Golf Datatech Reports On 2018 Golf Apparel Business
Newly Released Summary is Part of Golf Datatech’s Ongoing and Unprecedented Apparel Research that Includes Monthly Reports Throughout the Year on the State of Market, Both On and Off Course
Golf Datatech, LLC (www.golfdatatech.com), the golf industry’s leading independent research firm for consumer, trade and retail golf trends, today announced its core findings on the 2018 golf apparel market. The detailed analysis, which is geared toward manufacturers, marketers, retailers, PGA Professionals, media and other businesses involved in the apparel sector of the golf industry, is part of Golf Datatech’s ongoing and unprecedented apparel research that includes monthly data reported throughout the year on the state of market, both on and course.
According to John Krzynowek, a Partner with Golf Datatech, LLC, “2018 was a challenging year for golf apparel sales in the United States, with dollar sales down over 6%. However, the bulk of the decline came in the On Course/Green Grass Channel, which is also the larger of the top two retail segments (On and Off Course).
Today, the On Course/Green Grass channel makes up approximately 78% of total sales with the Off Course Specialty channel, including the Online sales segment, making up the other 22%. In 2018, however, sales in the On Course channel were down nine percent, while the Off Course channel was up six percent.
While there is no single definitive reason for the decline, Golf Datatech’s longstanding data-driven research strongly suggests that poor weather, which equated to significantly fewer rounds played, resulted in far fewer players moving thru golf shops.”
“2018 was a difficult year for rounds played, with national rounds down nearly 5%, primarily as a function of weather, which clearly played a factor in the decline of apparel sales,” said Krzynowek. “No one wants to say they missed their sales target because of the weather, but in a highly seasonal business, like golf, if it’s raining or cold, golfers stay away from the golf course and don’t walk thru the Pro Shop. As a result, the reduction in golf shop traffic means golfers have less exposure to new designs, materials, and displays, and retailers miss out on “spur-of-moment” purchases of new apparel.”
Golf Datatech’s 2018 apparel market findings are the culmination of annual research and monthly reporting on the overall business and retail channels. Between both the on and off course channels, the Company tracks the percentage of sales for all products sold.
Krzynowek continued, “Not surprisingly, in 2018 On Course/Green Grass golf shops sold more shirts than the Off Course Specialty stores, utilizing the power of the logo to sell shirts that are specific to their golf course/golf shop. In contrast, the Off Course stores, with significantly more space to carry various sizes and length options, sell a much higher percentage of bottoms (shorts, pants, skorts, leggings). Off Course shops also carry a wider range of price points.”
Golf Datatech’s Apparel Reports, which include national and regional retail editions that are released monthly to subscribers, also include market share data broken out by brands, actual sale price points, inventory levels and distribution levels (what % of shops stock one brand vs. another) and total overall market levels for each product category. The reports provide companies/brands, both large or small, with insight on what the marketplace is doing, which price points are selling best or not, how their company ranks within the market, within regions. The reports track the following categories (by brand):
Men’s Apparel:
- Shirts (Long or short sleeve golf shirts, not dress shirts or button downs)
- Tops (Sweaters, Vests, Pullovers, Sweatshirts, etc.)
- Bottoms (Pants, shorts)
- Women’s Apparel:
- Shirts (Long sleeve, Short sleeve, Sleeveless)
- Tops (Sweaters, Vests, Pullovers, Sweatshirts, etc.)
- Bottoms (Pants, Shorts, Skorts, Leggings)
Outerwear
- Unisex (Jackets, Rain or Wind Pants, singles of full suits)
For questions or more information about the reports contact Tom Stine or Suzie Phillips at info@golfdatatech.com, by phone at 888-944-4116, or visit Golf Datatech executives at the PGA SHOW … booth #3246.
About Golf Datatech, LLC
Golf Datatech, LLC (www.golfdatatech.com) was established in 1995, and since that time it has become the industry’s golf standard for accurate and timely information on the retail sales, inventory, pricing, and distribution of golf products through the on and off course channels. In 1998, the Company extended its reach into consumer research and strategic sales and marketing consulting. In 2006, the Company expanded its retail and consumer research programs into the United Kingdom and in 2008 added markets in Europe. Golf Datatech now produces the first-ever digitally driven golf retail sales reports for the US, UK, Sweden, France and Germany.
Contact:
Jared Minski (jared@mastrocomm.com)
Mastro Communications, Inc. @ 732-469-5700
Suzie Phillips (sphillips@golfdatatech.com)
Golf Datatech, LLC @ 407-944-4116
