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I watch trends. So, why year after year do I go to the PGA Merchandise Show in Orlando, Florida where I walk about vie miles to see over 1200 exhibits? The answer is to see what's new for women golfers. As a marketing consultant in the golf industry, this is very important.
Here are four trends and new products I spotted: More manufacturers are specifically targeting women golfers in their advertising. Here are some examples:
 Historically, manufacturers of golf apparel and products complained - as well as service providers like golf resorts -- that women were not really good customers. They didn't spend enough or play enough. My answer has been that these complainers were not spending money on advertising or promotions specifically targeted to women golfers. They were getting a minimal return for minimal efforts. But savvy manufacturers are putting more marketing dollars in their women's lines. That's good news because it will show that a real marketing investment in women golfers will yield a profitable return. And, others will follow. Good marketing actually builds markets. Another important trend is that there are more women entrepreneurs in the golf industry. Women designing for women is good.
   This year's show featured more women's golf clothes that do not look like golf clothes. The new designs from Jamie Sadock, for example, will appear in high-end sport and apparel boutiques as well as pro shops. A little jacket from Jamie will be just perfect for dinner. www.jamiesadock.com This trend does have a negative effect because it makes tracking the dollars spent on women's golf clothes more difficult. The industry tracks dollars spent at "golf" retailers but it cannot capture the dollars spent at department stores or specialty boutiques. The consequence is that the industry may report that women's golf apparel sales are down, when in fact women are buying more at non-golf shops. It's not a perfect world. Finally, the fabrics and patterns that are showing up in women's clothes are more varied than ever. There are pin-stripe fabrics that advertise a golf-for-business look. In fact, Tail apparel advertises: "Jane swings from golf to business." And there are beautiful new performance fabrics that feel like silk and are more feminine than ever. Take your pick and pick a lot. So, I am not wringing my hands today about why more women are not playing more golf or buying more golf stuff. Manufacturers who understand what women golfers want are now investing more, smart marketing dollars in promoting women's products. They will lead the market, and others will follow. And the number of women golfers will finally significantly increase over the next few five years. That's the trend I like most!
Nancy Berkley is an expert on women’s golf. Her book, Women Welcome Here! A Guide to Growing Women’s Golf, published by the National Golf Foundation, is the industry reference on marketing golf to women. She is a resource for golf-industry trends and marketing advice on her website www.nancyberkley.com as well as on www.cybergolf.com and www.ladiesgolfjourney.com. Nancy also consults with golf facilities on how to attract more women golfers. Nancy provides a Quick Question-Free Help Line on her website. Nancy is a frequent speaker at golf industry conferences and conducts The Woman's Only Guide® to Golf programs for women golfers. Nancy's golf course reviews have appeared in The Golf Insider, an international golf and travel newsletter (see www.golfodyssey.com). After a career as a lawyer and business executive, Nancy founded Berkley Consulting and The Woman's Only Guide® to Golf to share her long-time passion for golf and to help grow the game. An experienced golfer herself, Nancy is a member of the Metropolitan Women's Golf Association (N.J., N.Y., Conn.) has served on the Board and Golf Committees of her golf clubs. Nancy is a member of the National Golf Foundation, the EWGA and Women in the Golf Industry (WIGI). Nancy describes herself as a bogey golfer too busy to play enough golf. Contact Nancy at info@nancyberkley.com or on www.nancyberkley.com.
©2007 Nancy Berkley. All rights reserved. Used here with permission.
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