SHELTON, CONNECTICUT-Fairway & Greene continues to rapidly grow its ladies’ apparel business with an exciting new Fall 2007 line and a new-and-improved selling strategy.
Fairway & Greene’s ladies’ business grew 28 percent in 2006. It now represents 12 percent of the Shelton, Conn.-based company’s overall volume and continues to grow. Accounts that invoiced the company’s ladies’ products also rose substantially in 2006-up 25.2 percent.
To further improve upon that success for this year, the company streamlined the size of the ladies’ collections, and the deliveries, beginning with Spring 2007 and carrying through to the Fall 2007 collections. For instance, the overall number of stock keeping units (SKUs) was reduced by some 40 percent, from 229 in Spring 2006 to about 118 for Spring 2007, resulting in tighter collections that are easier to show, merchandise, manage and produce. The color stories/deliveries were reduced from four to two, and the company has made a concentrated effort to price items competitively but with a keen eye on profitability.
"By narrowing the SKUs it allowed the buyer to see that we had focus and discipline," says Teri Schleifer, Vice President, Product Design of Fairway & Greene’s ladies’ line. "In addition, it made me concentrate on ‘best sellers’ versus the ‘sky’s-the-limit’ theory when designing the line. The philosophy of more is better is not always true in golf apparel for ladies."
Fairway & Greene’s outstanding sales growth in its women’s product lines-along with its ability to make necessary changes that benefit its customers-continues to demonstrate how the company is meeting the needs and expectations of both the golf industry and consumers.
"Teri has done a phenomenal job retooling our ladies’ product offering," says Todd Martin, President of Fairway & Greene. "With tighter collections and a focus on more sophisticated models and luxury fabrics, we have seen our ladies’ business start to earn its rightful share of the market. The perception of Fairway & Greene as simply a men’s resource is a thing of the past. We have an ever-growing legion of fans, both customers and end users, who tell us the ladies’ line just keeps getting better and better. And our growth is a reflection of that."
Fairway & Greene fine-tuned its overall ladies’ collection by making a tremendous financial investment into fit and fabric. "Women want clothing that fits, is comfortable to wear, looks good on and that they can buy with confidence from season to season, fabric to fabric, and know that it will fit and perform consistently," says Schleifer, who also points out the golfer-man logo seen on the company’s men’s line has been removed from the ladies’ main label to give the ladies’ line its own identity.
"What a beautiful collection," says Sharie Racine, buyer/merchandiser at Castle Pines Golf Club in Castle Rock, Colo. "The ladies’ fall line for Fairway & Greene is just what the golf industry needs. It is a line very reminiscent of timeless elegance from people like Audrey Hepburn, Grace Kelly and Jacqueline Kennedy. This is an investment in your wardrobe. The Fairway & Greene woman will feel just as confident and sophisticated wearing this collection to a luncheon, board meeting or to play golf. The fabrics are luxurious and affordable. I can’t wait to wear it!"
The Ladies’ Summer/Fall 2007 Collection features Catalina Cove (Late Summer), Maple Ridge (Early Autumn) and Northern Lights (Holiday).
Catalina Cove’s colors are Navy, White, Lapis (Rich Sea Blue) and Punch (Intense Pink), with accents from the company’s in-stock collection of Marigold and Pale Pink. The grouping’s cornerstone will be Classic Navy and White nautical prints, which will be in an assortment of bottoms ranging from the company’s best-selling golf skirt to updated Bermuda shorts and a new shorter, tapered golf pant. Pima cotton with stretch will be this offering’s fabrication of choice. Cable Sweaters and feminized golf shirts will also reflect the updated classics Fairway &Greene Ladies is known for. A micro-fleece, water-repellent vest and a re-launch of the highly successful Teflon-coated, Merino-lined wind sweater and a wind vest will also be introduced.
Maple Ridge-comprised of Tangerine, Chili, Cocoa, Palm and Ivory-contains the quintessential fall color palate of oranges, reds, greens and browns with natural accents. The Pima cotton stretch shirts and sweaters are styled to coordinate with the stretch corduroy skirts, leather-trimmed pants and mosaic-printed Bermudas. The Merino Wool stretch sweaters have expanded from solids to stripes and patterns. Ivory and Cocoa comprise an entire collection featuring leather accents and unique applications. Outerwear continues to expand with additional Merino, micro fleece, and the Fairway Club Coat, which is made in a rich cocoa-brown suede with leather trim details. The "silver lining" is a satin mosaic print repeated from the collection in oranges, greens and browns. Another new item is a suede bag in a complementary tangerine color featuring the same satin mosaic lining and brown leather trim as the coat.
Northern Lights is the epitome of luxury and winter retreat-an entire 100 percent Italian Cashmere Collection in Basic Black accented with Aloe, Orchid, Light Charcoal and Ivory. The Cashmere comes from China and is then shipped to Italy where it is cleaned, sorted and spun into yarn form.
"We wanted our Cashmere to be true luxury, special and different from price-driven basics," Schleifer says. "The initial feedback has been tremendous. Our pro shops are looking for special items that they can offer their customers who crave uniqueness, as well as high-ticket items for holiday purchases."
The coloring of geometric prints and menswear-inspired plaids are seen in an assortment of skirts, pants and shirting accents in Northern Lights. Soft and feminine sweaters will be the focus, with a small and tasteful selection of coordinating shirts. The highly successful tropical stretch wool trouser is being repeated in an updated cut and fit. The must-have holiday item will be the Black Suede Quilted Blazer lined in an Orchid/Black/Light Charcoal and Ivory plaid. The same quilted suede from the blazer is interpreted into the perfect-sized bag/tote that is also lined in the satin plaid for added appeal and merchandising.
"Accessories for ladies in the golf shop may be the most exciting category for innovation and growth we have seen in a long time," Schleifer says. "Look to see expansion into more accessories from Fairway & Greene Ladies for Spring 2008. As always, Fairway & Greene is known for its color, its attention to detail and its uncompromising quality. We think that by focusing on all these elements and improving our fit, that we will begin to set ourselves apart in the ladies’ business, where price, inferior quality and inconsistent sizing have dominated. Retailers who have seen Fairway & Greene’s 2007 lines are ecstatic."
Founded in 1995, Fairway & Greene is widely acknowledged as the leader in the high-end green-grass apparel market. With an unparalleled emphasis on product quality, customer service and sales support, the company has rapidly grown and is currently sold in over 3,500 of the finest private clubs, resorts and clubs in the world.
Contact:
Mary Beth Lacy at 760-346-6942 or email: mb@mblacy.com
