business growth.

It is worth noting that golf as a high-end sport in the market has become saturated and the aging of the audience. Today, the consumer market is dominated by the younger generation. Therefore, the development of the emerging market will attract young people to become a new consumer of this sport.

Especially today, consumers pay more attention to personalization and fashion, so the golf brands need to be more innovative and diversified in the design of clothing and clothing products.

Golf market has been in a state of depression in recent years, and there are few golf brands to be seen in the market.

This situation is a combination of pros and cons for enterprises or brands that want to develop golf industry. On the one hand, competitors are few and the market is relatively wide. On the other hand, golf is not a very popular field, and it takes a lot of time and energy to deepen the market.

So it can be seen that both the domestic golf brand and the Michael Kors, the American luxury brand, have turned their attention to lifestyle costumes instead of purely functional sports clothing, thus broaden the audience.

Finally, whether the producer's "consumption escalation" or consumer's "break off" is ultimately attributed to the product itself.

Under the impact of the new brand of traditional brands, brand names need to "knock" products, ensure quality, functionality, fashion and taste to fully meet the needs of consumers, in order to win consumers' love and trust.

Author: Qin Jin Mei